Marketing

The Individual Or The Enterprise - Seven Key Factors For Building Relationships

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Enterprises are made up of the individual people who represent them, such as sales, service, and support personnel. Service-oriented enterprises are especially dependent up their employees to build relationships when there is no tangible product offering. It is important for salespeople to develop an ability to cause prospects to purchase products and/or services from them, and for service and support people to preserve the relationship. The relationship is almost always about the individual, regardless of the reputation of the enterprise.
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  THE INDIVIDUAL OR THE ENTERPRISE- SEVEN KEY FACTORS FORBUILDING RELATIONSHIPS NIGEL A.L. BROOKSTHE BUSINESS LEADERSHIP DEVELOPMENT CORPORATIONArticle reprint  THE INDIVIDUAL OR THE ENTERPRISE- SEVEN KEY FACTORS FOR BUILDING RELATIONSHIPS  Enterprises are made up of the individual people who represent them, such as sales, service, and support personnel. Service-oriented enterprisesare especially dependent up their employees to build relationships whenthere is no tangible product offering. It is important for salespeople todevelop an ability to cause prospects to purchase products and/or services from them, and for service and support people to preserve therelationship. The relationship is almost always about the individual,regardless of the reputation of the enterprise. Whereas some customers will purchase products and/or services from anenterprise regardless of specific sales, service, and support people, it isoften the relationships between individuals that make the difference in perception of quality and comfort of doing business. Therefore, it isessential for all individuals that have contact with prospects and customersto be able to develop, enhance, and maintain business activity throughstrong relationships. After all, nothing happens until a sale is made, butdelivering the product and/or service in a memorable quality manner isextremely important to enhancing and maintaining the relationship for future opportunities.For anybody that has prospect or customer contact, regardless of whether in sales, service, or support, it is important to know the factors that helpcement relationships between individuals. Seven factors for buildingrelationships between individuals that are doing business with each other are to be: ã A listener and able to share common interests ã An expert and a problem solver - being able to engage others asnecessary to achieve results ã Busy, sought after, and enjoying success ã Genuine and approachable ã Likable, humble, practical, and down-to-earth ã Professional in appearance and related behaviors ã Trustworthy and honest2  Part of the success in building relationships is the ability of sales, service,and support personnel to be able to identify the personal styles of  prospects and customers, and adapting theirs accordingly as they apply theseven factors.Two easy ways to identify the personal styles of prospects and customersis by their appearance and the words they use: ã Challengers - tend to dress casually and use words that stressenergy, excitement, competition, risk, impulsiveness, andimmediacy ã Causals - tend to dress fashionably and use words that stress peace, harmony, family, friendship, causes, arts, and avoidanceof conflict ã Stabilizers - tend to dress conservatively and use words thatstress safety, security, rules, regulations, service, duty, order, andheritage ã Visionaries - tend to dress practically and use words that stressanalysis, logic, competence, science, vision, and the future3  Once the personal style has been identified, it is essential to use theappropriate language. For example, when selling a house to a: ã Challenger – the rooms are large enough for fun parties, thegarden and pool are great for outdoor games and activities, butthere are competing offers so it's important to move right now ã Causal – the rooms are large enough for gatherings with familyand friends, the walls are large enough to hang lots of pictures,the views are enjoyable from the windows, the pets have a largegarden to play in, and there have been no problems with thedeveloper  ã Stabilizer – the house is well-built by a reputable developer inan established neighborhood, with a reliable alarm system, andhas withstood the test of time ã Visionary – the house is in a neighborhood that will develop inthe future, has a spare room for computers and other equipment,and is made from materials that meet or exceed all professionaland regulatory standardsTo turn prospects into new customers, and enhance and maintain therelationships with existing customers through additional products and/or services, it is essential to apply the seven factors with the posture andlanguage that fits their personal styles.4
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