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Internally, every business organization is segmented into different departments and each department has their own functions. Sales and marketing is one of those departments. The sales and marketing department of the company is one of the most important ones as it is a direct reflection of company’s growth and reputation. Sales and marketing are two different functions within an organization that work collaboratively. The marketing department of the company deals with the promotion and publicity of the products being launched by the company hence encourage customers to find interest in their products whereas the sales department focuses on generating revenues by selling their products and services and also bring in more innovative ways to increase their sales and this can be done with the help of Information Technology (IT). It helps find easier and effective ways to publicize company’s products, to strengthen relations with the customers and increase the profits generated by the company. There are certain challenges in the sales and marketing department such as maintaining post sale relationship with the customers. This report investigated the negative impact on company’s growth due to inefficiency of post sales customer relationship and how IT can help improve it.
The most important element for any business is the relationship with its clients. Getting in touch with the customers after the sales in not the same as introducing offers to them pre sale. Attracting customers includes engaging them with important data about our products and services and about the company as well. It's everything about making new substance. By drawing in your clients, promoting gives them a feeling of having a place. Marketing simplifies the procedure of trade of responsibility for and administrations from merchant to the purchaser. Buyers decide the eventual fate of the market (Bhardawaj, n.d.) .Therefore giving the best item to the shopper as indicated by their inclination is the significant errand of advertising. Showcasing the executives helps in production of new clients and maintenance of current clients. Showcasing takes into account the differed and boundless needs of buyers. Showcasing the executives assists with expanding benefit and deals volume (Thoreson, 2019). This is accomplished by development of market and expanding clients. This implies that the growth of the company is highly dependent on its customers.
There are many challenges in the development of a company, especially in the sales and marketing department. In most of the cases, the post sale relationship with the customers is not as good as it was before the deal had happened. So, this research identifies the negative effects on the business caused due to the inefficiency of post sales customer relationship and how can it be improves with the use of Information Technology (IT).
On the off chance that you need your clients to get faithful to your image, one thing is sure: The underlying deal is just the start of the relationship – you have to find a way to hold your clients. Finding new clients is significant for any business, with the exception of the rundown of current clients mustn't be overlooked. Following a deal is the perfect chance to attempt to convince a subsequent buy. As indicated by the BDC, it is multiple times progressively costly to offer to another client contrasted with a bringing customer back. As per the Harvard Business Review, “procuring another client is somewhere in the range of five to multiple times more costly than holding a current one” (Commercient, 2017). So, it's far simpler to offer more items to current clients, which is the reason post-deal correspondence is a need. Here are some demonstrated post-deal correspondence strategies that will help construct more grounded client connections (Kramer, S).
Building client connections is something each organization must do to succeed. All things considered, without client connections, there are no deals; without deals, there is no business. In any case, that doesn't imply that building client connections ought to exclusively be about the exchange. Since it's regularly the administration and aftercare which genuinely has any kind of effect with how individuals feel towards an organization, it's important that client relationship the executives (CRM) is a continuous core interest. Along these lines, how you make your relationship promoting matters. It's not, at this point about client obtaining, it's about client maintenance and what happens encompassing the deal that makes you noteworthy to your market. Also, when the commercial center is so packed, this is the part that really has any kind of effect (Milne, 2019).
The relationship one sets up with their clients is consequently fundamental to guarantee an ideal after-deals administration for your organization (Toutant, 2017). Rivalry in certain regions can some of the time be furious and buyers are accomplishing more examination before buying. The after-deals administrations assume a job in the customer's choice to buy (Kramer, 2016). To prove uniqueness of your business, the post sales relationship management should be effective. The IT and computer technology plays a key role in promoting healthy relationships with the help of various customer relationship management platforms. In recent times, Most of the organizations are dependent on technology to promote their sales and relationships. IT is used in following ways to save and build strong relationships with the customers.
With CRM, one can obtain a solitary perspective on their client, understanding into the estimation of each prospect, and an opportunity to organize assets into the most productive territories. At the point when the person has a bound together perspective on his/her client, you can more likely convey what is normal. Consistency in your correspondence among benefactors gets simpler to convey when you use new innovation. Client relationship and the executives stage gives you the ideal chance to assemble significant data about individuals who have just bought your items, the individuals who are intrigued, and even the ones who are most certainly not. With cautious investigation, you can make precise, point by point client profiles (Ramanaukas, 2016). Hence IT can play a significant role in strengthening the relationships with the customers and in the sales and marketing departments of the company.
This research investigated that the post sale relationship with the customers is key to the increment of sales of the company and its inefficiency can result in the degradation of the revenue generated by the company. It also highlighted the importance of Information Technology in the sales and marketing sector of the company and to what extent it can be used to promote healthy relationships with the customers and increase the sales of our products and services. For an instance, if a new business startup is setup and it barely has customers, let us assume 4 customers. The company should obviously concentrate on attaining more customers by implementing various marketing strategies. At the same time, it should also focus on staying in touch with those 4 old customers and keep them engaged in order to obtain more business deals from them as it is almost 5 times tougher to get new customers. If not focused on post sale relationship, they might even lose the contact with those 4 customers which will affect the company’s growth adversely. But if they maintain good relations with those 4 customers and gain their faithfulness by personalized recommendations with the help of client relationship management platforms, it will help them fetch even more clients through their contacts and establish themselves in this highly competitive environment.
Bhardawaj, A. (n.d.). What is marketing management?. Available at https://www.economicsdiscussion.net/marketing-management/what-is-marketing-management/31788
Commercient. (2017). How to build stronger customer relationships with post-sale communication. Available at https://www.commercient.com/build-stronger-customer-relationships-post-sale-communication/
Kramer, S. (2016). Post-sale:The best time to build customer relationships. Available at https://curatti.com/post-sale-relationships/
Milne, J. (2019). Why building customer relationships is so important. Available at https://www.klipfolio.com/blog/why-building-customer-relationships-is-so-important
Ramanaukas, V. (2016). 3 ways customers can save your customer relationships. Available at https://www.teamgate.com/blog/3-ways-technology-can-save-your-customer-relationships/
Thoreson, K. (2019). Sales and marketing management. Available at https://www.business2community.com/sales-management/sales-and-marketing-management-02209729
Toutant, M. (2017). The importance of having good after-sales service. Available at https://www.adeomarketing.com/news/importance-having-good-after-sales-service-.aspx
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