Selling Today: Partnering to Create Value, 14/e

Relationships Add Value

1. 4.1 Explain how partnering relationships add value

Ron Willingham, author of Integrity Selling for the 21st Century, says there is a relationship between the salesperson’s achievement drive and his view of personal selling. Salespeople who feel a professional responsibility to create as much value for customers as possible exhibit more energy, a stronger work ethic, and a greater eagerness to ask customers for decisions.1

The manner in which salespeople establish, build, and manage relationships is not an incidental aspect of personal selling; in the information age, it is the key to success. In the information economy, business is defined by customer relationships, and sales success depends on adding value. Daniel ...