Chapter 8 - Relationship communication Flashcards
What is relationship communication?
When talking about relationship communication we are talking about direct marketing.
Direct marketing involves interaction between customer and supplier
What are the direct marketing tools?
- Social
- Direct email
- Telemarketing
- Personal selling
What are the personal sales activities?
- Sales responsibilities
- Selling process
- Sales force management
What are the types of sales people?
- Missionary sales people
- Frontline sales people
- Internal sales people
Explain Missionary salespeople
They do not sell but look for people that can play key role in establishing strong relationships
Explain Frontline salespeople
Develop new businesses and manage the old one (by re-negotiating)
Explain Internal salespeople
They assure company fulfill clients’ needs
Which are the personal selling approaches?
- Piranha
- Friends
- Technicians
Explain Piranha
It’s transactional based, they convince people to make orders
Explain Friends
It’s relationship based, they try to establish a long term relationship with the client
Explain Technicians
They focus on technology as the base of the relationship
Explain the process of new customer generation
- Lead generation
- Prospecting
- Call preparation
- Selling
- Order fulfillment
How customers can be divided?
- Low-priority customers
- High priority customers
Explain Low-priority customers
For this customers is not necessary a great effort and the relationship can be transaction based.
To close the order the seller might adopt a TIEBREAKER SELLING, a justifier in the offer that can make the difference
Explain High-priority customers
Important clients with is important to pursue a relationship based approach.
The relations is much more consultative like
