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.