Customer Management Process

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Customer Management Process

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Customer Management Process - Ajit Patel UK, Sanda Wellbeing and Sanda Wellness Group, Goldshield Group, WeMet – PowerPoint PPT presentation

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Title: Customer Management Process

1
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
5
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)

7
Sales Cycle
8
The Basic Sales Cycle

Needs Analysis
Recommendation
Preparing the Close
Closing
Repeat/Referral Business

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

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

13
Frequency Programs

Incentive program designed to create repeat
purchases

14
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