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Types of salespeople: the relationship profile
4 Jul 2008
In this, the third of my series on types of salespeople, I take a look at the relationship salesperson (QIII), who is typically hard working, conservative in his or her views and very protective of “his” or “her” customers.
A relationship salesperson is required if the products are consumables (such as chemicals), component parts or subassemblies to be used in larger systems. The technologies are well understood by the customer but features and options typically change with different customers and orders. Customers, themselves, are experienced with the products.
However, the decision to change suppliers is complex, involving multiple people and trust in the new supplier's service capability and commitment. Customers need assurance that product specifications can be met and capabilities exist to respond to variations in product specifications and their delivery needs. Supplier loyalty will guarantee a long-term relationship.
Fulfilment approach (low-tech and high-touch):
| Requirements | QIII relationship solutions |
|---|---|
| Seller's company image | Caring; friendly; loyal; dependable; personal; nonbureaucratic service; serving established customers; high quality reputation |
| Lead generating methods | Offer a free service (an audit, analysis, evaluation, etc.); seek opportunities to develop relationships; treat prospects like customers until they are customers |
| Qualifying criteria | A warm market; prospects want or need the product; looking for the best provider; question seller's ability or commitment to provide extra service |
| New business presentations | Show capabilities via facility tours; build personal relationships; demonstrate personal and company commitments; offer other client relationships as supporting evidence |
| Solid answers to natural objections | Objection: Customer is Likely to Invoke Not-Invented-Here Objection; Response: Convince Customer of Superior Delivery and Added Value Advantages, i.e., We “serve” you, not “replace” you |
| Closing techniques | A handshake; one-on-one development of personal relationships; specification bid; quick response to customer needs |
| Customer relations | Regular personal contact by account manager; tours of facilities; entertainment; trade shows; user group meetings |
| Customer service | Provide top-level service delivery; emphasize accessibility to key account managers; install hot lines and internal systems for instant response; provide on-site seller representative; automate and share production tracking; j.i.t delivery |
| Resale | Expand product or service purchases from same user or other users in the same company; perform annual relationship audits |
Sales force approach (low-tech and high-touch)
| Requirements | QIII relationship solutions |
|---|---|
| Type of salesperson | Relationship |
| Traits & characteristics | More loyal to customer than his/her own company's policies; strong work ethic; self-sufficient and independent; strong values |
| Sales style | Responsible; dependable; customer loyalty |
| Sales focus | Service; care for the customer |
| Role | Account manager; out-bound phone sales |
| Technical ability | Be customer/market expert; understand customers' problems |
| Training | Customer/market awareness; product knowledge; competitor information; service/manufacturing/delivery; techniques; pricing |
| Length of time to close | One to two years to get major share of customer's business |
| Length of contact after close | For years |
| Corporate support and structure | Moderate: company advertising; sales aids; service support; entertainment “events” for customer goodwill |
About Peter Gilbert
A sales veteran with over 30 years of experience, Peter Gilbert is MD of HR Chally SA (www.challysa.co.za), an international sales consulting company specialising in talent management and recruitment. He is passionate about sales as a profession and the identification of real sales talent who can really sell! Email him at az.oc.asyllahc@retep
