The key elements of a successful sales process : case AGCO Power Oy
Weckman, Kaisa (2021)
Weckman, Kaisa
2021
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021112822169
https://urn.fi/URN:NBN:fi:amk-2021112822169
Tiivistelmä
Over the years, business-to-business relationships have changed from purely transactional into cooperative relationships. Also, sales and buying processes have evolved rapidly in the last ten years. Increasing digitalization and use of the internet has made it crucial for a business to have strong visibility on the internet and different social media platforms. All the different channels have become part of the customer experience and whether the business is trying to acquire new customers or retain existing customers, they need to pay more attention to the customer experience.
The objective of this thesis is to study the theory of a successful sales process, customer expectations, and the future of sales. The research was conducted as a case study and the purpose is to map out the case company's current sales process to see how well it aligns with the theory. Also, new and existing customers are interviewed to find out their experiences of the sales process.
The theoretical framework of the successful sales process, meaning of customer experience, and buyer expectations were laid out by using scholarly literature. The primary data for this research was collected by discussing the current sales process at the case company and conducting interviews with new and existing customers.
Trust is one of the most important elements in a sales process and the foundation for a lasting business relationship. When the business environment is getting more and more complex, the ease of doing business has become a distinguishing factor when customers are looking for a supplier. The results indicated that the current sales process case company mainly follows the sales process steps described in the theory part. The interviews revealed that customers are mainly satisfied with the interactions with their current account managers. Customers feel that they are heard and seen as
Although all the planned interviewees could not be reached, the results indicate that the sales process at the case company meets the customer expectations. For future study, it would be interesting to map out customer journeys and review customer experience for all the touchpoints customer goes through at the case company.
The objective of this thesis is to study the theory of a successful sales process, customer expectations, and the future of sales. The research was conducted as a case study and the purpose is to map out the case company's current sales process to see how well it aligns with the theory. Also, new and existing customers are interviewed to find out their experiences of the sales process.
The theoretical framework of the successful sales process, meaning of customer experience, and buyer expectations were laid out by using scholarly literature. The primary data for this research was collected by discussing the current sales process at the case company and conducting interviews with new and existing customers.
Trust is one of the most important elements in a sales process and the foundation for a lasting business relationship. When the business environment is getting more and more complex, the ease of doing business has become a distinguishing factor when customers are looking for a supplier. The results indicated that the current sales process case company mainly follows the sales process steps described in the theory part. The interviews revealed that customers are mainly satisfied with the interactions with their current account managers. Customers feel that they are heard and seen as
Although all the planned interviewees could not be reached, the results indicate that the sales process at the case company meets the customer expectations. For future study, it would be interesting to map out customer journeys and review customer experience for all the touchpoints customer goes through at the case company.