Customer Strategy Analysis
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Develop a customer strategy that could be used in the selling process for a product, service, or product solution in a business-to-business (B2B) scenario. You will be selling to an organization rather than an individual customer. Your task in this assessment is to choose a selling strategy that best aligns with the customer's buying process. The strategy should reflect the various factors that can enhance relationships, such as self-image, success measures, and desire to achieve a win-win situation. This strategy should also mirror the sales professional's character and professional integrity and promote high ethical standards. When appropriate, the relationship strategy should contribute to a solid, long-term connection.
Preparation
Choose a product. Decide whether you will explore a product, service, or product solution. This maybe something you have sold, plan to sell, or would be interested in selling. You may choose a product you have discussed in previous assessments or use something different.
Choose a target organization. Select a single organization that you would approach regarding the product you have chosen (for example, Al's Pet Emporium, Potawatomi Casino, Redwood Conservation Group).
Begin by identifying the product, service, or product solution that you would sell, and name the target organization you are focusing on. Then provide the following:
1.Analyze the characteristics of a selected organization to drive a customer strategy. Review any available profiles or descriptions of the organization you have chosen. Reflect on the role(s) of various stakeholders involved in the decision.
2.Analyze the purchasing motives of your target organization, according to what you know about this type of organization. What would be the rationale for the purchase, and what need would the product fulfill? Where possible, build connections between these motives and your product.
3.Analyze potential opportunities for maximizing software tools in creating and executing a customer strategy. What customer relationship management (CRM) software would you use, and how would you take full advantage of what it offers? Provide specific ideas about how this technology could be effective. Also, what are some potential difficulties that might occur in using this particular CRM?
4.Develop a sales approach that is likely to succeed with this target organization. Keep in mind this should not be the pitch itself but instead should describe how you would go about making it. As always, support your recommendation with a reference to best professional practices such as those you have studied in this course or elsewhere. Also, how might you modify the approach if the sale is not going as planned?
Suggested Resources:
•Ashton, L. (n.d.). Want sales success? Well forget you! Think them. Retrieved from https://www.nasp.com/article/5C3EB75E-9B47/want-sales-success-well-forget-you-think-them.html
•Donnolo, M. (2014). The innovative sale: Unleash your creativity for better customer solutions and extraordinary results. New York, NY: American Management Association.
•Gordon, I. (2013). Managing the new customer relationship: Strategies to engage the social customer and build lasting value. Mississauga, Ontario: J. Wiley & Sons Canada.
•Tanner, J. F., Jr. (2013). Dynamic customer strategy: Today's CRM. New York, NY: Business Expert Press.
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Solution Summary
The response provides you a structured explanation of customer strategy in B2B marketing It also gives you the relevant references.
Solution Preview
You should suggest that the product which my company sells is a range of semi-automatic and fully automatic plastic strapping machines. These machines are used for strapping corrugated boxes. An automatic plastic strapping machine is sold at an average price of $5,500. However, the selling of the machine also opens opportunities for selling plastic strapping.
1.
You may say that the selected organization is General Mills. The company makes and markets a range of consumer foods under the brands such as Anne's Homegrown, Betty Crocker, Yoplait, Colombo, Totino's, Pillsbury, Trix, Cocoa Puffs, and Lucky Charms. The company has its corporate office at Golden Valley, Minnesota. The company's factories that need automatic and semi-automatic plastic strapping machines are located at Albuquerque, Buffalo, Cedar Rapids, and Great Falls. The decision makers for purchasing plastic strapping machines are the purchase officers at the factory locations. However, these officers require approval from the purchase department at the head office at Minnesota(1). The stakeholders relevant to our sales strategy are located at the factor sites and headquarters.
2.
The purchasing motives of General Mills in purchasing automatic plastic strapping machine are to tighten, seal, and pack cartons. The motivation is to strap at quick speed with high efficiency. They want a situation where the item is placed for ...
Education
- BSc , University of Calcutta
- MBA, Eastern Institute for Integrated Learning in Management
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