Matthias Murges Thesis Relationship Selling
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Relationship Selling – The future standard in sales approach and how to successfully apply it ...

Relationship Selling – The future standard in sales approach and how to successfully apply it
A Thesis
Presented to the Faculty of European University
In partial Fulfillment of the Requirements for
The Degree: Bachelor of Business Administration
By: Matthias Murges, January 2012

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Matthias Murges Thesis Relationship Selling Matthias Murges Thesis Relationship Selling Document Transcript

  • Relationship Selling –The future standard in sales approach and how to successfully apply it A Thesis Presented to the Faculty of European University In partial Fulfillment of the Requirements for The Degree: Bachelor of Business Administration By: Matthias Murges January 2012 I
  • Executive SummaryThis Thesis is about how the selling approach is changing in our actual environmentand how it will develop in the future. The need of great service for successfulbusiness in the future will increase and I have researched on how this goal can beaccomplished.Over time, the Sales industry has gone through a lot of changes and will keep ondoing so. Differentiation through products and prices will decrease over time, asproducts are easy to copy and prices easy to adjust. This will lead to a non-monopolistic market place where the business with the lowest cost will make thegreatest profit margin in the end. But is this the way you want to operate yourbusiness? With fear, of making too much loss, when investing in research anddevelopment departments? A stagnation of the innovation process throughout everymarket? This will not take anybody a step further.Hence, we need to think of alternatives about how to adjust or improve our way ofpromoting, marketing and selling our products.This is where the concept of relationship selling comes into place. This sort of salesapproach makes a huge difference in the perception of the products, the businessand the employees of that company. I could experience that through my internship ata US company.Therefore, this Thesis has been written to describe the tools which you can use toeasily apply relationship selling to your day to day business actions, so that you arealways a step ahead of your opponents. This enables companies to prevent exactlywhat I mentioned above – stagnation of research and development. Hence, declinein economic growth and human advancement. II
  • Table of Contents 1. Introduction……………………………………………………………………….1 2. Selling and Relationship Selling…………………………………………….1-5 2.1 Characteristics of the traditional Sales Industry……………………….2 2.1.1 Simple Exchange……………………………………………………..2 2.1.2 Marketing Products…………………………………………………..3 2.1.3 Service……………………………………………………………….3-4 2.2 Relationship Selling……………………………………………………….4-5 3. Different tools used for successful Relationship Selling……………..6-43 3.1 Neuromarketing…………………………………………………………..6-16 3.1.1 What is Neuromarketing? ...........................................................6 3.1.2 Why do clients buy? …………………………………………..........7 3.1.3 How does brain research help to understand your clients better?.................................................7 3.1.4 Emotions and Motives………………………………………………8 3.1.5 The unconscious logic of products and markets………………9 3.1.6 How purchasing decisions are really being made……………10 3.1.7 Brain types……………………………………………………….11-17 3.1.7.1 Traditionalist………………………………………………...13 3.1.7.2 Harmonizer…………………………………………………..14 3.1.7.3 Enjoyer……………………………………………………….14 3.1.7.4 Hedonist …………………………………………………….15 3.1.7.5 Adventurer…………………………………………………..15 3.1.7.6 Performer……………………………………………….......16 3.1.7.7 Disciplinarian……………………………………………….16 3.1.8 Connection to Relationship Selling…………………………….17 3.2 EVA ………………………………………………………………………18-30 3.2.1 Explanation…………………………………………………………18 3.2.2 Hermann Dominance Instrument……………………………19-24 3.2.2.1 Different Types…………………………………………19-21 3.2.2.2 How to identify them? .............................................22-23 III
  • 3.2.2.3 Medium to approach the target………………………23-24 3.2.3 Emotional Selling Approach (EVA)…………………………25-30 3.2.3.1 The 9 stages…………………………………………….25-30 3.2.3.1.1 Atmosphere has to be right! .............................25-26 3.2.3.1.2 Increase your emotional Energy! ..........................26 3.2.3.1.3 Call people by their names! ...................................27 3.2.3.1.4 Offer your personality to them! .............................27 3.2.3.1.5 Start to entrap people! ...........................................28 3.2.3.1.6 Make compliments! ................................................28 3.2.3.1.7 Offer support! .........................................................29 3.2.3.1.8 Become indiscreet! ...........................................29-30 3.2.3.1.9 Get Feedback! ........................................................30 3.2.4 Connection to Relationship Selling…………………………...30 3.3 Storytelling………………………………………………………………..31 3.4 Structogram…………………………………………………………..32-38 3.4.1 Explanation……………………………………………………32-33 3.4.2 Different Behaviors…………………………………………..33-35 3.4.3 Buying Motives……………………………………………….35-36 3.4.4 Buying Resistance……………………………………………….36 3.4.5 Buying Influence…………………………………………………37 3.4.6 Connection to Relationship Selling……………………….37-38 3.5 CRM  CMR…………………………………………………………..38-44 3.5.1 Definition…………………………………………………………..38 3.5.2 Explanation of CRM and it’s failure……………………….38-39 3.5.3 CMR System…………………………………………………..39-40 3.5.4 CRM vs. CMR………………………………………………….41-42 3.5.5 Reasons for Failure of CRM………………………………..42-444. Internship………………………………………………………………….45-465. Conclusion………………………………………………………………...47-486. Bibliography……………………………………………………………….49-50 IV
  • List of TablesTable 3.1 Different Behaviors, Structogram……………………………………... p. 34Table 3.2 CRM vs. CMR……………………………………………………………p. 41Figure 2.1 Stages of Relationship Selling…………………………………………. p. 4Figure 3.1 Brain Systems………………………………………………………….. p. 10Figure 3.2 Brain Types Distribution Germany…………………………………… p. 12Figure 3.3 HDI Types……………………………………………………………….. p.19 V
  • 1. IntroductionMaking the difference, trying to outplay competition, competitive pricing, increasingproductivity these are all goals companies try to accomplish in order to make thedifference.But does the difference really lie on the products and their prices offered nowadays?Or is there something else that really matters and influences buyers to purchase?My research is based on the convincement that it is all about the service you offerand the relationship you maintain with your buyers.Under this assumption my thesis is about:Relationship Selling – The future standard in sales approach and how tosuccessfully apply it2. Selling and Relationship SellingThe selling process has been around for thousands of years. Egyptians, Romans,Greeks all the ancient big nations/countries and people we know about practiced theart of selling. If it was just a cow against two pigs or a ring for bread and milk, sellinghas been an essential process of everybody’s life since all time.But sales has been developing up until now and will probably keep on developing forquite a while, as human needs and perception changes with time. Therefore, thecharacteristics of the sales industry have been changing as well over time.Sales – an industry, which has been going through several different stages ofdevelopment, currently reaches its peak in terms of skills needed and naturaltalent/being required. The job of a salesman is not anymore just turning up atsomebodies house, office or company and telling that person about how good yourproduct/service is and leaving again. It is much more about making the differencebetween you and your competitors, as nowadays there is hardly any differentiationbetween the individual products from different companies, because it is easy to copy 1
  • or almost identically reproduce the product of another company without breaking thelaw.Hence, the key in nowadays sales world lies in you relation with the buyer/s and howyou improve and maintain this relation, so that is it not just a pure sales transaction,but more like a continuously developing friend- and business oriented relationship.Relationship Selling is “establishing a long-term customer relationship in an effort togenerate repeat business. Relationship selling may be directed at especiallyimportant customers and may include a liberal return policy and access to high-levelexecutives.”12.1 Characteristics of the Sales IndustryIf you look at the traditional marketing approach you can see a lot of differences tothe relationship selling approach. Not just because the traditional one is transactionbased, or focused on single sales, but also because the aim is to keep seeking fornew customers and persuade them about your product and your company in general.It is the complete opposite of Relationship selling, where you are trying to establish along term relationship with the client, which is based on trust and regularcommunication – great Service.But this change of the selling process has been developed over centuries, wherepeople started of exchanging goods for other products that they need. No sign ofservice at all. But it developed as shown below. 2.1.1 Simple Exchange: Like mentioned above, people used to sell products by offering them things in return which they needed. If it was gold, animals, herbs, food, drinks, etc. The buyer mentioned his interest and a couple of sellers came by and made their offers in terms of what they wanted in return and the buyer made a decision in order to which one he was going to choose.1 Relationship Selling: http://business.yourdictionary.com/relationship-selling 2
  • 2.1.2 Marketing Products: Later on people realized that it would be much easier if any seller would just market its products and potential buyers would come by and purchase those things. Like on markets or just in their stores. Hence, shops have been opened and people tried to build their own identity. This kind of selling evolved up until now and has been broadened and used in all sorts of medial/merchandise tools. Whereas in earlier stages, promotion/marketing ran more through newspapers, billboards and word of mouth, today we are more into Television, Radio and especially Internet advertisements, as those reach a far wider range and are most commonly used in nowadays society. With television, radio and internet you can reach almost every age group, with the ability to differentiate perfectly due to different people with different needs, interest and age are visiting/watching altered websites and TV-channels. But the point I was going to make here was that you are simply promoting the product you are trying to sell. There is no sign of any service noticeable. 2.1.3 Service: Intangible products such as accounting, banking, cleaning, consultancy, education, insurance, expertise, medical treatment, or transportation. Sometimes services are difficult to identify because they are closely associated with a good; such as the combination of a diagnosis with the administration of a medicine. No transfer of possession or ownership takes place when services are sold, and they (1) cannot be stored or transported, (2) are instantly perishable, and (3) come into existence at the time they are bought and consumed.22 Service: http://www.businessdictionary.com/definition/services.html 3
  • This way of treating customers has been around for a long time, but was never really appreciated by the society until the last couple of decades. This is when service really started to matter and companies/shops initiated the focus on it. But still, from my point of view, there are massive differences between service and service. You can either offer service by satisfying all the customer’s needs as good as possible, or you can satisfy the customer’s need and improve or maintain the relation. This is where the difference is going to be really visible to the consumers and will be appreciated very much in the long term. And that’s where relationship selling starts.2.2 Relationship SellingFigure 2.1 Stages of Relationship Selling 3This Diagram indicates the different levels of understanding you will have to meetbefore you can successfully apply the concept of relationship selling. As shownabove, the foundation of any selling process – not just in relationship selling – is tohave a good service or product that you want to sell.3 Relationship Selling, http://www.wabccoaches.com/bcw/2008_v4_i1/images/trailer-figure3.gif 4
  • Then there is the ability to show that you actually know everything about theapplication and functionality of the product you are trying to sell. These competencesshould make you already a preferred supplier.To take this whole concept to another level you will also need to understand thecustomer’s business though, as well as his/her/its industry. If you do so, you shouldbe able to see and understand the organizational issues which will lead you straightaway to a solution based selling basis on which you can easily built your relationshipwith the client. Understanding those things makes you an asset to your customer andnot an annoying sales person that just wants to hit his/her number. It makes animpression as if you are operating as a partner to the business so it turns out to be awin-win situation. 5
  • 3. Different tools used for successful Relationship SellingI will describe on the following pages some of the new tools that companies are usingto change their selling methods, transforming them into relationship selling.3.1 Neuromarketing3.1.1 What is Neuromarketing?Neuromarketing deals with the purchase- and choice decision of the human brain,and especially to what extent and how you can influence them.To answer this focused marketing question there are two main definitions – onewhich is narrower and the second one from a wider perspective.The narrow definition is closely linked to the “Brain Scanner” or scientifically correctspeaking “Functional Magnetic Resonance Imaging” (FMRI). It is being directlyrelated to the practices of brain research for market research purposes.A more commonly used name for Neuromarketing is “Neuroeconomics” or“Consumer Neuroscience”.In the broader definition Neuromarketing receives a more global view, as it relatesthe usage of Neuromarketing to a wider variety of awareness’ in the brain analysis. Italso includes the above mentioned theory/definition, but it tries to include andintegrate all marketing theories and practices known nowadays.The brain research has come up with many very interesting and important mysteriesthat could help enormously when trying to apply good marketing.So the connection you see here to relationship selling is, that you will have tounderstand the psychology of the human brain and identify the different mechanismsused by different clients/decision makers in the company so you can apply the bestmarketing and selling strategy possible. 6
  • 3.1.2 Why do clients buy?So the first question you should ask yourself is – why do client buy?Well by just reading this sentence it looks pretty easy to find an answer to this, butthere is more behind it than just a need, that this client has at that time.Until a couple of years ago, people used to analyze buying habits and purchasingreasons by census and monitoring. This way, analysts found out connectionsbetween the two and could therefore include people into different categories thatidentify the different characters of managing their purchases.Since recent years, the above mentioned way of purchasing habits identification hasbeen used more frequently and has come to significant outcomes.3.1.3 How does brain research help to understand your clients better? (Coca-Cola vs Pepsi)A study in the year 2003 has been done by Coca-Cola, where they made people tryboth Coca-Cola and Pepsi without them knowing which one they are currentlydrinking. While those people drank the drinks they were connected to a brain scannerwhich measured the brain activity and the different areas that are being activated ornot. In the blind test both had the same outcome, as the front brain showed a lot ofactivity. This indicates that the brain is being satisfied, as the body is receivingsomething sweet tasting, which is considered a treat for the body/brain.Afterwards, they did the same test again, but the volunteers knowing which one ofthe two they are currently drinking. Very interesting was that when they were drinkingCoca-Cola, the middle- and great brain showed activity as well. With Pepsi it was thesame as before.This indicates, that the brand image of Coca-Cola is better received than the one ofPepsi and that those little things, like brand name and brand recognition make ahuge difference. 7
  • 3.1.4 Emotions and MotivesUp until now, emotions and motives had been very closely linked and consideredalmost the same, as brain analysts rather speak about emotions and psychologistsprefer to use the word motives in respect to the same thing.Brain analysts say that behind each emotion there is a goal that is meant to beachieved. Psychologists say that motives are closely related to feelings, which leadsto a change in body and mimic – one of the greatest indications of people feelingsabout something.Hence, in the Coca Cola example people had more reaction in their brain as soon asthey knew that they were drinking Coke as they relate this brand to happiness andsatisfaction. This image has been created by Coca Cola over many years, byadapting their slogan always in relation to happiness and satisfaction in any way. - Life begins here - Twist the Cap to Refreshment - Open Happiness - Make it real - Life tastes good - …This example shows how brand image and perception make a huge difference in themind of the customer. A huge difference because of what the customer’s brainrelates to the product.So as soon and as long you understand the customer and how he/she is thinking youshould find only little difficulties when dealing with them. 8
  • 3.1.5 The unconscious logic of products and marketsThe product- or service value is being determined by the positive or negativeperception the client has towards it. Perception is created by motive- and emotionfields inside the brain. The markets and products have an unconscious logic whichconsists out of several motive- and emotion fields and need to be understood in orderto reach out to a customer.The question you have to ask yourself is: Why do people purchase products?Well, obviously because they receive some sort of benefit from it like a car, forinstance. You purchase a car to get from A to B. Or you buy a drill machine to get ahole in the wall. This all describes the functional use of them. This is very important,but the real value of a product/service is determined by looking at it from the point ofview of his motive- and emotion field.Products almost always activate certain motive and motion fields, without the clienteven knowing about it. And only if a product/service suites the customer’s motive andmotion systems receives the product some sort of value to the customer.So if we stick with the drill machine, it is obvious that it is used to drill a hole in thewall.is the functional use of it. But the drill machine has another, maybe even moreimportant, function – it saves strength and energy and on the other hand it gives theuser more power. This feeling of power and supremacy is the real value of the drillmachine (concrete is easy to break). The more power and the stronger the machinethe more value it is to the user. Hence, the dominance part of the brain in thereforeconnected with the purchase of a drill machine. 9
  • 3.1.6 How purchasing decisions are really being made - 70-80% of all out decisions are unconscious and even the remaining 20-30% are far more unconscious than we think - Just 0.00004% of all information from our surrounding reaches our consciousness. Many amenities and signals are being transferred to attitude by the brain, without the client even realizing. - All fundamental decisions made by a client are emotionally. Decisions without emotional components are insignificantFigure 3.1 Brain SystemsLimbic Types 10
  • 3.1.7 Brain TypesCustomers have different needs, preferences and wishes. They can be classified intodifferent prototypes in order to give you (seller) a better overview about the situation.If you then, concentrate your product, brand and argumentation onto that prototypeyou will gain the customer’s loyalty without a doubt.Another question we should answer here before proceeding though is why and ifcustomers have different buying habits.Yes, they do. This is also very visible by just looking at the code of practice. Thisclearly indicates the differences.This leads us to the question: Do target groups, who show a stable consume schemeeven exists? Or does the purchase of a customer just depend on the current mood,situation and circumstance?Several Experts are saying: “target group marketing is out due to the multi-optionaland hybrid client. The consume schemes are almost identical with each client. Theyonly differentiate in respect to their current mood and need.”However, this cannot be 100% correct, as there is for instance a difference betweentea drinker and red-bull target groups. There are many older people who like tea, butnot so many young ones. The same is the case with red-bull. Many young peopledrink it to get a coffin-kick out of it. But not many older grandmas do the same.Hence, obviously there are consuming schemes.In respect to the mood mentioned above there is the example of people who smoke.Smokers go from 14-over 100 year old people throughout every country and everygender. Many of them light up a cigarette after stress situations. So the reason for theconsumption was the mood.These examples refer to the already known justifications for this – trait and state. 11
  • To distinguish better between customers and how to approach them you can dividethem into groups with different emotion key points. (The percentages are fromGermany) - Traditionalist (24%) - Harmonizer (32%) - Enjoyer (13%) - Hedonist (11%) - Adventurer (3%) - Performer (6%) - Disciplinarian (10%)Figure 3.2 Brain Type Distribution GermanyBreakdown Brain Types 12
  • This breakdown could vary a little bit from country to country, but this is more or lessa guideline and I don’t really want to go into detail about the percentages but moreabout the different categories.3.1.7.1 Traditionalist:The right part of the brain (pessimistic) is a little bit more active. Noradrenaline andstress hormones are a little bit higher than average, GABA lower. GABA (GammaAmino Butric Acid) takes fear away. In case of too little GABA depressions are verycommon.Traditionalists check everything in great detail and spend a lot of time with details.This is particularly due to the noradrenalin in there brain. It leads to a high focus inthe great brain and deletes background information.Due to the supremacy of the balance system, traditionalists are frightened,precautious and reluctant towards new things. His consume and purchasing habitsare also pretty stable. He is the prototype of a loyal customer, who sticks with acompany or shop for a long time. He orientates himself mainly in respect to whatother people do and common sense. Brands give him a secure and trust feeling. Hisrelation to prices is more reluctant towards bigger spending though, as he relates it topotential risk. Due to his frequent lack of confidence, he needs outstanding serviceand advisement. Local goods will be found most commonly in his trolley and visits ofdoctors are very prevalent. 13
  • 3.1.7.2 Harmonizer:This is a very important type when trying to better understand the female client aswell. The relation to the Traditionalist can be found in the fact, that the BalanceSystem is the main player in his brain. The difference between the two is though, thesocial modules “bonding” and “care”, which are very pronounced. Especially theSocial-, Cuddle Hormone (Oxytocin) will be found in higher concentration with histype. The Harmonizer is also very cautious, but more open for others and otherthings. Very Important: the feeling of security and harmony within the family.Especially things for garden, home, kitchen and animals gain great interest forhim/her.3.1.7.3 Enjoyer:Opposite to the Traditionalist and Harmonizer, whose front right part of the brain isreally active the Enjoyer uses both sides equally. Dopamine is the nerve transmissionsubstance for the Stimulation-System and is mainly found in the left part of the brain,whereas the Balance-System and its substances more commonly appear on the rightside.Other than with the Traditionalist, who shows a skeptical and more pessimisticattitude, the Enjoyer’s main qualities lie in his open minded and positive life style. Heloves products which guarantee a high amount of pleasure and enjoyment. Qualityand natural production are still of a high priority to him (due to Balance-Part), but theenjoyment needs to be included. Cosset and being cosseted is his device. Brandsthat promise adventures are his target and he is very contact friendly. But also hisfamily cannot come too short.The Price is not his main criteria, but he still aims for getting as much enjoyment outof as little money as possible. He has a very positive attitude towards his health andenjoys wellness and services that offer comfort. 14
  • 3.1.7.4 Hedonist:This name comes from the Greek word “Hïdonï” = fun, happiness, enjoyment, delight.In this type of person reigns the Stimulation-System and therefore like alreadymentioned above, the Dopamine. This leads to the fact, that the left side of the brainis more active. He rather combines and connects things he already learnt thanthinking too much about new ways. He is always looking out for new stuff and how hecan pleasure himself. Hedonists are very commonly found in addiction treatmentstations in hospitals. The loud, outstanding and extraordinary are important to him.Where the product or service comes from does not really matter as long as it is newand different. He is the classified example of an “early adopter”, who always wants tohave the latest things and trends. Hence, his attraction towards fashion is overproportional. But also when looking at new exotic fruits or other food coming out hewill be one of the first to try it out. Another important to know characteristic of hispurchasing style is that he is very impulsive and buys a lot and often unnecessarythings he does not even like. His loyalty could be better and he is not very open toadvice. This is due to his very optimistic character, which kind of eliminates the risk inmany things.3.1.7.5 Adventurer:The same as with the Hedonist and a little bit of the Enjoyer, the Adventurer has a lotof Dopamine in his brain. This is being combined with another very common hormonein his brain – testosterone. Testosterone is the male hormone for sexuality anddominance. Hence, a very active left brain side. But other than with the Hedonist,whose aim is enjoyment, has the Adventurer a fiercer attitude. To assert oneself, anddemonstrate supremacy is his world. Faster, better and stronger: The product qualitydoes not matter too much. His priorities are the visible advantages and fun. Loyalty isequal to zero, as well as his need of advice. Everything he wants and needs to knowhas already been researched in the internet. Due to his careless attitude towardshealth he enjoys things where he puts his body to the limit. Sports with thrill likemountain biking or climbing are his interests. Products he is interested in are thosewhich increase his performance or give him a feeling of freedom. Drinks like red bull,but also alcoholic drinks are his favorite and he always chases low pricing. 15
  • 3.1.7.6 Performer:The sexual and dominance hormone testosterone is leading the brain combined witha strong presence of his left brain. However, other than with the Adventurer, thehappy dopamine component is missing. Testosterone has the characteristics ofactivating somebodies ambition and pushing him forward. Whereas dopaminecreates some sort of distraction, testosterone does the exact opposite. A target willbe pushed towards until it has been reached. Products which include cleverness orpromise high status are very welcome by him, as he always wants to show that he isthe best. A great wine does not matter to him because of its taste, but more todemonstrate connoisseurship in front of friends and colleagues at the dinner table.He is always after products that demonstrate money, strength and power, but only inpublic. For his private use at home he likes to go to discounters and get the cheapestproducts possible. Everything that is visible to the outside though, like clothes forinstance will be from the highest quality and best brand.3.1.7.7 Disciplinarian:This is another example of a type whose right brain side is more active. But also theleft side is a bit involved as his testosterone component is pretty high.Due to his pessimistic and distrustful character enjoyment and alteration only play asmall part in his life. He only buys what he really needs. Quality and guaranty arevery important to him do to his nature. He compares prices and takes very long tocome to a decision before he purchases something. Everything that makes the worldmore foreseeable is very welcome to him. For instance product test with objectiveopinions about them are of great importance to him. Latest fashion is of no interest tohim. All that counts is the pure functionality. 16
  • 3.1.8 Connection to relationship sellingClassifying sellers into those characteristics has great influence on your capability ofdoing successful relationship selling.However, due to the fact, that you cannot just scan the mind of your client in order tofind out what type of characteristics he has you need to be patient and work on along-term relationship (definition of relationship selling). Because the longer youknow your client the better you know him and therefore it takes you each day closerto finding out what type of person he/she is. And as soon as you are pretty certainabout the type of person he/she is you will have a great advantage in comparison toyour competitors who do not value this kind of marketing so much as you will knowhow your client reacts and why he/she reacts like that. This gives you the opportunityto prevent any misunderstanding or uncomfortable situations in the first place andadds onto your relation with him/her. 17
  • 3.2 EVA (Emotionaler Verkaufsansatz/ Emotional Selling Approach)3.2.1 ExplanationTo break down the concept of Brain Types a little bit more, Alexander Verweyen, aGerman Business Consultant, came up with the concept of EVA (EmotionalerVerkaufsansatz), which could be translated to English like this: Emotional SellingApproach.In this philosophy, the brain types play a major role, as they need to be identified andtaken care of. Like I already explained above, the Hedonist wants the product/service to be creative, the Adventurer is looking for action, the Performer values if itlooks like something great, the Disciplinarian is looking for the comfort of the productand if it fulfills its use, the enjoyer has to see the enjoyment in it and the traditionalistlooks for known things.If you take for instance a note book and you would like to sell it to all of those types ofpeople/ brains, you would need to point out different unique selling points oradvantages of it. For the Hedonist you would talk about the cover and that isavailable in many different colors, which could be changed all the time. For theadventurer you would point out that it tells you automatically everything aboutweather and if there is enough snow on the mountains to go skiing. The Enjoyerwould be attracted by talking about the fact that it can also play CDs with relaxingmusic on it. To convince the traditionalist it would be a little bit more difficult, butmaybe you could say that the typewriter has been sold out. The Performer wouldprobably be attracted by pointing out that the same model is being used by thepresident. And the disciplinarian would be convinced by its advantage of beingportable and useable everywhere with a battery life of more than a day.Hence, you see that it helps a lot to differentiate clients into those classes, as eachone of them is looking for something else. 18
  • 3.2.2 HDI (Hermann Dominaz Instrument/ Hermann Dominance Instrument)3.2.2.1 Different typesHowever, the brain is not just dividable into types of people but also into differentoccurrences of four parts. Those parts are being distinguished as shown in thegraphic below. This System is called: Hermann Dominance Instrument.Figure 3.3 HDI Types 4Those Parts of the brain with different occurrences give you indications for differenttypes of clients.Type A: The Rational TypeHe is very interested in facts and figures. To convince him you should be wellprepared so you can illustrate him facts, figures and arguments that are logical andtechnically possible. Additionally you should use an advanced vocabulary to showncompetence. His decision making model is very abstract.4 Hermann Dominance Instrument 19
  • His main question before he comes to a decision is: Do I have/ know all the facts?He shows positive reaction towards: - Data oriented contents - Detailed explanation and illustration of financial and technical aspects - Reading and working through of instruction manuals - The rational illustration of the functionality, for instance right at the product or through graphical annotationType B: The Controlled TypeFormal Aspects are what he is interested in. So in case you want to point outnumbers to him, make sure that they are 100% correct until the last digit behind thepoint. Spelling mistakes are being spotted right away. Furthermore, he does not like alot of risk.His main question before reaching a decision is: Do I stay in charge/ control?He shows positive reaction towards: - Good planning - Step to step as well as consequent advancement - Exact and correct calculations - Organized course of action with reference partner 20
  • Type C: The Emotional TypeFeelings are his main guidance. The social and interpersonal aspects are of majorimportance to him. You should point out the communicative, assisting andrelationship supporting side of your offer. Try to convince him with your own passion,as his decision model is emotional and intuitive.His main question is: how will be my relationship to others? How can I include a thirdor even fourth party?He shows positive reactions towards: - Experimental opportunities - Music - Linguistic freedom - Explanations about the effect of the product/ service on for instance colleaguesType D: The Visionary TypeHe is looking for holistic coherences. He is interest in future, creative opportunitiesyour product/ service is offering. Maybe draw a picture of the potential hidden in youroffer. His decision making model is dominated by fantasy and risk orientation.His main question before coming to a decision is: Which opportunities will this offerbring me?He shows positive reactions towards: - Great illustrations of future potential - Spontaneity - Experiments - Pictures, Graphics and Models - The free flow of ideas and inputs 21
  • 3.2.2.2 How to identify them?But the question that has to be answered like in all the other tools that I explain is:How do I differentiate of classify people into those groups. Below you will find somehints about how to do this by simply looking a little bit closer at your client and his/her behavior.The Rational Type: 1. Does he demand facts? Does he want data? Does he like to debate and argue? 2. In a conversation – is he influenced by subjective-emotional contents? Does he block? 3. Does he switch to objective matters? Does he want to receive illustration about financial and technical aspects? 4. Is he trying to stay distant? Does he want to keep the contact frequency low? 5. Is he looking for detailed and straight forward explanations and facts?The Controlled Type: 1. Is he interested in formal aspects? Does he point out mistakes in letters or emails when meeting in person? 2. Does he repress details? Spelling mistakes and exact digits after the point are of importance? 3. Does he demand a huge amount of information and then backs up to plan the next step? 4. Does he want to be informed about everything in great detail? Is he in a negative mood as soon as he feels like he has been left out of just a little part of the whole process? 22
  • The Emotional Type: 1. Does he constantly divagate? Does he talk about things that are off the actual topic? 2. Is he interested in your personal point of view? Is he interested in you as a person? 3. Do you feel like he is influence by you good mood? Does he realize that you are not in the best mood, although you are trying to be a professional, who does not show any kind of symptoms? 4. Does he show positive respondence towards details, finesse, optical as well as esthetic qualities?The Visionary Type: 1. Is his pretention oriented towards new, extraordinary shapes, colors and technical finesse? 2. Is he active throughout the dialogue? Does he move his arms and other parts a lot when talking? Can you identify his willingness and interest by his gesture? 3. Does he also demand activity from your side? Is he looking for a surpassing service, which is individual and open for surprises? 4. Is the overall coherence more important to him than the individual details?3.2.2.3 Medium to approach the targetWhen concluding the information mentioned above it might also be of greatimportance to know through which medium you try to get the message across to theclient.In the case of having a rational client you should chose mediums like: - brochures, - information material, - letter or - telephone conference 23
  • When trying to convince a Controlled Type you might prefer: - tables, - diagrams, - visualizations or - dialogueFor the Emotional Type: - emotional conversation - optionally with a little bit of music in the backgroundFor the Visionary Type: - tables, - diagrams, - active conversation, but not too much 24
  • 3.2.3 EVA3.2.3.1 The 9 StagesAfter knowing all this about your client the EVA can be applied. This process hasbeen split into nine different stages: 1. The Atmosphere has to be right! 2. Increase your emotional Energy! 3. Call people by their names! 4. Offer your personality to them! 5. Start to entrap people! 6. Make compliments! 7. Offer support! 8. Become indiscreet! 9. Get Feedback!3.2.3.1.1 The Atmosphere has to be right!Idea: Actively change the atmosphereGoal: Get your own mood up!Course of Action:  Become aware of your (bad) mood  Ask yourself: “Do I want to carry this mood around all day?”  Look for a quiet place/ area  Try to totally relax  Breathe through deep and slowly  Imagine a situation that has been very nice/ successful for you  Go through the whole situation again in your head  Concentrate entirely on this situation  OR: simply think about a great event that is coming up in the future (holiday, Birthday, etc.) 25
  • Annotation: If you are not in a good mood, you cannot transmit a positive attitude toother people. Clients/ conversation partners want to be talked to in a positive andfriendly manner. That is why you need to express a positive attitude.3.2.3.1.2 Increase your emotional Energy!Idea: Appearance, Voice, Eye and EarGoal: to capture and transmit emotions better – also through the phoneCourse of Action:Emotional Eye: Can you see emotions? (Body language, facial expression andgesture)Emotional Ear: Can you hear emotions? (Voice, accent, volume, speed of talking) Test yourself: How well can I identify other people’s emotions? How sensible is my perception through Eye and Ear? How well can I transmit my own feeling and emotions to other people?Emotional behavior: Is your body language open, friendly and allocated towardsyour partner/ clientEmotional Voice: Is your voice emotional? Do you pronounce differently? Is it anenjoyment to listen to you?Annotation: through observations you can learn a lot. Take close notice of how otherpeople show/ don’t show their emotions and try to find out why. 26
  • 3.2.3.1.3 Call people by their names!Idea: Remember the name of your conversational partner!Goal: The conversational partner feels like home.Course of Action:What differentiates us human all from each other? Exactly – the name. If you do notunderstand the name, ask again. If the name is hard to remember, write it down.Everybody like to be called by his/ her name – very emotional!Annotation: The names of companion/ partner is as important as the name of theconversational partner3.2.3.1.4 Offer your personality to them!Idea: Instead of US (company) just IGoal: Bring yourself and not the company into the gameCourse of Action:“We will need to call you back”. How does that sound to you - not very emotional?Right!What do you think about this formulation?“Surely will I take care of your business” or “I will cope with this now and…” Better?Get yourself into the game and not the anonymous company. Build a relationshipbetween you and the client. This way you can start to generate trust, which he canrely and build on.Annotation: Obviously you cannot disappoint your client. Make sure this does nothappen. 27
  • 3.2.3.1.5 Start to entrap people!Idea: Approach the Emotions of your conversational partner/ client.Goal: Win your client with charmCourse of Action:Persuading or entrapping somebody has the highest rate of success if there issympathy between both parties. Sympathy results out of the first impression, sametaste, same opinion, similar use of language, etc.Try to compensate and apply this when talking to your opponent/ client. This way,you will get far more success out of each conversation. Where do you see startingpoints in the conversation to get a good basis for similar interests?Annotation: Still remain classy though!3.2.3.1.6 Make Compliments!Idea: Try to think of a complimentGoal: Gain sympathy of your conversational partner/ clientCourse of Action:To give a positive feeling to your client, make him a compliment. Try to point outindividual characteristicsAnnotation: A very good way would be to ask, if you may make a compliment. 28
  • 3.2.3.1.7 Offer Support!Idea: Can you do anything for your conversational partner/ client?Goal: This way you pledge somebody for yourselfCourse of Action:Fast notice of need of aid/ support is ideal to get close to your opponent. But whatkind of help could you offer?Some Examples: - Take care of things that do not really relate to the core of the conversation matter - Problem recognition, before you partner realizes it; straight offer of solution!Annotation: Offer your help/ support actively (right away) and do not wait until thatperson asks you to help out.3.2.3.1.8 Become indiscreet!Idea: Read between the linesGoal: Get an even closer relation/ connection/ bonding to peopleCourse of Action:Ask things that are not directly related to the conversation or business. Questionsabout family, children, hobbies, vacation, personal interest, etc.In the business world, there is not enough focus on these subjects. Often, similaritiesor other interesting aspects will appear through these sorts of questions. This willlead to even more positive emotions in the conversation.But you always have to see if there is an advantage to your conversation by askingthose questions. 29
  • Annotation: Do not be afraid of too indiscreet questions. The more you know, thebetter you can react to what your client wants. This way he will feel more understoodand valued, which leads to more trust and therefore a better business foundation.3.2.3.1.9 Get Feedback!Idea: Acknowledgment after a phone conversationGoal: Conversational partner thinks about the conversationCourse of Action:Successful conversationalists build in a sentence at the end, where they are askingfor some sort of feedback about the whole conversation.This way, the conversational partner can tell you his opinion. Maybe this is even anopportunity to receive a compliment from the other party – as everybody needsmotivation!What could be a good phrase to ask for feedback in the end? Think about that beforeyou hang up the phone or dismiss your conversational partner from the meeting.Annotation: Also with this Emotional Selling Approach – do not be afraid of using it.Just give it a try!3.2.4 Connection to Relationship SellingIf you now relate this back to what I said about relationship selling in the beginningand what the aim of it is, you can see that this tool brings a lot of key factors with it toperform successful relationship selling. Like for instance the point about trust andcloseness to you client. This will increase loyalty, which leads to long-termrelationship and business between the two parties – the main aim of relationshipselling. 30
  • 3.3 StorytellingAnother tool to achieve successful relationship selling is the storytelling. This toolrelies on the assumption that our brain does not safe images of objects and actions,but structures of elements that keep occurring continuously. The magical word hereis “pattern”. Humans are success model of evolution because we can remember,access, safe and hierarchically align patterns very well.The metaphor “storytelling” helps us to recognize and realize continuous patterns andits most common use better and to come up with short stories, romans, or episodeswhich entrap people to acquire our ideas service and products. It does not matter ifyou are an actor, writer, artist or sales man whoever sets higher standards than theaverage person sees structures of structures and patterns of patterns better thanothers.However, even a master in story telling does not exactly know which sort of script thestory will make appear in the consumers mind, but because he knows the basics,which rely on the neuronal data processing, he can increase the chance of beingable to tell a story that manipulates the consumer’s brain in a way that he shows thedesirable behavior pattern. Additionally, it is known that the start and the end play amajor role of importance in the thought process. 31
  • 3.4 Structogram 53.4.1 ExplanationAnother very useful and commonly used tool to analyze people in order to identifytheir habits, ways of thinking, reactions to something and connections in the buyingprocess is the Structogram. This tool has been designed to identify people’scharacters by arranging them into groups according to their occurrence of thedifferent brain parts influencing their decision process. Those parts are the brain stem(indicated by the green color), the interbrain (marked by the red color) and thecerebrum (shown in blue color). According to their arrangement and occurrence inthe thought process of people, they form different characters. Where the green-oriented person is rather looking for close contact with people and often refers to thepast and makes a lot of decisions by simply using intuition, as his connection and useof the unconscious knowledge are of great value and importance. The red-orientedcharacter is more authoritarian, competitive, dynamic, referring to the presence, apractical thinker and somebody who likes high amounts of risk.5 Structogram, http://www.structogram.de/Structogram_RGB.jpg 32
  • 6Usually, in order to be as accurate as possible, there are certain questions you cananswer to identify your own Structogram. Those questions give indications about howto move and rotate the Structogram-disk, which leads to clarifying and illustratingyour type of personality.3.4.2 Different BehaviorsHowever, you can also apply this tool by using your trained instincts to analyze youropponent. The differentiation between the three colors can be made by looking atsimply patterns of behavior that people show all the time. These behaviors have beenillustrated in the reconstructed matrix below:6 Structogram, http://www.powerline-vertriebscoaching.de/powerline/images/structogram.jpg 33
  • Table 3.1 Different Behaviors, Structogram Green Red Blue Brain Stem Interbrain Cerebrum Sensation Emotion RationalityRelationship Contact Dominance Distanceto People  Looking for  Looking for  Looking for safe human supremacy distance closeness  Intuition for  Natural  Abstinence Human Authority  General  Aptitude to  Tendency to popularity competition caginessOrientation Past Presence Futureaccording totime  Building on  Capturing  Compunction of known moments consequences  Action  Impulsive  Planned action through action experience  Activity and  Pursuit of  Avoidance of Dynamic advancement radical changeThought- and Sense Understand ArrangeWorking  Intuitive  Concrete,  Systematic,Process thinking, sure practical analytical instinct thinking thinking  Authentic first  Fast noticing  High ability to impression of feasibility abstract  Fantasy  Aptitude to  Aptitude to improvise perfectionSuccess Sympathy Electrify Persuasionthrough… 34
  • So as soon as you are getting a vague idea about which color might be dominant inthis person’s mind you can connect this to another list of how to approach thoseclients.All three show different purchasing motives, which are clearly differentiated. Hence,after you identified the dominant color, you will know how to approach them.3.4.3 Buying Motives:For Red-dominant clients: - High benefit - Status Symbol and Exclusivity - Not complicated - EmotionalFor Green-dominant clients: - “many people do it like this” - Security - Friendly basis - Personal interest - Relation to past experience - Colors - StoriesFor Blue-dominant clients: - Understanding due to numbers/facts - Individual - Future oriented 35
  • These are some indications of what those types of clients preferred and how youshould approach them to get the maximum success out of it.But, as well as motives, there are also thing that prevent them from purchasingcertain goods, which is closely related to how you present them as well.3.4.4 Buying Resistance:For Red-dominant clients: - Too detailed - Everybody has it already - MonotoneFor Green-dominant clients: - Pressure - Nervousness - Distrust - UnorganizedFor Blue-dominant clients: - Open/ unanswered Questions - Not in great detailTo know what to do and what not to do helps you a lot in becoming a successfulsales person, but it is not just about how the client itself would decide and react tothings. A great part of the decision making process goes through things that influencethis decision and a great deal that concerns this is how you approach andcommunicate with this client. The more you know about this the greater success youwill earn later on. 36
  • 3.4.5 Buying Influences:For Red-dominant clients: - Compliment, affirm him - Show acknowledgement/ recognition - Repeatedly call him by his name - Active/ agile language - PunctualityFor Green-dominant clients: - Sympathy, Empathy - Gets what he wants - Friendly, kind - Little gifts - ServiceFor Blue-dominant clients: - Good preparation - Punctuality - Calm - Choice of words/ language - Distance/ not too much private reference - Keep promises3.4.6 Connection to relationship sellingSo basically, to sum this up you can say that the red-dominant type likes the newest,best and greatest products, goods and services, whereas the green-oriented oneputs a lot of value on comfort and service and the blue-dominant is looking for thespecial and individual. 37
  • It is an easy tool to use and apply, but with great impact on your performance. That iswhy this technique is spread all over the world and being used by almost all greatcompanies as well in management positions as in the sales force and all otherdepartments to create a better environment within the company itself, but also tomake a better impression to the outside (sales).3.5 CRM to CMR (Customer Managed Relationships)3.5.1 Definition“Customer relationship management (CRM) is a widely implemented strategy formanaging a company’s interactions with customers, clients and sales prospects. Itinvolves using technology to organize, automate, and synchronize businessprocesses—principally sales activities, but also those for marketing, customerservice, and technical support. The overall goals are to find, attract, and win newclients, nurture and retain those the company already has, entice former clients backinto the fold, and reduce the costs of marketing and client service. Customerrelationship management describes a company-wide business strategy includingcustomer-interface departments as well as other departments. Measuring and valuingcustomer relationships is critical to implementing this strategy.”73.5.2 Explanation of CRM and it’s failureBut many CRM projects have failed over the years. How come that customers offerso much information about themselves and we still cannot meet their needs anddemands? Companies try to find out what their customers value and use thisinformation to make them loyal or just a kind of frequent client. This technique hasbeen moved more and more into the center of company strategies. A survey fromGartner Inc. says that 52% of their informants put CRM on first priority in theircompanies. However, in the year 2001 only every fifth company to use CRM wroteblack digits.7 CRM, http://en.wikipedia.org/wiki/Customer_relationship_management 38
  • They all seemed to have misunderstood a vital point: Whoever wants to build arelationship needs to understand/see the need first.Many of those people talk about the “share of wallet”, but what they do notunderstand is that they need to find a way into the customer’s heart and head beforethey can find their way into their wallet.The question is though: Why has it not been as successful as is should have been?One of the main reasons for this is the aspect of control. People like to be in controlof everything they do. So in case they are being given a call by a sales person, theymight feel that they are being pushed into something they do not like. In this casethey go totally against everything the person on the other end of the line says, or theyavoid this sort of contact right from the beginning. This is the reason why cataloguesand brochures are still very much welcome within our society. That way people havecontrol about if they want to read this information or not. And maybe even moreimportant they can decide when they want to gather this information. End users havemade clear that they do not want to become a target of a hunt. They simply expectcompanies to be there in order to make their life easier and stress less.3.5.3 CMR SystemThis is why the CMR system has a different aim. It is not being used to help thecompanies but more to favor the customers. The strategy behind it is pretty straightforward. It demands a change in management and no management of change. TheCMR touches every business and cultural aspect of a company, every relationshipwith humans and every technology.Rather than trying to implement another project or advertising company, the CMRsystem is there to bring the relationship between customer and company onto awhole other level by the standards of the customer. 39
  • “More power over the client does not mean that you can push or pressure a clienttowards something he/she does not like. It means more that clients tell you what they 8feel is important to them.”This systems looks like a kind of change in power, as it gives the client theopportunity to tell the company exactly what he is interested in, what kind ofinformation he needs, what kind of service standard he would like to receive (like Imentioned in the Brain Types part: every person thinks different about service) andthrough what kind of communication tools they would like to receive this information –where, when and how often.This seems to have already found a great amount of friends in the society as thesurvey of NCR Teradata from 2001 shows that 80% of the US-Americans would tellcompanies more private and accurate information if they would be treated moreindividual. And 60% of the informants said that companies, who send specified andpurchasing preferred offers would make their lives easier.8 At the Speed of Light: Capturing and Keeping Customers in Internet Real Time, Paul Greenburg 40
  • 3.5.4 CRM vs. CMRTable 3.2 CRM vs. CMR CRM CMR  The Company is in charge  Customer is in charge  It gives mainly advantages to  It gives mainly advantages to the Company the user  In the focus is the trace of  In the focus are the individual transactions needs of the client  Clients are being treated as  Clients are being treated as segments individuals  Clients are being pushed  Clients tell companies what is towards things, which the important to them companies think the consumers want  Customers feel like bait  Customers can control the relationship  Processes are being aligned  Processes are being aligned around products and services around the client1998, Professor Susan Fournier, Professor Susan Dobscha and Professor DavidGlen Mick released an article called: “Preventing the Premature Death of CustomerRelationship Management”. 41
  • The article said:“Companies claim, that they keep using better and better methods of relationshipmarketing. By taking a closer look at it you can see that the relation has beenworsened over time. When speaking to the end users all we hear are bad thingsabout all the companies out there. They talk about blinding, frustration, insensibilityand manipulation – all in all, they feel like trapped victims. It could be that thecompanies are happy the more they learn about their customers and the more offersthey send out which hit almost every taste and needs, but the clients do not seem tobe too glad about it. They do not even have a reason to be.”Since the release of this article there have no greater changes been made, as peopleshare the opinion about the fact that technology will make everything go well withoutmaking any changes in the activity, processes or alignment of the companies. But ifyou want to accomplish long term success, the first step needs to be made inchanging the processes and philosophy of the business.3.5.5 Reasons for failure of CRMThis is a list of the nine most common reasons for failure of CRM concepts: - Organizational Change 29% - Pursuit of self-interest and lack of support 22% - Lack of knowledge about the CRM concept 20% - Bad strategy 12% - Lack of CRM-Skills 6% - Low budget 4% - Software Issues 2% - Bad consulting service 1% - Other reasons 4%None of those reasons give an indication of the problem coming from outside factors.Due to the fact, that 29 percent of the issues are being caused by organizational 42
  • changes the main subject that needs to be focused on has to be the companystructure itself.Hence, important for the consumer orientated relationship management is thecooperation between processes, humans and technology. Notice, that I mentionedtechnology last, due to the reasons claimed above. And this is what CMR aims for.So when we talk about brands as an example to illustrate the importance ofconsumers and their power, it makes it pretty clear that your relationship towardsyour customers is the most important thing in business. Because what is actually abrand? Is it a name, logo, company motto or advertisement slogan? No. it is simplydefined by the perception of a client. The perception the client has towards the brandand what he connects with it. This means, that brands are founded by the consumerand are also being erased by them depending on the experience the client gets andthe relationship that is being kept between them. Own experience are definitely ofgreater value than advertisements to the client. That is why advertisements only workwhen they are being connected to the personal experience of the client. So there is alittle connection to the storytelling, as you are trying to confront the consumer withpatterns they already known and experienced. This makes them feel a lot moresecure about the product or service and creates a relation as they feel moreconnected to what they are going to buy. And to be able to do this, you need to getinformation from your clients and use them to offer better service to them. Make themthe center of attention. “The consumer is the king” is a sentence you hear from somany companies, but they are not acting like this at all although they believe so. Andthis is where CMR comes into the game. Letting the consumer tell you what theywant and need, so that you can get as individual as possible and thus create a greatrelationship.David Wolfe and Richard Frazier from Wolfe Resource Group in Virginia:“Most markets are being controlled by clients and not the companies. Clients switchchannels when advertising comes up, cancel business relations with incompetentcompanies, leave stores that offer bad service, finish uninteresting phone calls andare totally in charge of the decision what they will by and whom they will by this from.We cannot do whatever we want with our brands. We are just administrating them fortheir real holders – the clients. The brand value is determined by the preparedness of 43
  • the clients to pay for it, not by what we want to take out of it. Brands have apersonality. Therefore clients only identify themselves with brands, whose imagesuites them. Hence, there is only one way to successfully position a brand: let theclient find himself within the brand.”9It has been made very visible and clear, by so many experts how important therelation between client and company is. Even in a system like CRM it was theweakness in the end so that it has to be adapted in order to be successful in the end.9 David Wolfe & Richard Frazier, Wolfe Resource Group in Virginia 44
  • 4. InternshipThroughout my internship I came across several different ways of how to do andapply relationship selling. From very simple and generally known techniques to moreadvances once.To see this sort of marketing/ sales approach being used in real life was the initiatorfor me writing about this subject. It fascinated me what huge difference it made whenlooking at the perception of the clients.The company MedWest Associates Inc. represented the medical instruments andimplants of Arthrex Inc., the world leading company in Sports Medicine. And therecognition they receive within Chicago and the surrounded areas (where I did myinternship) was great. This was probably first of all due to the great products ArthrexInc. offers and produces, but like I said before, the product itself will not make thedifference anymore. It is about the service you offer your clients. And that is whatArthrex Inc. as well as MedWest Associates Inc. realized and tried to accomplish.So what was first noticable was the friend-based relationship the sales reps built withtheir clients. The climate in the OR and throughout the entire hospital was great whenthe reps were around. People appreciated them being there and you could see thatthey did not just talk about business.The sales reps invited the doctors and some staff occasionally to dinner, concerts orsports events where they tried to make them enjoy the company of the sales rep, soa better relationship was built, which was also based on trust, as a lot of privatematters were being discussed there sometimes.This showed the appreciation for the doctors being there long-term clients andhopefully builds up on an even longer collaboration between them.The long-term relation became very visible to me when I started to notice how manypeople in the hospitals related Arthrex to the name Paul Lopez (founder andpresident of MedWest Associates Inc.). “I see, you are from Paul’s company, aren’tyou?” is the quote I most frequently heard when entering a hospital. This showedhow much great work he had done in the hospitals long time before he hired peopleto do this job for him. I remember a sentence he told me that was something like:“Even the weakest part in the chain needs to like you, as they might have more 45
  • influence than you think”. And it was clear that he followed this principle allthroughout his career.Maybe this sort of relationship selling is not as applicable as the once I describedabove, but it is definitely as useful and successful. I would probably say that thisshows the groundwork for successfully applying the tools mentioned above. 46
  • 5. ConclusionA series of new techniques have appeared that will change the sales landscape inthe future. From the information given above it is obvious that changes have to bemade and a certain direction has to be aimed for in order to keep differentiatingyourself from others. The differentiation in products and price will not play a majorrole anymore any time soon, as companies can copy products almost identically andprices can be adjusted up or down due to the major players being able to use hugeeconomies of scale.A great example for this could be Apple Inc. They were the first ones to research,develop and produce a smart phone, also known as the iPhone nowadays. For thefirst 1-2 years everybody wanted to have an iPhone not just because only a fewcompetitive machines were available, but also as the competition was not able toperform at the standards the iPhone put on the market. However, you can see that itdid not take long for other companies to catch up with Apple Inc. and produce similargood products.This is a simple example on how service is the only way to make a difference. But itis all about the kind of service you are providing. Not only in the industrial marketingsector but also on the merchandise area there is a great need for the relationshipselling strategy. Building a good relation with buyers gives you a great advantageover all the competitors trying to sell to this client. You need to give the client thefeeling that you know everything about the industry and his company and also act asa partner to him not just a salesperson trying to sell a product in order to hit yournumbers at the end of the month. You need to become an asset to the client’scompany and make him want to buy from you.The tools presented above will help you achieve this goal. My research hasconfirmed that these tools are being used more and more throughout the entire worldand have already shown great results. Additionally, I believe, that they are simple toapply, as many people confirmed that they use them on a daily basis.Using these tools to your advantage and applying them throughout your wholeworking process will make you and much more successful and an ASSET to theclient/ client’s company, like already mentioned above. As soon as you understandyour opponent, why he acts and reacts a certain way, which sort of products he is 47
  • looking for, what he values a lot and what he does not like at all, you will always beone, if not two or even three steps ahead of everybody else who is not doing it.And this will make all the difference – soon.Just imagine yourself going into a restaurant. You go through the menu and findsomething you would really like to eat. To illustrate it better we take tuna and salmonas an example. You tell the waiter that you would like to have the tuna, but he repliesand says that you should eat the salmon. Maybe you listen to somerecommendations of waiters, but at that day you only fancy to eat tuna. You wouldtell him again, that you would like the tuna though and he says again, that you shouldeat the salmon. How would you feel? Probably not very comfortable and you wouldthink about going to this restaurant again twice.This is a great example of showing how a seller cannot sell what he wants if the clientis not interested. But this is what many sales people try to do. They try to talk theirclients into something they might not even have the slightest interest in. Hence, youneed to understand your client and offer him what he/ she is looking for. Only thismakes you successful, and this is what the tools I mentioned are for(Neuromarketing, EVA and CMR in particular). Understand your client from the insideand the outside; combine those and becoming an ASSET to your client by offeringwhat he/ she needs/wants. 48
  • 6. Bibliography:Books:Häusel Hans-Georg, Brain View – Warum Kunden kaufenHäusel Hans-Georg, Neuro Marketing – Erkenntnisse der Hirnforschung fürMarkenführung, Werbung und VerkaufHäusel Hans-Georg, Emotional Boosting – Die hohe Kunst der KaufverführungGerhard Bittner & Elke Schwarz, Emotion Selling – Messbar mehr verkaufen durchneue Erkenntnisse der NeurokommunikationHermann Sottong, Storytelling – die Kraft des Erzählens fürs Unternehmen nutzen,Karolina Frenzel, Michael MüllerFrederick Newell, Von CRM zu CMR (Customer Managed Relationships) – LassenSie den Kunden die Beziehung bestimmenSam Parker & Jim Gould, Sales Tough – Step up. Work hard. Be valuable.Structogram International, Schlüssel zur Selbsterkenntnis – Structogram Trainings-SystemAtul Uchil, Relationship Selling: The fine Art of consultative SalesJerry Acuff, The Relationship Edge – The Key to strategic Influence and SellingSuccessAndrea Nierenberg, Nonstop Networking: Relationship Selling for personal SuccessJim Cathcart, Relationship Selling – The Key to getting and keeping CustomersBettina Hagen, Storytelling 49
  • Anna Stockinger, Neuromarketing - Ich weiß, was du denkst?Kevin Roebuck, Neuromarketing: High Impact Strategies – What you need to know:Definitions, Adoptions, Impact, Benefits, Maturity, VendorsNorman Albat, Neuromarketing als Teil der Marktforschung – Die Auswirkung vonMarken auf das KaufverhaltenInternet:Relationship Selling:http://business.yourdictionary.com/relationship-sellinghttp://changingminds.org/disciplines/sales/methods/relationship_selling.htmhttp://www.relationshipselling.org/relationship-selling/relationship-selling-selling-in-todays-markethttp://www.salesmba.com/articles1/ssrl03.htmhttp://communication.howstuffworks.com/sales-technique2.htmService: http://www.businessdictionary.com/definition/services.htmlBreakdown: http://www.wabccoaches.com/bcw/2008_v4_i1/images/trailer-figure3.gif 50