This course studies consultative selling philosophies, technologies and strategies, focusing on a consultative selling process. This course is part of the certificate program in professional selling. The principles of Consultative Selling, Integrity Selling and the aid of Customer Relationship Management are explored as a marketing philosophy including the role technology plays in supporting customer relationship management strategies. The popular salesforce productivity tool, salesforce.com, will also be integrated into the course, which aids in the consultative sales process. We also examine the varied approaches in managing the customer lifecycle across online and off-line channels. We examine one-to-one customer journeys in order to promote customer loyalty and better brand reputation. The end result is to turn leads into brand evangelists. We explore the five key steps in customer lifecycle management: approach, acquisition, development, retention and loyalty. Sales Force Automation (SFA), Customer Interaction Centers (CIC), customer self-service, and customer segmentation are also reviewed. Engagement with potential and existing customers is weaved throughout the course looking at one-one-one interactions as well as sales situations in a group setting. As such, membership in the RMU student chapter of Toastmasters is required in order to become comfortable in a public speaking situation.

Prerequisites: MARK2000 and MARK3800 3 Credits