Entrepreneurship and Small Business Management Chapter 11 Smart Selling and Effective Customer Service
Ch. 11 Performance Objectives • Explain the importance of selling based upon benefits. • Use the principles of selling to make effective sales calls. • Know how to make a successful sales call.
Ch. 11 Performance Objectives(continued) • Analyze and improve your sales calls. • Provide excellent customer service. • Define customer relationship management and understand its value.
Many Successful Entrepreneurs Started as Salespeople • Ray Kroc founded McDonald’s. • Billy Durant founded General Motors. • King Gillette invented the safety razor. • Mary Kay Ash co-founded Mary Kay Cosmetics.
Essence of Selling is Teaching • Teach customers about the benefits of your product or service; don’t just tell them about its features. • Listen to customers; their complaints can teach you how to improve your business.
Principles of Selling • Make a good personal impression. • Know your product or service. • Believe in your product or service. • Know your field. • Know your customers. • Prepare your sales presentation. • Think positively. • Keep good records. • Make no truly “cold” calls. • Make appointments. • Treat everyone you sell to like gold.
The Sales Call A sales call is an appointment with a potential customer to explain/demonstrate your product or service. During the call, make the customer… • …aware of your product or service. • …want to buy that product or service. • …want to buy it from you.
Contacting Sales Prospects • Use technology to assist you, but with careful consideration. • Correspond by electronic mail (e-mail). • Post messages on blogs and newsgroups. • Don’t send spam (unwanted ads). • “Lurk” before participating in newsgroups. • Prequalify your leads to make the best use of your time and prospects’ time.
Eight-Step Sales Call • Prepare yourself mentally. • Greet the customer politely. • Show the product or service. • Listen to the customer. • Deal with objections…always acknowledge and handle them. • Close the sale. • Follow up regularly. • Ask for new customer referrals.
Three Call Behaviors of Successful Salespeople 1.Let the customer talk more than you do. You are there to learn about the customer’s needs. 2.Ask the right questions. Be a friend. Your goal is to uncover problems your product/service could solve. 3.Wait to offer products and solutions until later in the call. You cannot offer a solution until you know your customer’s needs and problems.
Analyze Your Sales Calls • Did the customer open up to me? Why or why not? • Did I do/say anything that turned the customer off? • Which of my questions best helped the customer describe his/her needs? • Was I able to make an honest case for my product or service? • Did I improve my relationship with this person?
Turn Objections into Advantages • Study objections you have received. • Group into categories and develop objection-proof answers for each: • Price • Performance • Follow-up service • Competition • Support • Warranties and assurances
Use Technology to Sell • Multimedia demonstrations • Web site • E-mail, blogs, and newsgroups • Webinars and audio conferences • Digital planners and calendars • Sales and contact management software • Personal digital assistants (PDAs)
The One-Minute Sales Call • Keep the sales pitch clear and concise. • Write it down. • Practice delivering it. The pitch needs to sound natural and unrehearsed. • Get constructive feedback. • Remember: Listen to the customer! Don’t just use the pitch!
Customer Service Is Keeping Customers Happy • Know your customers by name. • Deliver products/services on time. • Help customers carry large or heavy purchases to their cars. • Suggest a less expensive product that might meet the customer’s need. • Listen politely to complaints and provide full refunds to dissatisfied customers. • Provide a toll-free customer-service line.
Positively Outrageous Service* • Random and unexpected • Out of proportion; catches attention • Involves the customer personally • Creates positive word of mouth * T. Scott Gross
Costs of Losing a Customer • Loss of dollars that the customer was spending at your business. • Loss of jobs. • Loss of reputation. • Loss of future business.
Customer Complaints are Valuable • Always acknowledge and address complaints and criticism. Complaints are a valuable source of market research! • Never overreact to negative remarks from customers. Do not take comments personally. • Always tell the truth about any negative aspect of your product or service. When you admit a negative, you gain a customer’s trust.
What Is a CRM System? • Customer relations management—company-wide policies, practices, and processes that a business uses to manage its interactions with customers • Integrates marketing, sales, and customer-service components • Designed to maximize customer satisfaction • Encourages repeat buying and referrals
CRM Supports Market Research Via Customer Service • Include brief market surveys with purchases. • Ask selected customers to fill out longer surveys, offering a discount as an incentive. • Have employees regularly ask customers if they are satisfied with products/services. • Keep a database of customer contact info., preferences, previous purchases, etc.
SBA’s Three Golden Rulesfor CRM • Put the customer first. • Stay close to your customers. • Pay attention to the little details.
SBA’s 5 Rules of Customer Care • Conduct your own survey by talking to customers. • Check employees’ telephone manners. • Give customers prompt and cheerful help. • Make customer service a team effort. • Extend your efforts after hours.