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The essence of Relationship Selling is when we convert a customer into a client and the seller gains the status of a supplier. It is really a process of forming a business partnership, where each partner not only transacts business but is interdependent in a mutually beneficial relationship, with a common growth objective. Sales can be: B2B (Business to Business) B2C (Business to Consumer) Direct or indirect selling
Relationship Selling implies long-term commitment, common goals, mutual respect, ongoing trust and cooperation. Informal relationships, many a time, get converted into formal alliances also, helping joint-marketing and co-branding. Establishing a relationship is a series of steps, by and large in sequence only. Jumping steps or changing the sequence could be counterproductive.
In evaluating the adequacy of the sampled and anticipated outcomes of a relationship, the members of a dyad will have need for some kind of standard or criterion of the acceptability of outcomes. At least two important kinds of standard for such an evaluation can be identified. To try to make the distinction between these two standards as intuitively clear as possible, we may begin by saying that the first of these, called the comparison level (or CL), is the standard against which a member evaluates the 'attractiveness' of the relationship or how satisfactory it is. The second, called the comparison level for alternatives (or CL<sub>alt</sub>), is the standard the member uses in deciding whether to remain in or to leave the relationship.
Whenever you meet anyone, no matter how briefly, do you acknowledge their being by giving them your full attention, or are you reducing them to a means to an end, a mere function or role. What is the quality of your relationship with the cashier at the supermarket, the parking attendant, the repair man, the customer? (Ch 8)
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