To effectively influence the customer's buying decisions,a relationship oriented firm should:

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Using selling teams made up of specialists who match their customer's expertise is a relationship-oriented strategy that can help influence the customer's buying decisions. This approach shows that the firm values the customer's unique needs and is committed to understanding and meeting them. It also helps establish trust and rapport, which can lead to increased sales over the long term. Lowering prices, standing by hard-sell philosophies, and turning over leads to the marketing manager may be effective in some contexts, but they are not necessarily relationship-oriented strategies. Having a senior sales management team ready to step in may be useful in certain situations, but it does not necessarily address the need to build strong customer relationships as a means of influencing buying decisions.

To Effectively Influence the Customer's Buying Decisions,a Relationship Oriented Firm