Question

Assume you are the new Branch Manager of a regional distributor and you would like to ensure your sales force is making the best use of its time with the different customer segments. For those customers that exhibit all of the characteristics of the transactional customer as discussed in the notes (with no possibility to move the customer to a deeper relationship), which of the following approaches would you recommend to your sales force? Group of answer choices By creating value in the first phase of the relationship by helping transactional customers solve complex problems. By spending time researching and identifying growth opportunities for the transactional customer in other, unrelated markets. By spending time creating exceptional customer value during all four phases of the purchasing process. By exerting significant time and effort during the riskiest part of the sales process in hopes that the investment will pay off with a sale. By making the purchase process easy, hassle free and preventing post-sale issues.

Answer 1

By creating value in the first phase of the relationship by helping transactional customers solve complex problems.

Step-by-step explanation:

Transactional customers are this that are focused primarily on the transaction they are engaged in.

They do extensive research on order to get some expertise on a product. Therefore they do not focus on enjoying the sales process. Only the beginning of the process that involves pricing, negotiation, and to discover great products.

To retain such customers it is important to make a good impression at the early stage by creating value in the first phase of the relationship and helping them solve complex problems.

This will satisfy their need for research into a product or service.

They will keep coming back for such assistance.