Knowing Consumer Behavior
When you start developing a Customer Relationship Management (CRM) initiative is critical to understand how the process of relationship with the client before making any decisions about business processes and CRM technology. A fundamental part of understanding the customer relationship is to understand as a purchase, since the action of purchase is the customer it and from then on need to strengthen relations. We use a selection of situations that arise in today’s customer compartments to illustrate how this can affect a CRM initiative.
As mentioned Ted Levitt, the purpose of any business is creating and keeping customers. Therefore, within the CRM strategy is very important to have a very detailed analysis of how this process of “Creating Customers”. Now, create those customers is not alone, it is necessary to implement processes to achieve sales and gain customers as we know, today we have to go the pace of the buyer. We recommend that before making decisions regarding the implementation of CRM processes, first detailed assessment such as buying behavior of potential customers and existing customers. This aims to validate whether their business processes, the people who run and support tools are right for achieving “synchronize” its processes with the process of buying customers.
Sun-Tzu said, “If you know your enemy and know yourself, you can fight the hundreds of times if no risk, if you know yourself and know your enemy, you win the battles sporadically; if you do not know yourself and know your enemy every time you fight you lose. ” One seller who thinks he can get to impose a sales methodology to a potential customer or existing customer, you are on borrowed time as a salesperson relational. The potential success of a consultative sales approach may be, is completely related to the ability to cross sell its methodology of the process of purchasing your potential customer. It is therefore very important to concentrate efforts on a good understanding of processes such as purchase of your potential clients and structure their sales methodology based on detailed knowledge that you can make about the way your customer buys. Note that not all customers buy the same and their ability to understand and read in detail the characteristics of the customer buying process is what allows you to go several steps ahead of your competition, if they do not do this.
In an effort to better understand how the buying behavior of firms, want to share with our readers a very interesting presentation in which the guidelines are given to buyers of supermarket chains and consumer goods how to develop a process purchase, especially how to negotiate with suppliers. In reviewing the concepts, I think it truly applies to most situations of shopping in the B2B environment.