Marketing Syncra System

Topics: Consultative selling, Customer service, Marketing Pages: 6 (1339 words) Published: December 4, 2014
From the case Syncra Systems we can see that a delivering open and vendor-neutral collaborative application like CPFR can make a big difference in retail industry and supply chains by making them more collaborative and benefit both trading partners. Such as improve the in-stock position, decrease unnecessary storage and handling of products, as well as improve service levels and retail sales. By sharing information, a strong relationship can be built between the retailer and supplier in the process. However, some problems still need to be concerned:

1. How to attract customer more effectively to agree the value of your product? As the sales environment becomes more complex, customers today are more educated and less tolerant of sales jargon. They want suppliers who offer complete product or service packages and ones that develop new ideas year after year. They look to these vendors for help when solving secondary problems directly related to the product or service being purchased. In this case, it seems that Indolare has a lot to consider, such as how much money, time and energy she has to put to change into this new system, and whether it’s flexible enough for her to switch to others products in the future. So it’s crucial to focus interactions with each individual client to understand what they really value. If a company wishing to apply value selling to satisfy their clients’ demands better than their competitors, some elements must be in place: first, we should start by providing a clear understanding of the value by using a value word equation, such as expressed in money, time or other relevant benefits. Second, show it by using a value calculator prior to any purchase decision to convince a prospect of the value of using its products or services. Third, document the value they have created for past clients in terms of cost savings, incremental profit and other important value indicators. By meeting with clients after a suitable period, a supplier’s client team or value experts can examine the actual benefits obtained from the offer delivered. This information should then be used in several ways: improving value assessment models, creating value-driven case examples, enabling client managers to get appropriate credit for the results delivered, and reinforcing the credibility of a proposition’s real value.In today’s world it’s no longer enough to offer products and services claiming better features than the next alternative. To successfully meet clients’ specific and changing demands, companies need to focus their efforts on developing and selling propositions driven by what clients truly value and are ready to pay for.

2. Why those companies still moved even they understood Syncra’s benefits? Customers will continue to focus on price until a supplier demonstrates to them how their "total solution" is much less expensive. By offering a complete package, you increase buying efficiencies and decrease costs. All of which adds up to a higher value perception. When taking the consultative approach, think of ways to provide the customer with a greater return on their investment. Quantify for them, the savings or gains in time, money and/or additional resources. This way you position yourself as a problem solver or consultant and not just another vendor. By doing so, you will create tremendous competitive advantages. So a well-defined consultative sales strategy is to necessary help to align your offer with the customer’s perception of value. It moves the sale away from price. Process should be designed to accomplish three things: First, for the selling organization to position themselves as problem solvers and not as product peddlers. Second, to secure larger and more frequent sales opportunities. And third, to offer high margin products and/or services along with the ones that may be currently viewed as commodities. Typically, the consultative sales process will have three steps. The first is to establish a clear...
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