Customer service

Marketing Research - How can I make good decisions

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ESSENTIAL QUESTION?HOW CAN I MAKE GOOD DECISIONS?

Customer Service


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(The Big Picture)

Marketing concept4 P’sPromotional MixSelling – satisfying customers by matching

products to their needs and wantsPersonal Selling – any form of direct contact

between a salesperson and a customer

Importance of the sales associate

45% of customers say they are likely to spend more if the sales associate is helpful

18% of customers will walkout of a store if they don’t like the attitude of the sales associate

Good Business

Satisfied customers are loyal customers who tell their friends

Steps of Selling

Pre Approach1. Approach the Customer2. needs Determined3. Product Presentation4. Objections Handled5. Close the Sale6. Suggestive selling

Pre Approach

Steps to take before walking on the sales floor


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Customer Decisions – customers make different levels of buying decisions

Routine – no research involved, buy what they always buy – ex. milk, toilet paper

Limited – some research involved, price comparisions, styles offered – ex. clothing, backpacks

Extensive – a lot of research involved – ex. house, car

Rational Motive – conscious, factual reason for making a purchase - use for computers, cars, insurance

Emotional Motive – feelings of social approval, recognition, and prestige as reasons for making a purchase

Pre Approach Knowledgethings to know before trying to sell a

productProduct info: features, benefits, materials,

country of origin, # in stock, sizes available, etc.

Store info: hours open, where merchandise is located, who else is working, etc.

company info: return policies, warranties, website info, who your target market is

industry info: who you competitors are, what is the going price

1. Approach the Customer

Greet customer, Rules-w/in 30 secsEye contact, Smile, not close ended question If busy, let them know you will be with them

in a second for get another associate to help.

2.Needs Determined

Need to determine a customers needs (or wants)so that you can satisfy them

Observe: look for customers looking at certain products or picking up& holding products

fit products to customers by getting to know them

Question: ask open ended questions to get the customer talking

Listen: keep eye contact, give feed back, confirm details, be empathetic

Dead Ended vs. Open Ended

Can I help you? How can I help you?

Do you like red or green? What color do you prefer?

Is that the brand you want? Why do you prefer that brand?

Are you shopping for a gift? For whom are you shopping?

Do you like this option? What features are important to you?

Looking for anything special? What are you looking for?

Do you like cotton? What kind of fabric do you like?

Refer somewhere

If gone store or dept. doesn’t offer the product or service the customer needs

always suggest alternatives that yo Do have 1st

special order it refer to a competitor-call ahead and give

directions tell which aisle or dept. its in, call ahead to

other sales person or escort them

3.Product Presentation(like show and tell)

Tips: show no more than 3, medium price range, use layman’s terms

Feature Benefits

Product attributes or details

Advantage or personal gain you get from each feature

Ex. XM radio in you car Ex. You Can get you favorite stations no matter where you an Traveling

Product Presentation cont.

Display handle: be creative- ask customer to touch fabric or try on coat

Demonstrate: be dramatic pour water on shoes to show water resistance

Sales aids: samples, newspaper articles, drawings, charts, warranty into, Customer testimonials

Product Presentation cont.

Involving the Customer: do anything you can to get customer physically involved test drive, taste, touch, etc.

Involving the Entire group – friends, children, relatives, spouses

Make small talk, provide a comfortable chair, offer a magazine, coloring book or toy


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4. Objections Handled - THANKS

T – thank the customer for bringing the problem to your attention

H – hear the problem, listen carefullyA – apologize for the inconvenience the

customer has experiencedN – need more info, ask questionsK – know a solution, and be prepared to

propose itS – solve the problem, or find someone who

can


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4. Objections handled

Objection – concerns, hesitations, doubts or honest reasons a customer has for not making a purchase

Excuse – insincere reasons for not buying or not seeing a salesperson


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YOU take care of it

1. Do it YOURSELF:- Show features of a warranty- Show how to upload picts- Pick up trash- Check up on orders- Follow up with the manager- Look on a website


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YOU take care of it, cont.

2. SATISFY the customer:completely satisfy themDo WHATEVER make THEM happy (not you

or your boss)Don’t worry about sales/profitDon’t worry about checking with managerCUSTOMER is ALWAYS RIGHT (even when

they are wrong or uninformed)


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3. Be empathetic:- Sympathise with the customer- Even if they ARE wrong- They want you to UNDERSTAND them- They want you to LISTEN to them- They want you to APOLOGIZE for the way

things are – even if you had no control over it and it was someone elses fault

- Have the right attitude – POSITIVE- Show energy and enthusiasm, not laziness


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4. DON’T do nothing:- Ask some one else to handle it- Check with a manager 1st


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5. Close the sale – obtaining positive agreement to buy.

Don’t be afraid to askBuying signals – the things customers do or

say to indicate a readiness to buyVerbal - “Oh, I like that” “That is exactly what

I was looking for” “ How can I pay for this”Non Verbal – holding merchandise & smiling,

taking it off a hanger and draping it over their arm, carrying it around with them


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6. Suggestive Selling

Selling additional goods to the customerEx. Related merchandise, larger quantities,

sales, new itemsMake the suggestions definite, not optionalEx. The manufacturer recommends this to

take care of the product


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Referrals

Getting names and information of other interested customers


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Relationship Building

***This is what its ALL aboutOngoing communication with customers to

prepare for FUTURE satisfying salesSay thank you even if they don’t buyCheck on shipment of itemsCall about delays or specialsSay customer name when paying

(check/credit)Reassure of their choices

Documents

Customer service