Today, modern businesses are identifying the benefits of gaining repeat customers through building and maintaining customers with them. Salespeople are becoming goodwill ambassadors for their brands, becoming the face that represents quality, values, and reliability of brands/ companies. In today’s environment, the most effective marketers are those who have the ability to engage with their customers, listen to them, understand their needs, and come up with solutions to satisfy them. As competition becomes steeper and customers become more knowledgeable, it has become essential for companies to retain their customers as this is more cost-efficient than acquiring new ones.  
A critical component of relationship building with customers for retention purposes is the deployment and use of databases and systems for knowledge management. It is critical for the modern salesforce to be conversant with all aspects of using and creating customer databases and the role they play in knowledge creation and transfer. Customer relationship management (CRM) necessitates the sales force to focus on the long term rather than on simply closing the next sale. CRM should thus put emphasis on the creation of win-win situations with customers so as to develop a mutually beneficial relationship.
 

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