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CHAPTER
Selling Today
10th Edition
3-1
Learning Objectives
Explain the importance of developing a relationship strategy List the four key groups with which the salesperson needs to develop relationship strategies Discuss how self-image forms the foundation for building long-term selling relationships Describe the importance of a win-win relationship
3-2
Learning Objectives
Identify and describe the major nonverbal factors that shape our sales image Describe conversational strategies that help us establish relationships Explain how to establish a selfimprovement plan based on personal development strategies
3-3
Emotional Intelligence
. . . is the capacity for monitoring our own feelings and those of others, for motivating ourselves, and for managing emotions well in ourselves and in our relationships Emotional intelligence is a predictor of success It can be enhanced with self-development
3-4
FIGURE
3.1
3-5
3-8
Brakebush
3-10
Promotes rapid and effective client communication Written records help avoid miscommunication
See Appendix 2 for instructions on using the demo version of ACT! on the CD with this book.
3-11
FIGURE
3.2
3-12
Consultative selling
Salesperson listens, defines problem, solves Impact of the relationship is important
Self-Image
. . . shaped by the ideas, attitudes, feelings, and thoughts you have about yourself that influence the way you relate to others Feelings and behavior are consistent with the self-image The self-image can be changed
3-15
Discussion Question
How can a negative self-image be an obstacle for a salesperson trying to develop relationships with customers?
3-16
FIGURE
3.3
3-19
Integrity involves achieving congruence between what you know, say, and do Integrity has become a valuable character trait
3-20
3-21
Discussion Questions
Think of an instance when you first had contact with a salesperson who made a negative impression. What verbal and/or nonverbal factors played a role in your assessment? Think of an instance when you first had contact with a salesperson who made a positive impression. What verbal and/or nonverbal factors played a role in your assessment?
3-23
Nonverbal Messages
Silent messages communicated through facial expressions, voice tone, gestures, appearance, posture, and other nonverbal means Nonverbal messages have greater impact than verbal messages Make sure verbal and nonverbal messages are consistent
3-24
Shaking Hands
Proper greeting, symbolizes respect Make eye contact
Facial Expressions
Facial expressions convey inner feelings People tend to trust a smiling face Reading facial expressions fairly universal across cultures
FIGURE
3.5
3-27
Eye Contact
Good eye contact says Im listening. Prolonged eye contact can send the wrong message
3-28
Effect of Appearance
Simplicity Appropriateness
Formal Business casual
When dining, avoid discussing business before meals are ordered, unless customer initiates
When leaving voice-mail messages, leave a clear, concise message Avoid cell-phone contempt
3-32
Conversational Strategies
From Dale Carnegie: Become genuinely interested in other people Be a good listener Talk about interests of others From text: Comment on here and now observations Compliment your customers when appropriate Find mutual acquaintances or interests
3-33
Artifacts Application
The self-selected objects that surround a person are called artifacts What can you learn from?
Pictures in an office
Objects on a persons desk The type of car customers own
Artifacts Application
3-35
Self-Improvement Strategies
1. Set precise goals 2. Visualize success 3. Use positive self-talk 4. Reward progress
3-36