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CHAPTER15ServicingtheSaleandBuildingthePartnership1LearningObjectivesExplainhowtobuildlong-termpartnershipswithcustomerserviceDescribecurrentdevelopmentsincustomerserviceListanddescribethemajorcustomerservicemethodsthatstrengthenthepartnershipExplainhowtoaddvaluewithexpansionsellingExplainhowtodealeffectivelywithcomplaints2Six-StepPresentationPlanApproach(Chapter10)Presentation(Chapter11)Demonstration(Chapter12)Negotiation(Chapter13)Close(Chapter14)ServicingtheSale
3Six-StepPresentationPlanFIGURE15.14CustomerServiceEncompasses:AvarietyofactivitiesthattakeplaceduringandaftertheimplementationofthebuyingprocessThree-partprocess:Follow-throughonpromises/assurancesFollow-upwithon-goingcommunicationExpansionsellingforadditionalsolutionsandneeds5BodyGloveSeethe
WebsiteBodyGloveviewscustomerserviceasakeyelementofpartnershipbuilding.6CurrentDevelopmentsinCustomerServiceImportantservicedevelopmentsareespeciallyimportanttobusiness-to-businessselling:DiligenceInformationcommunicationInducementsBillGates,authorofBusiness@theSpeedofThought,predictsthatintheneweconomycustomerservicemaybecometheprimaryvalue-addedfunction.7Sewell’sCustomerServiceSeethe
WebsiteCarlSewell,ChairmanofSewellAutomotiveCompanies,hasfullyembracedthecustomer-for-lifephilosophy8CustomerAttritionCauses50to70%POORSERVICE12to15%PRODUCTDISSATISFACTION10to15%PRICE9CustomerServiceDevelopmentsEmpathymarksthedifferencebetweenhighlyproductivesalespeopleandthosethatareaverageSportsmanshipisaservicebehaviorthatmarksasalesperson’sabilitytotoleratesetbackswithoutnegativismCustomer-friendly,computer-basedsystemsenhanceservice10
ServicingtheSale
FIGURE15.2Highperformingsalespeopleusevalue-addedstrategiestoservicethesaleandbuildrepeatbusinessandreferrals.11AddingValuewith
CustomerFollow-upOnassurancesandpromisesmadeduringsalespresentationKeytocustomerretention12
AddingValuewith
CustomerFollow-up
CommonPost-SaleServices:
MakecreditarrangementsScheduledeliveriesBepresentduringdeliveryMonitorinstallationOffertrainingProvidepricechangeinformation13CreatingtheLifetimeCustomerTomPetersbelievesthereisoneassetthatcanappreciateovertheyears.Thatassetisthewell-servedcustomer.Seethe
Website14ZeroMountain’sPost-SaleServiceZeroMountainpartnerswithitscustomersandhasoneofthebestvalue-addedweb-enabledinventorytrackingsystems.Seethe
Website15PreventPost-SaleProblemsPerformdiligentfollow-upKnowshippersandinstallersKnowcreditdepartmentAdelicatearea
forcustomers16Follow-upObjectivesFollow-upshavetwomajorobjectives:Toexpressappreciation—whichenhancesrelationshipTodetermineifcustomerissatisfiedPoorserviceandlackoffollow-uparecommoncausesofcustomerattrition17Follow-upMethodsPersonalvisitsValuereinforcementTelephonecallsE-mailmessagesLettersorcardsCallreports18EasternShoreSeafoodAtEasternShoreSeafood,valueisaddedbygivingcustomerstheopportunitytotalkdirectlytothecustomerservicestaff.Seethe
Website19ExpansionSellingFull-linesellingCross-sellingUp-sellingRackhamandDeVincentissaythatsuccessrestsonthecriticalabilitytocreatevalue.20Full-LineSellingSuggestrelatedproducts/servicestocustomer(suggestionselling)Donecorrectly,providesvalue-addedserviceGuidelines:Planduringpre-approachFirstsatisfyprimaryneedThoughtful,positivesuggestionsWhenappropriate,demonstrate21Cross-SellingSellingproductsnotrelatedtothosealreadysoldtoestablishedcustomerBuyerslikesingle-sourceconvenienceMosteffectivewhensalesperson/customerenjoytruepartnership22Up-sellingEfforttosellbetterqualityproductWorksbestwhen:Establishedrelationshipexists—builtontrustSalespersoncontinuouslyqualifiesprospectMostcustomerswanttherightpurchaseovertheleastexpensive23Servicing-the-SaleWorksheetFIGURE15.324PartnershipBuildingShouldencompassallkeypeopleReceptionistsTechnicalpersonnelStock/receivingclerksManagementpersonnel25
PartneringwithanUnhappyCustomerOftendonotinitiatewrittenorverbalcomplaintsDissatisfiedcustomersoftentellmanyothersaboutproblemUseopportunitytostrengthentherelationship26HandlingComplaintsLetcustomersdisclosefeelingsCarefullylistentocustomerKeepinmindthatitdoesn’tmatterwhetherthecomplaintisrealorperceivedDonotalibiPolitelyshareyourviewofproblem’scauseDecideonactiontoremedy27
KeyConcept
DiscussionQuestions
Explainhowtobuildlong-termpartnershipswithcustomerserviceDescribecurrentdevelopmentsincustomerserviceListanddescribethemajorcustomerservicemethodsthatstrengthenthepartnership28
KeyConcept
DiscussionQuestions
ExplainhowtoaddvaluewithexpansionsellingExplainhowtodealeffectivelywithcomplaints2915-30Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsyst
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