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...