现代销售学创造顾客价值(第11版)Manning11e03

CHAPTER3CreatingValuewitha

RelationshipStrategyLearningObjectivesExplaintheimportanceofdevelopingarelationshipstrategyDiscusshowthoughtprocessescanenhanceyourrelationshipstrategyIdentifyanddescribethemajornonverbalfactorsthatshapeoursalesimageDescribeconversationalstrategiesthathelpusestablishrelationshipsExplainhowtoestablishaself-improvementplanbasedonpersonaldevelopmentstrategies3-2Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallEmotionalIntelligence ...isthecapacityformonitoringourownfeelingsandthoseofothers,formotivatingourselves,andformanagingemotionswellinourselvesandinourrelationshipsItisapredictorofsuccessItcanbeenhancedwithself-development3-3Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallStrategic/Consultative

SellingModel3-4Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE3.1Developinga

RelationshipStrategyRelationshipsaddvaluePartnering—thehighest-qualitysellingrelationshipRelationshipstrategies focusonfourkeygroupsTailoringthe relationshipstrategy3-5Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallRelationshipsAddValueCustomersperceivethatvalueisaddedwhentheyfeelcomfortablewiththerelationshiptheyhavewithasalespersonCertainsalespersontraitshelpcreateperceptionofvalueHonestyAccountabilitySincereconcernforcustomerwelfare3-6Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallPartnering—TheHighest-QualitySellingRelationshipPartnering—strategicallydeveloped,high-quality,long-termrelationshipfocusingonsolvingcustomers’buyingproblemsItemphasizesbuilding arelationshipSellingmustbe viewedasaprocess, notanevent3-7Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallThreeKeysto

aPartneringRelationshipFromWilsonLearning:RelationshipisbuiltonsharedvaluesBothcommittosamevisionSalespersonmovesfromsellingtosupporting3-8Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallStrengthinBuildingRelationships3-9Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallSeethe

WebsiteCustomerRelationshipManagementwithTechnologyCustomerRelationshipManagement(CRM)technologiesenhancerelationshipqualityPromoterapidandeffectiveclientcommunicationWrittenrecordshelpavoidmiscommunication3-10Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallCRMinAction:Salesforce3-11Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallSeethe

Website

EffectiveRelationshipStrategies

FocusonFourKeyGroups

3-12Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE3.2AdaptingtheRelationshipStrategyTransactionalsellingBuyersawareofneeds,focusonpriceRelationshipstrategysecondaryConsultativesellingSalespersonlistens,definesproblem,solvesImpactoftherelationshipisimportantStrategicalliancesellingBuildrelationshipwithseveralpeople3-13Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallThoughtProcessesthatEnhance

YourRelationshipStrategySelf-conceptWin-winphilosophyEmpathyandegodriveCharacterandintegrity3-14Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallSelf-Concept ...shapedbytheideas,attitudes,feelings,andthoughtsyouhaveaboutyourselfthatinfluencethewayyourelatetoothersFeelingsandbehaviorareconsistentwiththeself-conceptTheself-conceptcanbechanged3-15Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallDevelopingaMorePositive

Self-ConceptFocusonfuture,notpastmistakesDevelopexpertiseinselectedareasDevelopapositivementalattitude3-16Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallTheWin-WinPhilosophyCustomersatisfactionprimaryAdoptingwin-winisthefirststepindevelopmentofrelationshipstrategyBoththebuyerandsellercomeoutofthesalewiththeirrespectivebestinterestsbeingserved3-17Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallWin-WinversusWin-Lose3-18Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE3.3EmpathyandEgoDriveEmpathyistheabilitytounderstandwhatapersonisfeelingEgodriveisaninnerforcethatmakesthesalespersonneedtomakethesale3-19Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallCharacterandIntegrityCharacterincludespersonalstandardssuchashonesty,integrity,andmoralstrengthIntegrityinvolvesachievingcongruencebetweenwhatyouknow,say,anddoIntegrityhasbecomeavaluablecharactertrait3-20Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallVerbalandNonverbalStrategiesFirstcustomercontactcriticalQuick,superficialjudgmentsaremadeTheseimpressionscanfacilitateordistractTheimageasalespersonprojectscaninfluencethecustomer’sfeelingsaboutthatsalesperson3-21Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallNonverbalMessagesSilentmessagescommunicatedthroughfacialexpressions,voicetone,gestures,appearance,posture,andothernonverbalmeansNonverbalmessageshavegreaterimpactthanverbalmessagesMakesureverbalandnonverbalmessagesareconsistent3-22Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallEntrance,Carriage,and

ShakingHandsEntranceandCarriageBelieveandprojectthatyouhaveareasontobethereandsomethingimportanttooffertheclientCommunicateconfidencewith:StrongstrideGoodpostureFriendlysmileShakingHandsPropergreeting,symbolizesrespectMakeeyecontactUsefirm,deepgripDurationanddrynessStateyournamewhenyouextendyourhandCopyright©2021PearsonEducation,Inc.PublishingasPrenticeHall3-23FacialExpressionsand

EyeContactFacialexpressionsconveyinnerfeelingsPeopletendtotrustasmilingfaceReadingfacialexpressionsfairlyuniversalacrossculturesGoodeyecontactsays“I’mlistening〞Prolongedeye contactcansend thewrongmessage3-24Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallFIGURE3.5EffectofAppearanceSimplicityAppropriatenessFormalBusinesscasualQualityVisualintegrity3-25Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallEffectofVoiceQuality

andRelationshipsAvoidrapid-firespeechVaryspeedofyourdeliverySoundupbeatandenergetic,butnotphonyConveyenthusiasminyourvoiceTrytosound“relaxed〞Avoidbadspeechhabits3-26Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallEffectofEtiquetteonRelationshipsAvoidtemptationtostartonfirstnamebasisAvoidoffensivecommentsorjokesRecognizetheimportanceofpunctualityWhendining,avoiddiscussingbusinessbeforemealsareordered,unlesscustomerinitiatesWhenleavingvoice-mailmessages,leaveaclear,concisemessageAvoidcell-phonecontempt3-27Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallConversationalStrategiesThatEnhanceRelationshipsFromDaleCarnegie:BecomegenuinelyinterestedinotherpeopleBeagoodlistenerTalkaboutinterestsofothers3-28Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallStephenCovey,thenoteauthorandconsultant,recommendsempathiclistening:Listenwithyourears,youreyes,andyourheart.ConversationalStrategies

ThatAddValueFromAndrewGallan,AbbottLaboratories:UsetheCAREmodeltoaddvalueCustomizeAppreciateRespondExecuteBecomeatrusted,respected,andinvaluablepartnertothecustomer3-29Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallArtifactsApplicationTheself-selectedobjectsthatsurroundapersonarecalledartifactsWhatcanyoulearnfrom:Picturesinanoffice?Objectsonaperson’sdesk?Thetypeofcarcustomersown?Analyzewhatthe“office〞inthe

NEXTSLIDEcommunicates3-30Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallArtifactsApplication3-31Copyright©2021PearsonEducation,Inc.PublishingasPrenticeHallStrategiesforSelf-ImprovementSetgoalsUsevisualizationUsepositiveself-talkRewardyourprogress3-32Copyright©2021Pear