From the course: Selling into Industries: Retail and Consumer Products

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Customer relationship management (CRM)

Customer relationship management (CRM)

From the course: Selling into Industries: Retail and Consumer Products

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Customer relationship management (CRM)

- It should be very apparent that you've become a lot more knowledgeable about the retail marketplace since you first began this selling process. You've gathered so much valuable information about the many types of retailers, the competitive landscape, and the marketing activities that can truly impact sell-through of your consumer product. The three critical questions now are, what are you doing with all of this rich data and account information? Where are you storing it? And who has access to it? For many years, these questions plagued organizations because there was no efficient way for sharing information and quite candidly, many departments, including those of us in sales, were reluctant to do it. We guarded information like we owned it and only shared on a need-to-know basis. This was so detrimental to developing new business opportunities and stronger-selling products. The creation of easy-to-use account tracking systems and customer relationship management software, CRMs, is…

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