Alroy Drawer Runners Essay Example | Topics and Well Written Essays - 2000 words

Alroy Drawer Runners - Essay Example Alroy is a leader in the manufacture of metal drawer runners that are utilized on furnishings, custom cabinetry and any other product requiring efficient and no-slip drawer slides, hence creating a plethora of opportunities for capturing disparate markets and prospects. What makes Alroy products unique is their durability in construction and powder-coated covering that improves anti-corrosion capabilities and longevity over that of competing drawer runner manufacturers worldwide. Alroy Sheet Metal’s customer is Heritage Home Group LLC, a multi-national organization specializing in manufacture, design, distribution and retailing of a variety of home furnishings. Heritage is a very high-end producer and marketer of top quality, premium home products under the respected and well-known brand names such as Thomasville, Lane, Broyhill, Pearson and Drexel Heritage. The customer maintains a very broad group of retail channels that include branded retail stores, collaboration with world-renowned interior design agents, mass merchant retailers, and independent retail stores across the world. The relationship between Alroy salespersons and Heritage Home Group is one that is justified through a consultative selling model. Salespersons, in order to add value to the relationship and engage the customer effectively, ask a variety of strategic questions, utilize active listening skills, and illustrate a legitimate care and concern for their problems and needs. Relationship development involves more interactivity with customers, face-to-face selling practices, in which productive communications between seller and customer are critical to establishing trust and perceptions of competency in the salesperson and the corporate brand.