Workshop on Relationship Marketing and Management

Program Overview:

In our rapidly changing business environment, the thrust of marketing competition has moved from mass marketing to segmented marketing.  The customization of services and products, plus intense competition within chosen segment has made it imperative that sales professionals and marketing managers be equipped with relationship building capabilities that will help them understand the growing influence of the customer, how to manage and retain them for long lasting business.

For whom:

Brand/Product Managers, Marketing Executives in Banks, Insurance, Hotels, Information Technology Industry, Manufacturing Industry and Account Managers/Executives who wish to acquire a specific training in segmentation, targeting and positioning systems.

Learning objectives:

At the end of the programme, participants will be able to:

 *             ensure a perfect fit of customer needs and relationship management capabilities;

 *             ensure the commitment of customers to your organization;

 *             carry out excellent performance monitoring and management;

*              explain the growing influence of customers and how to manage them (customers);

*              develop approaches to strategic business development and sustenance;

*              develop strategies for maximizing returns in each relationship; and

*              gain high value–added contacts and businesses from new and existing businesses.

Course outline:

Day 1: Relationship Marketing and Management defined

• Definition of relationship marketing
• Key objectives for relationship marketing and management
• Strategic accounts versus other accounts: Goal, Sales Volumes and Revenue Target
• Managing customer profitability and Customer Relationship Management (CRM)
• Acquisition costs and life time value (LTV)
• Relationship Strategy: Measuring customers service/satisfaction

Day 2:    Motivating customer and managing their attitudes

• The Key Responsibilities of the Relationship Manager
• Customer Retention Management
• Customization of services and goods
• Listening to the voice of the customer
• Understanding the goals of CRM: The value of loyalty
• Managing Difficult Customer
• Managing a long prospecting cycle

Day 3: Using Personal Selling Techniques to Manage

Business Relationships

• Personal Selling Techniques:
  • High-Performance Selling
  • The World-Class Marketer
• Managing Relationship:
  • Short/long term opportunities
  • Key players/priorities/politics
  • Areas of weakness/strength
• Conducting a Relationship Audit:
  • Evaluating the Partnership
  • Account Contacts
  • Level of Trust
  • Sharing of information
  • Knowledge of Lifestyle/Social Contact.
• Case Study: The Poor Relationship Manager.

Training Methodology

Lectures, discussions, exercises, case studies, audio-visual aids will be used to reinforce these teachings/learning methods.