Relationship Marketing
 New customers Vs. Old customers
 Selling customers today
creating customers for
tomorrow.
 RM= Customers Loyalty
 Continuous attention
2-1
Relationship Marketing and
the Sales Force
 Four basic questions used as guidelines in
defining the role of the sales force:
1.
2.
3.
4.
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?
2-2
Relationship Marketing and
the 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
2-3
Relationship Marketing and
the 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
2-4
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
2-6
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
2-7
Partnering with Customers
 Encourages both seller and buyer
 Win-win
 Anticipate trends in the customer’s business
2-8
Criteria for building Partnership
 Individual excellence
 Investement
 Willingness
 Information sharing
 Interdependance
 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
2-11
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
2-12
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 a
relationship
2-13
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
2-14
The Golden Rule
 Would you let a stranger invade your business privacy?
 Trust
 Integrity
 Reliability
 Professionalism
 Knowledge
2-15