1. WITH A RELATIONSHIP STRATEGY
C H A P T E R 3
Creating Value
WITH A RELATIONSHIP STRATEGY

2. Copyright2004 Pearson Education Canada Inc.
Learning Objectives
Explain the importance of developing a relationship strategy
Define partnering and describe the partnering relationship
Identify the four key groups with which the salesperson needs to develop relationship strategies
Discuss how self-image forms the foundation for building long-term selling relationships
Copyright2004 Pearson Education Canada Inc.

3. Learning Objectives (Continued)
Describe the importance of a win-win relationship
Identify and describe the major non-verbal factors that shape our sales image
Describe conversational strategies that help us establish relationships
Explain how to establish a self improvement plan based on personal development strategies
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4. Strategic/Consultative Selling Model
Strategic Step
Prescription
Develop a Personal Selling Philosophy
Value Personal Selling
Adopt Marketing Concept
Become a Problem Solver/Partner
Develop a Relationship Strategy
Project positive, professional image
• Practise communication-style flexing
• Behave ethically
Copyright2004 Pearson Education Canada Inc.

5. Relationship Strategy
A Relationship Strategy is a well thought out plan for establishing, building, and maintaining quality relationships.
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6. Developing a Relationship Strategy includes “Emotional Intelligence”
Emotional Intelligence is the capacity for recognizing our own feelings and those of others, for motivating ourselves, and for managing emotions well in ourselves and in our relationships.
Copyright2004 Pearson Education Canada Inc.

7. Copyright2004 Pearson Education Canada Inc.
Partnering in Sales
Partnering
A strategically developed, high-quality relationship that focuses on solving the customer’s buying problem.
Copyright2004 Pearson Education Canada Inc.

8. Three Keys to Partnering Relationships – Larry Wilson
The relationship is built on shared values
All parties need to clearly understand the purpose of the partnership and be committed to the vision
The role of the salesperson must move from selling to supporting
Copyright2004 Pearson Education Canada Inc.

9. Copyright2004 Pearson Education Canada Inc.
Key Relationships
Salesperson
Customers
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10. Copyright2004 Pearson Education Canada Inc.
Key Relationships
Salesperson
Customers
Secondary
decision
makers
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11. Copyright2004 Pearson Education Canada Inc.
Key Relationships
Salesperson
Customers
Secondary
decision
makers
Company support staff
Copyright2004 Pearson Education Canada Inc.

12. Copyright2004 Pearson Education Canada Inc.
Key Relationships
Salesperson
Customers
Secondary
decision
makers
Company support staff
Management personnel
Copyright2004 Pearson Education Canada Inc.

13. Enhancing Your Relationship Strategy
Self-Image and Success
“Win-Win” Philosophy
Character and Integrity
Non-Verbal Strategies
Copyright2004 Pearson Education Canada Inc.

14. Enhancing Your Relationship Strategy – Self-Image
Self-Image is a set of ideas, attitudes, and feelings you have about yourself that influences the way you relate to others.
Copyright2004 Pearson Education Canada Inc.

15. Improving Your Self-Image
Focus on the future and stop being overly concerned with past mistakes and failures
Develop expertise in selected areas
Learn to develop a positive mental attitude
Copyright2004 Pearson Education Canada Inc.

16. Enhancing Your Relationship Strategy – “Win-Win”
“Win-Win” Philosophy is the view that “if I help you, I win too!”
Copyright2004 Pearson Education Canada Inc.

17. “Win-Lose” versus “Win-Win”
“Win-Lose” People
See a problem in every solution
Fix the blame
Let life happen to them
Live in the past
Make promises they never keep
“Win-Win” People
Help others solve problems
Fix what caused the problem
Make life a joyous happening
Learn from the past, live in the present, set goals for future
Make commitments to themselves and others and keep them both
Copyright2004 Pearson Education Canada Inc.

18. Enhancing Your Relationship Strategy – Non-Verbal Strategies
Non-Verbal Strategies include
Body language
Entrance and Carriage
Shaking Hands
Facial Expressions
Appearance
Copyright2004 Pearson Education Canada Inc.

19. The Effect of Body Language on Relationships
Words:
(7% of message)
What you hear:
(38% of message)
Tone of voice
Vocal clarity
Verbal expressiveness
What you see or feel:
(55% of message)
Facial expression
Dress and grooming
Posture
Eye contact
Touches and Gestures
Copyright2004 Pearson Education Canada Inc.

20. Your Appearance is Important – Guidelines
Simplicity
Appropriate
Quality influences Image
Visual Integrity
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21. Good Manners Help Build Relationships
Avoid the temptation to address a new prospect by their first name
Avoid offensive comments or stories
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22. Good Manners Help Build Relationships – (Continued)
Do not express personal views on politics or religion
Do not discuss business over lunch
When using voice mail, leave a clear, concise message
Copyright2004 Pearson Education Canada Inc.

23. Steps in Relationship Building Strategies
Set Goals
Relationship
Building
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24. Steps in Relationship Building Strategies
Set Goals
Practise Visualization
Relationship
Building
Copyright2004 Pearson Education Canada Inc.

25. Steps in Relationship Building Strategies
Set Goals
Practise Visualization
Relationship
Building
Monitor your Self-Talk
Copyright2004 Pearson Education Canada Inc.

26. Steps in Relationship Building Strategies
Set Goals
Practise Visualization
Relationship
Building
Monitor your Self-Talk
Recognize your Progress
Copyright2004 Pearson Education Canada Inc.