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15Servicing the Sale and Building the Partnership

MANNING AHEARNE REECE© Pearson Education Limited 2014

Learning Objectives

• Explain how to build long-term partnerships with customer service

• Describe current developments in customer service

• List and describe the major customer service methods that strengthen the partnership

• Explain how to add value with expansion selling

• Explain how to deal effectively with complaints

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• Approach

• Need discovery

• Presentation

• Negotiation

• Close

• Servicing the sale

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Focus on Step 6: Servicing the Sale

• Customers will share positive word-of-mouth

• People buy expectations, not products

• Expectations increase after the sale

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Why Is Servicing the Sale So Important?

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• Poor service (50-70%)

• Product dissatisfaction (12-15%)

• Price considerations (10-15%)

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Causes of Customer Attrition

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B2B Service Behaviors

Diligence

Information Communication

Inducements

Empathy

Sportsmanship

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Key Moments for Customers

Moment of Truth

Moment of Misery

Moment of Magic

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Figure 15.2 Servicing the Sale

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Figure 15.2 The Consultative Sales Presentation Guide

• Make credit arrangements

• Schedule deliveries

• Be present during delivery

• Monitor installation

• Offer training on using and caring for product

• Provide price change information

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Post-Sale Services That Ensure Successive Sales

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• One asset can appreciate over the years. That asset is the well-served customer, who becomes to most significant sustainer of the business, the lifetime customer.

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Tom Peters Advocates for Lifetime Customers

• Personal visit

• Telephone call

• E-mail message

• Letter or card

• Call report

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Follow-Up Methods

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• Full-line selling (suggestion selling)

• Cross-selling

• Upselling

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Forms of Expansion Selling

• Plan for full-line selling during the preapproach step

• Make recommendations after you’ve satisfied customer’s primary need

• Make your suggestions thoughtful and positive

• When appropriate, demonstrate the suggested item or use sales tools to build interest

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Making Recommendations for Full-Line Selling

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Follow-Through

• Set up a secure website or extranet so client can track production and delivery

• Schedule training for persons who will use product

Follow-Up

• Send thank you letter to each member of team

• Be sure training was effective

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Figure 15.3 Servicing-the-Sale Worksheet

• Receptionist

• Technical personnel

• Stock clerks or receiving clerks

• Management personnel

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Who Affects Partnership Building?

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• Give customers every chance to disclose feelings

• Keep in mind that it does not matter whether complaint is real or perceived

• Do not alibi and blame others at company

• Politely share with customer your point of view regarding problem’s cause

• Decide what action must be taken to remedy the problem

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What If Customer Is Unhappy?

• How can service help to build long-term partnerships?

• What five important service behaviors should salespeople display?

• What customer service methods strengthen partnerships?

• How can expansion selling add value?

• How can salespeople deal with complaints?

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