Post on 28-Dec-2015
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Servicing the Sale and Building the Partnership
Selling TodaySelling Today10th Edition
CH
AP
TE
R Manning and Reece
15
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Six-Step Presentation PlanSix-Step Presentation Plan
1. Approach (Chapter 10)
2. Presentation (Chapter 11)
3. Demonstration (Chapter 12)
4. Negotiation (Chapter 13)
5. Close (Chapter 14)
6. Servicing the Sale
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Customer ServiceCustomer Service
• Encompasses all activities that:
• Enhance or facilitate the saleand use of one’s productor service
• Take place during and afterthe implementation stageof the buying process
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Building Long-term Partnerships with Service
Building Long-term Partnerships with Service
• Achieve successive sales via partnering/building the relationship
• Respond to increased post-sale customer expectations
• High cost of customer attrition
• Keep current on developments in customer service
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Customer Attrition CausesCustomer Attrition Causes
50 to 70% 50 to 70% POOR POOR SERVICESERVICE
12 to 15% PRODUCT DISSATISFACTION
10 to15% PRICE
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Customer Service Developments
Customer Service Developments
• Salespeople must spend more time monitoring customer satisfaction
• Customer knowledge is key to improving customer service
• Customer-friendly, computer-based systems enhance service
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Follow-ThroughFollow-Through
• On assurances and promises made during sales presentation
• Key to customer retention
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Common Post-Sale ServicesCommon Post-Sale Services
• Make credit arrangements
• Schedule deliveries
• Be present duringdelivery
• Monitor installation
• Offer training
• Provide price change information
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Prevent Post-Sale ProblemsPrevent Post-Sale Problems
• Perform diligent follow-up
• Know shippers and installers
• Know credit department
• A delicate area
for customers
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Follow-up ObjectivesFollow-up Objectives
• Follow-ups have two major objectives:
• To express appreciation—which enhances relationship
• To determine if customer is satisfied
• Poor service and lack of follow-up are common causes of customer attrition
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Follow-up MethodsFollow-up Methods
• Personal visits
• Value reinforcement
• Telephone calls
• E-mail messages
• Letters or cards
• Call reports
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Full-Line SellingFull-Line Selling• Suggest related products/services to customer
(suggestion selling)
• Done correctly, provides value-added service
• Guidelines:
• Plan during preapproach
• First satisfy primary need
• Thoughtful, positive suggestions
• When appropriate, demonstrate
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Cross-SellingCross-Selling
• Selling products not related to those already sold to established customer
• Buyers like single-source convenience
• Most effective when salesperson/customer enjoy true partnership
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UpsellingUpselling
• Effort to sell better quality product
• Works best when:
• Established relationship exists—built on trust
• Salesperson continuously qualifies prospect
• Most customers want the right purchase over the least expensive
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Partnership BuildingPartnership Building
• Should encompass all key people
• Receptionists
• Technical personnel
• Stock/receiving clerks
• Managementpersonnel
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Unhappy CustomersUnhappy Customers
• Often do not initiate written or verbal complaints
• Dissatisfied customers often tell many others about problem