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Customer
Relationship
Management
The Role of Salesperson in the stages of relationship
development process
Admin
By Siddharth Ahuja
A004
PGDM (2013-15)
The Pre-relationship stage: This is the event that triggers a buyer to seek
a new business partner. The role of the salesperson in this stage is:
1. Knowing About The Customers:
The first step is to know that they exist. One person usually knows
first and the second person may not know until the first meeting.
Knowing about them may happen in various ways, for example a sales
person hears of a possible customer from a colleague.
2. Learning About Them:
More information is often needed to motivate a desire for contact.
This may be done by first-hand research, where the person actively
looks for information by the other party.
3. Wanting to Meet:
With enough information, the motivation for a relationship begins.
This can range from a cautious interest to early strong desire.
4. Seeking Contact:
With the motivation to meet, the next (and sometimes difficult) step is
figuring out how to get to meet them. In sales cold calling is a difficult
and often unrewarding activity and other methods of prospecting may
also be used to connect with prospective customers.
The Long Term Stage: If a relationship reaches this stage then it shows
the mutual importance that the buyers company and sellers company has
for each other. Even when the relationship seems to have reached its peak,
there is more work to do to create a stable, longer-term relationship. The
role of sales person in this stage are:
The Final Stage: In this stage the interactions between the salesperson
and the customer becomes highly institutionalized. There is nothing much
that a salesperson can do in this stage. The role of salesperson in this stage
are:
1. Demonstrating
Commitment:
When
commitment
is
commitment
in
return
and
so
deepen
the
relationship.