Transcript Relationship marketing

Agribusiness Library
LESSON: L060040
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Selling Agricultural
Products and Services
Objectives
1. Identify the characteristics of an effective
salesperson, and define related terms.
2. Compare and contrast relationship
marketing and selling.
3. Describe the customer buying process.
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Key Terms
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customer relationship management
relationship marketing
salesmanship
salesperson
selling
touch point
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What are the characteristics of an
effective salesperson?
What are some related terms?
Businesses increase revenue when their
products or services are traded for money with
customers. The sales process closely relates to
the marketing efforts, advertising, promotions,
and public relations of a business. Marketing,
promotions, and more lead customers to the
selling process.
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What are the characteristics of an
effective salesperson?
What are some related terms?
A. The actual process of selling involves a
salesperson using problem-solving techniques
to find out what a customer needs, providing
the customer with applicable choices, and
allowing the customer to choose the best
option for his or her situation.
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What are the characteristics of an
effective salesperson?
What are some related terms?
B. A salesperson is someone who works for the
business and assists customers in finding what
they need or want. An effective salesperson is
able to describe product features, demonstrate
how products or services work, and show
customers the available product options.
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What are the characteristics of an
effective salesperson?
What are some related terms?
1. In addition to selling, most salespeople are required
to:
a. Receive payments
b. Give change and receipts
c. Bag purchases
d. Handle returns
e. Stock shelves
f. Mark price tags
g. Take inventory
h. Prepare displays
i. Clean the store
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What are the characteristics of an
effective salesperson?
What are some related terms?
2. Salespeople are required to continually learn and
understand product changes, promotions, and
sales.
3. In some sales jobs, salespeople are required to
have special knowledge or skills. This is true of jobs
that deal with expensive or complex items. Seed
and agricultural equipment salespeople must learn
how the products will react in a variety of
conditions.
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What are the characteristics of an
effective salesperson?
What are some related terms?
4. Employers stress that salespeople must provide
courteous and efficient service to customers to
create a positive experience and to build a longterm relationship. Important traits include:
a. Enjoy working with others
b. Using tact and patience with difficult customers
and situations.
c. Communicate clearly and effectively
d. Have the ability to speak multiple languages
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What are the characteristics of an
effective salesperson?
What are some related terms?
5. Salesmanship is the practice of learning about and
satisfying customer needs. Salesmanship involves
being efficient, fair, and sincere and is meant to
create or maintain a long-term relationship with the
customer.
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In what ways are relationship marketing
and the traditional sales process similar?
How are they different?
It costs up to five times more for a business to
attract new customers than it does to retain
existing customers. Because of the cost of
attracting new business, there is a high value in
building strong relationships with customers
throughout the selling process so they
become repeat customers.
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In what ways are relationship marketing
and the traditional sales process similar?
How are they different?
A. Relationship marketing is the most popular way
to build a business of long-term customers
through sales. Relationship marketing
includes the marketing and selling activities that
build and manage solid, trusting relationships
with customers.
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In what ways are relationship marketing
and the traditional sales process similar?
How are they different?
1. This type of marketing generally is aimed at larger
customers that the company needs to maintain as
repeat customers.
2. Usually one person in the business is assigned to
each of the major customers. This person may have
many businesses with which to work, but the
salesperson is able to fulfill each customer’s needs
and stay up on the customer’s activities.
3. As in the traditional selling process, the customer
ultimately pays the business for the exchange of a
product or a service.
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In what ways are relationship marketing
and the traditional sales process similar?
How are they different?
4. Unlike the selling process, relationship marketing
attempts to create a more meaningful and rich
contact with the customer over many touch points.
a. A touch point is an interface the customer has
with a company before, during, and after a sale.
b. Touch points can include receiving or hearing
advertisements, browsing in the store, viewing
the company Web site, receiving a call from a
company representative, experiencing a
purchase, and receiving a post-sale follow up
from the company.
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In what ways are relationship marketing
and the traditional sales process similar?
How are they different?
5. Relationship marketing is very important when the
company’s competition offers similar alternative
products or services. The customer often chooses
which product to buy based on if he or she likes the
company.
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In what ways are relationship marketing
and the traditional sales process similar?
How are they different?
6. Components of effective relationship marketing
include the salesperson:
a. Listening carefully to the needs of the customer
b. Being honest with the customer
c. Caring about the customer as a person, as well as
the business he represents or need he has as an
individual
d. Avoiding the use of pressure
e. Being friendly
f. Reacting quickly to customer needs
g. Offering products and services for a good price
h. Maintaining regular contact with the customer 16
In what ways are relationship marketing
and the traditional sales process similar?
How are they different?
B. Technology is available to help maintain and
manage customer relationships in a relationship
marketing environment.
 Customer relationship management (CRM)
is the method a business uses to store, track,
and organize its contacts with current and
prospective customers.
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What decisions do customers make
in the buying process?
Businesses often focus on how to sell the
products or services they have instead of
putting themselves in their customers’ shoes
and evaluating how the customers will make
decisions regarding the purchase of the
company’s offerings. The customer’s decision
to purchase a product represents a process.
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What decisions do customers make
in the buying process?
The process to buy may happen almost
instantly, or it may take several weeks or
months of research and evaluation. However,
making a purchase is not a single event. It is
a progression. The five steps in the buying
decision process are (1) identify a want/need,
(2) research, (3) evaluate options, (4) make a
purchase, and (5) evaluate the purchase.
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What decisions do customers make
in the buying process?
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What decisions do customers make
in the buying process?
A. Identify a want/need: The decision process
always begins when a potential customer
realizes that he or she has a need or a want.
B. Research: After deciding a need is present, the
customer will explore the possibilities. What is
available on the market? What features and
benefits do they each offer? What do the
options cost? What brands/colors/accessories/
etc. are available? Are warranties available?
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What decisions do customers make
in the buying process?
C. Evaluate options: After collecting the
information about what products and services
are available and the variables that make them
each unique, the customer refines and
evaluates all of the buying criteria. Then the
customer narrows the options to a few of the
best alternatives. Finally, a decision is reached,
and the best option is selected.
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What decisions do customers make
in the buying process?
D. Make a purchase: This is the point in the buying
process where the customer takes action and
makes a purchase.
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What decisions do customers make
in the buying process?
E. Evaluate the purchase: After making the
purchase, the customer studies the product or
service and re-evaluates whether it was the
right decision. Is it a good value for the money
spent? Does it have all of the features and
benefits needed? Is it easy to use?
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Review
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Name some important traits of a salesperson.
Why does relationship marketing work to
increase revenue?
List the five steps a consumer makes in the
buying process.
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