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manning sellingtoday 5ce ch15 edit
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Transcript
Chapter 15
Servicing the
Sale and Building the Partnership
© 2010 Education Canada Inc.
15- *
Explain how to build long-term partnerships with customer service
Describe current developments in customer service
List and describe the major customer service methods that strengthen the partnership
Learning Objectives
© 2010 Education Canada Inc.
15- *
Explain how to add value with expansion selling
Explain how to deal effectively with complaints
Learning Objectives (continued)
© 2010 Education Canada Inc.
15- *
Servicing the sale encompasses a variety of activities that take place during and after the implementation stage of the buying process
Customer retention through value-based initiatives can mean the difference between increasing or eroding market share
Building Long-Term Partnerships With Customer Service
© 2010 Education Canada Inc.
15- *
Customer Service – activities that enhance or facilitate the sale and use of a product
Satisfied customers represent an auxiliary sales force
Telling six people if received good service
Telling twelve people if experienced outstanding service
Building Long-Term Partnerships With Customer Service (continued)
© 2010 Education Canada Inc.
15- *
Repeat sales come after demonstrations of added value:
Timely delivery and superior installation
Accurate invoicing
Technical know-how
Social contacts
Taking the customer’s point of view, customer advocacy, is a major factor
Achieving Successive Sales
© 2010 Education Canada Inc.
15- *
“Customers are enormously punishing when companies don’t meet their expectations.”
Nitin Nohria, professor & author
Customers buy expectation of the benefits the salesperson promised, not things
Post-sale expectations can increase
© 2010 Education Canada Inc.
15- *
Responding to Increased Postsale Customer Expectations
Be certain your customer strategy is on target
Focus like a laser beam on follow-through and follow-up activities
Re-examine your product strategy for best fit
© 2010 Education Canada Inc.
15- *
Responding to Increased Postsale Customer Expectations (continued)
High Cost of Customer Attrition
© 2010 Education Canada Inc.
15- *
High Cost of Customer Attrition (continued)
© 2010 Education Canada Inc.
15- *
“In this millennium, customer service will become the primary value-added function.”
Bill Gates, author
Customer service nourishes the partnership
Salespeople are in a unique position to enhance customer satisfaction and trust
Current Developments in Customer Service
© 2010 Education Canada Inc.
15- *
Five important service behaviours:
Diligence
responsiveness and reliability
Information communication
clear and concise
Inducements
personalize the relationship
Empathy
Sportsmanship
Current Developments in Customer Service (continued)
© 2010 Education Canada Inc.
15- *
The skills required after the sale are different from those required prior to the sale
Use a worksheet to preplan
Customer Service Methods
That Strengthen the Partnership
© 2010 Education Canada Inc.
15- *
Make credit arrangements
Schedule deliveries
Be present during deliveries
Monitor installations
Offer training in the use or care of the product
Provide price change information
Prevent postsale problems
Adding Value with
Follow-Through
© 2010 Education Canada Inc.
15- *
Two major objectives:
Express appreciation for the purchase
Enhance the relationship
Determine whether the customer is satisfied with the purchase
Adding Value With Customer Follow-Up
© 2010 Education Canada Inc.
15- *
Five follow-up methods:
Personal visit
Value reinforcement – reinforcing to the customer the value they are getting from the purchase
Telephone
E-mail message
Letter or Card
(continued)
Adding Value With Customer Follow-Up (continued)
© 2010 Education Canada Inc.
15- *
Call Report – is a written summary that provides information on a sales call to people in the organization so that follow-up action can be taken as necessary
Follow-up approach used should be tailored to address the objectives for each individual customer
© 2010 Education Canada Inc.
15- *
Adding Value With Customer Follow-Up (continued)
Expansion Selling – is the process used by salespeople to increase revenue or sales from a customer
Full-line Selling – the process of recommending products or services that are related to the main item being sold
a.k.a. Suggestion Selling
(continued)
Adding Value with
Expansion Selling
© 2010 Education Canada Inc.
15- *
Full-Line Selling Guidelines:
Plan for full-line selling during the preapproach
Make recommendations after you have satisfied the customer’s primary need
Make your suggestions thoughtful and positive
When appropriate, demonstrate the suggested item or use sales tools
© 2010 Education Canada Inc.
15- *
Adding Value with
Expansion Selling (continued)
Cross-Selling – selling products to an established customer that are not directly related to the products the customer already bought
Welcomed by customers due to consolidation of purchases and convenience
Use survey and probing questions
© 2010 Education Canada Inc.
15- *
Adding Value with
Expansion Selling (continued)
Upselling – effort to sell better-quality products
Requires:
Well-established relationship built on trust
Continual qualification of prospect throughout the buying process
Durability, comfort, and operating economy help to justify cost
© 2010 Education Canada Inc.
15- *
Adding Value with
Expansion Selling (continued)
Here is a partial list of people in your company and in the prospect’s company who influence both initial and repeat sales:
Receptionists
Technical personnel
Stock clerks or Receiving clerks
Management personnel
Always look beyond the customer to who might have a vested interest in the sale
Partnership-Building Strategies Encompass All Key People
© 2010 Education Canada Inc.
15- *
View the complaint as an opportunity to strengthen the business relationship:
Give customers the opportunity to disclose their feelings in person
Keep in mind that it does not really matter whether a complaint is real or perceived
Accept responsibility / ownership
(continued)
Partnering with an
Unhappy Customer
© 2010 Education Canada Inc.
15- *
Politely share with the customer your point of view concerning the problem’s cause
Decide what action must be taken to remedy the problem
Value emerges from:
Obtainment of information you may not have received otherwise
Provide unique opportunities to prove commitment to service
Partnering with an
Unhappy Customer (continued)
© 2010 Education Canada Inc.
15- *
When a minor problem services, call the customer personally
Do not delegate
If you need to apologize for a major problem, meet in person
Schedule ASAP
Word of Caution
© 2010 Education Canada Inc.
15 - *
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