Corey Davis 

FM431-702 
Assignment #4 
 
3.) What actions can a sales manager propose, other than lowering the price, to increase value 
for the customer? 
- There are many things that sales managers can propose (other than lowering the price) to 
increase value for customers. Some of which include: Cross-selling & upselling products, 
educating customers about products/service, rewarding loyal customers for their ongoing 
business, inviting customers to trial new products/services, etc.  
- The main theme is creating an experience the customers want to return to 
 
13.) What type of behaviors lead to the demise of business relationships? How can sales 
managers minimize the loss of profitable partners? What role should a sales manager play in 
terms of dealing with dissatisfied partners? Why? 
 
- Behaviors that lead to the demise of business relationships are not being solution-oriented, 
having different values, bad communication, unequal skill sets, one person taking on more 
work or becoming complacent.  
- Sales managers can minimize loss of profitable partners by forming partnership agreements 
that lay out the terms of the partnership and setting clear expectations & guidelines.  
- Sales managers should deal with dissatisfied partners by opening up communication and 
discussing what the issues are and how to best resolve them; or deciding to end the partnership 
entirely.  
 
14.) Some sales firms have attempted to form and maintain relationships with all their 
customers. Is this a wise strategy for a selling firm to pursue? Why and why not?  
 
- No, this is not the wisest strategy for sales firms to pursue. Instead of using up time and 
resources trying to reach out to ALL customers, firms should focus more on targeting their 
most valuable and loyal customers first; and spend less time marketing to people who may 
bring little to no value to your business.