Concepts & Practices
. . . 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
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
Emotional intelligence is a predictor of
success
It can be enhanced with self-development
3-2
FIGURE
3.1
3-3
 Relationships
add value
 Partnering—the highest-quality
selling relationship
 Relationship strategies focus on
four key groups
 Tailoring the relationship strategy
3-4
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Customers perceive that value is added when
they feel comfortable with the relationship they
have with a salesperson
Certain salesperson traits help create
perception of value
• Honesty
• Accountability
• Sincere concern for
customer welfare
3-5
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Partnering—strategically developed, highquality, long-term relationship focusing on
solving customers’ buying problems
It emphasizes building a relationship
Selling must be viewed as process, not an
event
3-6
1.
2.
3.
Relationship is built on
shared values
Both commit to same
vision
Salesperson moves from
selling to supporting
3-7
3-8
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CRM enhances relationship quality
Promotes rapid and effective client
communication
Written records help avoid miscommunication
3-9
FIGURE
3.2
3-10

Transactional selling
• Buyers aware of needs, focus on price
• Relationship strategy secondary

Consultative selling
• Salesperson listens, defines problem, solves
• Impact of the relationship is important

Strategic alliance selling
• Build relationship with several people
3-11
 Self-image
 Win-win
is key dimension
philosophy
 Character
and integrity
3-12
. . . 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
3-13

Focus on future, not past mistakes

Develop expertise in selected areas

Develop a positive mental attitude
3-14
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
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Customer satisfaction primary
Adopting win-win is the first step in
development of relationship strategy
Both the buyer and seller come out
of the sale with their respective best
interests being served
3-15
FIGURE
3.3
3-16



Character includes personal standards,
including honesty, integrity, and moral
strength
Integrity involves achieving congruence
between what you know, say, and do
Integrity has become a valuable
character trait
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3-18

First customer contact critical

Quick, superficial judgments are made

These impressions can facilitate or distract

The image a salesperson projects can
influence the customer’s feelings about that
salesperson
3-19
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
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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
3-20


Believe and project that you have a reason to
be there and something important to offer
the client
Communicate confidence with:
• Strong stride
• Good posture
• Friendly smile
3-21

Proper greeting, symbolizes respect

Make eye contact

Use firm, deep grip

Duration and dryness

State your name when you extend
your hand
3-22

Facial expressions convey inner feelings

People tend to trust a smiling face

Reading facial expressions fairly universal
across cultures
FIGURE
3.5
3-23
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
Good eye contact says “I’m listening.”
Prolonged eye contact can send the wrong
message
3-24

Simplicity

Appropriateness
• Formal
• Business casual

Quality

Visual integrity
3-25
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

All too often college students don’t have the
basics of a business
wardrobe when they
graduate
Research the industry
you wish to enter and
buy accordingly
Gift certificates make good graduation gifts
3-26
Ever hear “It’s not just what you
say, but how you say it?”
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
Avoid rapid-fire speech
Vary speed of your delivery
Sound upbeat and energetic, but not phony
Convey enthusiasm in your voice
Try to sound “relaxed”
Avoid bad speech habits
3-27
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

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
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Avoid temptation to start on first name
basis
Avoid offensive comments or jokes
Recognize the importance of punctuality
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
3-28
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
3-29


The self-selected objects that surround a
person are called artifacts
What can you learn from?
• Pictures in an office
• Objects on a person’s desk
• The type of car customers own

Analyze what the “office” in the
NEXT SLIDE communicates
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3-31
1.
Set precise goals
2.
Visualize success
3.
Use positive self-talk
4.
Reward progress
3-32