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Relationship selling is about creating positive and lasting impressions with customers. For example, Carrabba’s Italian Grill is one of my favorite restaurants in Knoxville. During our 22nd anniversary, my wife and I celebrated there. Our waitress was very attentive to our needs. In terms of positioning, I think the restaurant is above Olive Garden.
However, even though I had high praise for this business, I did get a little irritated when our waitress took a break and left us alone. It took us a while to get over that situation. Therefore, customer satisfaction can be a bit fickle and make a customer-centric approach difficult.
Building relationships with customers is very important for the sustainable success of companies. However, some customers have a negative reaction to seller-buyer interactions (ie, salespeople in retail stores pressuring customers to buy). Although selling is about business transactions, selling is also about building relationships. Consequently, the concept of relationship selling is a fashionable product in a hyper-competitive environment. Phillip Kotler and Kevin Keller, authors of MarketingManagementsuggests the importance of sellers connecting with buyers: “Marketers need to connect with customers, inform them, engage them, and maybe even energize them in the process.”
For this article, we will examine the basic concept of relationship selling. Relationship selling requires somewhat different skills than traditional selling, as it involves securing, building, and maintaining long-term relationships with profitable customers. Kotler and Keller further argue that “customer-centric companies are adept at building customer relationships, not just products.”
Furthermore, many organizations simply do not take customers into account when planning their sales strategy. Mark Johnston and Greg Marshall, authors of Relationship SellingShare four business relationship mistakes that (1) waste customers’ time, (b) behave like victims instead of employed salespeople, (3) don’t understand the customer’s business, and (4) present problems instead of solutions. to work
For example, Carrabba’s Italian Grill did not adequately address our needs because it focused on its internal operations rather than how to maximize profits. However, it is only due to the relationship sale that we will return.
Also, Paul Peter and James Donnelly, authors of MarketingManagement, suggest that profitable marketing begins with understanding customer needs. However, it is a trait that is not acquired by accident. Being a professional in a highly technical field, we are required to possess certain skills and abilities. Finally, serious companies should try to master the concepts of sales relationships. Must start today!
(c) 2013 by Daryl D. Green