ABSTRACT
Today, the challenges facing sales managers in the global marketplace are how to develop a strategic approach to customer relationship management and provide adequate support that enables the company to build profitable relationships. To make the most of customers, salespeople need to know not only how to attract, but also how to retain, profitable customers by creating opportunities for delivering incremental value. Customer relationship management rests heavily upon the shoulders of salespeople and their ability to embrace customer needs, increase customer satisfaction by identifying what creates value, and delivering that value to each customer.
