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Relationship selling
Regular contacts over an extended period to establish a sustained seller-buyer relationship The success of tomorrow’s marketers depends on the relationships that they build today Relationships are built upon trust.
According to Stephen X. Doyle and George Thomas Roth (“Selling and Sales Management in Action: The Use of insight & Coaching to improve Relationship Selling,” Journal of Personal Selling & Sales Management, winter 1992, p. 62) there are five characteristics of trust-building in salespeople.
Customer Orientation means that the salesperson places as much emphasis on the customer’s interests as on the salesperson’s interests. Presentations balance the pros and cons. The salesperson doesn’t push a product that the buyer doesn’t need.
Competence includes the salesperson’s ability, knowledge, and resources to meet customer expectations. The salesperson displays technical command of products and applications.
Dependability is the predictability of the salesperson’s actions. His or her words and actions are consistent with a professional image.
Candor is the honesty of the spoken word. The proof used to support claims is credible. Subsequent events prove the salesperson’s statements to be true.
Likability is rooted in each party’s perception of “having something in common” with the other. This is an emotional factor, yet a powerful force in buyer and seller relationships.
Consultative Selling
Meeting customer needs by listing to them, understanding — and caring about — their problems, paying attention to details, and following through after the sale
