The document discusses the evolution of quality management and marketing from a production focus to a customer focus. It describes how total quality management (TQM) expanded beyond manufacturing to encompass the entire organization. Relationship marketing and selling aim to develop long-term, trusting relationships with customers through consistent customer satisfaction. Companies now focus on building quality into both products and customer service to provide a total product experience. Information gathering and customer servicing are key aspects of relationship selling.
Traditional selling process comprising of 7 steps is mentioned in this PPT. The difference between solution selling and Insight selling is brought to light. Referred Harvard Business Review and other leading Journals for making this PPT.
Bob Apollo of Inflexion-Point Strategy Partners introduces the 3 key principles of value-based selling:
- Focusing on Your Most Valuable Prospects
- Aligning Your Sales Stages with your Prospect's Buying Journey
- Facilitating their Buying Decision Process
And shows how B2B-focused sales organisations that have adopted value-based selling have been able to improve sales in rates, shorten sales cycles, increase deal values, get more sales people on quota and accelerate revenue growth
Sales Training Powerpoint Presentation SlidesSlideTeam
“You can download this product from SlideTeam.net”
Improve sales skills using content-ready Sales Training PowerPoint Presentation Slides. Hone sales team knowledge and techniques with sales training PPT presentation templates. Outline an effective sales training plan to educate and enhance sales team knowledge about various products and services. This deck comprises of sales training PowerPoint designs such as training process, training timeline, about the product, product list, product rating, product roadmap, product comparison, product pricing, sales by region, competitor analysis, training evaluation, and more. Execute a complete professional sales training program. Implement innovative sales training techniques using ready-made sales training PPT presentation slideshow. Involve your team with various sales training ideas and aim towards making a sale. Educate your team and develop a professional sales force. Incorporate sales training PPT presentation complete deck to help your sales team learn and intensify their selling technique, skills, and processes. Grab professionally designed sales training PowerPoint presentation deck and improve the sales results. Brilliance is called an adjective, Our Sales Training Powerpoint Presentation Slides exemplify in every way. https://bit.ly/3Cj7vJf
Presentation I have done in a Sloan software class on sales, sales management, and sales strategy. Particularly applicable to companies doing b2b selling.
Traditional selling process comprising of 7 steps is mentioned in this PPT. The difference between solution selling and Insight selling is brought to light. Referred Harvard Business Review and other leading Journals for making this PPT.
Bob Apollo of Inflexion-Point Strategy Partners introduces the 3 key principles of value-based selling:
- Focusing on Your Most Valuable Prospects
- Aligning Your Sales Stages with your Prospect's Buying Journey
- Facilitating their Buying Decision Process
And shows how B2B-focused sales organisations that have adopted value-based selling have been able to improve sales in rates, shorten sales cycles, increase deal values, get more sales people on quota and accelerate revenue growth
Sales Training Powerpoint Presentation SlidesSlideTeam
“You can download this product from SlideTeam.net”
Improve sales skills using content-ready Sales Training PowerPoint Presentation Slides. Hone sales team knowledge and techniques with sales training PPT presentation templates. Outline an effective sales training plan to educate and enhance sales team knowledge about various products and services. This deck comprises of sales training PowerPoint designs such as training process, training timeline, about the product, product list, product rating, product roadmap, product comparison, product pricing, sales by region, competitor analysis, training evaluation, and more. Execute a complete professional sales training program. Implement innovative sales training techniques using ready-made sales training PPT presentation slideshow. Involve your team with various sales training ideas and aim towards making a sale. Educate your team and develop a professional sales force. Incorporate sales training PPT presentation complete deck to help your sales team learn and intensify their selling technique, skills, and processes. Grab professionally designed sales training PowerPoint presentation deck and improve the sales results. Brilliance is called an adjective, Our Sales Training Powerpoint Presentation Slides exemplify in every way. https://bit.ly/3Cj7vJf
Presentation I have done in a Sloan software class on sales, sales management, and sales strategy. Particularly applicable to companies doing b2b selling.
THE NEED FOR A SALES PROCESS
PROBLEM
The results of a recent study conducted by The Sales Board confirmed what we have known for some time. Prospects are speaking up about how they feel about salespeople who are less than professional. We thought that you would like to see these statistics as they reinforce the need for a sales process and challenge you to improve your qualifying efforts.
DIAGNOSIS
The study showed the following startling facts. Can you relate to them as a salesperson or as a buyer?
Fact: 82% of salespeople fail to differentiate
Result: They lose the business, fail to sell value
Fact: 86% of salespeople ask the wrong questions.
Result: They miss selling opportunities and end up wasting time while appearing unprofessional.
Fact: Only 18% of salespeople close without discounting price.
Result: Discounting becomes a habit and profit margins are eroded.
Fact: 95% of customers say salespeople talk too much.
Result: Customers are bored and feel salespeople don’t care about understanding their problems.
Fact: 62% of salespeople do not earn the right to ask questions.
Result: They fail to position the sale properly and don’t gain commitment.
Fact: 85% of salespeople use a selling process that is extremely ineffective, compared to the buyer’s system.
Result: They close less than 50% of the business that they should close, with disastrous effects on their companies’ sales and their personal incomes. You may be ‘winging it’ if you find yourself relating to any of the following: (a) chasing prospects who don’t return calls; (b) hearing ‘think it over’ all too often when you ask for the business; (c) cutting price in an effort to obtain or keep business; and (d) spending most of your time in front of people who are not decision makers.
SOLUTION
1. Stop assuming that your prospect needs what you’re selling.
2. Learn how to ask more questions to see if the prospect has any serious ‘pain’ issues that your product or service can resolve.
3. Learn a sales process to help you stay in control of the sales interview.
Presentation on the FAB system of describing your products for successful marketing. Includes handy tools to help you develop your own powerful and punchy marketing tools.
produced under the OAS Femcidi Craft Enhancement Training; Written by Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia
Results, conclusions and recommendations from the Value Selling Survey 2015 - Research conducted in Germany, Switzerland, Benelux by Mercuri International and St Gallen University , based on survey of 278 B2B Companies.
Sales PowerPoint Slides include topics such as: analyzing your product/service, 6 value added techniques, gaining the competetive advantage, 6 ways for overcoming objections, how to sell features-benefits-solutions, reading your customer's signals, handling indecisive clients, closing the sale, how-to's and more. Slides can easily be tailored to your specific needs (make handouts, create overheads and use them with an LCD projector) and are available for license. 100+ PowerPoint presentation content slides. Each slide includes slide transitions, clipart and animation. System & Software Requirements: IBM or MAC and PowerPoint 97 or higher. Royalty Free - Use Them Over and Over Again. Once purchased, download instructions will be sent to you via email. (PC and MAC Compatible).
Sales is, at its core, a communication-based business. After all, if customers could make an informed purchase decision without communication, there would be no sales people. Learn five essential strategies for success in sales communication that you can apply to improve sales results today.
Recruiting, retaining, and managing the sales force; and managing the sales effort is the major function of any business. Sales is the only revenue generating operation and it needs to be carefully studied and understood to maximise results in today's globally competitive, Triple Bottom Line, world
Relationship Selling Presentation by chickledesigns.com
At: Silicon Halton Workshop Day at the @BurlingtonHive >> http://ow.ly/uhRdf
Presented: March 26, 2014
www.siliconhalton.com
@siliconhalton
#shlearn
THE NEED FOR A SALES PROCESS
PROBLEM
The results of a recent study conducted by The Sales Board confirmed what we have known for some time. Prospects are speaking up about how they feel about salespeople who are less than professional. We thought that you would like to see these statistics as they reinforce the need for a sales process and challenge you to improve your qualifying efforts.
DIAGNOSIS
The study showed the following startling facts. Can you relate to them as a salesperson or as a buyer?
Fact: 82% of salespeople fail to differentiate
Result: They lose the business, fail to sell value
Fact: 86% of salespeople ask the wrong questions.
Result: They miss selling opportunities and end up wasting time while appearing unprofessional.
Fact: Only 18% of salespeople close without discounting price.
Result: Discounting becomes a habit and profit margins are eroded.
Fact: 95% of customers say salespeople talk too much.
Result: Customers are bored and feel salespeople don’t care about understanding their problems.
Fact: 62% of salespeople do not earn the right to ask questions.
Result: They fail to position the sale properly and don’t gain commitment.
Fact: 85% of salespeople use a selling process that is extremely ineffective, compared to the buyer’s system.
Result: They close less than 50% of the business that they should close, with disastrous effects on their companies’ sales and their personal incomes. You may be ‘winging it’ if you find yourself relating to any of the following: (a) chasing prospects who don’t return calls; (b) hearing ‘think it over’ all too often when you ask for the business; (c) cutting price in an effort to obtain or keep business; and (d) spending most of your time in front of people who are not decision makers.
SOLUTION
1. Stop assuming that your prospect needs what you’re selling.
2. Learn how to ask more questions to see if the prospect has any serious ‘pain’ issues that your product or service can resolve.
3. Learn a sales process to help you stay in control of the sales interview.
Presentation on the FAB system of describing your products for successful marketing. Includes handy tools to help you develop your own powerful and punchy marketing tools.
produced under the OAS Femcidi Craft Enhancement Training; Written by Finola Jennings Clark for the Cultural Development Foundation, Saint Lucia
Results, conclusions and recommendations from the Value Selling Survey 2015 - Research conducted in Germany, Switzerland, Benelux by Mercuri International and St Gallen University , based on survey of 278 B2B Companies.
Sales PowerPoint Slides include topics such as: analyzing your product/service, 6 value added techniques, gaining the competetive advantage, 6 ways for overcoming objections, how to sell features-benefits-solutions, reading your customer's signals, handling indecisive clients, closing the sale, how-to's and more. Slides can easily be tailored to your specific needs (make handouts, create overheads and use them with an LCD projector) and are available for license. 100+ PowerPoint presentation content slides. Each slide includes slide transitions, clipart and animation. System & Software Requirements: IBM or MAC and PowerPoint 97 or higher. Royalty Free - Use Them Over and Over Again. Once purchased, download instructions will be sent to you via email. (PC and MAC Compatible).
Sales is, at its core, a communication-based business. After all, if customers could make an informed purchase decision without communication, there would be no sales people. Learn five essential strategies for success in sales communication that you can apply to improve sales results today.
Recruiting, retaining, and managing the sales force; and managing the sales effort is the major function of any business. Sales is the only revenue generating operation and it needs to be carefully studied and understood to maximise results in today's globally competitive, Triple Bottom Line, world
Relationship Selling Presentation by chickledesigns.com
At: Silicon Halton Workshop Day at the @BurlingtonHive >> http://ow.ly/uhRdf
Presented: March 26, 2014
www.siliconhalton.com
@siliconhalton
#shlearn
This PPT gives a brief outlook of the process of personnel selling and its various stages. For any queries feel free to contact at prateekckc@yahoo.co.in
Small business selling to enterprises requires relationship managementJoe Friedrichsen
Small software companies can be highly successful when they develop relationships at enterprises throughout the phases of engagement, and establishing strong trust relationships
A presentation I compiled for my BA Hons in Fashion looking at marketing/communication strategies for small businesses in the South African fashion industry. Any feedback is welcome!
Educaterer India is an unique combination of passion driven into a hobby which makes an awesome profession. We carve the lives of enthusiastic candidates to a perfect professional who can impress upon the mindsets of the industry, while following the established traditions, can dare to set new standards to follow. We don't want you to be the part of the crowd, rather we like to make you the reason of the crowd.
Today's Effort For A Better Tomorrow
Educaterer India is an unique combination of passion driven into a hobby which makes an awesome profession. We carve the lives of enthusiastic candidates to a perfect professional who can impress upon the mindsets of the industry, while following the established traditions, can dare to set new standards to follow. We don't want you to be the part of the crowd, rather we like to make you the reason of the crowd.
Today's Effort For A Better Tomorrow
Hey guys, this presentation is all about marketing starting with a crisp and clear introduction and this ppt focusses on all important aspects related to marketing whether be it decision making, marketing process, marketig analysis, marketing utilities, marketing management concepts, marketing planning, traditional & modern approaches of marketing, a full coverage of 7 Ps of marketing mix as well as various important marketing strategy techniques along with relevant diagrams & charts & illutrative examples.
Brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds. Positioning is what you do to the mind of the customer. The position of a brand is the perception it brings about in the mind of a target customer. A brand positioning strategy therefore involves creating brand associations in customers’ minds to make them perceive the brand in a specific way
Running Head MARKETING COMMUNICATION AND BRAND STRATEGY .docxcowinhelen
Running Head: MARKETING COMMUNICATION AND BRAND STRATEGY 1
MARKETING COMMUNICATION AND BRAND STRATEGY 5
MARKETING COMMUNICATION AND BRAND STRATEGY
Regina Snedecor
MKT/571 Marketing Management
April 15, 2017
Heidi Kelley
Marketing Communication and Brand Strategy
Branding in business is the process by which goods or commodities of a company given names that can easily identify in the market. Branding is an essential thing when it comes to business; this is an active brand has a guaranteed long life; this is because will shift from the commodity itself but settle on the name. Various things attributed to a powerful brand that will ensure that the company will be able to have a product that will sell itself just by the mention of the name. This paper will come up with an efficient manner or rather strategy of setting a brand. Marketing communication, on the other hand, is defined as the plan established by the company so that it can be able to reach its desired customers. The company will have to pick as accurate communication that will help them achieve the market communication plan.
In coming up with a proper marketing plan it is fundamentally based on the objectives of the company, and there are the essential 4ps that are not to be forgotten, they are a place, promotion, price, and product. Situational analysis is used by managers in a collection of data to be able to analyze the internal and external environment to understand the capabilities of the customers and the business climate. The following are the situational analysis when coming up with a brand operational requirement to pick and analyze to be able to understand the dynamics of the environment and the expectations of the clients (Donthu, 2000).
Vision, mission, strategic objectives.
For any successful brand, the needs of the client ought to come first this is because they are the people in whom the business intends to consume the product. Therefore, the vision of any successful brand should be towards customer satisfaction and meet their needs. The objectives of a business are what firstly dictates its survival in the firm. The values and strategic goals of any business should be carried out with the thought of the client this will assist in fulfilling the desires of the customers and coming up with an effective brand.
Strength/weaknesses
For a successful brand to build a SWOT analysis should be conducted, this will be able to identify the place in which the business holds in the market. When strengths identified, the business will be able to capitalize on the power; this will be able to overshadow the weaknesses that identified when the company settled. For instance, a brand that is being set up in the clothing industry, if they had a strength of making clothes with better fabrics compared to their competitors and their weakness is that it would likely face a shortage of supply. The business n ...
eCosmetica - E-commerce Report
eCosmetica is a company that has created a brand concept consisting of beauty product with skin care awareness utilizing online channel of distribution. We are seeking recurring investment to fund the growth of the brand, and position the company for an IPO. The plan that follows explains our market, our value proposition and our market segmentation strategy. The detailed financial plans provide a clear view of our sales and profit forecasts. These plans show how eCosmetica will reach profitability in our third year of operation and generate shareholder return on equity within five years.
In order to grow and achieve the desired level of market penetration, we have outlined the following marketing/production goals:
• Going Virtual
• Increasing the number of variety of products that the customer is in search of.
• Getting the brand recognized
• Retaining the customer exceeding their expectation and on time service.
The term Globalization was first coined by Theodore Levitt in a Harvard Business Review article..
He mentioned that the future belonged at global corporations that adopted strategies..
Globalization refers to the increasing unification of the world's economic order through reduction of such barriers to international trade as tariffs, export fees, and import quotas.
Paicho Pasal saw the goods produced being sent to waste and due to the geographical constraints, the
goods produced couldn’t be delivered; thus, as a result, in order to fulfill this gap, they came up with this
business idea. The production in the hilly region of the country were being sent to waste because their
production was enough for them. Thus, they generated an idea for the produce to be delivered to the
people residing in city areas.
Apple Inc. is an American multinational
technology company headquartered in
Cupertino, California, that designs,
develops, and sells consumer electronics,
computer software, and online services.
It’s hardware products include the iPhone
smartphone, the iPad tablet computer, the
Mac personal computer, the iPod portable media player, and
the Apple Watch smartwatch. Apple's consumer software
includes the OS X and iOS operating systems, the iTunes media
player, the Safari web browser, and the iLife and iWork
creativity and productivity suites. Its online services include the
iTunes Store, the iOS App Store and Mac App Store, and iCloud.
Rijal Food Products is a company which produces all snacks with brand name Rijal's and produces
spices and other different packable snacks too. Today, Rijal's Namkeen is a well-known company
that manufactures popular snack food products. These products reach taste-lovers in every nook
and corner of Nepal. They are also exported to few countries on a successful level.
Rijal Food Products is a company which produces all snacks with brand name Rijal's and produces
spices and other different packable snacks too. Today, Rijal's Namkeen is a well-known company
that manufactures popular snack food products. These products reach taste-lovers in every nook
and corner of Nepal. They are also exported to few countries on a successful level.
eSewa is Nepal-based company
mainly focused on electronic
payment system It is one of the
major service provided by
f1soft.com which is the well-known name for safer and easier way to pay online.
2. OBJECTIVES
Relate to the ideas put forward by the early quality practitioners
See that quality now embraces the organization as a whole rather than
being the sole concern of manufacturing
Understand how freer world trade is driving companies towards
accepting the need for quality in terms of their relationships with their
customers and suppliers
Appreciate the role that is being played by just-in-time manufacturing in
bringing about these changes
Understand the notion of reverse marketing and the change it is bringing
about in the traditionally accepted roles of the field salesperson
Understand the notion of relationship selling as being the tactical
marketing and sales key stemming from the adoption of reverse
marketing 1st October 2013Sales Management - Relationship Selling
3. FROM TOTAL QUALITY
MANAGEMENT TO CUSTOMER
CARE
When the
buyer moves
on does the
relationship
end?
1st October 2013Sales Management - Relationship Selling
4. Peter Drucker
There is only one valid
definition of business: to
create customers.
It is the customer who
determines the nature of the
business.
Consequently, any business
has two basic functions:
o marketing (customer
orientation) 1st October 2013Sales Management - Relationship Selling
5. Gummesson
‘Customer focus’ not only
‘compels management to
realize the firm’s primary
responsibility – to serve the
customer’, but also ‘to
recognize that customer
knowledge is paramount
to achieving market
orientation’. 1st October 2013Sales Management - Relationship Selling
6. Zineldin
The customer, individual or
organization alike, is at the
center of the activities of the
organization
The implication of being
‘customer oriented’ as the
most important part component
of relationship marketing and
relationship selling.
1st October 2013Sales Management - Relationship Selling
7. Edwards Deming
Credited with guiding the Ford Motor Company (USA)
towards a sharp focus on quality, not just in
manufacturing but in all of its operations, including
selling
Henry Ford - ‘You can have any color that you like as long
as it is black’
In the 1970s Deming formulated a mature theory of quality
based upon his observations of Japanese manufacturing.
His theory revolved around 14 points of philosophical thinking
and he is widely regarded as being the modern quality guru.
1st October 2013Sales Management - Relationship Selling
8. This tactical thinking has now been
replaced by the more mature and
strategic view of total quality management
(TQM) that dominates present-day thinking,
not just in manufacturing, but in all areas of
company activity.
1st October 2013Sales Management - Relationship Selling
9. General Motors - Saturn
Corporation
The Saturn project was pursued at a time
when the general feeling was that US
manufacturers lacked the ability to make
world-class compact cars
Yet after four years on the market, Saturn had
succeeded in building from scratch one of
the strongest brands from the United
States. 1st October 2013Sales Management - Relationship Selling
10. Aaker
The success of Saturn was
not due to any key program
but due to the decision made
creating a relationship
between Saturn and the
customer and the adoption
of team approach for the
manufacturing of the
product. 1st October 2013Sales Management - Relationship Selling
11. Taeger
Early ideas of quality still tend to trigger mental
pictures more related to manufacturing than to
the business of selling
The difficulty in measuring the success of the
quality process in sales is that, even when the
initial phase has passed, there are rarely any
positive pointers that can be identified as
having been improved as a result of the
introduction of TQM as part of the philosophy of
selling.
1st October 2013Sales Management - Relationship Selling
12. Gronroos and Gummesson
The traditional marketing mix approach is inadequate
for operating in line with the marketing concept
appears to be based on the four Ps approach
constituting a production-orientated definition of
marketing and a reliance, at best, on mass marketing.
Gummesson argues that the marketing mix
approach is supplier orientated as opposed to
customer orientated he advocates that the 4Ps
approach is narrowly limited to functions and is
not an integral part of the total management process
1st October 2013Sales Management - Relationship Selling
13. Harwood
In order to succeed in
their search for new ways
of gaining competitive
advantage over rivals,
sellers must now
engage in building and
maintaining long-
lasting relationships
with their customers. 1st October 2013Sales Management - Relationship Selling
14. Companies are seeking to differentiate their
products not only via the actual product by styling,
packaging, brand image, quality and price
benefits, but more at the level of the
augmented product.
Added benefits such as sales support, guarantees
and after-sales care that support purchase and
consumption experiences are increasingly being
provided. 1st October 2013Sales Management - Relationship Selling
15. Stalk, Evans and Schulman
Cite the case of Honda’s original
success in motorcycles resulting
from the company’s
distinctive capability in dealer
management.
It trained all its dealers and
their staff in these new
management systems and
supported them with a
computerized dealer
management information system.
1st October 2013Sales Management - Relationship Selling
16. Walters and Lancaster
Offer an alternative view: traditional value
chains begin with the company’s core
competencies, whereas evidence suggests
that modern value chain analysis
reverses this approach and uses
customers as its starting point.
1st October 2013Sales Management - Relationship Selling
17. Zineldin
IT tools should be used not only ‘to provide
relationship building credibility and
opportunities’ but also ‘to enable marketers
to keep their fingers on the customers
pulse and respond to changing needs’.
1st October 2013Sales Management - Relationship Selling
18. Nissan, the Japanese car
manufacturer, saw that its
market share was in
decline.
It changed its
organizational structure
and company philosophy
to reflect, as its first
priority, the concept of
customer satisfaction.
1st October 2013Sales Management - Relationship Selling
19. Microsoft realized that the
average person had little
training or knowledge of
computer software or
programming.
It replaced technical jargon
with easily understandable
icons and graphical
representations of the tasks to
be done.
1st October 2013Sales Management - Relationship Selling
20. Quality-led manufacturing is relevant to
companies adopting a market-driven approach
to TQM.
This leads to market-led quality that
ensures customers perceive quality being
built into both the product and the service
component of the total product offering
1st October 2013Sales Management - Relationship Selling
22. Market-driven TQM and the development of a total
product quality for manufacturing and service
companies are concepts upon which companies
should focus.
As product parity is reached between different product
offerings, so companies can gain a competitive
advantage by increasing the total service component
of their market offerings.
This is more than simply offering an after-sales
service – it is a program of total customer care.1st October 2013Sales Management - Relationship Selling
23. From JIT to Relationship
marketing
Relationship marketing absorb the TQM ideas of bringing together
quality,marketing and customer service
Marketing activities that are aimed
at developing and managing trusting and long-
term relationships with larger customers.
A marketing strategy in which a company seeks to build long-term
relationships with its customers by providing consistent satisfaction
For example: Starbucks
1st October 2013Sales Management - Relationship Selling
24. Business Process Reengineering
Thorough rethinking of
all business processes, job definitions, management
systems, organizational structure, work flow, and
underlying assumptions and beliefs
JIT technique used for business process reengineering
For example: TOYOTA
1st October 2013Sales Management - Relationship Selling
25. Relationship Marketing
Relationship marketing focuses on the long
term contacts rather than a single transaction
TQM has become the integration of marketing
orientation and production orientation
1st October 2013Sales Management - Relationship Selling
26. Continued…
Traditional marketing structures cannot
respond quickly enough to new segments
within a market
Developing high-quality products should be a
priority to enable companies to remain
competitive
1st October 2013Sales Management - Relationship Selling
27. Best Practice Benchmarking
Aimed at achieving world class performance
Formation of project team from multifunctional
areas such as marketing, production, quality and
purchasing
Includes task of obtaining information about the
products or companies
Team needs to be given the facility for research
on product development and quality.1st October 2013Sales Management - Relationship Selling
28. Reverse Marketing
Occurs where buyers take the initiative and
they source suppliers
Example: Wal-Mart's
Buyers source suppliers whom they can retain
for a long period of time
Criteria looked after are: quality of goods and
reliability of their suppliers
1st October 2013Sales Management - Relationship Selling
29. From Relationship Marketing to Relationship
Selling
Selling, tactical arm of marketing.
Roles of marketing are changing, so are the roles
of selling.
Penetration of worldwide market is becoming
increasing difficult.
Dispersion of potential customers due to
abundance of channels
1st October 2013Sales Management - Relationship Selling
30. Methods other than mass advertising ought to
be given prominence.
Massive increase in competition and
increasing choice.
Customers have become more sophisticated
and demanding.
Brand loyalty difficult to maintain.
1st October 2013Sales Management - Relationship Selling
31. Effectiveness of ATL media diminishing so
moving towards BTL media.
“Push” rather than “pull” becoming popular.
Customer retention is the major objective.
Businesses ought to stay adjacent to their
customers.
Very important to know the consumer`s entire
value chain.
1st October 2013Sales Management - Relationship Selling
32. One of the tactics – Open Accounting
• Complete open access is afforded
• Buyer`s and sellers have access to each
other`s accounts.
• Mutually agreed upon profit margins can be
set.
• Only possible when long-term relationship
exists.
1st October 2013Sales Management - Relationship Selling
34. Tactics of Relationship Selling
Customer retention can be achieved by:
1. Having full regards to customer needs
2. Working to form long and trustworthy
relationship
1st October 2013Sales Management - Relationship Selling
35. According to Berry:
The means of applying the philosophy &
practice of marketing to people who serve
external customers so that
1. The best possible people can be employed
and retained
2. They will do the best possible work
1st October 2013Sales Management - Relationship Selling
36. 1. Traditionally:
Buyers stay twice as long in their post when
compared to their seller counterparts.
2. Strong new opinion:
Under relationship selling circumstances the
time individual salesperson spend in a
particular post will move towards that of their
purchasing counterparts. 1st October 2013Sales Management - Relationship Selling
37. Buyer Seller
More ‘Sedate’ lifestyle ‘on the road’ lifestyle
Settled Quite hectic
Difficult life if reverse marketing is
undertaken
Comparatively simpler life incase of
reverse marketing(focus on long-term
goal of customer retention)
Pressure of effective purchase Pressure to sell in terms of reaching
sales targets and quotas in a given
period1st October 2013Sales Management - Relationship Selling
38. According to Reichheld and
Schefter
Virtuous circle:
This approach is placed on the mechanisms
which motivates employees as highly as
possible
Training programs enables employees to do
their jobs to the best of their abilities
1st October 2013Sales Management - Relationship Selling
39. Qualities of normal salesperson Qualities of relationship salesperson
Communication skills
Personality
Determination
Determination
Self-motivation
Resilience & tenacity
Intelligence
Motivation/ self-motivation
Product knowledge
Whilst still important when establishing long-term
relationships
Educational background
Confidence
Appearance &self discipline
Resilience & tenacity
Acceptability
Attention to details
General ability to get along with people in long-
term basis
Business sense
Integrity
Ambition
Able to work together in a team with members of
both buyers and sellers team
Acceptability
Empathy
Initiative
Liking a particular salesperson will positively
affect a buyer’s attitude towards the products he
suggests
Experience
Adaptability
Persuasiveness
PG: 314, Research by Kinniard
1st October 2013Sales Management - Relationship Selling
40. Two Important Aspects of Selling
Information gathering
Servicing
1st October 2013Sales Management - Relationship Selling
42. Benefits of Information Gathering
for Relationship Selling
1. Reducing selling costs achieved through
using information derived from the MkIS. New
business response provides information to
improve future targeting and, through
experience of what works and what does not,
improves the productivity of subsequent
advertising and sales promotion.
1st October 2013Sales Management - Relationship Selling
43. Contd:
2. More sales per customer, achieved through using
customer case histories leading to:
Better identification and categorization of customers
Better segmentation and targeting
Better presentation and relevant offers
3. Superior business forecasting achieved by:
Using past performance as a guide to future performance
Because the errors in past activities need not be repeated,
efficiency should be subject to continuous improvement
(control)
1st October 2013Sales Management - Relationship Selling
44. Servicing
Area in which the role of salesperson will become
invaluable
Serving customers on a highly individualistic basis
Employee retention is essential for profitability
(Reichheld, Mirkey & Hopton)
Personal values of ‘achievement’, ‘self-direction’, ‘self-
respect’, & ‘self-accomplishment’ were the key factors
of successful salespeople. These social values could
enhance the requirement and selection of
salespeople. (Swenson & Herche)
1st October 2013Sales Management - Relationship Selling
45. Conclusion
Comparison of current trends and future
changes within the selling function.
Movement towards relationship selling from
TQM
JIT
Reverse marketing
Sales tactics delivers relationship marketing
strategy to the company and to the customers
1st October 2013Sales Management - Relationship Selling