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Adding Value and Follow – Up

Adding Value and Follow – Up. Module Nine. Learning Objectives. Explained how to follow up to assess customer satisfaction. Explain how to harness technology to enhance follow-up and buyer-seller relationships. Discuss how to take action to assure customer satisfaction. Learning Objectives.

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Adding Value and Follow – Up

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  1. Adding Value and Follow – Up Module Nine

  2. Learning Objectives • Explained how to follow up to assess customer satisfaction. • Explain how to harness technology to enhance follow-up and buyer-seller relationships. • Discuss how to take action to assure customer satisfaction.

  3. Learning Objectives • Discuss how to maintain open, two-way communication. • Explain how to resolve complaints and encourage critical encounters. • Discuss how to expand collaborative involvement. • Explain how to add value and enhance mutual opportunities.

  4. Setting the Stage The Three R’s of Selling: Research, Relationships, and Responsiveness • What is the overall product Jim Micklos offers his customers? • For Motivation Excellence, Inc., what is the length of the sales cycle and how many steps do they have in that cycle?

  5. Relationship Enhancers • Focus on Long-Term • Deliver more than Promised • Call Regularly • Add Value • Keep Communications Lines Open • Take Responsibility for Problems

  6. Relationship Detractors • Focus on Short-Term • Over Promise-Under Deliver • Call Sporadically • Show Up for Another Order • Can Never Reach Salesperson • Lie, Exaggerate, Blame Someone Else

  7. “We spend too much time and effort learning about our prospects to not follow through and assess satisfaction.” — Darrel Beaty, Ontario Systems

  8. 2. Connect 1. Interact 4. Relate 3. Know Four Sequential Componentsof Effective Follow-up

  9. 2. Connect 2. Connect 1. Interact 1. Interact 4. Relate 4. Relate 3. Know 3. Know Four Sequential Componentsof Effective Follow-up Apply relevant understanding and insight to create value-added interactions with the buyer. Coordinate and interpret information and develop insight regarding buyer’s changing situation, needs, and expectations. Develop and manage contact with multiple influential individuals in the buying organization. Maximize the number of critical encounters with buyer and encourage effective dialogue and involvement.

  10. Relationship Enhancement Activities • Providing useful information • Expediting orders and monitoring installation • Training customer personnel • Correcting billing errors • Remembering the customer after the sale • Resolving complaints

  11. Personal Visit Telephone Mail E-mail Providing Useful Information Continue to develop and enhance the relationship after the sale by providing useful information.

  12. Expediting Orders andMonitoring Installation • Track the order • Keep the customer informed • Demonstrate concern • Supervise installation • Ensure satisfaction with installation

  13. Training Customer Personnel • Ensure customer has access to appropriate training • Serve as a training facilitator • Ensure satisfaction with training

  14. Resolving Complaints • Build the relationship to the point you customers are comfortable complaining • Listen carefully and get the whole story • Ask the customer what s/he would like you to do

  15. Resolving Complaints • Gain agreement on a solution • Take action; educate the customer • Follow through on all promises—add value

  16. Other Ways to Add Value • Maintain open, two-way communication • Expand collaborative involvement • Continue to Look for and take advantage of mutual opportunities • Provide quality customer service • Look for ways to exceed expectations

  17. Customer Expectations & Satisfaction • Failure to meet expectations results in dissatisfaction • Meeting expectations results in satisfaction • Exceeding expectations results in delight

  18. Warmth and Friendliness Reliability Helpfulness/Assistance Speed or Promptness Assurance Follow-through Empathy Resolution of Complaints, Mistakes, or Defects Tangibles Customer Expectations of Salespeople

  19. A Sign in a Small-Town Business Reads: “Service is advertised…service is talked about…but the only time service really counts…is when it is delivered… And We promise your experience with us will be outstanding.”

  20. Developing Service Strategy • Ensures salespeople understand their business and its mission • Helps salespeople understand their customers and their needs • Requires the salespeople to take a strategic approach to managing their territory • Helps the salespeople understand how they provide value to their customers their employers

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