CUSTOMER STRATEGY

Develop a customer strategy that could be used in the selling process for a product, service, or product solution in a business-to-business (B2B) scenario. You will be selling to an organization rather than an individual customer. Your task in this assignment is to choose a selling strategy that best aligns with the customer's buying process. The strategy should reflect the various factors that can enhance relationships, such as self-image, success measures, and desire to achieve a win-win situation. This strategy should also mirror the sales professional's character and professional integrity and promote high ethical standards. When appropriate, the relationship strategy should contribute to a solid, long-term connection.

Preparation

Choose a product. Decide whether you will explore a product, service, or product solution. This may be something you have sold, plan to sell, or would be interested in selling. You may choose a product you have discussed in previous assignments or use something different.

Choose a target organization. Select a single organization that you would approach regarding the product you have chosen (for example, Al's Pet Emporium, Potawatomi Casino, Redwood Conservation Group).

Deliverable

Begin by identifying the product, service, or product solution that you would sell, and name the target organization you are focusing on. Then provide the following:

Analyze the characteristics of a selected organization to drive a customer strategy. Review any available profiles or descriptions of the organization you have chosen. Reflect on the role(s) of various stakeholders involved in the decision. Where possible, build connections between these characteristics and your product.

Analyze the purchasing motives of your target organization, according to what you know about this type of organization. What would be the rationale for the purchase, and what need would the product fulfill? Where possible, build connections bwtween these motives and your product.

Analyze potential opportunities for maximizing software tools in creating and executing a customer strategy. What customer relationship management (CRM) software would you use, and how would you take full advantage of what it offers? Provide specific ideas about how this technology could be effective. Also, what are some potential difficulties that might occur in using this particular CRM?

Develop a sales approach that is likely to succeed with this target organization. Keep in mind this should not be the pitch itself but instead should describe how you would go about making it. As always, support your recommendation with a reference to best professional practices such as those you have studied in this course or elsewhere. Also, how might you modify the approach if the sale is not going as planned?

(You may complete the requirements of this assignment in any order you wish. You do not need to follow the listed order.)