Professor
Course
Date
Howlin' Ray's Developing a Relationship Strategy
Product name: Fried Chicken
Company: Howlin' Ray's
A. Describe the marketing setting (e.g., retail, wholesale, manufacturing, or service).
The company sells fried chicken, so the best marketing setting in this case is a retail market. Here, the goods will be sold directly to the end user. Therefore, in this case, it is all about promoting the consumers’ awareness and interest of the company’s goods.
B. Describe the role of personal selling in this setting.
In personal selling, personal or individual touch and communication is present. This is as opposed to interpersonal and mass communication present in sales promotion and advertising. In this case, whereby the product is fried chicken, personal selling will be important, as the salesperson will promote the product through their clean appearance, their good attitude and specialist product knowledge. Here, the customers may even get a chance to taste the product, before buying. Again, salespersons may help develop strong relationships with the customers, hence building long-term revenue from a few loyal and satisfied customers. For instance, by contacting the customers after the purchase, it would appear to the customer that the company offers a high level of care to the customers. In addition, keeping in continual contact with the customers can make them remember to buy from the same company, whenever they wish to order fried chicken.
C. Describe the typical salesperson's training to become a consultant/problem-solving type of salesperson.
In consultative selling, a salesperson should continually put emphasis on how the client or the customer can meet his/her business goals if they follow the recommendations and the advice that the salesperson gives. A consultant type of a salesperson must appear to the customer as an unpaid customer’s staff: one who would actually solve almost all of their problems.
Therefore, for a salesperson to be viewed as a problem solver, he/she must be trained to always begin their sales process by understanding the business of their prospective customer. They should ask questions about the business in order to have an understanding of how expenses and costs are incurred and as well, how profits are made. In this case, the salesperson should learn to put himself as an hired executive of the customer who is personally responsible for achieving success in that business, by bringing in the desired profits.
After understanding how the business of the customer operates, then the salesperson should package what he/she is selling in financial terms. He/she should demonstrate to the customer that, financially, the benefit of buying your product or service is greater than the cost they are selling at. The financial benefits in this case could be either direct or indirect. Here, the sales personal must explain this benefit using both the “payback period” and the internal rate of return (IRR).
In addition, the salesperson must be trained to:
a. View selling as a caring and a helping activity.
b. To understand that their customers is the reason they are in work
c. To put their customers first, rather than what they are selling
d. To commit themselves to continuous improvement
e. Always observe ethics values like respect, honesty, excellence, accountability, mutual trust and reliability.
f. Always treat the consumers as human beings, rather than just dollar signs.
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