Download - 1.4 Relationship & Focus on Selling.ppt
Relationship & Focus to Relationship & Focus to SellingSelling
Ω Problem Statement Ω Strategic Direction Conclusion Solution
Kanaidi, SE., M.Si, cSAP
Steps in the Personal Selling Steps in the Personal Selling ProcessProcess
• Prospecting and Qualifying
• Preapproach
• Approach
• Presentation and Demonstration
• Handling Objections
• Closing
• Follow-up
Relationship SellingRelationship Selling
A sales practice that involves building,
maintaining, and enhancing interactions
with customers in order to develop long-
term satisfaction through mutually
beneficial partnerships.
Click
Ω Problem Statement Ω Strategic Direction Conclusion Solution
Relationship SellingRelationship SellingΩ Problem Statement Ω Strategic Direction Conclusion Solution
The easiest sale is following up with an existing satisfied customer.
Most sellers fall short after the sale - not during the sales process.
Relationship SellingRelationship Selling vs. vs. Traditional SellingTraditional Selling
Sell advice, assistance, counsel Sell products
TraditionalTraditionalPersonal SellingPersonal Selling
Focus on closing sales
Limited sales planning
Discuss productAssess “Product-specific” needs“Lone wolf” approach
Pricing/product focus
Short-term sales follow-up
Focus on customer’s bottom line
Sales planning is top priority
Build problem-solving environmentConduct discovery in scope of operationsTeam approachProfit impact and strategic benefit focusLong-term sales follow-up
Relationship SellingRelationship Selling
Ω Problem Statement Ω Strategic Direction Conclusion Solution
Focus to Focus to SellingSellingΩ Problem Statement Ω Strategic Direction Conclusion Solution
Sales Person (SP) yang sukses memiliki Sales Person (SP) yang sukses memiliki interpersonal intelligence yang tinggi. interpersonal intelligence yang tinggi.
Interpersonal Inteligence adalah kemampuan Interpersonal Inteligence adalah kemampuan untuk merasakan dan merespon atas untuk merasakan dan merespon atas moods, moods, motivasi, temperamenmotivasi, temperamen,, dandan keinginan keinginan dari dari orang lain. orang lain.
Interpesonal intelligence dapat ditingkatkan Interpesonal intelligence dapat ditingkatkan melalui berbagai tindakan pengembangan diri.melalui berbagai tindakan pengembangan diri.
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Ω Problem Statement Ω Strategic Direction Conclusion Solution
1. Membangun relationship baru
2. Merubah relationship personal ke hubungan bisnis
3. Mengelola hubungan dgn 4 kelompok kunci :
Tiga Tiga TANTANGAN UTAMA TANTANGAN UTAMA dalamdalam Selling Selling
a. Pelanggan (customer)
b. Secondary decision maker (recepsionist, sekretaris/asisten, atau pengguna)
c. Dukungan staff (company support staff)
d. Management personal
Ω Problem Statement Ω Strategic Direction Conclusion Solution
Philosophy-nya adalah melayani konsumen sebagai konsultan, bukan sebagai seorang penjual.
Customer puas akan merekomendasikan kepada prospek lain
Tidak puas dapat menyampaikan kekecewaannya kepada orang lain.
Focus to Selling Focus to Selling Makes VALUEMakes VALUE
Value Value of Personal of Personal Selling Increases . . . Selling Increases . . . As the number of customers decreasesAs the number of customers decreases As the complexity of the product increasesAs the complexity of the product increases As the value of the product increasesAs the value of the product increases
Remember !Remember !
Of unhappy customers ....Of unhappy customers ....
91%
will never buy again
from that company
They will tell
at least
9
other people that your product or service is awful
Ω Problem Statement Ω Strategic Direction Conclusion Solution
What makes customers MAD!What makes customers MAD!
You don’t deliver what you promised
You disappear after the sale
Changes in salespeople
Ignoring details
Ω Problem Statement Ω Strategic Direction Conclusion Solution
KEEPING CLIENTSKEEPING CLIENTS
Keeping clients is the key to growth.
Satisfying customers is the key to keeping them.
Servicing them above expectations is the key to satisfying them.
Ω Problem Statement Ω Strategic Direction Conclusion Solution
The 80/20 RULEThe 80/20 RULE
80%
of your growth
will come from
20%
of your customers
Ω Problem Statement Ω Strategic Direction Conclusion Solution
Be pro-active Be pro-active in developing relationshipsin developing relationships
Thank you notes, event tickets, cards Advice on buying other media Use the customer’s product Give your customer sales leads Do research for them
focus groups, quality of service check, success in other local businesses
Fax them times their spots will run
Handle billing, production, co/op, posts Commercial script ideas, promotions Bring ideas to enhance their business Send clippings about their interests Give them your home/cell numbers Tell them positive/negatives at station Keep in touch with brief calls - not just
when you want something Don’t waste time or drop by with no
reason
Like in all relationships,Like in all relationships,let them know that ...let them know that ...
you appreciate them
they’re doing the right thing in being with you
Ω Problem Statement Ω Strategic Direction Conclusion Solution
The Partnering The Partnering
The relationship is built on shared value
Everyone needs to clearly understand the purpose of the partnership
The role of the salesperson must move from selling to supporting
Ω Problem Statement Ω Strategic Direction Conclusion Solution
Didefinisikan sebagai pengembangan secara strategis, kualitas tinggi, dan jangka panjang yang menekankan pada pemecahan masalah-masalah yang dihadapi konsumen
3 hal pokok utk hubungan 3 hal pokok utk hubungan Partnering : Partnering :
Self-ImageSelf-Image
Citra diri adalah proses pemikiran yang mempengaruhi arah kehidupan kita
Apakah citra diri dapat diubah?
Ω Problem Statement Ω Strategic Direction Conclusion Solution
dibentuk oleh pendapat, sikap dan perasaan (feelings) serta hal-hal lain yang dimiliki seseorang tentang dirinya sendiri yang mempengaruhi cara-cara kita berhubungan dengan orang lain
MeningkatkanMeningkatkan citra diri citra diri positifpositif
Ω Problem Statement Ω Strategic Direction Conclusion Solution
Focus on future and stop being overly concerned with past mistakes or failures
Develop expertise in selected areas
Learn to develop a positive mental attitude
Set and achive goals
Double Double winwin
WIN LOSE PEOPLE
Selalu melihat masalah dalam setiap solusi
Mengatasi tuduhan/ kesalahan
Menerima nasib
Hidup di masa lalu
Membuat janji tidak pernah ditepati
WIN-WIN PEOPLEWIN-WIN PEOPLE Membantu memecahkan
masalah konsumen Menyelesaikan penyebab
masalah Membuat hidup
menyenangkan bagi mereka dan orang lain
Belajar dari kemarin, hidup hari ini dan menetapkan tujuan untuk hari esok
Buat dan pegang teguh komitmen untuk mereka dan orang lain
Ω Problem Statement Ω Strategic Direction Conclusion Solution
Contact Us : Contact Us : Ω Problem Statement Ω Mapping Ω Strategic Direction Conclusion
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Kanaidi, SE., M.Si (Trainer & Dosen, Penulis, Peneliti, dan PeBisnis)e-mail : [email protected] atau [email protected]
Telp : 022-2005972 Fax : 022-4267749 HP. 0812 2353 284
Pin BBm : 27CBC148 087822984716
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