RELATIONSHIP BINDERSCertain factors, called relationship binders, drive parties, whether individuals or organizations, to progress to a fully committed relationship. Salespeople should be aware of the factors. This section reviews three important underlying factors necessary for a fully developed relationship, which every salesperson and marketer should know and understand creating value, meeting expectations, and building trust.Creating ValueValue refers to the perception that the rewards exceed the costs associated with establishing and/or expanding a relationship. Value to a buyer is not always the lowest list price.It may involve the opportunity to save time and labor, or it may result in higher sales of the customer's products. Value must ultimately reach the customer's customers in the form of better quality or less expensive products, wider choices, and/or quicker access to those choices.Figure 4-6 illustrates the implications of a supplier's account relationship strategy for how the sales force creates customer value during each phase of the purchasing process. In transactional relationships, the opportunities for creating customer value are highest during the final two phases of the purchase process. Making purchasing easy and hassle-free and preventing post-sale headaches are important opportunities for creating customer value in transactional relationships. Consultative customer relationships create customer value by creatively helping customers solve problems and identify growth opportunities during the first two phases of the purchasing process. Consider Motorola, Inc.'s approach to selling customized pagers. Motorola's pager sales force will use the customer's own specifications to design a pager system perfectly suited to the customer's needs. The specs, put together on a laptop computer by the Motorola sales rep, are sent via modem to the company's factory. This individualized product development, however, requires a considerable investment of time and effort during the needs and evaluation of alternatives phase of the purchasingprocess. The intent of enterprise relationships, on the other hand, is to create exceptional customer value during all four phases of the purchasing process.
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RELATIONSHIP BINDERS<br><br>Certain factors, called relationship binders, drive parties, whether individuals or <br>organizations, to progress to a fully committed relationship. Salespeople should be aware of the factors. This section reviews three important underlying factors necessary for a fully developed relationship, which every salesperson and marketer should know and understand creating value, meeting expectations, and building trust.<br>Creating Value<br>Value refers to the perception that the rewards exceed the costs associated with establishing and/or expanding a relationship. Value to a buyer is not always the lowest list price.It may involve the opportunity to save time and labor, or it may result in higher sales of the customer's products. Value must ultimately reach the customer's customers in the form of better quality or less expensive products, wider choices, and/or quicker access to those choices.<br>Figure 4-6 illustrates the implications of a supplier's account relationship strategy for how the sales force creates customer value during each phase of the purchasing process. In transactional relationships, the opportunities for creating customer value are highest during the final two phases of the purchase process. Making purchasing easy and hassle-free and preventing post-sale headaches are important opportunities for creating customer value in transactional relationships. Consultative customer relationships create customer value by creatively helping customers solve problems and identify growth opportunities during the first two phases of the purchasing process. Consider Motorola, Inc.'s approach to selling customized pagers. Motorola's pager sales force will use the customer's own specifications to design a pager system perfectly suited to the customer's needs. The specs, put together on a laptop computer by the Motorola sales rep, are sent via modem to the company's factory. This individualized product development, however, requires a considerable investment of time and effort during the needs and evaluation of alternatives phase of the purchasing<br>กระบวนการ. เจตนาของความสัมพันธ์ขององค์กรในมืออื่น ๆ คือการสร้างมูลค่าลูกค้าพิเศษระหว่างทั้งสี่ขั้นตอนของกระบวนการจัดซื้อ
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