99THTH EDITION EDITION

CHAPTER 14CHAPTER 14SERVING THE SERVING THE SALE AND SALE AND BUILDING THE BUILDING THE PARTNERSHIPPARTNERSHIP

Manning and Reece

14-2

LEARNING OBJECTIVES Explain how to build long-term partnership with customer service

Describe current developments in customer service

List and describe major service methods that add value to partnership

Explain how to work effectively with customer support personnel

Explain how to deal with complaints

See details Figure 14.1. 14-3

SIX-STEP PRESENTATION PLAN

1. APPROACH

2. PRESENTATION

4. NEGOTIATION

3. DEMONSTRATION

6. SERVICE

5. CLOSE

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CUSTOMER SERVICE DEFINED

”…those activities that enhance or facilitate the purchase and use of the product.”

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BUILDING LONG-TERM PARTNERSHIPS WITH

SERVICE Achieve successive sales via Achieve successive sales via partnering/relationship marketingpartnering/relationship marketing

Respond to increased post-sale Respond to increased post-sale customer expectationscustomer expectations

High cost of customer attritionHigh cost of customer attrition

Keep current on developments in Keep current on developments in customer servicecustomer service

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CUSTOMER SERVICE DEVELOPMENTS

Salespersons spending more time Salespersons spending more time monitoring customer satisfactionmonitoring customer satisfaction

Customer knowledge important to Customer knowledge important to improving customer serviceimproving customer service

Customer-friendly, computer-Customer-friendly, computer-based based systems enhance servicesystems enhance service

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ERICSSON

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CUSTOMER ATTRITION CAUSES

50-70% 50-70% POOR POOR SERVICESERVICE

12-15% PRODUCT DISSATISFACTION

10-15% PRICE

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SERVICING THE SALE

SUGGESTION SUGGESTION SELLING SELLING

FOLLOW FOLLOW THROUGHTHROUGH

FOLLOW UPFOLLOW UP

See samples in text. 14-10

ADDING VALUE WITH SUGGESTION-SELLING

Suggestion/full-line Suggestion/full-line sellingselling--Suggest related items--Suggest related items

--Suggest larger quantity--Suggest larger quantity

--Suggest better quality --Suggest better quality products/services products/services

--Suggestion selling is means --Suggestion selling is means of providing value-addedof providing value-added

See samples in text. 14-11

CROSS-SELLING

Cross-sellingCross-selling--Selling products not related --Selling products not related

to those sold to to those sold to established customerestablished customer

--Need outdoor furniture with --Need outdoor furniture with your new swimming pool?your new swimming pool?

--Most effective when --Most effective when customer has positive customer has positive attitude toward your firmattitude toward your firm

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SERVICE METHODS FOLLOW-THROUGH

Follow-ThroughFollow-Through--Make sure promises made --Make sure promises made

during sale were keptduring sale were kept

--Post-sale follow-through is --Post-sale follow-through is key to customer retentionkey to customer retention

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COMMON POST-SALE SERVICES

MAKE CREDIT ARRANGEMENTSMAKE CREDIT ARRANGEMENTS

SCHEDULE DELIVERIESSCHEDULE DELIVERIES

BE PRESENT DURING DELIVERYBE PRESENT DURING DELIVERY

MONITOR INSTALLATIONMONITOR INSTALLATION

PRODUCT TRAININGPRODUCT TRAINING

PROVIDE PRICE CHANGE ALERTSPROVIDE PRICE CHANGE ALERTS

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PREVENT POST-SALE PROBLEMS

PERFORM DILIGENT FOLLOW-UPPERFORM DILIGENT FOLLOW-UP

KNOW SHIPPERS & INSTALLERSKNOW SHIPPERS & INSTALLERS

KNOW CREDIT DETAILSKNOW CREDIT DETAILS

BUSINESS-LIKE RELATIONSHIPBUSINESS-LIKE RELATIONSHIP

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FOLLOW-UP OBJECTIVES

Follow-ups have twoFollow-ups have two major objectivesmajor objectives

--To express appreciation--To express appreciation

--To enhance and add value --To enhance and add value to relationshipto relationship

--Poor service and lack of --Poor service and lack of follow-up common causes follow-up common causes of losing accountof losing account

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FOLLOW-UP METHODS

Personal visitsPersonal visits

Telephone callsTelephone calls

E-mail messagesE-mail messages

Letters or cardsLetters or cards

Call reportsCall reports

See Figure 14.4 14-17

SERVICING THE SALE SERVICING THE SALE WORKSHEETWORKSHEET

METHOD ACTIONS—SAY/DO

Suggestion Selling “GPS technology enables Suggest purchase of you to track your trucks.” global positioning system

Follow-Through Send customer the GPS Schedule GPS training training schedule

Follow-Up Visit client, talk with staff Check training was who completed training effective

METHOD ACTIONS—SAY/DO

Suggestion Selling “GPS technology enables Suggest purchase of you to track your trucks.” global positioning system

Follow-Through Send customer the GPS Schedule GPS training training schedule

Follow-Up Visit client, talk with staff Check training was who completed training effective

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PARTNERSHIPS ENCOMPASS ALL KEY

PEOPLE

RECEPTIONISTRECEPTIONIST

MANAGEMENTMANAGEMENT

STOCK CLERKSSTOCK CLERKSTECH PERSONSTECH PERSONS

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COMPLAINTS—UNHAPPY CUSTOMERS

Unhappy customers often Unhappy customers often do do

notnot complain via written or complain via written or

verbal verbal messagesmessages

Dissatisfied customers often Dissatisfied customers often

tell tell many others about problemmany others about problem

Last slide Chapter 14. 14-20

HANDLING COMPLAINTS

1. Let customers disclose feelings2. Carefully listen to customer3. Complaint may be real or perceived4. Do not alibi5. Share your view of problem’s cause6. Decide on action to remedy

1. Let customers disclose feelings2. Carefully listen to customer3. Complaint may be real or perceived4. Do not alibi5. Share your view of problem’s cause6. Decide on action to remedy