The document discusses customer relationship management (CRM) and the role of salespeople in developing customer relationships. It provides definitions of CRM as a business strategy focused on maintaining long-term relationships with customers. The summary also describes the stages of CRM relationships, from initial contact to partnership, and functions of CRM like identifying customer needs and providing support. Finally, it outlines the salesperson's role in initiating, developing, and enhancing relationships through activities such as understanding customer needs and illustrating the value of the relationship.

1. Welcome Every OneTeamwork PresentationConfused Group

2. Customer Relationship Management

3. Team Members

4. Definition Of CRM:CRM is “the development and maintenance of mutually beneficiallong-termrelationships with strategically significant customers”(Definition by Buttle, 2000)Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments. (Definition by Wikipedia)Define Customer Relation Ship Management

5. Understanding Customer Relationship Management (CRM)?CRM is a business philosophy based on upon individual customers and customised products and services supported by open lines of communication and feedback from the participating firms that mutually benefit both buying and selling organisations.Understanding CRM

6. Determinants of CRM: Determinants of CRM

7. Determinants of CRM: In addition to Trust, and Value, Salespeople’s must:Understand customer needs and problems;Meet their commitments;Provide superior after sales support;Make sure that the customer is always told the truth; Have a passionate interest in establishing and retaining a long-term relationship. Determinants of CRM

8. Stages of CRM: To seek a new business partner.Experience Accumulated Between Buyer and Seller.Stages of CRMHigher Degree of Commitment and reduce the social exchange.Characterised by the companies’ mutual importance to each other.The interaction between companies becomes institutionalized.

9. ComplexKey-Account Relationship:Level of Involvement with CustomerSynergetic KAMPartnership KAMStages Key-Account RelationshipMid KAMEarly KAMSimplexPre KAMCollaborativeTransitionalNature of Customer Relationship(Millman and Wilson, 1995)

10. Functions of Customer Relationship:Function of CRM

11. The Role of Salespeople’s as Builders and Promoters:Salespeople By:Identifying potential customers and their needs;Approaching key decision makers in the buying firm;Negotiating and advancing dialogue and mutual trust;Coordinating the cooperation between the customers and Heir company;Encouraging the inter-organisational learning process; Contributing to constructive resolution of existing conflicts;Leading the customer relationship development teamRole of Salespeople’s

12. The Evans and Luksin (1994) model for effective Relationship MarketingModel of CRM

13. Managing Customer RelationshipThe global salesperson must be involved in the following activities in order to initiate, develop and enhance the process that is aimed at building trust and commitment with the customer.Engage in strategic prospecting and qualifying;Gather and study pre-call information;Identify buying influences;Plan the initial sales call;Demonstrate an understanding of the customer’s needs;Identify opportunities to build a relationship;Illustrate the value of a relationship with the customer.Initiating the Relationship:Managing Customer Relationship

14. Managing Customer RelationshipThe global salesperson must be involved in the following activities in order to initiate, develop and enhance the process that is aimed at building trust and commitment with the customer.Select an appropriate offering;Customise the relationship;Link the solutions with the customer’s needs;Discuss customer concerns;Summarize the solution to confirm benefits; Secure commitment.Developing the Relationship:Managing Customer Relationship

15. Qualifying prospects for relationship buildingThe global salesperson must be involved in the following activities in order to initiate, develop and enhance the process that is aimed at building trust and commitment with the customer.Assess customer satisfaction;Take action to ensure satisfaction;Maintain open, two-way communication; andWork to add value and enhance mutual opportunities.Enhancing the Relationship:Managing Customer Relationship

16. Qualifying prospects for relationship buildingHighOpportunities for adding buildingManaging Customer RelationshipLowPotential profitability of customerHighLow

17. Relationship NetworksThe ultimate outcome of a successful CRM strategy is the creationof a unique company asset known as a relationship network.The additional aspects of a global salesperson’s job are to:Manage customer value;Act as customer advocate;Enhance customer loyalty and build a “health” and profitable network of relationships.Managing Customer Relationship

18. THANK YOUBy: Confused Groups