Ch. 17 - Personal Selling and Sales Managemnet

Relationship selling is a multistage process that emphasizes personalization and empathy as key ingredients in identifying prospects and developing long-term, satisfied customers. SheaMoisture understands the value of customer relationship management. They strive to build long-term relationships by developing trust over time. Through its online store, sheamoisture.com, "everyone gets love" and can get the latest news, tips, and offers by subscribing for updates with their email address. SheaMoisture is able to make the most of these updates by implementing advertising and sales promotion as well. 

Building customer relationships is crucial for a business that sells standardized products with low value that are easy to understand and has many customers that are geographically dispersed. SheaMoisture is aware of this and, as mentioned in an earlier post, part of the company's success is its ability to build and retain customer loyalty by living up to its promise and also maintaining customer satisfaction. Some ways in which this is done is by interaction with customers on social media. SheaMoisture is big on responding to feedback and comments on social media platforms like Twitter. 

Other than selling from retailers and online, SheaMoisture has also used pop-up shops and launches in order to sell customer favorites or new products. Here, anyone who attends would be able to speak to representatives of the company in order to learn more about certain products, and the company in general. Interaction amongst customers and the company is important in order to maintain a relationship.