Relationship Building Unit 5: Retail Agribusiness Sales Lesson: AS2

Objectives Lesson Objective: After completing the lesson on relationship building, students will demonstrate their ability to apply the concept in real-world situations by obtaining a minimum score of 80% on a YouTube Video evaluation. Enabling Objectives: Generate a list of words, phrases, statements, and questions to use during a sales presentation for each communication style. Criticize dialogues that build and break-down rapport. Assemble a list of how a salesperson can build and maintain a relationship with a customer.

Key Terms Analyzer Controller Supporter Promoter Rapport Credibility

Your communication style

Communication Styles Lower in aggressiveness and higher in formality Prefers detailed data Takes more time to digest information and make a decision Shows little emotion and is calm and quiet Task-oriented Analyzer Higher in aggressiveness and formality Prefers quick decisions and immediate action Task-oriented and motivated, efficient and thorough, and very organized Impatient and unemotional Prefers to be in control of decisions Decision maker Controller

Communication Styles Higher in aggressiveness and lower in formality Enthusiastic, expressive, and energetic People-oriented Perceived as talkative Creative Usually stimulated by ego Responds to appeals to his or her reputation Promoter Lower in aggressiveness and formality Friendly, cooperative, open-minded, and empathetic Considered to be a true team player Supporter

Understanding Communication Styles The more knowledgeable the salesperson is about the customer’s style, the more effective the salesperson will be because presentation will be customized Customizing the presentation allows the customer to retain the information and message the salesperson is conveying

Analyzer Lower in aggressiveness and higher in formality Prefers detailed data Takes more time to digest information and make a decision Shows little emotion and is calm and quiet Task- oriented Present very detailed information to appeal to customer’s desire for complete and accurate information, showing proof of reliable research, detailed reports, and guarantees Present information in a formal, businesslike manner In the presentation, adopt a problem-solving approach Give analyzers time to make a decision

Controller Higher in aggressiveness and formality Prefers quick decisions and immediate action Task-oriented and motivated, efficient and thorough, and very organized Impatient and unemotional Prefers to be in control of decisions Decision maker Use a businesslike manner Make a direct, fast-paced presentation Include information on saving time and money Discuss the purchase in terms of “winning” Convince the customer that the product is a good investment without overselling it Cover its features and benefits, discuss point thoroughly and quickly, and finish before he/she gets bored Make the focus of the presentation a choice or decision over which the customer has control

Promoter Higher in aggressiveness and lower in formality Enthusiastic, expressive, and energetic People-oriented Perceived as talkative Creative Usually stimulated by ego Responds to appeals to his or her reputation Attempt to build a personal relationship with the customer Make an inspirational, stimulating, dynamic, fast-paced presentation Do not include too many details or spend too much time on important points Make an imaginative presentation to appeal to the customer’s creativity Appeal to the customer’s ego by stressing what the customer will gain with the purchase of the product

Supporter Lower in aggressiveness and formality Friendly, cooperative, open- minded, and empathetic People-oriented Considered to be a true team player Appeal to the customer’s desire for a personal relationship Make the presentation casual and helpful by being specific and walk the customer through specific features and benefits, explaining the positive results of the purchase Design the presentation to make him or her feel good Avoid conflict

Developing Good Relationships Gains customer’s loyalty Obtains referrals and customer testimonials more easily Increases potential for long-term purchases

What Is Rapport? Building a relationship Making a connection with someone

Building Rapport Honesty Trust Salesperson should never deceive a customer by lying or failing to reveal negative information about the product, company, or salesperson Trust Must be professional and businesslike Should be friendly and polite, showing eagerness to work with and respect the customer Invite customer to call for help at any time Needs to confirm his or her competence and knowledge about the product and its use Should explain the steps in discovering and meeting the customer’s needs

Building Rapport Comfort Support Common Goal Both the customer and salesperson feel that discussing almost anything about the product and company is acceptable Support Be available to answer any questions or give advice Link between the customer and the company for technical support May provide support by advising customer on specific business matters, such as financial planning Common Goal Should agree on the purpose of each meeting Salesperson may announce the purpose and seek confirmation from customer Should develop expectations for a long-term business relationship

credibility

Establishing Credibility A customer needs to believe in the salesperson if they are to build a long-term business relationship The customer must feel that the salesperson is a good source of information and can be counted on to take care of concerns or problems

Customer Perceptions Outward appearance Hand shake Initial greeting Dress professionally, but not overly dressy for the occasion or sale Look neat and put together Piercings or tattoos Excessive make up Facial hair vs. clean shave Hair nicely in place or all over the face, etc Hand shake Initial greeting Confidence in voice before, during, and after sales presentation Knowledge of product during presentation Ability to carry on a conversation with customer Smile, facial expressions Eye contact

Conclusion Understanding an individual’s communication style is an important part of the sales process. It allows a salesperson to adjust his or her presentation so that the customer is more comfortable and receptive to the new information. Understanding communication styles is also useful so that customer reactions can be predicted and prepared for before the presentation. The salesperson must begin to work immediately to establish rapport with the customer to build a sound, long-term business relationship. The salesperson should work on developing an atmosphere of honesty, trust, comfort, support, and a common goal to build rapport. The credibility of both the salesperson and the company is also an important part of building rapport. Maintaining positive relationships with customers is also key to success. Once rapport has been built and credibility has been established, take the time to make customers feel appreciated, important, and valued in order to maintain their business relationship.

Exit Cards What did you learn today about relationship building? What questions do you still have about relationship building?