Relationship Selling and Marketing

Target Attendees:

This seminar is for sales and marketing professionals who want to learn how to build and strengthen customer relationships for better profitability and customer lifetime value.

Program Description:

Customer Relationship Management has been around for decades. The problem is that people sometimes equate it more with technology and CRM software. If this is the case, we miss the point that our objective is to build relationships with customers and not computers.

This program is focused on providing practical and easy to apply techniques on relationship selling and marketing. The key is to determine the value of existing and prospective customers based on the business that they bring your company. The fact is not all customers are valuable to a company. In tough business times, we simply cannot afford to spend P2, 000 to earn P200. It is time to teach our sales and marketing professionals to be more selective in serving different types of clients to gain better business value.

Learning Points and Objectives:

The participants will be guided on how to:

     1. Analyze and differentiate their company’s customers based on value and profitability

     2. Assess the relationships they want to have with Star customers, Vulnerable customers, Free-Rider Customers and Lost-Cause Customers

     3. Develop the ability to listen to the Voice of the Customer to create a competitive advantage that will differentiate them from Competitors

     4. Create cost-effective but targeted strategies for delivering better customer buying experiences

     5. Set procedures and standards for relationship selling and marketing

What makes this Seminar different?

This seminar is focused on helping the participants:

     1. Derive more sales and profits from high-value customers and prospects

     2. Manage customer defections and identify profitable new customer segments

     3. Deviate from the “one-sale mentality” to building stronger customer relationships for repeat business and referrals

     4. Create more customer-focused strategies and tactics that fit your existing clients

     5. Maximize the lifetime value of customers you serve by reducing customer defections

Module I – Selling and Marketing in a New Business Landscape

     A. Traditional vs. Relationship Selling and Marketing

          1. The 4 Rules of Relationship Selling and Marketing

          2. Why Traditional Sales and Marketing Approaches are no longer enough

     B. The 4 Steps to Better Relationship Selling and Marketing

          1. Specify your Goals and Priorities

          2. Know your Relationship Strengths and Weaknesses

          3. Analyze What you Can Realistically Do to Acquire and Strengthen Customer Relationships               

          4. Build your Relationship Selling and Marketing Initiatives

               a. Establish your Relationship Selling and Marketing Objectives

               b. Choose and Build your Relationship-building Programs

               c. Outline the Steps that your Team will Take

               d. Integrate your Sales and Marketing Activities

               e. Evaluate the Results

                         Activity: Applying the Steps to Better Relationship Selling and Marketing to your Current Situation

Module II – Improving your Influence Network and Key Player Mapping Tools

     A. Relationship-based Selling

          1. Nobody buys from a Stranger

          2. How to build relationships that Matter

     B. Mapping how Specific Customers decide to buy

          1. Identifying the Key Players in decision-making Process

          2. Analyzing who needs influencing and why

          3. Identifying Customer issues, needs and payoffs

Module III – Customer Analysis and Persuasion Tools

     A. Analyzing Specific Customer Buying Criteria

          1. Aligning Customer issues with your Sales perspective

          2. Creating messages that Customers want to hear

     B. Providing Value while Managing Customer Buying Risks

          1. Price-oriented Selling

          2. Value-Oriented Selling

          3. Risk-oriented Selling

          4. Delivering Solutions that Close Sales

     C. How to penetrate Competitor Accounts

          1. Mapping and Finding your “Sweet Spot”

          2. Being the Emotional Favorite

     D. How to close the door to Prevent Competitor Penetration of your Accounts

          1. Guarding your Customers against Competitors and Predators

          2. Major Issues that makes Customers leave you

          3. How to Close the door to prevent Competitors from entering

Module IV – Relationship Selling and Marketing Action Plan: Take-Home Assignment

     A. Specifying your Relationship Selling and Marketing Targets and Priorities

          1. Existing Customers

          2. New or Prospective Accounts

     B. Analyzing your Relationship Strengths and Weaknesses with each Target

          1. Strong Points

               a. Targeted Existing Customers

               b. Targeted New or Prospective Customers

          2. Weak Points

               a. Targeted Existing Customers

               b. Targeted New or Prospective Customers

     C. Identifying your Options and Tools for Relationship Building

          1. Specific Areas to Take Advantage of

          2. Specific Areas that Need to be Improved

     D. Developing your Relationship Selling and Marketing Initiatives

          1. Target Customers and Prospects for Relationship Building (assigned per salesperson)

          2. Procedural Action Steps and Timelines

          3. Person/s Responsible

          4. Resources and Support Requirements

          5. Key Results to be Achieved

          6. Evaluation of Results and Corrective Actions to be Taken