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Servicing the Sale and Building the Partnership

Selling Today. 10 th Edition. CHAPTER. Manning and Reece. 15. Servicing the Sale and Building the Partnership. Six-Step Presentation Plan. Approach (Chapter 10) Presentation (Chapter 11) Demonstration (Chapter 12) Negotiation (Chapter 13) Close (Chapter 14) Servicing the Sale. .

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Servicing the Sale and Building the Partnership

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  1. Selling Today 10th Edition CHAPTER Manning and Reece 15 Servicing the Sale and Building the Partnership

  2. Six-Step Presentation Plan • Approach (Chapter 10) • Presentation (Chapter 11) • Demonstration (Chapter 12) • Negotiation (Chapter 13) • Close (Chapter 14) • Servicing the Sale 

  3. Customer 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

  4. Building Long-term Partnerships with Service • Achieve successive sales via partnering/building the relationship • Respond to increased _______ customer expectations • High cost of customer __________ • Keep current on developments in customer service

  5. Customer Attrition Causes 12 to 15% PRODUCT DISSATISFACTION 50 to 70% POOR SERVICE 10 to15% PRICE

  6. 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

  7. Servicing the Sale 15.2 FIGURE

  8. Follow-Through • On assurances and promises made during sales presentation • Key to customer retention

  9. Common Post-Sale Services • Make credit arrangements • Schedule deliveries • Be present duringdelivery • Monitor installation • Offer training • Provide price change information

  10. Prevent Post-Sale Problems • Perform diligent ____________ • Know shippers and installers • Know credit department • A delicate areafor customers

  11. Follow-up Objectives • Follow-ups have two major objectives: • To express appreciation—which enhances relationship • To determine if customer is ___________ • Poor service and lack of follow-up are common causes of customer attrition

  12. Follow-up Methods • Personal visits • Value reinforcement • Telephone calls • E-mail messages • Letters or cards • Call reports

  13. Expansion Selling • Full-line selling • Cross-selling • Upselling

  14. Full-Line Selling • Suggest related products/services to customer (suggestion selling) • Done correctly, provides value-added service • Guidelines: • Plan during _____________ • First satisfy primary need • Thoughtful, positive ____________ • When appropriate, _____________

  15. Cross-Selling • Selling products not related to those already sold to ___________ customer • Buyers like single-source ____________ • Most effective when salesperson/customer enjoy true ______________

  16. Upselling • 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

  17. Servicing-the-Sale Worksheet 15.3 FIGURE

  18. Partnership Building • Should encompass all key people • Receptionists • Technical personnel • Stock/receiving clerks • Managementpersonnel

  19. Unhappy Customers • Often do not initiate written or verbal complaints • Dissatisfied customers often tell many others about problem

  20. Handling Complaints • Let customers disclose ___________ • Carefully _________ to customer • Complaint may be real or perceived • Do not alibi • Share your view of problem’s cause • Decide on _________ to remedy

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