As you know, each time you purchase from Amazon, they actually follow up with an email suggesting alternative products that they think you will like. Companies that have been able to cultivate relationship marketing train their personnel to be very customer-oriented. Personnel are trained to know that their customers are never wrong and must be given the ultimate respect and service. In order to provide a strategy that focuses on continuing to improve customer relations, companies must train, empower and create an environment of teamwork for their employees.
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Employees are empowered when they are treated as part owners of the business through compensation, training and ownership. When employees are well-trained they know what is expected and will take care of customers. The end result is a very happy employee and customer! Customers will keep coming back if they have a positive environment and helpful employees. Lesson Summary The main differences between a sales-oriented company and a marketing-oriented company have to do with their overall view of the marketplace.
A sales-oriented company is very internally focused and looks to sell products that the company is successful at making. A marketing-oriented firm is externally focused on the consumer’s wants and needs. Customer value is the relationship between benefits and the sacrifice needed to obtain those benefits. There are basic rules of providing customer value. The rules are that the company must offer corporate-wide commitment, give the buyers facts about the product or service, avoid unrealistic pricing, earn consumer trust and offer products that perform.
