Build Customer Relations

by Unre Visagie

The four stages toward building relationship with your customers
Chapter 11
p.1
Yes, I think I’m growing in my job. I know more about what I do and it even feels as if I achieve more. Nowadays customers and colleagues even remark on how much I mean and contribute to the company. It really feels as if I am growing into something…but what?
Sounds to me as if you have grown in terms of Holdens Four-Stage Model of sales proficiency from stage 1 into stage 2.
The Holden Four-Stage Model applies to all jobs where your actions are directed at a customer, which can range from a supplier to a person from a different department or business unit, including administrative personnel.
The inherent focus of the model, when used as a tool, is to increase the value to everybody. Coaches would be well advised to apply this to all job roles. Holden distinguishes between four different stages of proficiency and explore the impact of various factors on how people operate in these stages.
Sounds great, but what are these stages and factors?
Lets start by exploring the diagram below.
Take note that Holden distinguishes between Four Stages of proficiency,
ranging from:
“Emerging Sales Person” to “Competitive sales consultant” (Horizontal axis)
Four factors impacting on each stage (Vertical axis)
Stage Emerging Salesperson Salesperson Contributing Salesperson Contributing Sales Consultant
Intent Tone considered To make sale Repeat business To dominate an account
Focus Product Customer Competition Customer’s market
Relationship Casual (Social) Trust (Deliver) Mutualism Symbolic
Value Products option Application solution Business issues Strategic direction
Take a look at the factors on the next page that impact on the different stages of proficiency.

The four stages toward building relationship with your customers

Chapter 11 p.1

w&t_question

I Answer

Yes, I think I’m growing in my job. I know more about what I do and it even feels as if I achieve more. Nowadays customers and colleagues even remark on how much I mean and contribute to the company. It really feels as if I am growing into something…but what?

w&t_exclamation

I Answer

Sounds to me as if you have grown in terms of Holden’s Four-Stage Model of sales proficiency from stage 1 into stage 2.

The Holden Four-Stage Model applies to all jobs where your actions are directed at a customer, which can range from a supplier to a person from a different department or business unit, including administrative personnel.

The inherent focus of the model, when used as a tool, is to increase the value to everybody. Coaches would be well advised to apply this to all job roles. Holden distinguishes between four different stages of proficiency and explore the impact of various factors on how people operate in these stages.

w&t_question

I Ask

Sounds great, but what are these stages and factors?

Lets start by exploring the diagram below.

Take note that Holden distinguishes between Four Stages of proficiency, ranging from:

  • “Emerging Sales Person” to “Competitive sales consultant” (Horizontal axis)
  • Four factors impacting on each stage (Vertical axis)
Stage Emerging Salesperson Salesperson Contributing Salesperson Contributing Sales Consultant
Intent Tone considered To make sale Repeat business To dominate an account
Focus Product Customer Competition Customer’s market
Relationship Casual (Social) Trust (Deliver) Mutualism Symbolic
Value Products option Application solution Business issues Strategic direction

About Unre Visagie
I am a master coach with 30 years of career and business coaching experience. I have built and sold many of my own multi-million dollar companies. I have always built my companies based on the principle of successful people make a successful company. I invest in people. As your coach you get 30 years of experience to help you do the work you love and earn the salary you want.

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