The buyer-seller relationship we most often think of is one in which all the responsibility is loaded on the seller. The seller convinces the customer to buy, then provides support and further marketing to keep the customer loyal. Not every selling relationship works this way, however. When both ends of the sale have a responsibility, things get a little cloudier and more complex — sometimes, too complex for conventional CRM. Consider sales through indirect channels. The relationship doesn’t end when a vendor on-boards a channel partner.
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CRM's Frayed Ends
Posted by: Christopher J. Bucholtz December 6, 2013 05:00 AMThe buyer-seller relationship we most often think of is one in which all the responsibility is loaded on the seller. The seller convinces the customer to buy, then provides support and further marketing to keep the customer loyal. Not every selling relationship works this way, however. When both ends of the sale have a responsibility, things get a little cloudier and more complex — sometimes, too complex for conventional CRM. Consider sales through indirect channels. The relationship doesn’t end when a vendor on-boards a channel partner.