Marketing Professional Selling Course, Test Study Notes 1

2894 words - 12 pages

Developing Relationship StrategyEmotional Intelligence - capacity to recognize our own feelings and feelings of others to motivate ourselves, and manage emotions in ourselves and our relationships.People with high level of emotional intelligence display many qualities needed in sales work:self-confidencetrustadaptabilityinitiativeoptimismempathysocial skills.Selling involves 3 major relationship challenges:Building new relationships - starts with communication of positive impressions during the initial contactTransforming relationships from personal level to business levelManagement of relationshipsRELATIONSHIP STRATEGY - well-thought plan for establishing, building, and maintaining quality relationships.DEVELOP A RELATIONSHIP STRATEGY:Project positive, professional imagePractise communication-style flexingBehave ethicallyDEVELOP A PERSONAL SELLING PHILOSOPHYValue Personal SellingAdopt Marketing ConceptBecome a Problem Solver/partnerEvery salesperson should have ongoing goal of developing a relationship strategy that adds value to the sale.The salesperson may be able to compete on the basis of product solution, price, or service, but fail due to relationship bond a customer has with competition.Customers perceive value is added to the sale when they feel good about the relationship they have with a salesperson.Salespeople need to develop strategies and practise skills necessary to create relationship value for customers.ADD VALUE to the relationship as perceived by the customer:Positive & Professional self imageGood mannersAppearancePostureHandshakesEthical behaviourVerbal & non-verbal behavioursWell-modulated voice & ability to adjust communication stylePARTNERING - strategically developed, high-quality relationship that focuses on solving customer's buying problem.PARTNERING involves establishing, re-establishing, and maintaining relationships with customers.PARTNERING emphasizes building a strong relationship during every aspect of the sale and working hard to maintain a quality relationship with a customer after the sale.Professional Selling today must be viewed as process, not an event.Wilson believes there are 3 keys to partnering relationship:Relationship is built on shared values & ideas.Everyone needs to understand the purpose of partnership and be committed to the vision.The Role of a salesperson must move from selling to supportingRELATIONSHIP STRATEGIES FOCUS ON 4 KEY GROUPS (with whom sales personnel must be able to work effectively):CUSTOMERSSECONDARY DECISION MAKERSCOMPANY SUPPORT STAFFMANAGEMENT PERSONNELEffective relationship strategy helps high-performing sales people to build & maintain win-win relationships with 4 key groups.SELF-IMAGE - a set of ideas, attitudes, & feelings you have about yourself that influences the way you relate to others.Feelings & Behaviour are consistent with the self-image. Positive self-image helps generate the energy needed to get things done & achieve...

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