Develop a customer relationship strategy that could be used in the selling process for a product or service. You may use the same organization or product or service (or both) that you have used for previous assessments, or you may choose a different one.
A relationship strategy focuses on customers, secondary decision makers, company support staff, and management personnel. The strategy should reflect the various factors that can enhance relationships, such as self-image, success measures, and desire to achieve a win-win situation. This strategy should also mirror the sales professional’s character and professional integrity and promote high ethical standards. Ultimately, the relationship strategy must contribute to a solid, long-term connection with customers and other key individuals.
Write a customer relationship strategy that addresses the following:
Create a profile or description of the typical prospect (target customer) for your chosen product or service.
Reflect on the role of this buyer or decision maker, as an individual or company representative.
Describe the typical buying motives of the prospect. What is the rationale for the purchase, and what is the need fulfilled?
Outline how prospects for the product are identified. Examples may include the use of a database, cold calling, referrals, or other methods.
Outline the process for qualifying prospects. Be sure to define qualified prospect.
Describe software tools you would use in managing customer relationships in the selling process. Provide your rationale for their application.
Examine the buying and decision making processes, along with the roles of the key players in the sales process. What roles or processes are involved in making a decision? What players are involved? What is the timeline for the process from initial contact to the close of the sale? A flowchart can be a helpful way to display this information, but a description works well, too.
Identify your sales presentation objectives and outline a sales approach. Keep in mind this should not be the pitch itself but should describe how you would go about making it.
