Conduct an in-depth analysis on how global organizations leverage commercial success through the utilization of the characteristics of modern selling
Today, modern businesses are identifying the benefits of gaining repeat customers through building and maintaining customers with them. Salespeople are becoming goodwill ambassadors for their brands, becoming the face that represents quality, values, and reliability of brands/ companies. In today’s environment, the most effective marketers are those who have the ability to engage with their customers, listen to them, understand their needs, and come up with solutions to satisfy them. As competition becomes steeper and customers become more knowledgeable, it has become essential for companies to retain their customers as this is more cost-efficient than acquiring new ones.
A critical component of relationship building with customers for retention purposes is the deployment and use of databases and systems for knowledge management. It is critical for the modern salesforce to be conversant with all aspects of using and creating customer databases and the role they play in knowledge creation and transfer. Customer relationship management (CRM) necessitates the sales force to focus on the long term rather than on simply closing the next sale. CRM should thus put emphasis on the creation of win-win situations with customers so as to develop a mutually beneficial relationship.
Sales Platforms and modern selling characteristics Case Study
Key Learning Outcomes
- Understand and discuss how global organizations can leverage commercial success through the utilization of the characteristics of modern selling
- Assess the different sales platforms on the basis of their success, effectiveness, and reach.
- Use case studies of real companies to discuss the characteristics of modern selling
Modern selling and the role of the salesperson has evolved beyond just planning and making a sales presentation to encompass participation in a broad array of marketing activities including product and market development, database management, provision and analysis of information, and assessing market segments. Modern selling has four characteristics: customer retention or deletion, customer relationship management, adding value and satisfying needs, and marketing products and services. Supported by technology, today’s customer is in control but technology is also supporting the modern seller to engage with prospects and nurture them along the buyer’s journey. By regularly sharing content and engaging on the posts of others, sellers are able to attract prospects to connect with them. Benefits of modern selling include; a more targeted search for leads and prospects, leverage of available content at the right time in the funnel, providing valuable advice to prospects to build trust, engaging with the target audience, building relationships with existing customers, collecting additional insights on prospects and automate admin work to free up rep time. The report analyses the characteristics of modern selling.
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