Relationship Selling - Marketing Essay Example
QUESTION 1 1 - Relationship Selling introduction. 1. Sue Wilson – Purchasing Manager Greg Runyon – Production Manager Vicki Sievers – Plant Engineer Tom Roberts – Plant Manger Vijay Sethi – National Vice President of Purchasing Initiator Sue Wilson organized the meeting and initiated the project by doing so. Users Greg Runyon is in charge of running the machinery and operations, therefore he is the user. Influencers Vijay Sethi and Vicki Sievers. Vicki being the person who is the industry expert in the situation has a large influence on the purchase. Vijay, being the National Vice President of Purchasing for the entire company too has a large influence on the purchase.
Gatekeepers Sue Wilson is the gatekeeper as she is in control of which information is released and being received, regarding the purchase. Buyer Sue Wilson is the buyer as she is the individual who communicated with the supplier and made the deal for the purchase. Deciders Tom Roberts is in charge of running the entire plant, therefore he makes the final decision on what equipment to buy and from which supplier. Controller Sue Wilson being the purchasing manager, controls the budget and where the money goes, therefore she is the controller. 1. 2. Sue Wilson
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Sue’s primary needs are to find out what equipment is required from each individual for the machine, to find 3 bids for the product and to make the purchase. Her task is also to make sure everything runs efficiently. Sue will be the most influential on the final decision. Tom Roberts Tom’s primary needs are to make sure that Vicki and Greg work effectively and that everything goes according to plan. Tom has influence on the final decision. Greg Runyon Greg’s primary needs are to one; produce the product and two; make sure it is of the right standard. Greg has little influence on the final decision.
Vijay Sethi Vijay’s primary needs are to make sure that Sue works effectively and that the correct procedures are followed. Vijay has a higher position then Sue in the company therefore he has more authority. Vijay has a greater influence on the final decision. Vicki Sievers Vicki’s primary needs are to make sure that the machinery performs at its optimum level at all times. As well as to ensure all repairs are done efficiently. Vicki has influence on the final decision as she is the industry expert. 1. 3. STEP 1 Anticipation or recognition of a problem in need
: National Agri Products Company has followed step as they have identified the problem. STEP 2 Determination and description of the traits and qualities of the needed items. STEP 3 Search for and qualification of potential suppliers : Although they need three bids, Sue only contacted 1 supplier, so research was not completely done. STEP 4 Acquisition and analysis of proposals or bids : Presentations would have been required. Sue contacted Larry. STEP 5 Evaluation of proposals and selection of suppliers : Awaiting the other bids, the company would still most likely go ahead with Larry. STEP 6 Selection of an order routine
: Go through all the bids and make a final decision, National Agri Products Company would most probably go with Larry’s bid. STEP 7 Performance Evaluation and Feedback : Conduct follow ups, and to make sure the equipment was installed correctly. QUESTION 3 Sales and marketing are interdependent, as they rely on each other. There are a number of strategies involved in Sales & Marketing, such as the Four P’s (product, price, place, promotion). The brand manager helps decide on the product, branding and packaging in marketing. Prior to this is done, the business would have had to go through the marketing concept.
Without market research being done, the sales force would have no product to sell and would not be able to identify who the product is targeted at. The sales force will not know the price and advertising would not be done. So minimal information will be known. Sales is involved in promotions and visa versa, this involves advertising and creating awareness. Personal selling as well as sales promotion involves interacting with customers on a personal level, using the media and what the customers hear and see in the form of billboards, radio, newspapers and television.
Presenting customers with samples and interacting with them. The sales force goes out and looks for business in the aim of making an immediate sale. Marketing involves the pull strategy and Sales involves the push strategy. QUESTION 4 Every company should have a code of conduct and code of ethics. It is a duty of all participants working within the organization to obey it. The code of conduct is there to ensure that guidance is provided for employees so that they can meet the high requirements of the company.
The code of ethics is there to ensure employees are aware of what behavior is considered correct and appropriate and what behavior is not tolerated. With the incident of the top performing sales woman being sexually harassed by her intermediate boss being brought to my attention, I would have to follow the appropriate procedure to solve the issue internally. Either a hearing or tribunal will be conducted. I will first have my human resources manager sit down with each of the parties to discuss the matter and to ensure the veteran is aware of the complaints against him and to hear whether he admits or denies these allegations.
Once talking to each of the parties separately the human resource manager will ask other employees if they have noticed any unethical or inappropriate behavior between the two. I would also investigate whether there is a track record or if it has happened before. The human resources manager will then talk to the parties together, a legal advisor and arbitrator will be present. Once both parties have completed their statements, I will ask my human resources manager, legal adviser and arbitrator to have a meeting and to come to a conclusion on the matter and decide what appropriate action should be taken.
My main objective would be to make sure the problem is solved internally, discreetly and efficiently in order to avoid action being taken outside of the company and in the public eye, as this would give the company bad publicity which would lead to a bad reputation and a reduction in sales and clients. That is to be avoided at all cost. QUESTION 5 Eight ways a CRM system would aid in prospecting and sales call planning. 1. Already have existing clients, by cross-selling sales increase, have discounts. 2. P. O. S.
system 3. Call Centers – there to attend to customers needs 4. Internet access 5. Referrals and contracts from existing customers 6. Following personal selling leads 7. Direct enquiries – customers can contact you directly 8. Promotional activities Six Methods You Would Use to perform Prospecting and Sales Call Planning 1. Networking – meeting new customers, building relationships and giving them what they want. 2. Telemarketing – making phone calls to leads in an attempt to prospect them and allow for follow up. 3.
Conferences – creating a forum for the clients to raise problems or suggestions. 4. Prospecting by others in your firm – is all about the extension of the range of people other than prospecting by salespeople. 5. Cold Calls – phoning customers after hours and / or going door-to-door. 6. Trade shows – companies in the same industry congregate and exhibit their products for existing customers and for new potential customers. Cameron Andrews Page 6 of 6 Sales Management 1 A85612 BIBLIOGRAPHY M. Johnson, G. Marshall. Relationship Selling (2010). Third Edition. Google