Adding Value and Follow – Up Module Nine. IngramLaForgeAvila Schwepker Jr. Williams Professional...

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Adding Value and Follow – UpAdding Value and Follow – Up

Module Nine

Ingram LaForge Avila

Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach

Module 9 – Adding Value and Follow–Up

Learning ObjectivesLearning Objectives

1. Explained how to follow up to assess customer satisfaction.

2. Explain how to harness technology to enhance follow-up and buyer-seller relationships.

3. Discuss how to take action to assure customer satisfaction.

Learning ObjectivesLearning Objectives

4. Discuss how to maintain open, two-way communication.

5. Explain how to resolve complaints and encourage critical encounters.

6. Discuss how to expand collaborative involvement.

7. Explain how to add value and enhance mutual opportunities.

Setting the StageSetting the Stage

1. What is the overall product Jim Micklos offers his customers?

2. For Motivation Excellence, Inc., what is the length of the sales cycle and how many steps do they have in that cycle?

The Three R’s of Selling: Research, Relationships, and Responsiveness

Relationship EnhancersRelationship Enhancers

+ Focus on Long-Term

+ Deliver more than Promised

+ Call Regularly

+ Add Value

+ Keep Communications Lines Open

+ Take Responsibility for Problems

Relationship DetractorsRelationship 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

“We spend too much time and effort learning about our prospects to not follow through and assess satisfaction.”

— Darrel Beaty, Ontario Systems

Four Sequential Componentsof Effective Follow-up

1. Interact 2. Connect

3. Know4. Relate

Four Sequential Componentsof Effective Follow-up

1. Interact 2. Connect

3. Know4. Relate

1. InteractApply 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.

2. Connect3. Know4. Relate

Relationship Enhancement ActivitiesRelationship Enhancement Activities

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

Providing Useful InformationProviding Useful Information

Continue to develop and enhance the relationship after the sale by providing useful information.

E-mail

Telephone

Personal Visit

Expediting Orders andMonitoring InstallationExpediting Orders andMonitoring Installation

• Track the order• Keep the customer informed• Demonstrate concern• Supervise installation• Ensure satisfaction with installation

Training Customer PersonnelTraining Customer Personnel

• Ensure customer has access to appropriate training

• Serve as a training facilitator• Ensure satisfaction with training

Resolving ComplaintsResolving 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

Resolving ComplaintsResolving Complaints

• Gain agreement on a solution

• Take action; educate the customer

• Follow through on all promises—add value

Other Ways to Add ValueOther 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

Customer Expectations & SatisfactionCustomer Expectations & Satisfaction

• Failure to meet expectations results in dissatisfaction

• Meeting expectations results in satisfaction

• Exceeding expectations results in delight

Customer Expectations of SalespeopleCustomer Expectations of Salespeople

• Warmth and Friendliness

• Reliability• Helpfulness/Assistance• Speed or Promptness• Assurance

• Follow-through• Empathy• Resolution of

Complaints, Mistakes, or Defects

• Tangibles

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.”

Developing Service StrategyDeveloping 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

Adding Value and Follow – Up Module Nine. IngramLaForgeAvila Schwepker Jr. Williams Professional...

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