Summary Sales, CRM and Account Management, ISBN: -x/ 978-0-273-74232-6
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Course
Sales/CRM
Institution
NHL Stenden Hogeschool (NHL)
Book
Customer Relationship Management
A comprehensive summary of the combined box Sales, CRM, Account Management, where two books were required: ISBN: -x/ 978-0-273-74232-6 The entire summary was written in English and the following chapters were discussed: 1,2,3,7,8,9,10,13,14,16,17,19 and 20.
Prepare a sales meeting
- Preparation
- Structure
- Dealing with objections
- Closing
- Assessment of the character of the prospect
CRM is a mix of marketing, sales, promotion and automation. We will focus most on the marketing
part. It’s marketing based on knowledge, knowledge a company gets from database analysis
Account management
Classification of the customers describe the amount of customers and the revenue per type of
customer
- Top customers (key customers) account management (biggest pressure)
- Average customers segment marketing (big pressure)
- Small customers mass marketing
For mass marketing you write a marketing plan
As soon as they get an account manager you make an account plan or a key account plan 4 basic
steps you find in every account plan.
Account management plan (important for the exam)
Central question: What is the optimal marketing mix?
Phase 1: account analysis (basic information, market info, account performance, manufacturer
performance, mutual performance)
Phase 2: account targets (revenue targets, profit targets)
Phase 3: account strategy (product mix, price mix, presentation mix, promotion mix, physical
distribution mix, personal mix)
Phase 4: account monitoring
7 p’s that could be relevant for the account management plan:
1. Positioning (how does the companies fit together?)
2. Performance (market share/ market reach)
3. Product (product will be compared with the complete market)
4. Price (situation of the account compared with the complete market)
5. Presentation (situation of the account compared with the complete market)
6. Promotion (to combine the advertising of the product)
7. Personal (staff performance, offering training/ motivation possibilities
Mutual performance – also your performance, how did we do that how did they do that etc.
Monitoring – we can make prediction, if we want the target we have to sell in the first two months
what you have sold.
10 tips for being a goof account manager
1. Understand the commercial game the account is playing
2. Understand the negotiation strategy the account is using
3. Communicate on the level of product groups
4. Make use of your high levelled knowledge
5. Start off with working out a complete proposition
6. Work based on a plan
7. Make use of a thorough account analysis
8. Be selective in giving/using information
9. Use a clear central defined problem
, Sales, CRM and Account management summary
10. Take care for a good and clear account presentation
Lesson three
Objectives could be of CRM: CRM is about old customers already in the database. Create loyalty,
“new customers”, optimising they can give feedback. If you have chosen to b2b, relate the target
group to the objectives. You can say we want to reach this target group, and we want these
objectives out of them.
Customer intimacy
Operational excellent (cheapest discounters)
Product leadership
Are the main strategies, choose one of the three, you make it specific to your market entry.
Chapter one
Preparing for sales meetings:
Do not plan an agenda for during the meeting, plan what you would like your prospect to give you
during the meeting.
The 6 things they can give:
1. The contract itself, or a pilot for it
2. The knowledge that you should walk away, knowing you cannot win the sale
3. A timeline on which to base the sale
4. A schedule of dates at which you both meet to review progress on work
5. A who’s-who chart of the organization
6. Other help to explore the account (hunting licence)
Find out about the prospects company, what you want are the main themes and issues in the
company. Anticipate what the benefits of what you offer will be to them.
Prepare a thumbnail sketch, this means a one minute verbal description that gives benefits in plain
English.
The three twelves for the first impression:
1. The first 12 words you say, you must ensure that the first words you say are about the
prospect.
2. The first 12 footsteps you take, you need to give them space as you walk into their room
3. The top 12 inches of you appearance, that is where the other person will focus on, they
hardly notice the rest of you.
A good rule of thumb is that a sales person should always dress one level above the prospects terms
of smartness. It is always best to phoned ahead if you are going to be late.
The structure of a typical sales meeting:
- The introduction, the prospect gains a rapport with you, and a belief that you may be able to
help
- The consultation/questioning, the largest part of most sales
- The check questions, there to ensure you have not missed anything
- The selling, when you match the features of what you offer to the buyers need and create a
meeting of minds
- Asking for the business, often called closing.
Introduction
Three things to achieve:
1. You need to get yourself accepted on a personal level
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