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Relationship Marketing. New customers Vs. Old customers Selling customers today creating customers for tomorrow. RM= Customers Loyalty Continuous attention. Relationship Marketing and the Sales Force.
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Relationship Marketing • New customers Vs. Old customers • Selling customers today creating customers for tomorrow. • RM= Customers Loyalty • Continuous attention
Relationship Marketing andthe Sales Force • Four basic questions used as guidelines in defining the role of the sales force: • How much selling effort is necessary to gain and hold customers? • Is the sales force the best marketing tool? • What type of sales activity will be necessary? • Can the firm gain strength relative to its competition with its sales force?
Relationship Marketing andthe Sales Force • Personal selling builds relationships! • Two main functions of personal selling are to: • Generate Revenue • Provide Service • Flexible in operation • Focused on prospective customers • Results in actual sales
Relationship Marketing andthe Sales Force • Generate Revenue • Product availability • Customized sales presentations • See reaction and adjust immediately (Adv. Can’t do) • Provide Service • Please come back again (call again!) • Customers Expectations
SP implement RM • Constant contact w/ customers • Customer oriented philosophy • Take care of unhappy customers • Knowledgeable/ listen well/stand by after the sale
Three Levels of Relationship Marketing • Transaction selling • Relationship selling • Partnering • 80/20 principle
Three Levels of Relationship Marketing • Transaction selling: customers are sold to and not contacted again • Relationship 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
Partnering with Customers • Encourages both seller and buyer • Win-win • Anticipate trends in the customer’s business
Criteria for building Partnership • Individual excellence • Willingness • Interdependance • Investement • Information sharing • Integrity
Evolution • Long ago: • Pitch: focus on specific product/controlled by the SP • Today: • Dialogue and interactivity • The ability to develop customers over time • Consultative Selling
Consultative Selling • The process of helping the customer achieve strategic short and long-term goals through the use of the seller’s goods and/or services • A highly interactive dialogue between a salesperson and a customer • A balanced exchange of information
Three Roles of Consultative Selling • The Team Leader • Coordinates all of the information, resources, and activities needed to support customers before, during, and after the sale • The Business Consultant • Gives advice and service. Uses internal and external resources to gain an understanding of the customer’s business and marketplace
Three Roles of Consultative Selling • The 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 arelationship
The Customer-Seller Relationship Gap • May occur when the salesperson’s interest in the customer declines • Usually after the sale • Customer’s interest increases after the sale • Service after the sales is so important
The Golden Rule • Would you let a stranger invade your business privacy? • Trust • Integrity • Reliability • Professionalism • Knowledge
