13.1 Personal Selling and Managing Customer Relationships Flashcards
What is the aim of the transaction-oriented selling process?
The aim of the transaction-oriented selling process is to help salespeople close a specific sale with a customer.
What should salespeople focus on instead of a transaction basis?
Salespeople should focus on discovering and engaging customers on a relationship basis.
What does successful value selling involve?
Successful value selling involves demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company.
What is the challenge for sales management?
The challenge for sales management is to transform salespeople from customer advocates for price cuts into company advocates for value
What did Jeff Policicchio from Rockwell Automation do to help a condiment producer reduce operating costs?
Policicchio identified the major problem of downtime due to poorly performing pumps on the customer’s condiment tanks and offered a pump solution that would save the company money in the long run, despite having a higher initial price.
What did Policicchio’s value selling approach result in?
Policicchio’s value selling approach not only landed the initial sale but also earned a loyal future customer by demonstrating tangible value rather than simply selling on price.
What are the key elements of value selling?
The key elements of value selling include listening to customers, understanding their needs, and carefully coordinating the whole company’s efforts to create lasting relationships based on customer value.
