Relationship Selling | HowStuffWorks
Relationship marketing was first defined as a form of marketing developed from direct response It seems that marketers — consciously or intuitively — are recognizing the power contained in 'pre-modern' forms of exchange and have begun. Oct 28, Learn what relationship selling is and how it can lead to much greater assisting them to recognize and define that need and demonstrating to. Feb 20, Relationship selling is – as the name implies – a sales technique based around using relationships to close sales. It's typically used to sell.
If Joe tells Ed he got a great deal from Joanna at XYZ company, then Ed is more likely to go to Joanna and also buy or at least be receptive if Joanna calls him to set up an appointment. Relationship selling is all about building a friendship or relationship with your prospects and listening to their needs. Once you've built that relationship, shown you care, and earned their trust, you are on the road to making them a customer.
Knowing their needs and finding out their secret fears for example, your client may confide to you, "If I can't make this project work within budget, my boss will probably replace me!
With a relationship in place, working out details is a breeze. Those details become obstacles if you don't have the existing relationship. As a client, some of my best experiences with sales people were with those who honestly listened to my needs, and showed an interest in more than just the business.
They came in with a low pressure, open, and honest approach and won my business. If your relationship is strong, there is a higher likelihood of a sale and a loyal repeat customer. That means you have to get to know your customer on a one-to-one basis to understand what he wants, what he needs, and what resources he has.
This concept is called relationship selling or consultative selling. It is defined by working personally with your customer to understand his needs, put his needs first, and provide consultation to help him make the best decision for himself or his business. Business is more competitive. The use of technology and the expanded number of product and service offerings have developed a need for consultative selling in more industries than ever before.
It used to be that salespeople wanted to simply make a sale, which meant that the sale began and ended with the transaction. The fact is that the sale is just one small part of the relationship. The real essence of selling is in the relationship. The salesperson has a new role in most companies.
Customers in B2B and business-to-consumer B2C environments want and demand more. Consider the evolution of some major industries. Many of the leading hotel chains keep your preferences in a database so that their front desk sales team can recognize you personally at check-in and provide the queen-sized bed in a nonsmoking room on the quiet side of the property that you prefer.
Airlines have tools to recognize you and the fact that you like an aisle seat as far forward as possible in the plane.
The Art of Profitable Hospitality Denver: Pencom Press, All these tactics are steeped in the theory that customers make choices on the relationship they have with brands.
In each one of these situations, the salesperson is the difference that sets a brand apart at the moment of truth Any time the customer comes in contact with a brand.
Some brands understand how important each moment of truth is when creating relationships with customers. For example, Southwest Airlines makes their Web site easy to use, has humans answer the phone, and has flight and ground attendants that make it a pleasure to travel with them.
- Relationship Marketing
- From Personal to Problem Solving
- Common Ground
Participants who score at least an 85 percent on their final grade for the Basic Boot Camp and spend six months out in the field can qualify to attend the elite Special Operations Training, which is by invitation only. Relationships are so important in selling that one study surveyed one hundred top B2B salespeople and found that they attribute 79 percent of their success to their relationships with customers.
Common Ground Selling relationships start as personal relationships. Making a personal connection is vital in the two to ten minutes of a customer encounter or meeting. Think about the last time you bought a new cell phone. The relationship includes a sincere bond that goes beyond business and includes common interests and goals. If you are selling medical imaging equipment to hospitals, you want to build relationships with the administrators, doctors, and nurses who will be using your equipment in each hospital.
But consultative selling is more than simply building rapport. In fact, consultative selling goes beyond the product or service you are selling; it even goes beyond the selling process. Consultative selling is about your personal involvement and sincere focus on problem solving that goes beyond selling to true partnership with the customer. In fact, it defines the relationship before the sale, during the sale, and after the sale.
Rather than alienate their customers for a trivial reason, Ikea changed the font back in the next catalog. Direct Recruitment — The direct mail marketing firm sends out handwritten birthday cards to clients and associates every year. This simple, personal touch helps clients feel like Direct Recruitment cares about them as people rather than simply consumers. American Airlines — The airline maintains a comprehensive frequent flyer program that rewards customer loyalty with the promise of free flights, upgrades, and discounts.
Dell — Dell computers created a special online store for high volume corporate customers. By tailoring the ordering process to the specific customer's needs, Dell was able to expedite many of the hassles corporate technology buyers face.
Providing a higher level of service leads to increased loyalty. Vyvanse — The makers of the popular ADHD drug created an extensive online portal that included videos, forums, expert articles, and mobile apps to help those who suffer from ADHD. Rather than relying on the strength of the product alone, the drug makers created a place for users to gather and interact that was linked back to the company. Sites like Facebook and Twitter make it fast and easy for companies to communicate information to their customers.
But in order to make this a long term relationship, the company has to get their customers to become regular followers of their social media profiles.
As the chart shows, most customers do not elect to follow a company out of mere curiosity. Companies can increase their social media followers if they offer incentives like coupons or insider information.
Relationship marketing can involve revising major aspects of the way a company conducts business.
Relationship Marketing | What is Relationship Marketing?
This can be expensive, time consuming, and have serious consequences for both customers and employees. The only way to carry out a relationship marketing strategy in a thoughtful and effective way is to follow a comprehensive marketing plan. Companies must first look at demographic and historical data about their customers to understand who they are, what they buy, and how to provide for them over the long term.
The company must understand why a consumers returns for repeate business. There is the tendency to think that customers return because the company has served them well, but maybe they return to a store because it is the closest to their house, or the only one in the area that stocks the product they want to buy.
Analyzing the nature of customer loyalty is the best method develop a working relationship marketing plan. With a wealth of customer data in place, the company can begin to segment these customers and develop unique marketing strategies for each segment. A customer who appreciates a product's value has different qualities than one who has had a helpful customer service experience.
These customers are loyal for different reasons, and require tailored relationship marketing strategies. Once the marketing strategy has been implemented, it requires constant evaluation to determine its success. There are a number of hard metrics that companies can use to measure whether they are holding onto their customers.