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Relationship MarketingNew customers Vs. Old customersSelling customers today creating
customers for tomorrow.RM= Customers Loyalty
Continuous attention
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Relationship Marketing andthe Sales Force
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Four basic questions used as guidelines in defining the role of the sales force:
1. How much selling effort is necessary to gain and hold customers?
2. Is the sales force the best marketing tool?
3. What type of sales activity will be necessary?
4. Can the firm gain strength relative to its competition with its sales force?
Relationship Marketing andthe Sales ForcePersonal selling builds relationships!Two main functions of personal selling are to:
Generate Revenue Provide Service
Flexible in operationFocused on prospective customersResults in actual sales
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Relationship Marketing andthe Sales Force
Generate RevenueProduct availabilityCustomized sales presentationsSee reaction and adjust immediately (Adv. Can’t
do)
Provide ServicePlease come back again (call again!)Customers Expectations
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SP implement RMConstant contact w/ customersCustomer oriented philosophyTake care of unhappy customersKnowledgeable/ listen well/stand by after the
sale
Three Levels of Relationship Marketing
Transaction sellingRelationship selling
Partnering80/20 principle
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Three Levels of Relationship MarketingTransaction selling: customers are sold to and
not contacted againRelationship selling: the seller contacts
customers after the purchase to determine if they are satisfied and have future needs
Partnering: the seller works continually to improve its customers’ operations, sales, and profits
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Partnering with Customers
Encourages both seller and buyerWin-winAnticipate trends in the customer’s business
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Criteria for building Partnership
Individual excellence
WillingnessInterdependance
InvestementInformation sharingIntegrity
EvolutionLong ago:
Pitch: focus on specific product/controlled by the SP
Today:Dialogue and interactivityThe ability to develop customers over time
Consultative Selling
Consultative SellingThe process of helping the customer achieve
strategic short and long-term goals through the use of the seller’s goods and/or servicesA highly interactive dialogue between a
salesperson and a customerA balanced exchange of information
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Three Roles of Consultative SellingThe Team Leader
Coordinates all of the information, resources, and activities needed to support customers before, during, and after the sale
The Business ConsultantGives advice and service. Uses internal and
external resources to gain an understanding of the customer’s business and marketplace
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Three Roles of Consultative SellingThe Long-Term Ally
Creates a “win–win” situation. As the customer’s sales and profits grow, so do the salesperson’s
The ability of a salesperson to fulfill the role of long-term ally is a pivotal factor in determining whether a sales transaction is just a transaction or the beginning of a relationship
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The Customer-Seller Relationship GapMay occur when the salesperson’s interest in
the customer declinesUsually after the saleCustomer’s interest increases after the saleService after the sales is so important
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