Easy to create personal relationship – interactive, repeat sales can arise. Difficult to create a personal relationship – one way. May need numerous attempt before a sales is closed. Can be repeated again and again to gain acceptance Costly to maintain a sales team Informative, persuasive and costly to maintain Choice of more products available – depends on salesperson Advertising is done for a wide spectrum of products. Chances of closing the sale is very likely. It may be converted into Sales Gets involve to improvise sales presentation to suit individuals and organization. Creates AIDA – A ttention, I nterest, D esire & Probable A ction Gets involved with the customer to close the sale Create awareness Personal Selling Advertising
There are three general levels of selling relationship with customers:
Partnering: The process where the salespeople of a company work closely with their customers (company) to help them in their progress of business, market and technology achievement. Relationship Selling: Involves a series of contacts with customers over along period of time, enhancing and improving to gain mutual benefit. This is not a one of transaction . Transaction Selling: Customers are sold goods or service and not contacted again. E.g. At your local McDonalds or KFC.
Team selling – This group brings together the suitable people and resources needed to make the sales call. The sales call may take place over the phone, in person by video teleconference. The customer may choose to respond accordingly. Top to Top – This is where the top executives of selling teams interact with the top executive of the buying team via computer technology.
Business Consultant or sales consultant act in position of advisor and consultant to the customer. This person provide valuable information to the customer by gaining access to internal and external resources.
He or she will listen eagerly to gather as much information before making any decision in providing advice to his or her customer. Customer expectation is usually high and expect the salesperson to deliver the results.
What must the salesperson do to become a Sales Consultant?
Understand the customer picture of business.
Showing empathy, trust, reliability and professionalism in their task with customers.
Working to gain as much business knowledge.
Unselfish in their pursuit – putting the customer interest first for the good of the customer.
Relationship Gap is the difference between salesperson pre and post sale concern for the customer.
Long term success for salesperson and the customer depends on reducing the relationship gap.
Customer must be receiving on par or above the customer expectation of quality of the service throughout the duration of their relationship.
Role of Technology and Information in Relationship Selling
Using technology, the salesperson can enhance his or her productivity or work performance to the expectation or surpass the customer’s expectation.
Examples technology that is in use include:
voice activated computer, email, mobile video phones, faxes, satellite & cable transmission, geographical information system supported via Measat could make a salesperson more responsive to meet customer’s needs