1. Relationship Building
Unit 5: Retail Agribusiness Sales
Lesson: AS2

2. 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.

3. Key Terms
Analyzer
Controller
Supporter
Promoter
Rapport
Credibility

4. Your communication style

5. 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

6. 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

8. 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

9. 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

10. 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

11. 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

12. 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

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

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

15. 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

16. 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

17. credibility

18. 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

19. 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

20. 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.

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