The Marketing Discussion Research Paper

The Marketing Discussion Research Paper

The Marketing Discussion Research Paper

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When might relational partnerships become potentially dangerous for selling companies?

Should companies encourage salespeople to develop relational partnerships with all accounts? Why or why not?

Due Day 7

Post 2 replies to classmates or your faculty member. Be constructive and professional.

RESPONSE 1. In my opinion, to be able to say that a client is satisfied with your service, you must be aware that as a seller you should form a long-term relationship with the client. Therefore, the seller’s effort should be oriented not so much towards an immediate benefit, but towards the consolidation of a relationship with the client based on interaction and trust. I should point out that each business is different and perhaps the tactics used will not serve all businesses in the same way. But I believe that regardless of the type of business, partnerships and relationships should exist. As I mentioned, each type of business will require a different and adaptable strategy to each particularity to build a relationship between the client and the seller based on that added value that achieves that competitive advantage that seeks to satisfy the buyer. Satisfying the buyer’s expectations, without more, should be considered a success, without a doubt, but if we are looking for a long-term relationship that translates into loyalty, the formula is none other than adding value to the client. The great challenge will be to establish the parameters to follow, and it will depend on each situation since not all will be the same with the aim of generalizing this type of behavior in each of the interactions so that, in the end, it ends up being part of the way of acting of the company. Any process involving companies to adapt to increasingly demanding customers requires a constant search for strategies to attract and retain them.

RESPONSE 2. While personal relationships are sometimes necessary for sales relationships, relational partnerships might become potentially dangerous for a selling company when the salesperson becomes too interested in the client’s interests. They could make decisions that will not benefit their organization and cost the organization customers and profits. “In particular, relationship disruptions may create a loss of customer knowledge, diminish interpersonal trust, and increase uncertainty” (Schmitz, Friess, Avi & Habel, 2020). Changes can also affect the partnership, such as if the partner leaves the client’s organization or if one party has to meet goals that are not in alignment with the partnership. Therefore, it is beneficial to build multiple types of relationships within the partnership and to build trust so that it is easiest to have those awkward discussions.

Developing relational partnerships is a part of business strategy. In many instances, it is beneficial to create these partnerships to stay apprised of customer needs and keep updated on industry knowledge and potential competitive activity. For example, as noted in the text, “In Asian countries, the personal relationship is an important precursor to strategic partnerships” (Castleberry & Tanner, 2021, p. 351). Sometimes, it is vital to building your business to have these relationships. Even if there is a disruption in the relationship, it can yield positive results, such as creating new opportunities for needs identification from a fresher perspective from a newer partner, and it helps prevent relationship complacency.

While personal relationships are sometimes necessary for sales relationships, relational partnerships might become potentially dangerous for a selling company when the salesperson becomes too interested in the client’s interests. They could make decisions that will not benefit their organization and cost the organization customers and profits. “In particular, relationship disruptions may create a loss of customer knowledge, diminish interpersonal trust, and increase uncertainty” (Schmitz, Friess, Avi & Habel, 2020). Changes can also affect the partnership, such as if the partner leaves the client’s organization or if one party has to meet goals that are not in alignment with the partnership. Therefore, it is beneficial to build multiple types of relationships within the partnership and to build trust so that it is easiest to have those awkward discussions.

Developing relational partnerships is a part of business strategy. In many instances, it is beneficial to create these partnerships to stay apprised of customer needs and keep updated on industry knowledge and potential competitive activity. For example, as noted in the text, “In Asian countries, the personal relationship is an important precursor to strategic partnerships” (Castleberry & Tanner, 2021, p. 351). Sometimes, it is vital to building your business to have these relationships. Even if there is a disruption in the relationship, it can yield positive results, such as creating new opportunities for needs identification from a fresher perspective from a newer partner, and it helps prevent relationship complacency.

References:

Castleberry, S. B., Tanner, J. F. (2021). Selling: Building partnerships (11th ed.). McGraw-Hill Education.

Schmitz, C., Friess, M., Alavi, S., & Habel, J. (2020). Understanding the Impact of Relationship Disruptions. Journal of Marketing, 84(1), 66–87. https://doi.org/10.1177/0022242919882630

While personal relationships are sometimes necessary for sales relationships, relational partnerships might become potentially dangerous for a selling company when the salesperson becomes too interested in the client’s interests. They could make decisions that will not benefit their organization and cost the organization customers and profits. “In particular, relationship disruptions may create a loss of customer knowledge, diminish interpersonal trust, and increase uncertainty” (Schmitz, Friess, Avi & Habel, 2020). Changes can also affect the partnership, such as if the partner leaves the client’s organization or if one party has to meet goals that are not in alignment with the partnership. Therefore, it is beneficial to build multiple types of relationships within the partnership and to build trust so that it is easiest to have those awkward discussions.

Developing relational partnerships is a part of business strategy. In many instances, it is beneficial to create these partnerships to stay apprised of customer needs and keep updated on industry knowledge and potential competitive activity. For example, as noted in the text, “In Asian countries, the personal relationship is an important precursor to strategic partnerships” (Castleberry & Tanner, 2021, p. 351). Sometimes, it is vital to building your business to have these relationships. Even if there is a disruption in the relationship, it can yield positive results, such as creating new opportunities for needs identification from a fresher perspective from a newer partner, and it helps prevent relationship complacency.

References:

Castleberry, S. B., Tanner, J. F. (2021). Selling: Building partnerships (11th ed.). McGraw-Hill Education.

Schmitz, C., Friess, M., Alavi, S., & Habel, J. (2020). Understanding the Impact of Relationship Disruptions. Journal of Marketing, 84(1), 66–87. https://doi.org/10.1177/0022242919882630.

The Marketing Discussion Research Paper

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