Relationship Selling Mark W. Johnston Greg W. Marshall McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

Using Information to Understand Sellers and Buyers Chapter 2

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Learning Objectives Explain the historical basis for stereotyped views of selling in society Point out a variety of reasons why sales jobs can be highly satisfying Identify and explain key success factors for salesperson performance Discuss and give examples of different types of selling jobs List and explain the roles of various participants in an organizational buying center 2-4

Learning Objectives Describe the relationship between buying centers and selling centers and the nature of team selling Outline the stages in organizational buyer decision making Distinguish among different organizational buying situations Understand the concept of CRM and how it serves to help salespeople manage information 2-5

Media Sources of Negative Image of Selling “Death of a Salesman” “WKRP in Cincinnati” “Glengarry Glen Ross” “Boiler Room” 2-6

Leadership Six Key Business Trends 2.1 Past success can hold you back Tech-driven change will accelerate Time is increasing in value Shifting from “information” to “communication” age Solutions become obsolete faster Value you bring today is forgotten faster 2-7

Attractive Aspects of Selling Careers Autonomy Multifaceted and challenging activities Financial rewards Favorable working conditions Career development and advancement opportunities 2-8

Innovation Create Your Own Creativity 2.2 Creativity Can be developed Increases productivity Keeps open opportunities for improvement Encourages problem-solving from unusual sources 2-9

Leadership Making Remote Leadership Work 2.3 Spend time early, in person, with new boss Choose the right mode of communication Find opportunities to check in Assume responsibility for the relationship 2-10

Exhibit From Salesperson to CEO

Key Success Factors in Relationship Selling Listening skills Follow-up skills Ability to adapt sales style from situation to situation Tenacity — sticking with a task Well-organized 2-12

Key Success Factors in Relationship Selling Verbal communication skills Proficiency in interacting with people at all levels of a customer’s organization Demonstrated ability to overcome objections Closing skills Personal planning and time management skills 2-13

Exhibit How Salespeople Spend Their Time

Types of B2B Sales Sales to resellers, e.g. retail stores Sales to business users, e.g. General Electric selling parts to Boeing for use in building airplanes Sales to institutions, e.g., Dell selling computers to a governmental agency 2-15

Types of B2B Sales Jobs Trade servicer Missionary seller Technical seller New-business seller 2-16

Participants in the Organizational Buying Process Initiators Users Influencers Gatekeepers The buyer The decider The controller 2-17

Team Selling Structure or system within the selling organization which works to present a unified, well-coordinated effort to the customer Customer relationship teams often headed up by the account manager Matrix organizations allow account executives to pull from the full range of functional resources within a company 2-18

Exhibit Organizational Buying Decision Stages

Exhibit Consumer vs Organizational Buyer Behavior

Types of Organizational Buying Situations New-task purchase Modified rebuy Straight rebuy 2-21

Exhibit Process Cycle for CRM

Role Play

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