BUYER SELLER

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BUYER SELLER

• RELATIONSHIP

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• BUYER AND SALES REPRESENTATIVE INTERACTION
• BUYERS PERCEPTION OF SALES REPRESENTATIVE
• THE ROLE PLAYED BY INDUSTRIAL BUYER
• IS THE INDUSTRIAL BUYER RATIONAL OR IRRATIONAL
• PERSONAL TREATMENT TO BUYER
• THE ROLE PLAYED BY INDUSTRIAL SALES REPRESENTATIVE

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BUYER-SELLER RELATIONSHIP
COMPATIBLE STYLE
INCOMPATIBLE STYLE
STYLE
COMPATIBLE CONTENT
IDEAL TRANSACTION
INEFFICIENT TRANSACTION
CONTENT
INEFFICIENT TRANSACTION
NO TRANSACTION
INCOMPATIBLE CONTENT
JAGDISH SETH MODEL
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CONTENT MAY COMPRISE OF PRODUCT FEATURES,
PRICES,SERVICES AS WELL AS INDIVIDUAL NEEDS OF
BUYER AND SELLERS. STYLE OF INTERACTION MAY BE
OF THREE KINDS TASK ORIENTED INTERACTION
ORIENTED(SOCIAL PERSONAL INTERACTIONS
ORIENTED) SELF ORINETED (PREOCCUPIED WITH ONES
SELF ORIENTED) ALL INTERACTIONS ARE DYADIC AND
INVOLVE TWO PERSONS WHEREIN BOTH HAVE TO
FULLFILL THEIR PERSONAL AND ORGANISATIONAL GOALS.
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• BUYER SELLERS RELATIONSHIP EXIST
• WITHIN THE SPECTRUM OF
• TRANSACTIONAL EXCHANGES/RELATIONSHIPS
• ONE TIME EXCHANGE ARISING OUT OF ECONOMY AND
  NECCESITY
• MANY SUPPLIERS B. MARKET IS STABLE C. SIMPLE
  DECISION
• D. LESS IMPORTANT PURCHASE
• VALUE ADDED EXCHANGES
• MIDDLE ORDER MARGIN GIVING CUSTOMER
• TUBE MANUFACTURER KEEPING A WAREHOUSE NEAR A TWO
  WHEELER
• MANUFACTURER TO MEET THE FLUCTUATING DEMANDS.
• COLLABORATIVE/PARTNERSHIP EXCHANGES/
• RELATIONSHIPS
• COMMITMENT AND TRUST

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METHODS USED TO INFLUENCE INDUSTRIAL BUYERS

• SALES PRESENTATION
• NEGOTIATION
• PURPOSE
• INFORMATION
• CUSTOMERTRUST AND CONFIDENCE
• STYLE OF NEGOTIATION
• I WIN YOU LOSE
• WIN WIN
• YOU WIN I LOSE
• I LOSE YOU LOSE
• TIME FACTOR

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WIN WIN SITUATION BUILD AN ENVIRONMENT OF TRUST
AND CONFIDENCE IDENTIFY PROBLEMS AND NOT
SOLUTIONS DISCUSS THE ENDS AND NOT THE
MEANS BOTH SHOULD WORK BY SHARING
INFORMATION REGULAR FREQUENCY OF CONCESSIONS
THAT IS CONDUCIVE TO THIS STYLE AVOID DEFENSIVE
POSTURE BE AMENABLE(RESPONSIVE
TO CORRECTION) IF POSSIBLE AVOID LEGALISTIC OR
CONTRACTUAL APPROACH
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CUSTOMER RELATIONSHIP MANAGEMENT
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Follow up or Fall   Why do most business lose
customers? Poor service? No.. Poor
quality? No. Well then, why ? Apathy after
the sale. Most business lose customers by
ignoring them to death. A numbing 68 percent
of all business lost in America is lost due to
apathy after the sale.
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Misguided business owners think that marketing is
over once theyve made the sale. WRONG WRONG
WRONG. Marketing begins once youve made the
sales. Its momentous importance to you and
your company that you understand this.
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First of all, understand how guerrillas view
follow-up. They make it part of their DNA
because they know it now costs six times more to
sell something to a new customer than to an
existing customer. When a guerrilla makes a
sale, the customer receives a follow-up thank-you
note within 48 hours. Whens the last time a
business sent you a thank-you note within 48
hours? May be once? May be never? Probably never.
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The guerrilla sends another note or perhaps makes
a phone call 30 days after the sale. This
contact is to see if everything is going all
right with the purchase and if the customer has
any questions. It is also to help solidify the
relationship. The what? The relationship.
Guerrillas know that the way to develop
relationships, the key to survival in an
increasingly entrepreneurial society, is through
assiduous customer follow-up and prospect
follow-up. And we havent even talked yet about
prospect follow-up.
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Back to the customer. Guerillas send to their
customers another note within 90 days, this time
informing them of a new and related product or
service. Possibly its a new offering that the
guerrilla business now provides. And may be its
a product or service offered by one of the
guerrillas fusion marketing partners.
Guerrillas are very big on forging marketing
alliances with businesses throughout the
community and, using the internet, throughout
the world
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After six months, the customer hears from the
guerrilla again, this time with the preview
announcement of an upcoming sale. Nine months
after the sake, the guerrilla sends a note asking
the customer for the names of three people who
might benefit from being included on the
guerrillas mailing list. A simple form and
postpaid envelope is provided. Because the
guerrilla has been keeping in touch with the
customer and because only three names are
requested the customer often supplies the
name.  
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After one year, the customer receives as
anniversary card celebrating the one-year
anniversary of the first sale. Perhaps a coupon
for a discount is snuggled in the
envelop.     Fifteen months after the sale, the
customer receives a questionnaire, filled with
questions designed to give the guerrilla insights
into the customer. The questionnaire has a
paragraph at the start that says, We know your
times is valuable, but the reason were asking so
many questions is because the more we know about
you. The better service we can be to you. This
makes sense. The customer completes and mails
the questionnaire.
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Perhaps after eighteen months, the customer
receives an announcement of still more new
products and services that tie in with the
original purchase. And the beat goes on. The
customer, rather than being a one-time buyer,
becomes a repeat buyer, the kind of person who
refers others to the guerrillas business. A bond
is formed. The bond intensifies with time and
follow-up
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Let me put this on numeric terms to burn it into
your mind. Suppose you are not a guerrilla and
do not understand follow-up. Lets say you
earn a 200 profit every time you make a sale.
Okay, a customer walks in, makes a purchase,
pays, and leaves. You pocket 200 in profits
and that one customer was worth 200 to you.
Hey, 200 isnt all bad. But lets say you
were a guerrilla.
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That means you send the customer the thank you
note, the one-month note, the three-month note,
the six month note, the nine-month note, the
anniversary card, the questionnaire, the constant
alerting of new offerings. The customer,
instead of making one purchase during the course
of a year, makes three purchases. That same
customer refers your business to four other
people. Your bond is not merely for the length
of the transaction but for as long as say, twenty
years.
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Because of your follow-up, that one customer is
worth 400,000 to you. So thats your
choice200 with no follow-up or 400,000 with
follow-up. And the cost of follow-up is not
high because you already have the name of the
person.
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CUSTOMER NEEDS FIND NEEDS AND FILL
THEM.MARKETING MANTRA WE DONT SERVE MARKETS ,
WE CREATE MARKETS ..AKIO MORITA EVENTS CAN
CREATE NEW NEEDS OR SURFACE THEM ABOVE
THRESHOLD.9/11. TRENDS CAN CREATE NEW NEEDS..
DOWN AGING BUYERS INITIALLY KNOW WHAT THEY
WANTWRONG INSTEAD THEY LEARN WHAT THEY WANT. SO
COMPANIES WHICH TEACH THEM ARE NOT MARKET
DRIVEN RATHER THEY ARE MARKET DRIVING THROUGH
INNOVATIONS.
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CUSTOMER ORIENTATION MOMENT OF TRUTH IS THE ONLY
REALITY. DISNEY RUNS A PROGRAM TO CONVEY WHAT
EXPERIENCE THE COMPANY WANTS CONSUMERS TO HAVE
. A CUSTOMER MIND SET JUST DO NOT HAPPEN. IT HAS
TO BE PLANNED, IMPLEMENTED AND REWARDED. TREAT
EVERY CONSUMER WITH CARE BUT NOT NECESSARILY
EQUALLY. TO BE TRULY CUSTOMER ORIENTED THE
FIRM SHOULD BE RUN BY CUSTOMER MANAGERS AND NOT
BRAND MANAGERS.
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CUSTOMER RELATIONSHIP MANAGEMENT CUSTOMER
MANAGED RELATIONSHIP CUSTOMER RETRENCHMENT
MANAGEMENT