How Does Marketing Sales & Customer Service Work Together?

Sales promotions are one technique to draw customers.

Marketing, sales and customer service all focus on the bottom line. Once a potential customer learns about a company's products and services through marketing, the sales team moves in to close the sale. Customer service representatives are in place to keep customers informed and happy.

An Integrated Plan

Companies use marketing techniques and sales strategies to generate new business and retain existing customers. Techniques like advertising and public relations keep the company name in public eye. Marketing research identifies customer needs and provides input to the company, so it can produce products that meets demand. When the marketing program creates leads to potential customers, the sales team must then persuade the customer to buy the product. To maintain a competitive edge, companies provide responsive customer service after the sale. Customer service representatives address questions and complaints from customers regarding the product. In this way, marketing and customer service work in tandem to retain customer loyalty.

Marketing

A comprehensive marketing plan considers long-term interest in a company's products and services. An effective marketing approach to these ends is branding. To brand products, companies create a brand message that communicates what distinguishes their products from the competition. It may be value, quality, style or any number of other qualities that foster demand in consumers. Logos and designs on printed material help to disseminate this brand message. Other marketing methods include print advertising, public relations events and Internet solutions like social networking and websites.

Sales

Companies can train the sales force in a variety of sales techniques to close a sale after marketing techniques identify and draw customers. For example, relationship-selling techniques help salespeople develop strong ties with consumers. When a salesperson establishes a bond of trust, the customer is more willing to buy from him. This rapport can lead to returned business. The salesperson can establish further credibility by providing reliable information and meeting expectations. Consultative selling techniques involve solving problems for the customer. Through skillful questioning, the salesperson identifies customer needs and provides solutions in order to close the sale.

Customer Service

The next step after the customer buys the product is customer service. Customer service representatives respond to inquiries and complaints by the consumer through written communication or by telephone. As of 2011, some companies even provide online customer service. Excellent customer service can go a long way in keeping the customer that the marketing and sales people worked so hard to sell.

References

• Brand Identity
• Alexander Hancock: Consultative Selling
• Changing Minds: Relationship Selling