Marketing has laid down roots from the very begining of mankind. If you see a new product in the market that is pulling its customers to buy the product and is generating huge sales. Then it is obvious that within the next 2 months there will be alternates. Alternates are companies selling a similar product and service. Companies spend huge money launch a brand new product. A brand new product is a product that has no similarities with any products or services available in the market. If it is only two months with in which the company has to meet its mark then the product has to has something that can lure the consumers. Or theres another way, if the sales guy from the company knows how to build relationship with its clients so that the client never leaves the company. In todays scenario building relation with your consumer is essential. Ogilvy has rightly said that “a consumers is not a moron, she is your wife”. You will have to be very patient with your consumers so as to build the perfect relation. According to Philip Kotler, principles of relationship marketing are personal selling and negotiation it is largely transaction-oriented because their purpose is to close a specific sale. In many cases the company wants more than just transactions. Many a times companies also try to explain their customers that they have superior capabilities to cater theri customer’s requirements. Companies try to build a long-term supplier-customer relationship to demnstrate that they can serve in a musch more superior way. In case of business to business buying and selling there are limited suppliers and buyers for a company, thus companies try to build a long term relationships and bonds with each other. Today customers are in large and are spread across continents thus companies prefer those who can sell and deliver to many locations.
Building up relations takes more than just give a call to your customers. To build a strong bond with customers companies take them out to dinners, sponsor freebies and many a times bribe them to get the work done swiftly. Once there relationship bulding program is implemented successfully, the companies now manage their clients as they manage their product and service. Finally when the company has finally made a huge chain of customers and relations it starts judging which of its clients will respond profitably and which of them will not to their relationship management.