Omnico, Inc Essay

Good Essays
Omnico, Inc

Case 3-5

Marketing Management

Robert Smith

Table of contents I. Statement of the problem II. Summary of the facts III. Analysis IV. Recommendations V. Conclusion

I. Statement of the Problem
Omnico’s customer retention is much lower than industry average. The problem as perceived by long time employee and current sales manager is that his salespeople fail to appreciate the importance of relationship selling. The sales manager’s solution is to have his sales force spend time on the golf course with customers in order to build relationships. Some of the sales people believe this is not the answer to the problem and feel this tactic is out dated and not going to have
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Cultivating closer relationships with clients will be critical to the success of the company. If the current sales force is not keeping pace within the industry with customer retention than identification of the problem and training to improve in this area is going to be key. Understanding of what customers want and what they want from their sales people is also important. Relationship building is about meeting the needs of the customer not only with services and products supplied by the company but also the social interaction provided after the sale. This is the critical time when sales people can identify potential problems and provide solutions to those problems.

“Relationship selling is all about building a friendship or relationship with your prospects and listening to their needs. Once you’ve built that relationship, shown you care, and earned their trust, you are on the road to making them a customer. Knowing their needs and finding out their secret fears can help you find solutions for them that are exactly on-target with their needs and build an even stronger relationship. With a relationship in place, working out details is a breeze. Those details become obstacles if you don’t have the existing relationship.” (How Stuff Works, 2011) IV. Recommendations
Training for the sales force on the effects of not having strong
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