Marketing - Professional Selling Course, Test Study Notes - 1

Essay by royalinxUniversity, Bachelor's March 2006

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Developing Relationship Strategy

Emotional Intelligence - capacity to recognize our own feelings and feelings of others to motivate ourselves, and manage emotions in ourselves and our relationships.

People with high level of emotional intelligence display many qualities needed in sales work:

self-confidence

trust

adaptability

initiative

optimism

empathy

social skills.

Selling involves 3 major relationship challenges:

Building new relationships - starts with communication of positive impressions during the initial contact

Transforming relationships from personal level to business level

Management of relationships

RELATIONSHIP STRATEGY - well-thought plan for establishing, building, and maintaining quality relationships.

DEVELOP A RELATIONSHIP STRATEGY:

Project positive, professional image

Practise communication-style flexing

Behave ethically

DEVELOP A PERSONAL SELLING PHILOSOPHY

Value Personal Selling

Adopt Marketing Concept

Become a Problem Solver/partner

Every salesperson should have ongoing goal of developing a relationship strategy that adds value to the sale.

The salesperson may be able to compete on the basis of product solution, price, or service, but fail due to relationship bond a customer has with competition.

Customers perceive value is added to the sale when they feel good about the relationship they have with a salesperson.

Salespeople need to develop strategies and practise skills necessary to create relationship value for customers.

ADD VALUE to the relationship as perceived by the customer:

Positive & Professional self image

Good manners

Appearance

Posture

Handshakes

Ethical behaviour

Verbal & non-verbal behaviours

Well-modulated voice & ability to adjust communication style

PARTNERING - strategically developed, high-quality relationship that focuses on solving customer's buying problem.

PARTNERING involves establishing, re-establishing, and maintaining relationships with customers.

PARTNERING emphasizes building a strong relationship during every aspect of the sale and working hard to maintain a quality relationship with a customer after the sale.

Professional Selling today must be viewed as process, not an event.

Wilson believes there are 3 keys to partnering...