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Sales Management

Notes the solutions with the customer's needs; Discuss customer concerns; Summarize the solution to
confirm benefits; and Secure commitment.
The 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.
Enhancing the relationship Assess customer satisfaction; Take action to ensure satisfaction;
Maintain open, two-way communication; and Work to add value and enhance mutual
opportunities.

Qualifying prospects for relationship building Opportunities for adding value Potential
profitability of customer High Low Low High Use a non customized approach Seek better
opportunities elsewhere Build a strong and lasting relationship Focus on loyalty-building
program
Relationship networks: The ultimate outcome of a successful CRM strategy is the creation of a
unique company asset known as a relationship network. A relationship network consists of the
company and its major customers with whom the company has established long and enduring
business relationships. The additional aspects of a global salesperson's job are to: Manage
customer value; Act as customer advocate; and Enhance customer loyalty and build a "health"
and profitable network of relationships.
CRM is a new business philosophy based on trust and value: The core function of CRM is the
value creation process; Customer relationships develop over time; The role of global salespeople
in the process is that of both relationship builders and relationship promoters; and The basic
premise of CRM is to offer superior value to customers in an effort to turn prospects into
customers, customers into loyal customers, and loyal customers into partners.

Self Assessment

State Whether True or False:
9. CRM can be defined as a frame work to identify, attract, satisfy and retain profitable
customers.
10. The ultimate outcome of a successful CRM strategy is the creation of a unique company
asset known as a relationship network.
11. A relationship network consists of the company and its major customers with whom the
company has established long and enduring business relationships.
12. The domestic 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.

!
Caution Many aspects involved in CRM rely on technology, as the information must be
collected, processed and managed for successful business practices. Businesses frequently
search for effective ways to personalize customer relations through tools such as email
organizers, help-desk software and enterprise applications. This helps to win over new
clients and reduce customer-management costs.

12.8 Marketing Strategy Continuum

Transaction marketing is common to the consumer packaged goods sector but as a company is
forced to become more service oriented in approach, relationship marketing increasingly

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