Slide 2.

Relationship Selling

David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 2.2

OBJECTIVES

• Understand how freer world trade is driving companies towards

accepting the need for quality in terms of their relationships with their
customers and suppliers
• Appreciate the role that is being played by just-in-time manufacturing
in bringing about these changes
• Understand the notion of reverse marketing and the change it is
bringing about in the traditionally accepted roles of the field
salesperson
• Understand the notion of relationship selling as being the tactical
marketing and sales key stemming from the adoption of reverse
marketing

David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 2.3

FROM TOTAL QUALITY MANAGEMENT TO CUSTOMER

CARE

• When the buyer moves on does the relationship

end?

• Relationship marketing plays a significant role in modern sales management

• There is only one valid definition of business: to create customers

• There is no doubt that the notion of TQM has added considerably to brand building
and marketing success

David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 2.4

INTERNAL TO EXTERNAL FOCUS OF TOTAL QUALITY

PERSPECTIVE

David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 2.5

FROM JIT TO RELATIONSHIP MARKETING

• Relationship marketing absorb the TQM ideas of bringing together quality, marketing
and customer service.
• Business process re-engineering
• Lean manufacturing
• Temporary task forces should be set up as project teams involving personnel from
different departments led by a team leader or project manager to oversee the
introduction of new products. Such people are called product champions or project
champions.
• Best practice benchmarking (BPB)

David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 2.6

REVERSE MARKETING

• The concept of reverse marketing occurs where buyers take the initiative and they
source suppliers (i.e. sellers).

• The main criteria being sought from suppliers rests upon the quality of goods and
reliability of their supplies as and when they are demanded.

• Supply chain integration (SCI).

• The trend towards reverse marketing has accelerated over the past decade.

David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 2.7

FROM RELATIONSHIP MARKETING TO RELATIONSHIP

SELLING

• The most important feature of buyer–seller transactional relationships tends to revolve

around price.

• Open accounting: This kind of agreement is only possible when long-term

relationships between buyers and sellers have been established in typical lean
production situations.

• Simultaneous engineering

David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 2.8

TACTICS OF RELATIONSHIP SELLING

• Customer retention constitutes a prime objective of relationship selling

• Internal marketing

• Different qualities are required of field salespeople in relationship selling situations.

• Sales visits to individual customers are becoming longer, and in many situations there
is somebody from the supplier’s company, usually somebody who monitors quality,
permanently in place at the customer’s company

David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 2.9

INFORMATION GATHERING

• Information gathering in terms of collecting market information and intelligence is

becoming an increasingly important part of the task of selling

• A company’s marketing information system (MkIS) has three inputs:

Marketing research
Market intelligence
Company’s own internal accounting system

• It is widely acknowledged that the most effective form of marketing research is the
personal interview, and conducting research in this way provides the most accurate
information as the interviewer is speaking directly with customers.

David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 2.10

MARKETING INFORMATION SYSTEM

David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 2.11

SERVICING

• Servicing is an area in which the role of the salesperson has become invaluable. This
includes a certain amount of first-line servicing, so product application is important as
well as product knowledge

• Servicing also includes the provision of technical advice in relation to such matters as
levels of quality, arranging after-sales service, establishing improved customer care
programs, and even offering consultancy services.

David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 2.12

THANK YOU

David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009