CHAPTER

3
Creating value with
a relationship
strategy
Developing Relationship Strategy

Viewed as a process that adds value.

Three major relationship challenges

1. Building relationship.
2. Transforming social relationship into business
relationship
3. Maintaining long-term relationship
 Emotional Intelligence

. . . is the capacity for recognizing our own feelings and

those of others, for motivating ourselves, and for
managing
emotions well in ourselves
and in our relationships.
 Focus on Four Key Groups

FIGUR 3.2
E

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 Relationship Strategies

1. Thought Process/Right Attitude

2. Non-Verbal Strategies

3. Verbal/Conversational Strategies
 Thought Processes

Self-Concept
Win-Win philosophy
Character and integrity
Self-Concept:
Self concept is shaped by the ideas, attitudes, feelings,
and thoughts you have about yourself that influence the
way you relate to others.

Self Concept and success:

Feelings and behavior are consistent with the
self-concept.
The self-concept can be changed

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How to Develope a More Positive
Self-image?

● Focus on future, not past mistakes

● Develop expertise in selected areas

● Develop a positive mental attitude

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 The Win-Win Philosophy

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

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3-9
 Character and Integrity
Character is composed of personal
standards of behavior such as
honesty, integrity, and moral
strength.

• Integrity involves achieving

congruence between what you know,
say, and do. When you practice what
you believe in-you have integrity.

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Non-Verbal Strategies

First customer contact is critical

First impression lasts long.

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 Body language
Messages without words/Silent Messages.

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 Entrance and Carriage

When a salesperson
enters into
customers office, the
customer starts
making judgments.
 Shaking Hands

A handshake is an important symbol of respect and is

considered a proper professional greeting .
Guidelines for Shaking Hands

--Eye Contact

--Degree of Firmness

--Depth and Duration of

Grip

--Degree of Dryness
 Facial Expressions

Face is a remarkable Communicator.

Facial expression reflects inner feelings of a person.
 Effect of Appearance

The clothing we wear can

influence our likability and
credibility

Simplicity
Appropriateness
Quality
Visual integrity
 Effect of Voice Quality

Do not talk too fast or too slowly

Avoid a speech pattern that is too dull and

colorless/emotionless.

Avoid bad speech habits.

 Effect of Voice Quality

o Smile while speaking.

o Convey enthusiasm in your voice.

o Try to sound “relaxed”.

o To drain tension, inhale and tense

every muscle, hold for a count of
5 and then exhale for a count of
10.
 Effect of Manners/Etiquette

Avoid temptation to start on first name basis.

Avoid offensive comments/stories/jokes.

Do not express personal views on political and

religious issues.

Recognize the importance of punctuality.

 Effect of Manners/Etiquette

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.

 Conversational Strategies

Three areas to cover:

1.Comments on “Here and

Now” observations.

2.Compliments.

3.Search for mutual

acquaintance or interest.
Artifacts Application

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 Strategies for Self-Improvement

All the improvement is self initiated.