Relationship Selling and Marketing: Strategies, Examples, and Analysis

This report provides a comprehensive overview of relationship selling and relationship marketing, contrasting them with transactional selling and partnering approaches. It defines relationship selling as a sales technique emphasizing buyer-seller interaction and building customer relationships, while relationship marketing focuses on long-term customer loyalty. The report highlights the key differences between transaction selling, relationship selling, and partnering, emphasizing the shift from short-term sales to long-term customer needs. It then provides real-life examples of companies like Nestle and Procter & Gamble that effectively utilize relationship selling and marketing strategies, including their customer relationship management practices and online engagement methods. The report concludes by emphasizing the value of relationship-based approaches in today's competitive business environment.

Relationship selling and marketing
Table of Contents
Relationship Selling.........................................................................................................................1
Relationship Marketing...................................................................................................................1

Relationship selling and marketing
Differences between transaction selling, relationship selling and partnering.................................1
Real life example of company.........................................................................................................2
References........................................................................................................................................3
Relationship Selling
Relationship selling is known as the sales technique that emphasizes on the interaction
between the buyer and seller. In this selling, the main focus is on interaction with the customers
and not on giving the details of the product. This is the sales technique in which the seller
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Relationship selling and marketing
focuses on boosting the relations with the individuals instead of considering the traditional sales
technique. Relationship selling is based on various factors such as authenticity and honesty
(Sathish & Nandagopal, 2016).
Relationship Marketing
In relationship marketing, there are different activities are considered by the companies to
boost their profitability and long term relations with the consumers. It is also known as the facet
of the customer relationship management that emphasizes on the loyalty of the customers instead
of short term goals such as customer acquisition. The main aim of relationship marketing is to
maintain strong customer connection with the brand that can assist the companies in boosting the
overall sales among the competitors (Payne & Frow, 2017).
Differences between transaction selling, relationship selling and
partnering
Transaction selling
Relationship selling
Partnering
 Short term solutions.  Long term relations  Long term win - win
relationship
 Focus is not given on
customer needs.
 Focus is more on
customer needs and
wants.
 Focuses on creating
the buying
environment.
 The main emphasis is
on promotion and
selling.
 Emphasis is on
considering the
requirements of the
customers.
 The emphasis is on
creating distance
between seller and
buyer.
Transaction selling is the strategy that emphasizes on short term solutions. The main aim
of the sales person is to sell the product by not considering the needs of the customers. The major
focus is on promotion and selling of the products. But on the other hand, Relationship selling is
all about creating long term relations. The main aim of the sales person is to consider thee
customers’ needs and wants. Partnering is also one of the sales approaches which relate with
long term relationship and it emphasizes on creating the buying environment for the customers.
In this, the focus is on creating the distance between the seller and buyer (Sheth, 2017).
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Relationship selling and marketing
Real life example of company
Nestle is one of the companies that consider relationship selling and marketing. The
company has a separate department for sales and customer development in which the executives
of the company handle the customer relationships. The executive of the company focuses on the
strategy “Good Food, Good Life” and they also ensure the customers for the healthier future. By
emphasizing on Nutrition, Health and Wellness strategy, the company delivers the sustainable
value for short term as well as for long term (Nestle, 2019).
Nestle also uses relationship selling and marketing by interacting with the customers
through different online sources such as Twitter and Facebook. The queries of the customers are
resolved by using these sources and by considering this the overall satisfaction level of the
customers enhances (Nestle, 2019). Procter and Gamble is also one of the companies that focus
on relationship selling and marketing approach. Therefore, it can be stated that relationship
selling and marketing has given growth to the companies in the highly competitive business
world.
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Relationship selling and marketing
References
Nestle.(2019). Sales & Customer Development. Retrieved from:
https://www.nestle.in/careers/experienced-professionals/sales-and-customer-development
Payne, A., & Frow, P. (2017). Relationship marketing: looking backwards towards the
future. Journal of Services Marketing, 31(1), 11-15.
Sathish, M., & Nandagopal, R. (2016). A Study on Relationship Selling Behaviour and the
Influence of the Brand with reference to Sales Performance. Asian Journal of Research in
Social Sciences and Humanities, 6(8), 1273-1287.
Sheth, J. (2017). Revitalizing relationship marketing. Journal of Services Marketing, 31(1), 6-10.
Zhang, J. Z., Watson Iv, G. F., Palmatier, R. W., & Dant, R. P. (2016). Dynamic relationship
marketing. Journal of Marketing, 80(5), 53-75.
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