Customer Management Process

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Personal Selling, Database Marketing, and
Customer Relationship Management

• Chapter 12 with Duane Weaver

2
Personal Selling - Retail

• The retail sales connection to the IMC plan is
  vitally important to marketing successthe
  salesperson is the companythe last 3 feet of
  the marketing effort

3
4 Categories of Retail

• Shops and stores
• Single transaction (one to one assistance/negotiat
  ion) to order taker
• Personal selling and services
• Sales rep sells service and may lead to repeat
  selling relationship
• Sell and then also provide the service
• Telemarketing
• Inbound
• Outbound
• Other retail sales activities
• Add-on sales/service initiatives to enhance sales
  profit or customer value

4
Business to Business Selling

• Field Sales
• Order Getters
• Continuum of Buyer Seller Relationship

Strategic Partnership EDI relationship
Trust Relationships Contractual Agreements
Repeat Transactions Occasional
Transactions Single Transactions
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Managing Business to Business Sales

• Identify (fill the pipeline)
• Qualify (filter/ripen the pipeline)
• Knowledge Acquisition (Needs Analysis
  understanding the buyer)
• Intrinsic (commodity price focused place order)
  
• Extrinsic (product as solution -consultation)
• Strategic (vendors willing to be partners to
  satisfy customer needs)
• FOLLOW UP intrinsic to building long term
  relationships and maintaining brand loyalty

6
Sales Approaches

• Stimulus-response (canned)
• Need-satisfaction (skilled open-ended
  questioning)
• Problem-solution (similar to above, yet
  identifies communicates pains related to
  solutions)
• Mission-sharing (borderline joint venture sale
  e.g. business development)

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Sales Cycle
8
The Basic Sales Cycle

1. Needs Analysis
2. Recommendation
3. Preparing the Close
4. Closing
5. Repeat/Referral Business

Copyright 2006
9
Learning and Practicing Skills Identifying Needs

• Closed-Ended Questions (example?)
• Advantage / Disadvantage?
• Open-Ended Questions (example?)
• Advantage / Disadvantage?
• Exercise in 2 minutes write down two open-ended
  questions you could use when you first speak to a
  customer. Turn to your neighbor and ask him the
  question. Note his response.

10
Database Marketing

• Determine Objectives
• Collect Data
• Build Data Warehouse
• Data Mining
• Develop Marketing Programs
• Evaluate Programs/Evaluate Data Warehouse

11
Direct Marketing

• Mail
• Catalogues
• Mass Media
• Alternative Media
• Internet
• E-mail

12
Permission based Marketing

1. Obtain customer permission
2. Offer curriculum to consumer over time
3. Reinforce the incentive to continue relationship
   (provide value)
4. Increase level of permission (gain trust and
   maintain integrity)
5. Leverage permission to the benefit of both parties

13
Frequency Programs

• Incentive program designed to create repeat
  purchases

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CRM(Customer Relationship Management)

• Designed to build long-term loyalty and bonds
  with customers through the use of personal touch
  facilitated by technology (ACTetc)
• METRICS OF CRM
• Lifetime Value of Customer
• Share of the Customer ( of potential customer
  lifetime value accessed)

15
Discussion Questions

• Question 3 on page 392
• Question 4 on page 392
• Question 8 on page 393

16
Thanks

• Be prepared for a quiz at anytime