Satisfied Customers Reward Companies with, among other things, Their repeat business, Which has a huge effect on Cumulative Profits.  {Source: Claus Fornell, "The science of satisfaction", Harvard Business Review, March-April 2001}

1. Sustaining
customer relationship
in
B2B
in
B2B
Anand Raj
IIMC/2007
1

2. Best business of every business is to
RRRRetain the EEEExisting Customer & CCCCreating the NNNNew OOOOnce

3. FUNDAMENTALS FOR B2B PROJECTS
Critical Success FactorsCritical Success FactorsCritical Success FactorsCritical Success Factors
Design Led Differentiation
(Material/Aesthetics)
Customized Solutions
Global Certifications
(Standard/Green/Enviro…)(Standard/Green/Enviro…)
RELATIONSHIP Management
Operational Efficiency (Time/Cost/...
Management)
Project Management (Execution
Capability and Competency)
3

4. FUNDAMENTALS FOR B2B PRODUCTS
Critical Succsess FactorsCritical Succsess FactorsCritical Succsess FactorsCritical Succsess Factors
Design led differentialtion
(Material/Aesthetics)
Speed of New Product Introduction
Expertise & Global Certification
(EN/CE/…)
Channel Management
CUSTOMER CENTRICITY
Oprational Efficiency
(Cost/Inventory/Delivary/…)
4

5. FUNDAMENTALS FOR B2C PRODUCTS
Critical Success FactorsCritical Success FactorsCritical Success FactorsCritical Success Factors
Design Differentiation
(Material/Aesthetics)
Speed of New Product
IntroductionIntroduction
Aspirational Brand
Retailing (Cutomer
Experience)
Operational Efficiency
(Cost/Inventory/Delivery)
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6. RELATIONSHIPS
INDIVIDUALS & CUSTOMERS
Relationship ManagementRelationship ManagementRelationship ManagementRelationship Management
is concerned with
managingmanagingmanagingmanaging detailed information
about individuals andabout individuals and
all individuals “touch points” to maximize loyalty.
INDIVIDUAL ≡ CUSTOMER
6

7. CUSTOMER RELATIONSHIPS
(WHY ?)
SSSSatisfied CCCCustomers RRRReward CCCCompanies
with, among other things,
TTTTheir repeat business,TTTTheir repeat business,
WWWWhich has a huge effect on CCCCumulative PPPProfits.
{Source: Claus Fornell, "The science of satisfaction", Harvard Business Review, March-
April 2001}
7

8. CUSTOMER RELATIONSHIPS
(UNDERSTANDING DYNAMICS)
Customer Needs services, and prepared to pay for it.
Treat customer fairly and consistently
(with clear policies, procedures and protocols).
Avoid aggression.
Don’t 'talk big' but 'deliver small‘ , Rather be flexible and responsive.Don’t 'talk big' but 'deliver small‘ , Rather be flexible and responsive.
Customers are reluctant to commit to one lone supplier.
Good communication needs to be regular, at the right level, and
consistent.
Respect & Treat Well.
Avoid Complacency, lack of responsiveness and failure to deliver.
Be a Consultant to your customers.
8

9. BUILDING BUSINESS RELATIONS (1 OF 2)
Be patient in building new relationships.Be patient in building new relationships.Be patient in building new relationships.Be patient in building new relationships.
Relationships take time. At the end of the day, no amount of personal connection
can substitute for great work.
Get to know their industry and company.Get to know their industry and company.Get to know their industry and company.Get to know their industry and company.
This will help you speak the same language as the client, understand what keeps
them up at night, and cater your interaction and offerings accordingly.them up at night, and cater your interaction and offerings accordingly.
Go the extra mile.Go the extra mile.Go the extra mile.Go the extra mile.
The benefits of offering customized solutions are two-fold:
1) clients remember the times you came through for them and
2) it may open up additional revenue streams and new product offerings you had
not previously considered.
{A word of caution, though: if you are making a significant departure from your
core offerings, ensure you are adequately compensated.}
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10. BUILDING BUSINESS RELATIONS (2 OF 2)
Treat every client as your most important one.Treat every client as your most important one.Treat every client as your most important one.Treat every client as your most important one.
You never know who your clients may know or to whom they will refer you. It is
important to remember that today’s small companies could be the big
companies of tomorrow, and it’s incredibly fulfilling to be a trusted partner
fueling that growth.
Respond promptly.Respond promptly.Respond promptly.Respond promptly.Respond promptly.Respond promptly.Respond promptly.Respond promptly.
When a client emails you, acknowledge the receipt of the email as quickly as
possible, even if you do not have the answer they are looking for.
Be more than an email address.Be more than an email address.Be more than an email address.Be more than an email address.
Use other channels to help shed light on who you are. Consider a phone
call, Skype or an in-person meeting to put a face (or voice) to a name.
Always summarize next steps.Always summarize next steps.Always summarize next steps.Always summarize next steps.
Always recap the conversation with next steps.
https://www.forbes.com/sites/gaurisharma/#37103f2b65e5
10

11. SUSTAINING RELATIONSHIPS IN B2B
There’s Nothing Wrong with OverThere’s Nothing Wrong with OverThere’s Nothing Wrong with OverThere’s Nothing Wrong with Over----servicing a Customer.servicing a Customer.servicing a Customer.servicing a Customer.
Always take a ‘we-can-get-it done” attitude with everything you do.
Be Respectful of Who’s Paying the Bill.Be Respectful of Who’s Paying the Bill.Be Respectful of Who’s Paying the Bill.Be Respectful of Who’s Paying the Bill.
Customers have ideas and many times they’re very good ideas. But Even if it’s not
such a hot idea, you still need to address it along with other suggestions.
Don’t Make Promises You Can’t Keep.Don’t Make Promises You Can’t Keep.Don’t Make Promises You Can’t Keep.Don’t Make Promises You Can’t Keep.Don’t Make Promises You Can’t Keep.Don’t Make Promises You Can’t Keep.Don’t Make Promises You Can’t Keep.Don’t Make Promises You Can’t Keep.
Promise what you can deliver; not what you think you can deliver.
Know Where You’re Going.Know Where You’re Going.Know Where You’re Going.Know Where You’re Going.
Have a complete Project Details(Status/Planning) tuned with the deliverable.
Never Say No.Never Say No.Never Say No.Never Say No.
If you don’t do it, somebody else will.
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12. IDENTIFICATION OF GREY SPOTS
Observations about the typical deficiencies of customer service encountered
by B2B customers
{Customer Priorities, What Customers Want, 2005,Institute of Customer ServiceInstitute of Customer ServiceInstitute of Customer ServiceInstitute of Customer Service , London UK.}
1.1.1.1. Broken promises:Broken promises:Broken promises:Broken promises: Such as failure to respond to telephone calls or emails
2.2.2.2. Delayed response times:Delayed response times:Delayed response times:Delayed response times: i.e. more than 24 hours for emails
3.3.3.3. Remoteness of human contact:Remoteness of human contact:Remoteness of human contact:Remoteness of human contact: where organizations prefer automated3.3.3.3. Remoteness of human contact:Remoteness of human contact:Remoteness of human contact:Remoteness of human contact: where organizations prefer automated
systems, even though customers do not
4.4.4.4. A reliance on impersonal scripts:A reliance on impersonal scripts:A reliance on impersonal scripts:A reliance on impersonal scripts: and therefore a reluctance to listen to or
empathize with the customer
5.5.5.5. A reluctance to apologies:A reluctance to apologies:A reluctance to apologies:A reluctance to apologies:, even when it is clear that the organization has
failed
6.6.6.6. Processes:Processes:Processes:Processes: that are not customer-focused
7.7.7.7. A reluctance to welcome and act on complaints.A reluctance to welcome and act on complaints.A reluctance to welcome and act on complaints.A reluctance to welcome and act on complaints.
12

13. REFERENCE PROJECT SNAPSHOT
Blocks – 3
Floors – 28
Elevators - 43
Area – 1,16,000 sq. mt.
Parking Area – 2500 Cars
13
Parking Area – 2500 Cars
Height- 101 meter
Duration – 6 Years
Project – 56 Cr./650 Cr.
MCD Civic Centre, Minto Road; New Delhi

14. BUSINESS PROCESSES AND RELATIONSHIPS
B2B GOVERNMENT PROJECTSB2B GOVERNMENT PROJECTSB2B GOVERNMENT PROJECTSB2B GOVERNMENT PROJECTS {EXTERNAL}{EXTERNAL}{EXTERNAL}{EXTERNAL}
Pre Sales PreparationPre Sales PreparationPre Sales PreparationPre Sales Preparation
ProspectingProspectingProspectingProspecting
Pre ApproachPre ApproachPre ApproachPre Approach
ApproachApproachApproachApproach ProjectProjectProjectProject
ArchitectArchitectArchitectArchitect
SupportSupportSupportSupport
FinanceFinanceFinanceFinanceApproachApproachApproachApproach
Sales PresentationSales PresentationSales PresentationSales Presentation
Handling ObjectionsHandling ObjectionsHandling ObjectionsHandling Objections
Closing of SaleClosing of SaleClosing of SaleClosing of Sale
Post Sales ActionsPost Sales ActionsPost Sales ActionsPost Sales Actions
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ProjectProjectProjectProject
ManagerManagerManagerManager
SupportSupportSupportSupport
FunctionFunctionFunctionFunction
Legal &Legal &Legal &Legal &
PoliticalPoliticalPoliticalPolitical
FinanceFinanceFinanceFinance
SecuritySecuritySecuritySecurity
End UsersEnd UsersEnd UsersEnd Users
MaintenanceMaintenanceMaintenanceMaintenance

15. BUSINESS PROCESSES AND RELATIONSHIPS
B2B PRIVATE PROJECTSB2B PRIVATE PROJECTSB2B PRIVATE PROJECTSB2B PRIVATE PROJECTS {EXTERNAL}{EXTERNAL}{EXTERNAL}{EXTERNAL}
Pre Sales PreparationPre Sales PreparationPre Sales PreparationPre Sales Preparation
ProspectingProspectingProspectingProspecting
Pre ApproachPre ApproachPre ApproachPre Approach
ApproachApproachApproachApproach
PMCsPMCsPMCsPMCs
ApproachApproachApproachApproach
Sales PresentationSales PresentationSales PresentationSales Presentation
Handling ObjectionsHandling ObjectionsHandling ObjectionsHandling Objections
Closing of SaleClosing of SaleClosing of SaleClosing of Sale
Post Sales ActionsPost Sales ActionsPost Sales ActionsPost Sales Actions
15
ProjectProjectProjectProject
ManagerManagerManagerManager
SupportSupportSupportSupport
FunctionFunctionFunctionFunction
Legal &Legal &Legal &Legal &
PoliticalPoliticalPoliticalPolitical
SecuritySecuritySecuritySecurity
End UsersEnd UsersEnd UsersEnd Users
MaintenanceMaintenanceMaintenanceMaintenance

16. BUSINESS PROCESSES AND RELATIONSHIPS
B2B PROJECTSB2B PROJECTSB2B PROJECTSB2B PROJECTS {INTERNAL}{INTERNAL}{INTERNAL}{INTERNAL}
Pre Sales PreparationPre Sales PreparationPre Sales PreparationPre Sales Preparation
ProspectingProspectingProspectingProspecting
Pre ApproachPre ApproachPre ApproachPre Approach
ApproachApproachApproachApproach ProjectProjectProjectProject
LogisticsLogisticsLogisticsLogistics
SupportSupportSupportSupport
FinanceFinanceFinanceFinanceApproachApproachApproachApproach
Sales PresentationSales PresentationSales PresentationSales Presentation
Handling ObjectionsHandling ObjectionsHandling ObjectionsHandling Objections
Closing of SaleClosing of SaleClosing of SaleClosing of Sale
Post Sales ActionsPost Sales ActionsPost Sales ActionsPost Sales Actions
16
ProjectProjectProjectProject
ManagerManagerManagerManager
SupportSupportSupportSupport
FunctionFunctionFunctionFunction
B055B055B055B055
FinanceFinanceFinanceFinance
ServiceServiceServiceService
ProductionProductionProductionProduction
ExecutorsExecutorsExecutorsExecutors

17. TENDERS & REQUEST FOR QUOTATIONS
Pre Sales PreparationPre Sales PreparationPre Sales PreparationPre Sales Preparation SuspectSuspectSuspectSuspect
ProspectingProspectingProspectingProspecting ProspectProspectProspectProspect
Pre ApproachPre ApproachPre ApproachPre Approach ProspectProspectProspectProspect
ApproachApproachApproachApproach LeadLeadLeadLead
Track the Upcoming RequirementsTrack the Upcoming RequirementsTrack the Upcoming RequirementsTrack the Upcoming Requirements
Internal Filtration/EvaluationInternal Filtration/EvaluationInternal Filtration/EvaluationInternal Filtration/Evaluation
Find out the details of the ProspectsFind out the details of the ProspectsFind out the details of the ProspectsFind out the details of the Prospects
Fix a meeting with your strengthFix a meeting with your strengthFix a meeting with your strengthFix a meeting with your strengthApproachApproachApproachApproach LeadLeadLeadLead
Sales PresentationSales PresentationSales PresentationSales Presentation LeadLeadLeadLead
Handling ObjectionsHandling ObjectionsHandling ObjectionsHandling Objections OpportunityOpportunityOpportunityOpportunity
Closing of SaleClosing of SaleClosing of SaleClosing of Sale OpportunityOpportunityOpportunityOpportunity
Post Sales ActionsPost Sales ActionsPost Sales ActionsPost Sales Actions CustomerCustomerCustomerCustomer
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Fix a meeting with your strengthFix a meeting with your strengthFix a meeting with your strengthFix a meeting with your strength
Showcase, why you are the best fitShowcase, why you are the best fitShowcase, why you are the best fitShowcase, why you are the best fit
Identify & address the apprehensionsIdentify & address the apprehensionsIdentify & address the apprehensionsIdentify & address the apprehensions
Summaries and zero down further strategiesSummaries and zero down further strategiesSummaries and zero down further strategiesSummaries and zero down further strategies
Help to prepare the Tender/RFQHelp to prepare the Tender/RFQHelp to prepare the Tender/RFQHelp to prepare the Tender/RFQ

18. Situations & SolutionsSituations & SolutionsSituations & SolutionsSituations & Solutions
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19. 19
Thank You