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Lecture Dalrymple's sales management: Concepts and cases – Chapter 4: Account relationship management

This chapter presents the following content: account relationship management concepts, standard questions in a value analysis study, determine the decision-making process, buying center members, economic buying influence,. | Part II SALES FORCE ACTIVITIES Chapter 4: Account Relationship Management Account Purchasing Process Figure 4-1: Account Relationship Management Concepts The Buying Center Building Account Relationships Account Relationship Binders Account Relationship Management Concepts Implementation and Evaluation Value Added Role of Sales Force: Figure 4-2: The Typical Purchasing Process Purchase Decision Evaluation of Options Recognition of Needs Help customers recognize a need or problem and to define them in a new or different way. Identify options, provide superior solutions and approaches and help overcome obstacles to acquisition Make the purchasing process convenient, hassle-free and inexpensive. Support the purchase decision by showing customers how to install and use the product, replenish, and evaluate value. Tier Type of Supplier Nature of the Relationship A In Traditional “arms length” relationship, usually established at an individual level over time. Standardized, non-strategic, products for which there are may qualified suppliers. B Preferred Relationship centers on suppliers’ products and services, but there is a high level of familiarity and trust between the supplier and the customer. C Extended The relationship typically involves a breadth of products and services and usually crosses numerous sites. Usually involves several collaborative processes – product design, inventory management, sales force training, etc. Supplier is viewed best in class. D Partner Supplier is viewed as key to the customer’s ongoing competitive position. The business relationship is rarely challenged and is treated as exclusive along some dimension, critical along other dimensions, and , in general, special. Figure 4-3: Tiering of Suppliers Standard Questions in a Value Analysis Study Value Analysis – Focus: TOTAL COST Can the item be eliminated? If item not standard, can standard item be used? If item standard, does it completely fit application or misfit? Does item have greater | Part II SALES FORCE ACTIVITIES Chapter 4: Account Relationship Management Account Purchasing Process Figure 4-1: Account Relationship Management Concepts The Buying Center Building Account Relationships Account Relationship Binders Account Relationship Management Concepts Implementation and Evaluation Value Added Role of Sales Force: Figure 4-2: The Typical Purchasing Process Purchase Decision Evaluation of Options Recognition of Needs Help customers recognize a need or problem and to define them in a new or different way. Identify options, provide superior solutions and approaches and help overcome obstacles to acquisition Make the purchasing process convenient, hassle-free and inexpensive. Support the purchase decision by showing customers how to install and use the product, replenish, and evaluate value. Tier Type of Supplier Nature of the Relationship A In Traditional “arms length” relationship, usually established at an individual level over time. Standardized, non-strategic, .