Art of Relationship Selling
Table of Contents
Relationship selling, Relationship selling definition
Relationship selling definition is to leverage the relationship between the buyer and seller more than the price or value of the product or service.
What is the premise for Bodhih’s workshop for Relationship Selling and Sales Management?
Relationship Selling is an increasingly growing segment of overall sales opportunities today. Along with consultative selling and social selling, Relationship Selling is a set of valuable cultivated skillset that works to understand the psychology of the buyer, the marketplace and the entire buyer process. The importance of this method is that there is a higher degree of satisfaction when the buyer and seller understand a specific need as against, just pushing individual agendas and numbers. That is what differentiates Relationship Selling from transactional selling where the emphasis is only short term and not on the strategic value that is being exchanged. The primary goal of this method is to embrace the total customer (and not only the present-day needs) psychology and make regular assessments on how well those long term, strategic, high value needs are being addressed.
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What are the two elements of this model?
At Bodhih, Relationship Selling process workshops talk about understanding the concept (and details) of the paradigm in Sales Effectiveness and its critical success factors.
What does Bodhih’s techniques program cover?
It explores existing mindsets by a self-audit. The participants are able to clearly identify their strength and weakness by examining their current working styles, behaviour and class feedback. Through videos and facilitator led presentations, the learners start to develop an openness towards newer ways of doing things thereby increasing productivity within the given constraints. The trainer debrief brings the issues of change management and also the key responsibilities, key skills and key activities in focus.
Starting off with facilitator led presentation and group discussions, Bodhih’s Relationship Selling program asks participants to work through the dimensions and guidelines of corporate sales and management – especially the funnel planning and strategy.
What are the points covered in the Bodhih’s workshop around this approach?
Learners through individual activity and insightful analysis (relationship Vs value matrix) appreciate the concepts of targets for specific accounts, and mapping accounts by value. The group discussion allows learners to focus as a sales manager would in building his or her own territory and also to identify the scope of function and sales activities. In a high energy session, participants are taught to develop the markets by nurturing accounts, and engagement at different levels, by understanding and reaching the MAN (Money, Authority and Need). This session focusses on market intelligence and competitor activity as well.
Critical skills managed under relationship selling training are understanding Time management, prioritizing and planning.
Through group activity, and facilitator led discussions, the participants are taken through the Time-Jar concept. The group is familiarised with the importance of taking responsibility and integrate task prioritization, scheduled commitments and bring them in to a weekly calendar. The relevance and application of the Pickle – Jar concept is made apparent at this stage.
Bodhih’s facilitators are seasoned professionals who create linkages between skills picked up in the workshops and then to apply them in participant’s current roles. This is done through specific illustrations and analogies and is true for the next session at the Relationship Selling process training – key elements of Micro sales model.
Relationship selling skills session uses class exercises, videos and facilitator presentations to detail out the entire Sales process. The ONROC model is explained with examples: O (Opening or rapport building), N (Need analysis or probing), R(Remedy), O (Objection handling techniques) and C (closing techniques). The participants work through individual discussions, role plays and debriefs to grasp the sales steps, the solution centred approach, the value proposition, approaching resistance, and effective closure techniques.
At Bodhih, Relationship Selling program is a popular session that is part of a larger Sales skills training suite.
The session draws richly from research done on leading edge Relationships and also individual motivation styles and positive psychology.
The heart of the Relationship Selling definition in an organization lies in the insightful session that highlights handling self and others through the NLP technique.
This section, delivered through facilitator presentation, video and also individual assessments is about “Know Thyself” by mapping dominant personality style (observation template) and thereafter using the style flexing template (mapping your personality to suit client’s personality). Learners work to practice the win-win outcomes driven negotiation style and learn the finer points of communicating with different personalities through a trust-building approach.
How would you gain from India’s best Relationship Selling process workshop at Bodhih?
Bodhih customizes its Relationship Selling process sessions along the ADDIE model. Workshop experiences are analysed, designed, developed and delivered that are solution focused and include a range of blended training pedagogy such as role plays, group exercises, self-assessment tools, management games, individual activities, videos, case studies, facilitation, discussions and more.
In addition to the ADDIE model, the Relationship Selling benefit sessions takes advantage of the experiential adult-learning process of concrete experience – reflective observation – abstract conceptualization – active experimentation.
The edge in Bodhih’s Relationship Selling techniques programs comes from researched industry learnings, current best practices and academic insights. The workshop takeaways ensure that learnings are grasped and applied at all levels within a company and its individuals. The long-term benefits are to institutionalise Relationship Selling by embedding relationship Vs value matrix, key account mapping, handing self and others through NLP techniques, and understanding the moments of truth intrinsic to a buyer journey.
What is Bodhih’s promise on Relationship Selling Effectiveness workshops?
Managers across industries and functions and executive level participants who have attended Bodhih’s sessions on Relationship Selling talk of the changed individual and team behaviours, namely, how team members have embraced positive communication and objection handling by learning the nuances of defusing a difficult situation that turns objections into opportunities, and also maximizing the client’s perceived needs.
Training Design Document: The Art of Relationship Selling
Introduction
This Training Design Document outlines the curriculum and structure for the training program titled “The Art of Relationship Selling.” This program is designed to equip sales professionals with the skills, strategies, and techniques required to build and maintain long-lasting customer relationships, ultimately driving sales success.
Training Objectives
1. Understand the Principles of Relationship Selling: Participants will grasp the fundamental concepts and principles of relationship-based selling, recognizing its significance in the sales process.
2. Effective Communication Skills: Develop strong interpersonal and communication skills necessary for building trust and rapport with clients.
3. Customer-Centric Approach: Emphasize the importance of understanding and addressing customer needs and preferences.
4. Sales Techniques: Master various sales techniques, such as consultative selling, relationship-building, and objection handling.
5. Building Trust: Learn how to build trust through integrity, transparency, and consistency.
6. Managing Customer Relationships: Gain strategies for nurturing and managing long-term customer relationships for repeat business and referrals.
Training Content
Module 1: Introduction to Relationship Selling
– Understanding Relationship Selling: Introduction to the concept, its advantages, and relevance in contemporary sales.
– Comparison with Transactional Selling: Distinguishing between transactional and relationship-based selling approaches.
Module 2: Effective Communication
– Communication Skills: Developing active listening, empathy, and effective questioning techniques.
– Non-verbal Communication: Understanding body language and its impact on sales interactions.
Module 3: Customer-Centric Approach
– Customer Profiling: Identifying and segmenting target customers.
– Needs Analysis: Techniques for uncovering and addressing customer needs.
Module 4: Sales Techniques
– Consultative Selling: Mastering the consultative selling approach, where the salesperson acts as a trusted advisor.
– Handling Objections: Strategies for handling objections with professionalism and empathy.
– Closing Techniques: Various methods for effectively closing deals while maintaining customer trust.
Module 5: Building Trust
– Building Trust: The importance of trust in sales relationships.
– Integrity and Transparency: Cultivating trust through honesty and transparency.
Module 6: Managing Customer Relationships
– Nurturing Relationships: Strategies for ongoing customer engagement and relationship-building.
– Customer Retention: Techniques for retaining customers and generating repeat business.
– Leveraging Customer Relationships: Encouraging referrals and recommendations.
Training Methodology
– Interactive Workshops: Engaging workshops with real-life scenarios and role-playing exercises.
– Case Studies: Analyzing successful relationship selling case studies.
– Group Discussions: Encouraging participants to share experiences and insights.
– Sales Simulations: Simulating sales scenarios to practice relationship selling techniques.
Assessment
– Quizzes: Periodic quizzes to assess comprehension of key concepts.
– Role-Play Evaluation: Assessing participants’ ability to apply relationship selling techniques in real-life scenarios.
Training Resources
– Training Materials: Comprehensive training manuals and resources for participants.
– Sales Tools: Tools and templates to support relationship selling in practice.
– Access to Instructors: Ongoing access to trainers for questions and guidance.
Duration
– Training Duration: 3 days (24 hours)
Target Audience
– Sales professionals, account managers, and anyone involved in sales or client relations.
Conclusion
“The Art of Relationship Selling” training program is designed to empower sales professionals with the skills and knowledge necessary to excel in the dynamic world of sales. By mastering the principles of relationship selling, participants will not only drive sales success but also build long-lasting and mutually beneficial customer relationships. This program is structured to foster a customer-centric approach, effective communication, trust-building, and sales techniques essential for achieving sales excellence.
Training Session Plan: The Art of Relationship Selling
Training Objectives
By the end of this training session, participants should be able to:
1. Understand the principles of relationship-based selling and its relevance in modern sales.
2. Develop effective communication skills, including active listening and empathy.
3. Recognize the importance of a customer-centric approach in building trust and rapport.
4. Apply consultative selling techniques to address customer needs effectively.
5. Handle objections professionally and ethically.
6. Learn strategies for closing deals while maintaining customer trust.
7. Cultivate trust through honesty and transparency.
8. Gain strategies for nurturing and managing long-term customer relationships for repeat business and referrals.
Session 1: Introduction to Relationship Selling (Duration: 2 hours)
– Welcome and Introduction (15 minutes)
– Trainer introduction
– Participant introductions
– Understanding Relationship Selling (30 minutes)
– Definition and key concepts
– Advantages of relationship-based selling
– Relevance in contemporary sales
– Break (15 minutes)
– Comparison with Transactional Selling (30 minutes)
– Differentiating relationship selling from transactional selling
– When to apply each approach
Session 2: Effective Communication (Duration: 2.5 hours)
– Communication Skills (45 minutes)
– The importance of effective communication
– Developing active listening skills
– Practicing empathy in sales interactions
– Non-verbal Communication (45 minutes)
– Understanding the impact of body language
– Using non-verbal cues to enhance communication
– Break (15 minutes)
– Communication Role-Play (45 minutes)
– Participants engage in role-play exercises to practice effective communication.
Session 3: Customer-Centric Approach (Duration: 2.5 hours)
– Customer Profiling (45 minutes)
– Identifying and segmenting target customers
– Creating customer profiles
– Needs Analysis (45 minutes)
– Techniques for uncovering customer needs
– Addressing customer pain points
– Break (15 minutes)
– Customer-Centric Selling (45 minutes)
– Shifting from a product-centric to a customer-centric approach
– Role-play scenarios focusing on customer-centric selling
Session 4: Sales Techniques (Duration: 3 hours)
– Consultative Selling (60 minutes)
– Mastering the consultative selling approach
– Becoming a trusted advisor to clients
– Handling Objections (60 minutes)
– Strategies for handling objections professionally and empathetically
– Common objections and responses
– Lunch Break (45 minutes)
– Closing Techniques (45 minutes)
– Various methods for effectively closing deals while maintaining customer trust
– Role-play exercises on closing techniques
Session 5: Building Trust (Duration: 2 hours)
– Building Trust (45 minutes)
– The importance of trust in sales relationships
– How trust impacts sales success
– Integrity and Transparency (45 minutes)
– Cultivating trust through honesty and transparency
– Case studies on ethical sales practices
– Break (15 minutes)
– Trust-Building Workshop (15 minutes)
– Group discussion and sharing of trust-building strategies
Session 6: Managing Customer Relationships (Duration: 2.5 hours)
– Nurturing Relationships (45 minutes)
– Strategies for ongoing customer engagement and relationship-building
– Personalized approaches for different clients
– Customer Retention (45 minutes)
– Techniques for retaining customers and generating repeat business
– Case studies on successful customer retention
– Break (15 minutes)
– Leveraging Customer Relationships (45 minutes)
– Encouraging referrals and recommendations from satisfied clients
– Role-play scenarios on leveraging customer relationships
Session 7: Assessment and Conclusion (Duration: 1.5 hours)
– Quizzes (30 minutes)
– A brief quiz to assess comprehension of key concepts
– Role-Play Evaluation (30 minutes)
– Participants engage in role-play scenarios to apply relationship selling techniques.
– Wrap-Up and Conclusion (30 minutes)
– Review of key takeaways
– Participant feedback and Q&A
Additional Resources
– Training materials, including manuals and handouts.
– Access to trainers for post-training support and guidance.
Note
This session plan is designed for a 3-day (24-hour) training program, with each session building upon the knowledge and skills acquired in the previous sessions. The inclusion of role-play exercises and case studies ensures practical application and real-world relevance.
For Customized Corporate Training Requirements. Please Contact
Bodhih Training at +91 99000 11601 or [email protected]
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