Module 8 Cht. 13 Section 4 Relationship Development.pptx

MKTG4774 Advance Professional Selling Relationship Building * The Relationship Building Sales Cycle Richard E. Buehrer, PhD * Initiating the Relationship Enhancing the Relationship Developing the Relationship Pre-call planning Pre-approach Approach Introduction Getting Information Giving Information Obtain Commitment Follow-up Follow-through Paperwork * Successful Selling System Get Information Listen to prospect/customer to understand their concept Learn about their business People buy for their own reasons, not for yours Give Information Present rundown of how your company’s strengths could address their problems Differentiate yourself Get Commitment Resolve uncertainties that might prevent buying Determine what still needs to be done to move the sale to a win/win conclusion Open Understand Match Agree On Deck Right People First Steps to Success in Outside Sales, Dave Kahle, 2002 Module One: Building Relationships in Business © The Relationship Edge Relationships and Selling Relationship marketing Loyalty Behavioral Attitudinal Lifetime customer value Behavioral loyalty refers to the purchase of the same product from the same vendor over time. Attitudinal loyalty is an emotional attachment to a brand, company, or salesperson. ©Richard Buehrer, Ph.D. 2-* Types of Relationships Between Buyers and Sellers McGraw-Hill/Irwin Why is Relationship Building Critical to Your Success? Write Your Answer: __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ © The Relationship Edge The Difference Between Good and Great “K M R” KNOWLEDGE – MESSAGING - RELATIONSHIPS © The Relationship Edge Components of Successful Sales Interactions! © The Relationship Edge Success Messaging Knowledge Relationships Self Selling Skills Product Competition Customer Sales Marketing The Sales Experience . . . © The Relationship Edge is EVERY interaction with the customer plus what we are specifically doing to build the relationship. © The Relationship Edge The Success Equation While we have lots of great technical information to share, we cannot forget the “people” side of the equation. Technical Knowledge People Knowledge Success 15% + 85% 100% © The Relationship Edge 5 Fundamental Truths Without meaningful dialogue there is no selling. Where credibility, trust and rapport are strong, selling pressure will seem weak. Where credibility, trust and rapport are weak, selling pressure will seem strong. The more you know about a customer the more likely you are to have a personal relationship with them. The less you care about the sale, the more you will sell. © The Relationship Edge Exercise Two: Building Strong Relationships Select team leader:________________________________________ Please answer the following questions: Your FULL name____________________________________ Your birth order_____________________________________ Something about your family___________________________ Where did you go to high school________________________ Number of key people in your life___________________ The number you have exceptional relationship with_________ The number you need to improve relationship with__________ List your two most important freinds: _____________________________________ ____________________________________ © The Relationship Edge The Relationship Circle © The Relationship Edge People who value a relationship with me The Relationship Pyramid© People who value a relationship with me People who respect me People who are friendly with me People who like me People who know me by name People who don’t know me by name Knowledge & Action Like Me Know Me © The Relationship Edge Key Points To Remember . . . This is not an exact science ? not all relationships progress in a linear fashion. It is faster and easier to move down than move up the pyramid. The major objective: moving people from bottom three levels to the top levels. The 1st key ? get them friendly with you. Respect and valuing is often a longer term process. © The Relationship Edge Relationship Development Takes Time High Low Value of Relationship Time Seeking common ground Common ground found CG discussion/conversation CG discussion/conversation CG discussion/conversation CG discussion/conversation Nature of discussion becomes more personal and sharing occurs “I’m glad to see you” © The Relationship Edge The average attention span is very short. People with common interests have natural rapport. People want to be understood. People are drawn to those who show genuine interest. People love to teach. People want to associate with others they believe can help them in some aspect of life. 13 Fundamental Facts About Human Beings People desire to be important. People crave to be appreciated. People are not interested in you or me. People want two things in life: Success and happiness. People want you to truly listen. People will ONLY connect with you if they feel valued by you. People make decisions emotionally and defend them logically. © The Relationship Edge Building Relationships in Business Values Behavior Beliefs © The Relationship Edge Developing Successful Relationships Is A Process What you think … (mindset) What you ask … (info gathering) What you do … (action) About You About Them © The Relationship Edge Follow The Process Leave any part of the process out and relationships will not develop. Most relationships that are not what you want them to be can be traced to not following the process. © The Relationship Edge The Building Blocks Of Strong Relationships Believe Others Are Important! Focus on Others! Make People Feel Important! Appreciate & Understand People’s Differences & Their POV! Seek Common Ground By Learning About People! Listen Because You Want to Hear! © The Relationship Edge No Structure Can Stand Tall, Without A Strong Foundation Genuine care for others What I think of others What I think of me Foundation Pyramid Relationship Key Points Self-fulfilling prophecy No one likes you better than you! Foundations of Successful Relationships ©Richard Buehrer, Ph.D. Major Components of Trust © Richard E. Buehrer, Ph.D. Customer Orientation Dependability Honesty Competence Likeability Trust Adapted from Weitz, Castleberry, and Tanner, 2001 Developing Trust: Dependability Dependability The buyer’s perception that the salesperson, and the product and company he or she represents, will live up to the promises made. Promises must be made and then kept. Consider using: Third-party references Product demonstrations, plant tours, and other special types of presentations. Proof of prior experience and training. ©Richard Buehrer, Ph.D. Developing Trust: Honesty Honesty is both truthfulness and sincerity. Giving both pros and cons can increase perceptions of honesty. Salespeople must also be willing to admit that they do not know something rather than trying to fake it. ©Richard Buehrer, Ph.D. Developing Trust: Customer Orientation Customer Orientation Puts the customer’s needs first. Stress benefits, and solutions to problems, over features. Thinks win-win. ©Richard Buehrer, Ph.D. Developing Trust: Competence Competence Salespeople demonstrate competence when they can show that they know what they are talking about. ©Richard Buehrer, Ph.D. Developing Trust: Likability Likability refers to behaving in a friendly manner and finding a common ground between buyer and seller. Likability can be influenced with personal communications such as birthday cards, hand-written notes, and so forth. ©Richard Buehrer, Ph.D. Discussion – Communication Differences How does your communication differ between those you have a close relationship with and those who you don’t know so well? With peers? With your boss? ©Richard Buehrer, Ph.D. Levels of Trust Needs-Satisfaction Personal Institutional Selling to Major Accounts, Bacon © 1999 Needs-Satisfaction Trust Occurs at the basic level of interaction Attainted through a series of successful deliveries You are credible but not differentiated (ie: commodity vendor) Do your products/services satisfy their needs? Are you responsive? Is your price competitive? Selling to Major Accounts, Bacon © 1999 Personal Trust Between you and other individuals Are you trustworthy, dependable, respectful, fair? Do you know what your customer worries about? How do they make decisions? Requirements You must care about your customers as people You must be genuine It must be reciprocated Selling to Major Accounts, Bacon © 1999 Sustaining Personal Relationships Reciprocal and mutually respectful Common interests Have problems and resolve them Enjoyable and renewable Relationship must evolve Frequent and regular contact Selling to Major Accounts, Bacon © 1999 Institutional Trust Attained through a series of successful interactions over an extended period Emerges slowly and naturally; mutual dependencies are created Imperative for long term relationships because individuals get promotions and/or new jobs Provides access to more information Especially private and deep private Costs decrease Contract admin for buyer and selling for supplier Selling to Major Accounts, Bacon © 1999 Conditions for Institutional Trust Mutual need and a fair exchange of value Protection of private and deep private information Alignment of goals and values Essential to move past vendor status Care and commitment from senior executives Senior leadership Companywide programs committed to exceptional service Open information sharing Evolutionary adaptation of your systems Innovate with the customer Selling to Major Accounts, Bacon © 1999 © The Relationship Edge The BIG Question? What do I really know that is important to this person? The Link 20© What do you do when you are not working? Where did you go to school (and how did you choose it)? Where did you grow up and what was it like growing up there? What was your high school like? What do you enjoy reading when you have time? How did you decide to do (whatever he/she does) for a living? Tell me something about your family. Where is your favorite place to vacation? What kind of a vacation would you like to take that you have not taken? What community associations, if any, do you have time to be involved with? What sports, if any, do you enjoy participating in? What sports do you enjoy watching? If you could have tickets for any event, what would it be? How did you decide to settle in this area? Tell me something about you that would surprise me. What things would you really want to do more of, but don’t have time for? What challenges/issues in your work do you deal with that I, or my company, might be able to help you with? What is the most frustrating thing about being in your business today? In your opinion, what two or three qualities, make a top notch sales representative (account executive, consultant, etc.)? If all work paid the same, and you could go around again, what would you do? Ask these questions, over time, in a sincere way and you will move most people up the pyramid © The Relationship Edge Link 20: Three Specific Purposes To plan for conversations that build relationships To plan for doing unselfish acts that let others know they are important to you To make connections 1 2 3 © The Relationship Edge Building Strong Relationships P Professionalism I K C Caring Integrity Knowledge © The Relationship Edge What Actions Could You Take?? Important Dates Important Names/Peer Relationships Outside Interests Goals (professional and personal) Events/Congresses Favorite Food and Restaurants Schools Attended Important/Favorite Places © The Relationship Edge The Art Of Setting Up A Good Question Good questions beg to be answered. Bad questions cause cringing and less than full disclosure. Good questions seek information genuinely sought. Bad questions seek data to serve my purpose. Think before you ask and set the questions up with a good preface. © The Relationship Edge 13 Sure Fire Ways To Gain Respect Be a learned person with some expertise and share your knowledge when appropriate. Be courteous to everyone. Always listen to the other person intently. Seek to understand the other person and their point of view. Do things that demonstrate your unselfish nature. Find out what people want and help them get it. Be genuinely interested in the other person. Do what you say, when you say or say nothing. Be knowledgeable, be inquisitive or be quiet. Control your emotions--anger manages everything poorly. Be honest and straightforward Be objective and avoid being biased. Be persistent, but never be aggressive. © The Relationship Edge Six Silent Questions . . . Thought, But Seldom Spoken Is this person good at what they do? How will this person and their work reflect on me? Does this person want what is best for me and my organization? How well does this person understand my issues and challenges? Is this a person I will like working with professionally? Can this person be trusted? © The Relationship Edge Building Trust and Respect Respect Build trust Demonstrate expertise Demonstrate you are a person of principles Show you care Provide you have integrity ~ actions over time Trust © The Relationship Edge Developing Successful Relationships Is a Process What you think … (mindset) What you ask … (info gathering) What you do … (action) About You About Them © The Relationship Edge Building Relationships in Business The Difference is You!