New focus needed to help sales jobs

Companies should concentrate on keeping existing clients happy through better customer relationship management (CRM), according to one institute.

The Chartered Institute of Marketing (CIM) said better CRM can help indentify clients' buying patterns and create more business in the future, which could interest those looking for sales jobs.

Darren Mercieca, business link adviser at the CIM, said: "CRM gives a business a lot of insight into what they have done with customers in the past, for example their buying patterns, and this may provide scope to do more in the future."

He added that businesses are focusing on trying to capture new clients because of pressure to increase turnover when they should be attempting to get more work with existing customers.

The CIM's latest Marketing Trends Survey, which was conducted by Ipsos MORI, revealed that many marketers believe CRM offers the best return on investment and advertising the worst.

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Filed: 11-08-2009