Ch. 17 - Personal Selling and Sales Management

Chanel are exclusive stores that offer high levels of service. Personal selling, which is a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other; is a vital form of promotion that Chanel adopted. Personal selling offers several advantages over other forms of promotion. Chanel primary objective of personal selling is to provide customers with well train knowledge that customers will not be in a doubt or uncertain. Chanel stuffs also provide varied information according to the interests of each prospective customer. This will help customers to choose the right products for them.

Relationship Selling

Relationship selling is a sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships. Chanel practices well on building, maintaining, and enhancing interactions with their customers. Chanel personnel take care of their customer very well. They provide the information that their customers need, and they communicate to their customer and answer the question to their questions. After every purchase, Chanel send the “thank you” letter to their customers through email; then they make their customer a member t of Chanel. They send birthday greeting to their customer through email and birthday card through mail. Chanel also notify their exclusive customers when they have promotion sales.

Customer Relationship Management and Personal Selling

Customer relationship management is the ultimate goal of a new trend in marketing that focuses on understanding customers as individuals instead of as part of a group.

·         Identify Customer Relationships

Chanel has the FAQ service on its website, which is to provide feedback to customers’ question regarding Chanel’s product. This information could be used for learning in the CRM. Learning is an informal process of collecting customer data through customer comments and feedback on product or service performance. Chanel customer services are an example of interaction, which occurs when a customer and a company representation exchange information and develop learning relationships. Chanel customer services always gather the customers’ information at the first, then taking care of their problem. Chanel often use those information that they gather from their customers to design product and service around customers’ desired experiences.

·         Understand Interactions of the Current Customer Base

The interaction between the customer and the organization is foundation on which a CRM system is built because only through effective interactions can organization learn about the expectations of their customers, generate and manage knowledge about them, negotiate mutually satisfying commitments, and build long-term relationships. Chanel gather information from various touch points, which is area of a business where customers have contact with company and data might be gathered. Those touch points are:

ð  Retail store Salespeople- when customer interact with its salespeople, Chanel is able to collect the customers’ name, contact number, address, email, maybe their style, and their approximately age.

ð  Customer Service-when customer call Chanel’s customer service, the representative is able to collect their name, phone number, address, and their opinion.

ð  Web registration- when customers sign up on its website, Chanel is able to collect the users’ names, email addresses, and their locations.

·         Capture Customer Data

In a CRM system, capture customer data is not depend on how much data can be acquired, but rather, focus on the types of data should be obtained and how the data can effectively be used for relationship enhancement. For example, Chanel uses the information that they collected to send customers their booklet of its seasonal newest style.

·         Leverage Customer Information

Data mining identifies the most profitable customers and prospects. Chanel do accomplish in doing leverage customer information. In doing this, Chanel will be able to identify its best consumers which is useful for Chanel to maintain and increase their loyal customers.