Customer Strategy

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Customer Strategy

Develop a customer strategy that could be used in the selling process for a product, service, or product solution in a business-to-business (B2B) scenario. You will be selling to an organization rather than an individual customer. Your task in this assessment is to choose a selling strategy that best aligns with the customer’s buying process. The strategy should reflect the various factors that can enhance relationships, such as self-image, success measures, and desire to achieve a win-win situation. This strategy should also mirror the sales professional’s character and professional integrity and promote high ethical standards. When appropriate, the relationship strategy should contribute to a solid, long-term connection.


Choose a product. Decide whether you will explore a
product, service, or product solution. This maybe something you have
sold, plan to sell, or would be interested in selling. You may choose a
product you have discussed in previous assessments or use something

Choose a target organization. Select a single
organization that you would approach regarding the product you have
chosen (for example, Al’s Pet Emporium, Potawatomi Casino, Redwood
Conservation Group).


Begin by identifying the product, service, or product solution that
you would sell, and name the target organization you are focusing on.
Then provide the following:

  1. Analyze the characteristics of a selected organization to drive a
    customer strategy. Review any available profiles or descriptions of the
    organization you have chosen. Reflect on the role(s) of various
    stakeholders involved in the decision.
  2. Analyze the purchasing motives of your target organization,
    according to what you know about this type of organization. What would
    be the rationale for the purchase, and what need would the product
    fulfill? Where possible, build connections between these motives and
    your product.
  3. Analyze potential opportunities for maximizing software tools in
    creating and executing a customer strategy. What customer relationship
    management (CRM) software would you use, and how would you take full
    advantage of what it offers? Provide specific ideas about how this
    technology could be effective. Also, what are some potential
    difficulties that might occur in using this particular CRM?
  4. Develop a sales approach that is likely to succeed with this target
    organization. Keep in mind this should not be the pitch itself but
    instead should describe how you would go about making it. As always,
    support your recommendation with a reference to best professional
    practices such as those you have studied in this course or elsewhere.
    Also, how might you modify the approach if the sale is not going as

(You may complete the requirements of this assessment in any order you wish. You do not need to follow the listed order.)

Additional Requirements

  • Written communication is free of errors that detract from the overall message.
  • APA formatting: Resources and citations are formatted according to current APA style and formatting.
  • Number of resources: Minimum of two resources.
  • Length of paper: 2 to 4 typed, double-spaced pages.
  • Font and font size: Times New Roman, 12 point.

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