STRATEGIC CUSTOMER SALES PLANNING
Companies should make it their goal to find people that can benefit from their product or service and offer them a fair solution. If they have something of value, and do a good job of displaying that value to the people in need, their product or service will sell. Sales persons can achieve this through;
- Loving the Product or Service
- Listening to customers.
- Being Honest and Fair.
- Explaining the Benefits and not just the Features.
- Asking for the Sale.
Businesses small and large depend on customers for survival. Customers drive new trends and provide profits for current and future operations and investments. The use of a customer relationship model can help small businesses identify new opportunities and cater to the needs of their customers and clients.
A customer relationship model, also commonly referred to as customer relationship management, seeks to improve the relationship between a business and the customer. When companies, including small businesses, can better identify the needs and desires of their consumers they can increase loyalty and grow the customer base. With this knowledge, small businesses can better distribute products and services and take advantage of new trends in the marketplace. Useful information and knowledge can stem from identifying and analyzing purchasing trends in specific market segments, such as those based on geographical location or customer demographics, such as age, income and family size.
Taking advantage of the benefits related to a customer relationship model requires data collection and analysis. Data can come from a number of sources. Customer relationship models can collect data from an analytical or behavioral standpoint. Analytical models utilize data collected from customers, such as location, amount of purchase and email addresses. Behavioral data collection stems from focus groups and surveys and has more to do with what drives consumer behavior.
Small businesses can put information gleaned from customer relationship models to work. They can use the data to operate a loyalty rewards program, customize sales and promotions to specific customer groups and develop ongoing relationships with customers. Another benefit includes the ability to cross-sell. Cross-selling involves suggesting a complimentary item, such as a cushion for a patio chair, at the point-of-sale. This increases profits, brand exposure and helps develop a personal relationship with the customer.
Customer relationship models seek to acquire, develop and retain customers. Businesses must remain vigilant when it comes to managing customer data and strike a balance between offering valuable promotions and offers and inundating customers with unsolicited mail. Businesses should obtain permission from customers before sending offers via email or mail to help create an atmosphere of mutual respect.
Reasons for planning the sales call
- Pre-calling planning is more than having driving directions and a phone number to call. It prepares a sales person to converse knowingly and effectively. A sales person should want to be prepared to discuss what is important to the prospect by using the Sales Ready Messaging tools developed by the company. That‘s why they were developed.
- It demonstrates competency and situational fluency. People want to do business with people who empower them, who can help.
It‘s professional – it differentiates you from the competitors talk about budgets, timelines and demonstrations.
- Respects the prospect’s time and yours. Your prospects’ time is important and so is yours. If you are going to spend 30 minutes to an hour with a prospect, obtain the information you need by preparing for the conversation in advance.
- Develops a good selling habit.
- Repeatable – prevents shortcuts and carelessness. Shortcuts and our failure to follow our sales process is what gets us in trouble.
Potential for better and more efficient sales calls. Sales calls and meetings can be viewed as an intrusion on the prospects’ time.
