Directions In the first units of this course we discussed how to generate a client base and making calls that will generate business for your company. In this unit we have discussed ways to maintain those relationships once you have them. Image you are the top marketing executive for a company, what are specific techniques that you would implement to maintain your client base? How would you build lasting partnerships with business clients? In your initial response, clearly articulate your plan of action to accomplish this task. In your follow up responses, give specific feedback on the strengths and weaknesses of your classmate’s plan of action.

Customer Relationships

Retaining lasting relationships sometimes can prove difficult especially when you don’t often meet with them one on one. Hence, you need to implement specific strategies that should help you keep the old customers while also expanding your base. One, listening to your customers and communicating to them that they are heard is one way of maintaining healthy relationships (Datta, Foubert, & Van Heerde, 2015). Sometimes customers drown on while one has so much more to do. But listening to them also helps you improve the quality of your work. The second technique that goes hand in hand with the first is to be genuine with them. The method creates a bond of trust. When you make calls on them in the future, they won’t have a reason not to believe you.

Creating peaks in the customer’s experience also help your customers know that you keep them in your thoughts thus fostering loyalty. A creative way of achieving this strategy is identifying milestones in your relationship and finding a cost-efficient way of appreciating them (Datta, Foubert, & Van Heerde, 2015). Related to the above concept, creating a VIP program for the customers is also efficient in that they feel elevated in the organization and even feel they get the more exclusive offers.

A critical technique is to always be on the same page as the client. Consumer behavior changes drastically and consistently. As a salesperson, one should learn to keep up with the trends and find a way to sell even with the different preferences. The final technique that one can also use is creating a customer community around the brand. The community page influences the consumers to feel they are heard and in a community of like-minded people.

Reference

Datta, H., Foubert, B., & Van Heerde, H. J. (2015). The challenge of retaining customers acquired with free trials. Journal of Marketing Research, 52(2), 217-234.