28 chapter 15-16 student
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Today, December 3rd
•Chapter 15 – Servicing the Sale and a bit of 16•Role Play 2 Debrief
Tuesday, December 10th – 7:00pm•Exam 3 (Chapters 9, 12, 13, 14, 15/16)
REMINDER: Please fill out the student evals
Where we are and where we are goingSection 104 – Tuesdays
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Professional Selling: MKT 3580Chapter 15: Servicing the Sale
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Learning Objectives
Understand the importance of customer service Follow-through and follow-up
Identify the three types of expansion selling Cross-selling, Full-line selling, and Up-selling
How to deal effectively with complaints
Opportunity Management Time, Territory, Records, Stress
Chapter 15:
Chapter 16:
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Customer Service
Anything that enhances customer satisfaction
Takes place before, during, and after the sale
Servicing the sale is a three-part process:
Follow-through on assurances/promises
Follow-up with ongoing communication
Expansion selling
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Why is Servicing the Sale important?
Customers are one firm ‘asset’ that appreciates over time
First sale is just the beginning
Firms want successive sales
Customer advocacy
Customers have ‘Great Expectations’
You made a ‘promise’ that you now must keep
Requires effort from the whole firm
Customer attrition is costly
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Why do customers leave?
50 - 70% 50 - 70% Poor Poor ServiceService
12 - 15% ProductProduct
DissatisfactionDissatisfaction
10 - 15% PricePrice
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Add Value by Following-Through on assurances made during sales presentation
Key to customer retention/successive sales
Common follow-through activities: Make credit arrangements Schedule deliveries
Be present during delivery Monitor installation Offer training on how to use or
display the product
Hold the reservation
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Make sure to Follow-UpFollowing up does 4 things:
1. Shows the customer you appreciate the purchase
2. Enhances the relationship you just established
3. Lets you determine if the customer is satisfied
4. Allows customer to voice concerns to JUST you
Personal visit, telephone call, email, letter
Value reinforcement
Which form is most effective?
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(% of people who value WOM more than advertising)
Power of Word-of-Mouth
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Adding Value Through Expansion Selling Three forms of expansion selling:
1. Full-line selling
2. Cross-selling
3. Upselling
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Full-Line Selling, aka suggestion selling Suggest related products/services to customer
Only AFTER primary need is satisfied
If appropriate, demonstrate the connection
Should be thoughtful, complementary suggestions
Examples in your life?
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Cross-Selling Selling products not directly associated to those
already sold to established customer
Buyers often like single-source convenience
Most effective when salesperson/customer enjoy true partnership
Examples?
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Upselling Effort to sell better-quality products
Describe why it’s in the customer’s best interest to:
“Spend just a little bit more”
Must be a trusted relationship & qualified buyer
Customers want the right purchase over the least expensive
Examples?
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Unhappy Customers Do you want your customer to complain to you?
YES – because then they won’t complain to others!
Complaint are opportunities to strengthen the relationship
Doesn’t matter whether it is real or perceived
Do not alibi
Politely discuss the problem and decide on a remedy
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Preventing Post-Sale Problems:Wisdom of Crowds (or Teams)
Use the ‘collective intelligence’ of the organization The more people involved, the better the solution will be If the team is diverse and everyone thinks for
themselves Errors and blind spots get cancelled out
Firm will maximize information
Takeaway – if there is a post-sale problem, Involve everyone
Shippers, installers, receptionists, credit department, manufacturers, distributers, etc.
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Opportunity ManagementA four-dimensional process involving: Time management Territory management Records management Stress management
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Time Management On average, 60% of time spent on administrative duties and travel
Sound time management can lead to increased sales
Time management Remedies Keep a log and identify “time wasters” Create a “To-Do” list each day Maintain a planning calendar
Don’t use “floaters”
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Territory Management Step 1: Classify Customers
A few customers might provide most of your sales
Step 2: Develop Schedule Map out territory – chunk into smaller zones
Develop a route and specific time frame
Use the 80/20 rule
Spend 80% of time on most productive customers
Spent 20% on prospects and smaller accounts
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Records Management Have you ever gotten behind on bills, insurance, curriculum requirements, etc.?
Some complain about “paperwork” time Accurate and timely records are important Facilitates closing sales & improves customer service Types of reports:
Call reports
Customer/prospect files
Expense reports
TPS reports ?
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Stress Management
Stress refers to two simultaneous events:
1. An external stimulus (a stressor)
2. The physical and emotional responses to that stimulus
Anxiety, fear, muscle tension, surging heart rate Invoke a “fight or flight” response
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Discussion Questions
What can cause stress for a salesperson?
Is stress always a bad thing?
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Proven Stress Relievers1. Take a 10-minute walk.
2. Do some Yoga.
3. Laugh.
4. Unplug.
5. Turn off the Iron Bowl.
6. Listen to classical music.
7. Treat. Yo. Self.
8. Plug in.
9. Chew a piece of gum.
10.Turn off your phone.
11.Eat a banana or potato for potassium.