The identification of the needs of the customers helps sales persons in approaching them. Well-built business relationships between the sales person and the customer, provides the customer with an ease to communicate their expectations from the product or services and aid the salesperson in easily capturing the customers’ knowing their requirements (Lamb, Hair, & McDaniel, 2008). Customers enter into a process of purchasing a product on the basis of the purchase situation. A purchase situation refers to the relationship or interaction of the buyer with the business, for instance, it may be a new business and the first time the customer shows his willingness to purchase from a particular business, or it may be a longstanding relationship with the business running for several years. The multi-attribute matrix of buyers is an important tool for the salesperson to understand the requirements of the customer, satisfy their needs and build their relationship stronger in terms of prioritizing the products with attributes which are appreciated or important to the customers like price, quality, quantity and so on (Tanner, Honeycutt, & Erffmeyer, 2009). Customers need a salesperson who has the understanding of their choice and requirements. It helps the customers in getting the right product, at the right price, on the right time with less effort. Such a system of relationships between buyers and sellers help in customer satisfaction and reliance on the seller’s advice. This trust and reliance is basically on the convincing power of the salesperson along with their presentation style for a particular product (Kurtz et. al., 2009 p. 310).
Organizations and salesperson can work hand in hand to build stronger customer-seller relationship. The relationship between customers and the company lies in the goodwill of the brand. The brand name is the recognition factor for the customers for a business. Building a strong brand name, however, is not an easy task. It requires