0:00:00.640,0:00:05.520

All right. So in today's world

0:00:03.360,0:00:07.120

marketing is not just about making a

0:00:05.520,0:00:09.599

sale and moving on,

0:00:07.120,0:00:10.320

in fact marketing effective marketing is

0:00:09.599,0:00:13.440

all about

0:00:10.320,0:00:15.599

building the relationship. So this isn't

0:00:13.440,0:00:17.840

a key activity or an important activity

0:00:15.599,0:00:20.160

for salespeople to engage in,

0:00:17.840,0:00:22.240

building and maintaining relationships.

0:00:20.160,0:00:23.359

So why are salespeople's relationships

0:00:22.240,0:00:26.240

important?

0:00:23.359,0:00:26.480

Well relationships between salespeople

0:00:26.240,0:00:28.640

and

0:00:26.480,0:00:30.080

intermediaries or what are sometimes

0:00:28.640,0:00:33.040

called middlemen

0:00:30.080,0:00:36.320

in other words distributors, wholesalers,

0:00:33.040,0:00:39.040

retailers, these types of people

0:00:36.320,0:00:40.320

those relationships help those people to

0:00:39.040,0:00:42.640

sell our product,

0:00:40.320,0:00:44.719

in other words if we have a salesperson

0:00:42.640,0:00:45.200

who's got a good relationship with our

0:00:44.719,0:00:48.160

vendor

0:00:45.200,0:00:50.399

or you know our retailer maybe that

0:00:48.160,0:00:53.760

retailer is a little more likely to

0:00:50.399,0:00:55.680

uh suggest or to promote our product.

0:00:53.760,0:00:58.079

So by having that relationship the

0:00:55.680,0:01:00.160

salesperson helps the intermediary to

0:00:58.079,0:01:02.559

sell our product.

0:01:00.160,0:01:03.520

Next it can we can provide technical

0:01:02.559,0:01:04.799

support,

0:01:03.520,0:01:06.960

so if sales people have good

0:01:04.799,0:01:07.600

relationships with the intermediaries or

0:01:06.960,0:01:10.479

with the end

0:01:07.600,0:01:12.320

customer they know that they can call

0:01:10.479,0:01:14.400

the salesperson if they have a question

0:01:12.320,0:01:16.479

or a problem with the product

0:01:14.400,0:01:17.439

and then the sales person can resolve

0:01:16.479,0:01:19.439

that problem

0:01:17.439,0:01:21.759

which will help the customer to have a

0:01:19.439,0:01:23.600

better experience which in the end

0:01:21.759,0:01:25.280

will increase the odds that they'll buy

0:01:23.600,0:01:27.439

from us again.

0:01:25.280,0:01:29.360

Also just having relationships you know

0:01:27.439,0:01:30.720

where a salesperson maybe asks a

0:01:29.360,0:01:33.200

customer or

0:01:30.720,0:01:35.040

a vendor about their family and how

0:01:33.200,0:01:37.439

they're doing and things like that

0:01:35.040,0:01:39.360

having that kind of social relationship

0:01:37.439,0:01:42.399

beyond the business side

0:01:39.360,0:01:44.880

helps to build trust between us

0:01:42.399,0:01:46.000

as a company and and the buyer or the

0:01:44.880,0:01:48.320

vendor

0:01:46.000,0:01:50.000

and that ultimately can increase sales

0:01:48.320,0:01:52.399

as well.

0:01:50.000,0:01:54.000

Lastly, the key thing about building

0:01:52.399,0:01:56.159

these relationships the main

0:01:54.000,0:01:57.840

reason that marketing is so focused on

0:01:56.159,0:02:00.719

relationships today

0:01:57.840,0:02:02.240

is to retain customers, in other words to

0:02:00.719,0:02:05.600

keep customers coming back

0:02:02.240,0:02:07.600

because that obviously increases sales

0:02:05.600,0:02:09.920

if they come back they buy more

0:02:07.600,0:02:11.920

but it's also a lot cheaper if we can

0:02:09.920,0:02:14.560

maintain or keep our customers

0:02:11.920,0:02:16.000

than it is to go out and gain new ones,

0:02:14.560,0:02:16.560

we have to spend a lot more time and

0:02:16.000,0:02:18.480

money on

0:02:16.560,0:02:19.599

new customers than we do on existing

0:02:18.480,0:02:21.200

customers,

0:02:19.599,0:02:22.959

and so that's at the heart of why

0:02:21.200,0:02:24.959

salespeople's relationships

0:02:22.959,0:02:26.080

are so important they increase

0:02:24.959,0:02:28.239

profitability,

0:02:26.080,0:02:30.239

they keep customers coming back, and

0:02:28.239,0:02:34.800

that's good for the salesperson

0:02:30.239,0:02:34.800

as well as the organization.