Howlin' Ray's Developing a Relationship Strategy ✓ Solved

A. Describe the marketing setting (e.g., retail, wholesale, manufacturing, or service). The company sells fried chicken, so the best marketing setting in this case is a retail market. Here, the goods will be sold directly to the end user. Therefore, in this case, it is all about promoting the consumers’ awareness and interest of the company’s goods.

B. Describe the role of personal selling in this setting. In personal selling, personal or individual touch and communication is present. This is as opposed to interpersonal and mass communication present in sales promotion and advertising. In this case, whereby the product is fried chicken, personal selling will be important, as the salesperson will promote the product through their clean appearance, their good attitude, and specialist product knowledge. Here, the customers may even get a chance to taste the product before buying. Again, salespersons may help develop strong relationships with the customers, hence building long-term revenue from a few loyal and satisfied customers. For instance, by contacting the customers after the purchase, it would appear to the customer that the company offers a high level of care to the customers. In addition, keeping in continual contact with the customers can make them remember to buy from the same company, whenever they wish to order fried chicken.

C. Describe the typical salesperson's training to become a consultant/problem-solving type of salesperson. In consultative selling, a salesperson should continually put emphasis on how the client or the customer can meet his/her business goals if they follow the recommendations and the advice that the salesperson gives. A consultant type of a salesperson must appear to the customer as an unpaid customer’s staff: one who would actually solve almost all of their problems. Therefore, for a salesperson to be viewed as a problem solver, he/she must be trained to always begin their sales process by understanding the business of their prospective customer. They should ask questions about the business in order to have an understanding of how expenses and costs are incurred and as well, how profits are made.

In this case, the salesperson should learn to put himself as a hired executive of the customer who is personally responsible for achieving success in that business, by bringing in the desired profits. After understanding how the business of the customer operates, then the salesperson should package what he/she is selling in financial terms. He/she should demonstrate to the customer that, financially, the benefit of buying your product or service is greater than the cost they are selling at. The financial benefits in this case could be either direct or indirect. Here, the sales personal must explain this benefit using both the “payback period” and the internal rate of return (IRR).

In addition, the salesperson must be trained to: a. View selling as a caring and a helping activity. b. To understand that their customers is the reason they are in work. c. To put their customers first, rather than what they are selling. d. To commit themselves to continuous improvement. e. Always observe ethics values like respect, honesty, excellence, accountability, mutual trust, and reliability. f. Always treat the consumers as human beings, rather than just dollar signs.

Paper For Above Instructions

In the modern competitive business environment, effective relationship strategies are pivotal for success. Howlin’ Ray’s, a popular fried chicken brand, operates within the retail sector, focusing on direct consumer sales. Given the fast-growth nature of the fast-food industry, particularly among younger demographics, establishing a solid relationship strategy can result in increased customer loyalty, higher sales, and positive brand recognition. This paper explores the significance of personal selling, the necessary training for sales staff, and the broader implications of relationship-building in retail marketing.

Marketing Setting

As a retail business selling fried chicken, Howlin’ Ray’s aims to leverage direct-to-consumer marketing approaches to enhance brand familiarity and engage customers effectively. In retail, the interaction between consumers and sellers goes beyond mere transactions—it encompasses creating value, fostering relationships, and enhancing customer experiences. The marketing strategy should encompass promotional events, sampling activities, and social media engagement tailored to reach the brand’s target demographics. Retail marketing for Howlin’ Ray’s should also consider the local competitive landscape, seasonal trends, and changing consumer preferences to adapt marketing messages accordingly (Kotler & Keller, 2016).

The Role of Personal Selling

Personal selling is integral to the retail strategy at Howlin’ Ray’s. It provides a unique opportunity for sales representatives to interact directly with customers, create personal connections, and share their extensive product knowledge. This setup fosters a customer-centric environment, where consumers feel valued and understood. For example, offering samples of fried chicken allows potential customers to taste the product before making a buying decision, leading to increased sales probabilities. Furthermore, effective personal selling involves following up with customers post-purchase, showing them that the brand cares about their experience and satisfaction (Moncrief & Marshall, 2005).

The personal touch in selling not only enhances immediate sales but also cultivates long-term loyalty, leading to repeat business. Additionally, personal relationships can encourage customers to provide feedback, which can be instrumental in improving product offerings and customer service practices. By keeping lines of communication open, Howlin’ Ray’s can encourage ongoing engagement, ensuring customers return for more fried chicken.

Training for Consultative Selling

To implement an effective consultative selling approach, Howlin’ Ray’s must invest in comprehensive training programs for its sales personnel. This training should encompass various aspects vital for the consultative salesperson, including communication skills, product knowledge, and situational awareness. Sales staff must be viewed not merely as vendors but as consultants who contribute to the customer's overall experience. This requires developing a deep understanding of the customer’s needs and preferences—a vital component of effective selling (Rackham, 1988).

The training should emphasize the following principles:

  • Understanding customer needs and business goals

  • Positioning products in relation to customer objectives to demonstrate value

  • Communicating benefits effectively using metrics like payback periods and IRR

  • Fostering a spirit of service and helping

  • Upholding ethical standards

  • Treating customers as individuals, rather than sales targets

When reflecting on these principles, training sessions should combine interactive role-playing scenarios, real-world case studies, and feedback sessions to help sales representatives internalize these concepts.

Conclusion

In conclusion, Howlin’ Ray’s must prioritize relationship-building strategies to sustain its competitive edge in the bustling fried chicken market. Deploying a robust personal selling strategy that emphasizes customer engagement, loyalty, and satisfaction will be crucial in driving growth. Moreover, investing in the training of sales personnel to become empathetic problem-solvers will fortify these efforts, enabling the brand to create meaningful relationships with its customers. As Howlin’ Ray’s advances its marketing and selling strategies, the focus should remain on creating authentic connections that evoke customer trust and brand loyalty.

References

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