Customer Relation Management - Essay Example

Running Head: RELATION MANAGEMENT relation management School Affiliation: Introduction There are certain considerations that influence the buying and selling decisions of buyers and sellers. Those activities that take place from the point of anticipatory to sealing of a deal are quite elusive. To unravel what goes on in the business cycle and how it happens is of great interest to especially the seller because of the business demands. It should however be noted that the buyer needs to be aware of this as buying decisions are a core part in life as this affects the financial position of an individual. While deciding to buy something, a typical buyer goes through sequential phases. This sequential act constitutes the sales cycle. The description of the sales cycle is cast on the buyer’s perspective. The first phase of a customer would be based on perception of the need or the product. Subsequent to those perspectives are the steps of researching and evaluating. The final stage concerns on making a choice to buy the product (Tech target, 2009). According to The sales 2.0 services company, N. d, a sales cycle is the time taken to make a qualified prospect to shut. It implies that the cycle only begins when somebody with a need has been found. So it is the period it takes to move that need ahead and strike a deal in the end. As it has been demonstrated above, the sale of a product begins in the mind of a person just as a mental picture. According to Fisch (N. d), innate ideas are the basis on which people form their opinion. If truly, this is the case, then sellers have a big part to play in an attempt to entice a potential buyer to make a purchase. To begin with, the seller should find a convenient location where customers can easily access. Secondly, the packaging of the products needs to be fast class for the obvious reason of attractiveness. Another measure could be to encourage window shoppers to get inside the business premises in order to have a closer view of the target product. This is the first phase in the sales cycle and it holds much sway on what is eventually obtained. It is upon the sales person to reflect a good image in order to excel in business (Conti and Harris 2005). The research and evaluation activity is the second phase of the sales cycle. Research is a prerequisite before making trade decisions. As it is currently viewed, research amounts to finding factual information on a range of alternatives that would be available for an individual (Panda, 2000). Though the sales cycle involves gathering of information, it is also affected by impromptu purchasing of goods. In most places of the world, the free market model is the domineering force in business (William, 2001). If the assumption that information is readily available holds, then buyers can seek information on the products they want while at the same time, the sellers can find the customer specifications to enhance their sales. It is rare to find sellers who have the interests of the buyers. Basically, what a seller thinks of is the amount of profits that can be accrued from a certain sale. But due to the continued dependence on the same customers, the need to serve them better becomes a must to consider. Evaluating is closely tied to researching. It is on the basis of a fact finding mission that gives a preamble to an evaluation. Based on the outcome of the research, the buyer assesses the kind of options available for selection. Evaluation should however be done objectively so as to maximize on benefits (Carr and NCHRP, 2004). Serious buyers are the only people that can engage both in the gathering of information on a market before they can take a buying decision. Sellers may do a research and evaluation because the consequences of failure to do so impact on them both directly and immediately. Unlike customers who will find out later that something could be wrong, the sellers are in a better position to tell that something is not going in the right direction. Research and evaluation are a necessary step before one makes a choice to buy (Rumbauskas, 2006). But on consideration that there is a time constraint, it may not be possible on the part of the buyer. The final activity regarding the decision to buy a product or to approve a service precludes the sealing of a deal. According to Tech target (2009), this time is predictable and can easily be tracked. Business deals have a momentum, the moment it slows down it will not be easy to close it. A slow down implies a communication break-down. A business manager needs this knowledge because it will be of vital importance when it comes to agreeing on deals and judging which deals would be ideal to pursue or to drop. Once that moment has been hit, it becomes unstoppable (Ricci and Volkmann, 2003). The activity of gaining momentum in a deal holds key towards deal conclusion. As a sales person, the onus to keep momentum lies with them (Coe, 2004). The sales people are expected to initiate a sale and follow it up to its conclusion. However, it should be noted that this supposition is imperfect given the fact that a business deal also depends on the other party who is the buyer. In as much as the seller is focused to take the sale deal forward, it also depends and rather hugely on the part of the buyer. This not withstanding, the sales person has the primary duty to make sure any potential deal goes through (Moment, 2004). According to the National occupational standards (2008), to have a good performance, the sales cycle will help the seller to identify: customer needs, identify those that are in a position to make purchases, identify the major features and the attendant benefits of relevant products that relate to the identified requirements, discuss with customers over the services or products that have been identified to serve their needs, enable both the buyer and the seller to identify trade-offs that may be necessary while attempting to strike the sale deal (Rackham, 1989). While disclosing confidential information to customers, it must be done in a way that does not jeopardize the business position of a producer (Klotz, 2008). This is on paper a very difficult task to achieve. For one, you are required not to reveal damaging information on the part of the manufacturer to your customers; secondly, you are required to be truthful and honest to your customers. To achieve these two positions simultaneously is almost impossible. Just an example, by reviling a disadvantageous part of a product, in a way compromises the chances of making a sale. In so doing, the seller has literally prevented the sale of a certain product. A critical observer would notice that damaging information though truthful has been exposed. Provision of accurate information to the buying party in regards to pricing and potential substitutes that could be available in the market is an important aspect in the buying and selling cycle (Gitomer, 2003). One should explore any queries and objections that may be raised by the customer. Provide information on the strengths and weaknesses that may be affecting the aforesaid deal. Get the customer said of the issue on how the objections raised can be overcome. When handling customers the essence of giving the right information is to put a forward push on development (Organization for Economic Co-operation and Development, 1998). This system enables the seller to interpret both verbal and non-verbal signals on could be deals. Be able to approach the closer of a deal by making the customer to commit. Make provisions for future engagements with the customer in order to retain them and maybe for the speculative purpose of bringing in new customers. The use of interpretation is of key value to a seller. Through such leads, a seller is able to increase their sale or reduce their sales depending on their ability to read other peoples’ minds (Hayes, 2002). It should however be noted that non-verbal and verbal communication is not wholly reliable in the execution of a deal. It is true that signals differ from place to place, and maybe from one person to another. The sales person would be hard put to decipher this. It is for example very difficult to unravel what silence means in business. It may be an acceptance or a rejection. Other customers may differ in personalities; as a result, not all of them would mean what they say. The onus still remains with the sales people to find a mechanism towards addressing this though a perfect position which may be highly sought after may not be achievable. It may not be achieved because of the unpredictable nature of human beings (Hanan, 2004). Keep a good record of all customer dealings to ensure continuity in terms of customer relations. Before the sale is closed, ensure that all legal, regulatory, and other requirements are addressed according to the necessary provision. For anyone to succeed in business the necessity to observe the practice of record keeping cannot be wished away. Further support is lent to this position by (Keeping the books, 2009) that stress on the benefits of recording keeping to a business. According to (Taniar, 2009), the need to provide customer care services is very crucial. Customer service helps in creation of customer loyalty. After a purchase has been made different issues abound. The gadget that has been bought may malfunction or fail to address the intended needs of the customer. This requires that the seller maintains a twenty four hour helpline system that sought out customer needs. The impression created by the customer service department greatly influences the sales made by a business (Carlaw, 1999). The sales person should work with this department so as to enhance his sales. This also points that, though the sales aspect of a business is primarily a responsibility of the sales staffs, other organizational departments have an important part to play. Conclusion While it is agreeable that the sales cycle is a positive avenue to address products and service delivery to customers, it may not be wholly helpful. As pointed above, there are different needs that occasion the necessity to make a deal. Due to this, there abound to rise different objectives. However, the business cycle offers a worthwhile learning experience to the sales people towards improving the services and products offered to customers and the sales made. References Carlaw, V. (1999). The big book of customer service training games: quick, fun activities. Mc Graw hill. Amazon. Coe, J. (2004). The fundamentals of business to business sales and marketing. Mc Graw hill. USA. http://books.google.co.ke/books?id=Q8Ph3OHz0E0C&dq Carr, W. & NCHRP (2004). State product evaluation programs. Transportation research board press. http://books.google.co.ke/books?id=w162uQ7c7U0C&pg=PA1&dq=  Conti, P. & Harris, P. (2005). Commercial real estate investing for dummies. Amazon .com. Australia. http://books.google.co.ke/books?id=X6VXR2LWQgkC&pg=PT99&dq= Fisch, B. (N. d). Francis Bacon of Verulam. J. Oxenford http://books.google.co.ke/books?id=oDYBAAAAQAAJ&pg=PA442&dq Gitomer, J. (2003). The sales bible: the ultimate sales resourceJohn Wiley & sons press. Canada.  Hanan, M. (2004). 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USA. http://books.google.co.ke/books?id=Ym5ZhW7nKQoC&printsec=frontcover&dq=SALE . Read More