2. Value is Related to Customer Benefits
Utility – the want-satisfying power of a good or service
Types of Utility
Form
Place
Time
Ownership

3. Lifetime Value of a Customer
Lifetime value of a customer – present value of the stream of future profits expected over a customer’s lifetime of purchases
Firing a customer – encouraging a customer to find alternative sources from which to purchase

4. Communicating Value in the Sales Message
Product quality
Channel deliverables (supply chain)
Integrated marketing communications (IMC)
Synergy between sales and marketing

5. Communicating Value in the Sales Message
Execution of marketing mix programs
Quality of the buyer-seller relationship (trust)
Service quality
Salesperson professionalism

6. Synergy Between Sales and Marketing
Seamless organizational processes focused on managing customer relationships strengthen the value proposition
When sales and marketing are not synergistic, the customer is marginalized

7. Execution of Marketing Mix Programs
Product
Place - for distribution, or getting the product into the hands of the customer
Price
Promotion - marketing communications

8. Quality of the Buyer-Seller Relationship
The quality of the buyer-seller relationship is measured by trust
Trust - a belief by one party that the other party will fulfill its obligations
Trust is essential to successful relationship selling
Trust signifies that a salesperson has the customer’s long-term interests at heart