Lesson 26º

 

 

 

 

 

 

 

Relational Sales

Once the plan has been created and implemented, it is necessary to develop the sales process that responds to relational marketing.

1. Satisfying needs. Sales should be orientated towards satisfying the concrete needs of the clients. Don’t try and sell them things that they don’t need.

2. Solve problems. With relational sales we are trying to find concrete solutions to our clients’ problems.

3. Consultancy. The sales person acts more as a consultant, as an independent expert.

4. Confidence. Relational sales are based on confidence.

5. Two way communication. The participation of the client is a fundamental part of the relational sales process.

6. Knowledge of the competition. Is it essential to know what the clients’ best offers are, therefore have arguments and possibilities to refute the objections. The best competitors should serve as a reference point so as to help the continual company improvements.

7. Obtaining information. Adapting the service, contributing greater value, providing personalized solutions and client benefits, demand a deep knowledge.

8. Solving strategic problems.

9. Providing added value. Contributing added value is key to keep consumers satisfied.

10. Post-sales process. Loyalty and relational marketing are founded in the post sales process. Communication and contributing value after the sale is what aids people returning to buy.

Therefore, here are some basic elements of relational marketing:

a) Active, frequent and double meaning communication with clients.

b) Acknowledgement of how important clients are.

c) Establish client reward programmes. At the same time you should give the employees incentives to ensure they satisfy the client.

d) The flexibility and capacity to adapt is also essential for relational marketing.