Incremental Growth
In the four defined maturity phases in a product's life cycle the third phase is 'Incremental Growth. The technology becomes accepted by the majority of a potential market. Though it still continues to advance, improvements come in less dramatic steps. Products become 'feature rich' and options become a marketing tool. Those who buy and use these products are familiar with performance issues and can hold informed conversations about them.
| Phase | Description |
|---|---|
| Product | More advanced, new features and options. Increased Complexity |
| Sales skills required | Relationship Builder |
| Customer characteristics | Relationship Customers |
Customer characteristics
In Selling the wheel Relationship customers are the third group of customers to target during the Incremental Growth phase of the Maturity phases in a product's life cycle.
Relationship Customers:
- Want a reliable, accepted product
- Are making a complex purchase and need help with dealing with the complexity but do not need a unique design
- Are knowledgeable about what they want and can articulate their needs
- Examples are middle managers, most of the business to business market. Consumer purchases involving an ongoing bond of trust (banking)
A Relationship Builder is the best sales person for this type of customer.
Sales skills required
In Selling the wheel Attracting a Relationship Builder is one of the different sales strategies a company can deploy. This sales strategy works best in the Incremental Growth phase of the Maturity phases in a product's life cycle.
The Relationship Builder
| Description | ||
|---|---|---|
| !Personality | ||
| Character | Solid Citizin, fun loving, likable. Hardworking. Good marriage, civic minded. Optimistic but also pragmatic. Lifestyle is upscale but not extravagant | |
| Major drives | Likes the entrepreneurial spirit of sales, but needs the security and sense of belonging of an organisation. Prefers sales to management | |
| Important skills | Resolving objections. Closing. Developing good relations. Building repeat business. Have an inner sense that the customer always comes first | |
| !Marketing | ||
| Ideal company to image | Tried and true. Years of experience. Established but up to date. Champion of today's standard | |
| To generate sales leads | Offers a free service. Use social networking to meet new prospects | |
| Qualifying customers | The Wizard looks for prospects. The builder seeks accounts. Your goal is to identify the best customers, the one who are going to give you repeat business. | |
| !Getting the sale | ||
| Sales Presentation | Might take place on the golf course or in a restaurant. Emphasize a superior delivery of the familiar not the new. Show that you offer a better implementation of a standard solution | |
| Typical Objections | Tend to resolve around issues brought up by the customers in-house experts such as "Can you meet our special specifications and delivery requirements?" Price is an issue but not the most important one. | |
| Resolve by | Supporting and working with in house experts. Be an ally not an enemy. Make adjustments to satisfy special needs. | |
| Closing | Be there pronto when the customer needs you. Often a handshake is all that is required to seal the deal | |
| !Service | ||
| Great service means | No hassles. Fast delivery. Prompt exchange or money refund if the customer is dissatisfied. Policies empowering people to work with the customer to bend the rules to make a difference | |
| Key to repeat business | Consistent quality and a low price. Do everything possible not to lose customers once you have them. Keep the buying experience pleasant, easy and problem free. Try to make buying fun. Deliver friendly service |
