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3

CHAPTER
Factors Influencing
the Relationship-
Building Process

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
LEARNING OBJECTIVES: CHAPTER 3 S-1 of 2

◆ Explain importance of relationship strategy


◆ Define partnering
◆ Describe partnering relationships
◆ List key groups to develop relationship strategies
◆ Discuss how self-image impacts relationships
◆ Describe importance of double-win relationship

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
LEARNING OBJECTIVES: CHAPTER 3 S-2 of 2

◆ Identify nonverbal factors impacting image


◆ Define surface language
◆ Discuss appropriate dress
◆ Discuss voice quality and good manners
◆ Describe conversational strategies
◆ Explain how to establish a self-improvement plan

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
RELATIONSHIPS ADD VALUE

◆ Partnering is a strategically developed,


high-quality, long-term relationship that focuses
on solving the customer’s buying problem.
◆ Partnering involves establishing, reestablishing
and maintaining relationships with customers.

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
FIGURE 3.1: RELATIONSHIP STRATEGY S-1 of 1

Strategic/Consultative Selling Model


Strategic step Prescription

DEVELOP A PERSONAL  ADOPT MARKETING CONCEPT


SELLING STRATEGY  VALUE PERSONAL SELLING
 BECOME A PROBLEM SOLVER/PARTNER

DEVELOP A  ADOPT DOUBLE WIN PHILOSOPHY


RELATIONSHIP STRATEGY  PROJECT PROFESSIONAL IMAGE
 MAINTAIN HIGH ETHICAL STANDARDS

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
FIGURE 3.2: WIN-WIN RELATIONSHIPS S-1 of 5

Sales person

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
FIGURE 3.2: WIN-WIN RELATIONSHIPS S-2 of 5

Sales person

Customers

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
FIGURE 3.2: WIN-WIN RELATIONSHIPS S-3 of 5

Sales person

Secondary
Customers decision
makers
© 1998 by Prentice Hall, Inc.
A Simon & Schuster Company
Upper Saddle River, N.J. 07458
FIGURE 3.2: WIN-WIN RELATIONSHIPS S-4 of 5

Sales person

Secondary Company
Customers decision support
makers staff
© 1998 by Prentice Hall, Inc.
A Simon & Schuster Company
Upper Saddle River, N.J. 07458
FIGURE 3.2: WIN-WIN RELATIONSHIPS S-5 of 5

Sales person

Secondary Company
Management
Customers decision support
personnel
makers staff
© 1998 by Prentice Hall, Inc.
A Simon & Schuster Company
Upper Saddle River, N.J. 07458
Developing thought processes that
enhance relationship strategy

Self-image—is shaped by the ideas, attitudes, feelings and


Other thoughts you have about yourself that influence the way yo
relate to others .

Feelings and behavior are consistent with the self-image.


The self image can be changed.

How to develop a positive self-image?

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
STRATEGIES THAT
IMPROVE RELATIONSHIPS S-1 of 2

◆ Positive thought processes—self-image&success


◆ Body language
entrance and carriage
shaking hands
eye contact
facial expression
◆ Surface language
wardrobe engineering

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
STRATEGIES THAT
IMPROVE RELATIONSHIPS S-2 of 2

◆ Voice quality
◆ Manners
◆ Conversational skills
comments on observations
compliments
search for mutuality

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
A SELLING PARTNER S-1 of 1

P ◆ Prepares strategically
A ◆ Asks questions
R ◆ Restates customer needs
T ◆ Teams
N ◆ Negotiates double-win solutions
E ◆ Exceeds customer expectations
R ◆ Reexamines

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
PROFESSIONAL SALES QUALITIES S-1 of 1

◆ Image
◆ Attitude
◆ Knowledge
◆ Sensitivity
◆ Enthusiasm
◆ Maturity

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
FIGURE 3.3: WIN-WIN PHILOSOPHY S-1 of 1

Win-Win People Win-Lose People


◆ Help others solve problems ◆ See problems in solutions
◆ Fix what caused problems ◆ Fix the blame
◆ Make life a happening ◆ Let life happen to them
◆ Learn from the past, live in ◆ Live in the past
the present, and set goals
for the future
◆ Make and keep ◆ Make promises they never
commitments keep
© 1998 by Prentice Hall, Inc.
A Simon & Schuster Company
Upper Saddle River, N.J. 07458
FIGURE 3.4: GESTURES SEND MESSAGES S-1 of 3

What might these gestures communicate?

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
FIGURE 3.4: GESTURES SEND MESSAGES S-1 of 3

What might these gestures communicate?

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
FIGURE 3.4: GESTURES SEND MESSAGES S-1 of 3

What might these gestures communicate?

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
SHAKING HANDS S-1 of 1

◆ Eye contact during handshake


◆ Degree of firmness
◆ Depth of interlock
◆ Duration of grip
◆ Degree of dryness of hands

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
FIGURE 3.5: COMMUNICATION S-1 of 3

Percent of Message

55%
What you see or feel
Facial expression
Dress and grooming
Posture
Eye contact
Touches
Gestures 38%

7%
© 1998 by Prentice Hall, Inc.
A Simon & Schuster Company
Upper Saddle River, N.J. 07458
FIGURE 3.5: COMMUNICATION S-2 of 3

Percent of Message

55%
What you see or feel
Facial expression What you hear
Dress and grooming Tone of voice
Posture Vocal clarity
Eye contact Verbal
Touches expressiveness
Gestures 38%

7%
© 1998 by Prentice Hall, Inc.
A Simon & Schuster Company
Upper Saddle River, N.J. 07458
FIGURE 3.5: COMMUNICATION S-3 of 3

Percent of Message

55%
What you see or feel
Facial expression What you hear
Dress and grooming Tone of voice
Posture Vocal clarity
Eye contact Verbal
Touches expressiveness
Gestures 38%

7%

Words © 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
WARDROBE GUIDELINES S-1 of 1

◆ Simplicity
◆ Appropriateness
◆ Quality

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
BASIC RULES OF ETIQUETTE S-1 of 1

◆ Avoid temptation to address new prospects by


first name
◆ Avoid offensive comments or stories
◆ Do not express personal views on politics or
religion
◆ At business luncheons do not discuss business
before the meal is ordered unless client initiates
subject

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
RELATIONSHIP BUILDING GUIDELINES S-1 of 1

◆ Be genuinely interested in other people


◆ Be a good listener
◆ Encourage others to talk about themselves
◆ Talk about other people’s interest

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458
SELF-IMPROVEMENT STRATEGIES S-1 of 1

◆ Set goals
◆ Visusualization
◆ Monitor your self-talk
◆ Recognize your progress

© 1998 by Prentice Hall, Inc.


A Simon & Schuster Company
Upper Saddle River, N.J. 07458

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