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  • September 27, 2022
  • Last Update March 12, 2022 2:43 pm
  • Hannover

7. PERSONAL SELLING

Personal selling uses a private sales presentation to influence customers to buy a product. Personal selling tactics are most frequently used when there are some geographically concentrated customers; the merchandise is highly technical in nature; the merchandise is extremely expensive; or when the merchandise moves through direct distribution channels. It is a tactic often employed by businesses looking to sell to other businesses, as opposed to businesses selling to consumers.

The sales process involves a private seller identifying the target customer by determining who is probably going to shop for his or her product. Once the target customers are identified, the salesperson will contact them. Upon meeting with a possible customer, the salesperson will make a sales presentation, explaining how the customer needs the merchandise or service that’s being sold. The salesperson should be prepared to answer the customer’s questions. After the presentation, the goal of the salesperson is to shut the sale while the presentation remains fresh within the mind of the customer. Following up with the purchaser after the sale is made could be a very effective strategy for developing long-term relationships.

Relationship Strategies

Developing a good relationship strategy are often the key to forming long-term relationships with customers and successively creating loyalty.

Good customer service and treating customers fairly become the critical first step for ensuring a healthy relationship. Fair treatment includes responding to customer complaints and finding workable solutions to resolving mistakes that are made. Although the customer might not always be right, the customer must always be treated graciously. Providing customers with truthful information and creating personable contact with them are critical.

A company’s internal structure is additionally vital to its ability to build relationships with customers. the corporate should be running a cost-effective business, possess interpersonal skills, and have the technical know-how regarding its product offerings. for several professional service providers, their staff may have more interaction with the client than the professional service provider, making it critical that the staff have the identical level of concern for customer service and satisfaction as the provider.

Additionally, it’s important that companies recognize who their most beneficial customers are. Those are the purchasers who benefit the company most through their purchases. Companies will want to focus their long-term relationship-building efforts on these sorts of customers, because it’ll be more profitable. during a competitive environment complicated by high marketing costs, most marketers are moving toward a relationship-building strategy of “greater share of customers” instead of “greater market share.”

Many companies use types of customer relationship management in order to stay track of their customers’ purchases, determine who their most profitable customers are, and target special promotions and product or service offers to their customers using the knowledge they collect. Many banks are getting down to offer these services, and you will notice that once you call to induce account information the customer service representative will give you other products. Phone companies have also concerned this practice. It may be a awfully successful way of introducing new products and services to existing customers, up-selling customers, or influencing them to get more products.

Loyalty Programs

Many companies develop loyalty or frequency-marketing programs in order to further engage the consumers with their products and increase customer loyalty. These programs are very effective for targeting the company’s most useful customers. Most airlines develop frequent-flier programs, which permit customers to earn points toward their next flight. Other businesses, like coffee shops, also offer frequency cards, that entitle the customer to a free beverage, for instance, after purchasing a specific number of beverages.

Loyalty programs are very effective in generating repeat business. they provide an extra value to the buyer, whereby the purchaser is not simply enjoying the worth of this purchase, but is being rewarded. it’s important, however, that the loyalty program be relative to the merchandise and repair offering of the organization which the award be attainable. Customers may experience frustration if, with an airline ticket as an example, they’re unable to redeem their ticket when they want to travel, or if the restrictions on the reward are so high that it’s not definitely worth the hassle of redemption.

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