Enhancing Buyer / Seller Relationships in the Classroom


 by


 Mark A. Wade




 "Students learn what they care about and remember what they understand."

 The Essence of Good Teaching (p. 51)


 "To be successful, a salesperson must be able to find and address the
 dominant buying motive of each client "

 Relationship Selling (p. 65)




Introduction

 Today's consumers do not want to be sold; they want to be provided with solutions to

problems (Webster). This requires a change from the traditional product oriented sales approach

to a partner driven, solution driven relationship. According to Cathcart (p. 1), "Relationship

Selling is focused on building a good relationship with someone and providing a valuable service

through that relationship." Salespeople have rediscovered the importance of listening to

customers, and quickly learn that by listening they can determine customer needs (Wilson).


Mark A. Wade is an Assistant Professor of Food and Resource Economics, College of
Agricultural and Life Sciences, Institute of Food and Agricultural Sciences, University of
Florida, Fort Pierce, Florida.