Selling: 2.01ACQUIRING A FOUNDATIONAL KNOWLEDGE OF SELLING

TO UNDERSTAND ITS NATURE AND SCOPE

Warm-up

1. What does a salesperson need to do to be successful in selling?

a) Always attempt to sell related merchandise

b) Ask management to limit the number of brands

c) Describe the disadvantages of competing brands

d) Learn the features unique to the brands s/he sells

Objectives

Objective #1

How does customer service

facilitate sales relationships?

Customer Service

Servicing the Sale

Important aspect of sales

Customer Service in Selling

A process, rather than a function

A relationship, rather than a department

An attitude, a set of skills, a style of work

Customer Service

What is customer service? Encompasses all activities and benefits to its customers to create

goodwill & customer satisfaction

Should result in enhancing & facilitating the customer's use of the good or service

Customer Service & Competition

Customer Service is where competition begins amongst businesses

Product quality & price can usually be matched

Customer Service is what companies use to separate themselves

Perks offered

Online bill pay

Chat assistance

Customer Service: Shifting Expectations

Customer service means different things to different people

Customers have expectations that are based on

Expectation Expectation Defined

Past Experience Will compare deals they experienced before at your location or competitors

Word of Mouth Customers come because of what they hear. If a deal was offered to someone & they know it exists they will expect similar opportunities

Advertising In ads that your company runs; will be expected to be honored.

Personal Needs Customizing the sales process to meet your customers needs.

Benefits of Customer Service

Providing customer service provides benefits in two ways

Building partnerships with current customers

Loyal customers is what you seek

Retaining customers is much more profitable than trying to acquire new ones

Loyal customers will provide good word of mouth (referrals)

Reach people your sales force cannot

Generate new customers

New business & new accounts increase sales

People trust companies that have reputable customer service

Be able to explain

1. What does customer service in selling mean?

2. How does customer service affect competition among sales organizations?

3. Describe the factors that affect customers’ service expectations.

4. Describe the two main benefits of providing quality customer service.

Objective #2

Identify opportunities to use customer service

in facilitating sales relationships

Pre-Sale Customer Service

How can salespeople demonstrate customer service to their customers?

Salespeople add value to a customer’s experience by suggesting additional products or services that will enhance his or her primary purchase

Appropriate, well timed suggestion selling can go a long way toward building a solid relationship

Also known as Upselling

http://youtu.be/VbY66HJKR3k

Pre-Sale Customer Service

Providing ample product information

High-ticket products require more information & involve increased customer questions

Vacations

Houses

Expensive electronic equipment

Pre-Service Customer Service

Making only promises you can keepWhat you tell the customer will happen; should happen

Post-Sale Customer Service

Order Processing

Salesperson is responsible for making sure order is processed correctly

Good idea to know the people that work in processing department

Shipping & Delivery

Many things can go wrong during this process

Salespeople must be available to fix problems promptly

Post-Customer Sales

Installation If you promise your customer that their product will be installed upon delivery you need to

make sure you communicate that

Cable, Internet, television, etc…

Warranty Issues Warranties can be confusing

Explain warranty to customer so they know all aspects

Maintenance & Repair Certain products require routine service & specialized repairs over time

Extended warranties for cars, computers, electronics, etc…

Customers know what's available & how to take advantage of them

Post-Customer Sales

Credit/Financing

Problems obtaining credit & financing are a main cause of complaints

Salespeople will sometimes guarantee credit approval when credit managers do not

Customers are promised promotional prices or deals that the financing department may not be aware of

Technical Assistance & Support

Customers have issues at home, work, etc…you need to be able to assist

Online chat, 1-800-555-HELP, Email concerns, etc..

Customer Training

Providing service to your customer about how to use a product

Classes, visits, phone support, etc..

Example: P.O.S. / Student Store Cash Register

Post-Service Customer Service

Post-Service Activities

Be Prompt.

Take care of complaints & concerns right away

People get more concerned with how complaint is handled than they do the actual issue

Have a good attitude

Make your customers feel valuable

Summary

1. How can salespeople provide customer service before the sale closes?

2. How can salespeople provide customer service after the sale closes?

3. Describe the keys to providing quality customer service.