Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
1.
What was your goal for using your ice breaker approach? How did you break the ice? How did your prospect respond? Through its use, did your approach achieve the objective that you were seeking?
2. 3.
4.
CHAPTER 2
Relationship Selling
What youll learn about today:
1.
2.
3.
4.
5.
Understand the role of relationship selling in todays market and how it differs from past stereotypes of selling. Learn the steps in relationship selling and the purpose of each step. Compare and contrast relationship selling and the traditional sales model. Examine the usefulness of continuous quality improvement in a sales organization. Recognize how to build relationships through team selling.
The trend in professional selling today is toward relationship, problem-solving selling Customer Satisfaction: is the ultimate goal of the relationship salesperson throughout the selling process
Relationship Management:
Managing the account relationship Ensuring that your clients receive the proper service during and after the sale
By positioning yourself as a Partner or a Consultant, you are creating a more equal relationship with your prospects and clients
Ideally, built upon TRUST, MUTUAL REWARD & BENEFITS You are looking out for each others needs and interests
1.Meet the Salespersons support team 2.Meet the Clients support team 3.Both Buyer & Sellers teams are cooperating wonderfully 4.Meet the top Salesperson 5. Meet his beautiful Client 6.Another Highly Successful RELATIONSHIP SALE is completed
Discover and understand your Clients problems and needs Partner with your Client & become a valuable resource Demonstrate to your Client how they can achieve their goals with your product or service Believe in your company and its products & services BELIEVE IN YOURSELF! a positive attitude is critical
2.
3.
4.
5.
8 Relationship Builders
1. 2. 3. 4. 5.
Treat customers like life-long partners Become a solutions provider Deliver more service than you promise Schedule regular service calls Develop open and honest communication Use the we can approach Take responsibility for mistakes made Be an ally for the customers business
6.
Regarding Relationship Selling, Salespeople can learn a lot from Barney the purple dinosaur
7. 8.
8 Relationship Breakers
1.
Simply wait for the problem to develop Focus only on making the sale Over-promise and under-deliver Wait for your customers to call you Lie or make exaggerated claims Use the us versus them approach Blame someone else; Knock a competitor Focus on your own personal gain
2. 3. 4. 5. 6. 7.
8.
When one of the parties in a business relationship fails to deliver on their promises suspension, separation or contract termination is imminent
Time: 40 percent spent on gaining rapport and trust Empathy: Think the way your customer thinks. Standards: Customer expectations, higher than ever
Phases
Approach Building Trust (Rapport)
40%
Telling
10%
20%
Sell Benefits
20%
30%
40%
1 PROSPECTING
3 THE APPROACH
4 NEEDS DISCOVERY
6 HANDLING OBJECTIONS
Phase One
Identifying Qualified Prospects Qualified prospects must have: Need Money Authority Planning Pre-approach Activities Telephone Activities
1 PROSPECTING
Phase Two
Approaching the Prospect Discovering Needs Success of the process depends on this Requires questioning and creative listening skills Making the Presentation Takes planning Handling Objections and Gaining Commitment It is up to the seller to qualify the buyer Resistance happens because an atmosphere of mutual trust was never fully developed There may be problems beyond your control The closing stage is often the longest and most tedious stage
6 HANDLING OBJECTIONS 5 MAKING THE PRESENTATION 3 THE APPROACH
4 NEEDS DISCOVERY
Quotable Quotes
Creative wins them and Client Service loses them. - Ad Agency axiom
Phase Three
Service After the Sale Good relationships keep satisfied customers coming back Customer satisfaction is an asset to you and your company The relationship REALLY BEGINS when the Buyer says YES
7 CLOSING THE SALE 8 SERVICE AFTER THE SALE
Phase Three
Cognitive Dissonance (BUYERS REMORSE) must be reduced
Wouldnt it be great if there were a pill to eliminate Buyers Remorse? NOT!!! Its called being a great Relationship Salesperson
Listen and learn from customers AND employees Continuously improve the partnership Teamwork through mutual trust and respect Do it right the first time Get your whole company involved
Service Quality
There is a process and an outcome. Both are necessary for customer satisfaction.
Leads To
Overall Customer Satisfaction
TQM
1.Focus on service 2.Customer knows best 3.Relationships 4.Team Performance 5.Continuous improvement 6.Support/reward 7.Long-term (years) 8.Allows mistakes 9.Participative Relationship 10.Entrepreneurial 11.Outward (customer) focused
the actual value of a loyal customer may exceed $1.5 Million since they will refer 4 or 5 other lifetime customers to him
24
Demings Fears about US business in 1984 sound just as real today 29 years later
26
27
It has grown to take advantage of diverse skills and personalities needed to sell complex products The selling steps are the same, but rules are needed Usually at least one salesperson and some technical specialists The buyer may also have a team
Requires special planning Requires a Team Leader All must agree on objectives Must be well-rehearsed
Customer gets involved with more than one person More accurate needs definition Very useful if the product is technical Different individuals bring more selling skills Gives the Client added confidence that they are not dependent on a single contact
2.
3.
4.
Prospects have less fear of their key point of contact being hit by that proverbial BUS
5.
Just as in Baseball (starting pitcher and the relief pitcher / closer) Some salespeople are good at opening the sales relationship while others are masters at closing the sale Both are very important-- a symbiotic relationship
Chapter 3
Please make sure that you have read Chapter 3 - ETHICAL & LEGAL ISSUES IN SELLING in your textbook prior to coming to class In your professional or academic career, have you ever
Homework
been caught in the middle of an issue that required you to make some ethical decisions? - How did you handle it? Were you pleased with the outcome of your efforts? What did you learn from this experience?