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Ajit Patel Sanda Wellbeing & Wellness Customer Relationship

Ajit Patel Sanda Wellbeing & Wellness Customer Relationship Management

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Ajit Patel Sanda Wellbeing & Wellness Customer Relationship

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  1. Personal Selling, Database Marketing, and Customer Relationship Management Chapter 12 with Duane Weaver

  2. The retail sales connection to the IMC plan is vitally important to marketing success…the salesperson “is” the company…the last 3 feet of the marketing effort Personal Selling - Retail

  3. Shops and stores Single transaction (one to one assistance/negotiation) to order taker Personal selling and services Sales rep sells service and may lead to repeat selling relationship Sell and then also provide the service Telemarketing Inbound Outbound Other retail sales activities Add-on sales/service initiatives to enhance sales profit or customer value 4 Categories of Retail

  4. Field Sales Order Getters Continuum of Buyer Seller Relationship Business to Business Selling Strategic Partnership EDI relationship Trust Relationships Contractual Agreements Repeat Transactions Occasional Transactions Single Transactions

  5. Identify (fill the pipeline) Qualify (filter/ripen the pipeline) Knowledge Acquisition (Needs Analysis – understanding the buyer) Intrinsic (commodity price focused – place order) $ Extrinsic (product as solution -consultation) $$$ Strategic (vendors willing to be partners to satisfy customer needs) $$$$$$$$$ FOLLOW UP: intrinsic to building long term relationships and maintaining brand loyalty Managing Business to Business Sales

  6. Stimulus-response (canned) Need-satisfaction (skilled open-ended questioning) Problem-solution (similar to above, yet identifies & communicates pains related to solutions) Mission-sharing (borderline joint venture sale – e.g.: business development) Sales Approaches

  7. Sales Cycle

  8. Recommend NeedsAnalysis Prepare the Close Repeat/ReferralBusiness Close The Basic Sales Cycle • Needs Analysis • Recommendation • Preparing the Close • Closing • Repeat/Referral Business Presented by D. Weaver, 2Birds1Stone Media Copyright 2006

  9. Closed-Ended Questions (example?) Advantage / Disadvantage? Open-Ended Questions (example?) Advantage / Disadvantage? Exercise – in 2 minutes write down two open-ended questions you could use when you first speak to a customer. Turn to your neighbor and ask him the question. Note his response. Learning and Practicing Skills – Identifying Needs Presented by D. Weaver, 2Birds1Stone Media

  10. Determine Objectives Collect Data Build Data Warehouse Data Mining Develop Marketing Programs Evaluate Programs/Evaluate Data Warehouse Database Marketing

  11. Mail Catalogues Mass Media Alternative Media Internet E-mail Direct Marketing

  12. Obtain customer permission Offer curriculum to consumer over time Reinforce the incentive to continue relationship (provide value) Increase level of permission (gain trust and maintain integrity) Leverage permission to the benefit of both parties Permission based Marketing

  13. Incentive program designed to create repeat purchases Frequency Programs

  14. Designed to build long-term loyalty and bonds with customers through the use of personal touch facilitated by technology (ACT…etc) METRICS OF CRM: Lifetime Value of Customer Share of the Customer (% of potential customer lifetime value accessed) CRM(Customer Relationship Management)

  15. Question 3 on page 392 Question 4 on page 392 Question 8 on page 393 Discussion Questions

  16. Be prepared for a quiz at anytime Thanks

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