Relationship & Focus to Relationship & Focus to SellingSelling

Ω Problem Statement Ω Strategic Direction Conclusion Solution

Kanaidi, SE., M.Si, cSAP

kanaidi@yahoo.com-08122353284

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.

.

.

.

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 : kana_ati@yahoo.com atau kanaidi@yahoo.com

Telp : 022-2005972 Fax : 022-4267749 HP. 0812 2353 284

Pin BBm : 27CBC148 087822984716

Facebook : Kanaidi Ken & Kanaidi Ken Part II

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