1 / 27

Servicing the Sale and Building the Partnership

Selling Today. 10 th Edition. CHAPTER. Manning and Reece. 15. Servicing the Sale and Building the Partnership. Learning Objectives. Explain how to build long-term partnerships with customer service Describe current developments in customer service

duer
Download Presentation

Servicing the Sale and Building the Partnership

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Selling Today 10th Edition CHAPTER Manning and Reece 15 Servicing the Sale and Building the Partnership

  2. Learning Objectives • 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 add value to the partnership • Explain how to work effectively with customer support personnel • Explain how to deal effectively with complaints

  3. Six-Step Presentation Plan • Approach (Chapter 10) • Presentation (Chapter 11) • Demonstration (Chapter 12) • Negotiation (Chapter 13) • Close (Chapter 14) • Servicing the Sale 

  4. Customer Service • Encompasses all activities that: • Enhance or facilitate the saleand use of one’s productor service • Take place during and afterthe implementation stageof the buying process

  5. Sewell’s Customer Service See for yourself at:sewell.com

  6. Building Long-term Partnerships with Service • Achieve successive sales via partnering/building the relationship • Respond to increased post-sale customer expectations • High cost of customer attrition • Keep current on developments in customer service

  7. Customer Attrition Causes 12 to 15% PRODUCT DISSATISFACTION 50 to 70% POOR SERVICE 10 to15% PRICE

  8. Discussion Questions The text states, “To regain a lost customer can be four to five times more expensive than keeping a current customer satisfied.” • Why is it more difficult to regain a lost customer? • What sort of “costs” make it more expensive to regain a lost customer?

  9. Customer Service Developments • Salespeople must spend more time monitoring customer satisfaction • Customer knowledge is key to improving customer service • Customer-friendly, computer-based systems enhance service

  10. Cisco’s Customer Service See the Website

  11. Servicing the Sale 15.2 FIGURE

  12. Follow-Through • On assurances and promises made during sales presentation • Key to customer retention

  13. Common Post-Sale Services • Make credit arrangements • Schedule deliveries • Be present duringdelivery • Monitor installation • Offer training • Provide price change information

  14. Zero Mountain’s Post-Sale Service

  15. Prevent Post-Sale Problems • Perform diligent follow-up • Know shippers and installers • Know credit department • A delicate areafor customers

  16. Follow-up Objectives • Follow-ups have two major objectives: • To express appreciation—which enhances relationship • To determine if customer is satisfied • Poor service and lack of follow-up are common causes of customer attrition

  17. Follow-up Methods • Personal visits • Value reinforcement • Telephone calls • E-mail messages • Letters or cards • Call reports

  18. Eastern Shore Seafood

  19. Expansion Selling • Full-line selling • Cross-selling • Upselling

  20. Full-Line Selling • Suggest related products/services to customer (suggestion selling) • Done correctly, provides value-added service • Guidelines: • Plan during preapproach • First satisfy primary need • Thoughtful, positive suggestions • When appropriate, demonstrate

  21. Cross-Selling • Selling products not related to those already sold to established customer • Buyers like single-source convenience • Most effective when salesperson/customer enjoy true partnership

  22. Upselling • Effort to sell better quality product • Works best when: • Established relationship exists—built on trust • Salesperson continuously qualifies prospect • Most customers want the right purchase over the least expensive

  23. Servicing-the-Sale Worksheet 15.3 FIGURE

  24. Partnership Building • Should encompass all key people • Receptionists • Technical personnel • Stock/receiving clerks • Managementpersonnel

  25. Unhappy Customers • Often do not initiate written or verbal complaints • Dissatisfied customers often tell many others about problem

  26. Handling Complaints • Let customers disclose feelings • Carefully listen to customer • Complaint may be real or perceived • Do not alibi • Share your view of problem’s cause • Decide on action to remedy

  27. Discussion Questions • An irate customer has just called you and claims that the shipment your company was supposed to deliver is two days late! What would you say/do next? • During this time, you discover that the contract signed by the customer states that the shipment is not due for three more days. What would you say next and how would you say it? Is there anything else you would do?

More Related