Adding Value and Follow – UpAdding Value and Follow – Up

Module NineModule Nine

Adding Value Through Follow-UpAdding Value Through Follow-UpAn Expert’s Viewpoint:An Expert’s Viewpoint:

Kelly Osterling, a sales representative for Wallace, Kelly Osterling, a sales representative for Wallace, develops and maintains relationships with her customers develops and maintains relationships with her customers by adding value through follow-up. “I do physical by adding value through follow-up. “I do physical inventories as well as provide usage reports in order to put inventories as well as provide usage reports in order to put the information that these people need to run their the information that these people need to run their business more efficiently at their fingertips.”business more efficiently at their fingertips.”

ActionAction

Adding Value Through Follow-UpAdding Value Through Follow-UpAn Expert’s Viewpoint:An Expert’s Viewpoint:

“ “. . . . It is not uncommon that I know more about the . . . . It is not uncommon that I know more about the customer’s business than the customer . . . the less customer’s business than the customer . . . the less time the customer has to spend managing their print, time the customer has to spend managing their print, the more time they have for their main responsibilities, the more time they have for their main responsibilities, which increases the value of our relationship!”which increases the value of our relationship!”

ResultResult

Relationship EnhancersRelationship Enhancers

+ Focus on Long-TermFocus on Long-Term

+ Deliver more than PromisedDeliver more than Promised

+ Call RegularlyCall Regularly

+ Add ValueAdd Value

+ Keep Communications Lines OpenKeep Communications Lines Open

+ Take Responsibility for ProblemsTake Responsibility for Problems

Relationship DetractorsRelationship Detractors

− Focus on Short-TermFocus on Short-Term

− Over Promise-Under DeliverOver Promise-Under Deliver

− Call SporadicallyCall Sporadically

− Show Up for Another OrderShow Up for Another Order

− Can Never Reach SalespersonCan Never Reach Salesperson

− Lie, Exaggerate, Blame Someone ElseLie, Exaggerate, Blame Someone Else

““We spend too much time and effort We spend too much time and effort learning about our prospects to not learning about our prospects to not follow through and assess satisfaction.”follow through and assess satisfaction.”

— — Darrel Beaty, Ontario SystemsDarrel Beaty, Ontario Systems

Four Sequential ComponentsFour Sequential Componentsof Effective Follow-upof Effective Follow-up

1. Interact1. Interact 2. Connect2. Connect

3. Know3. Know4. Relate4. Relate

Relationship Enhancement ActivitiesRelationship Enhancement Activities

• Providing useful informationProviding useful information• Expediting orders and monitoring installationExpediting orders and monitoring installation• Training customer personnelTraining customer personnel• Correcting billing errorsCorrecting billing errors• Remembering the customer after the saleRemembering the customer after the sale• Resolving complaintsResolving complaints

Providing Useful InformationProviding Useful Information

Continue to develop and enhance the Continue to develop and enhance the relationship after the sale by providing relationship after the sale by providing useful information.useful information.

Personal VisitPersonal Visit

TelephoneTelephone

MailMail

E-mailE-mail

Expediting Orders andExpediting Orders andMonitoring InstallationMonitoring Installation

• Track the orderTrack the order• Keep the customer informedKeep the customer informed• Demonstrate concernDemonstrate concern• Supervise installationSupervise installation• Ensure satisfaction with installationEnsure satisfaction with installation

Training Customer PersonnelTraining Customer Personnel

• Ensure customer has access to Ensure customer has access to appropriate trainingappropriate training

• Serve as a training facilitatorServe as a training facilitator• Ensure satisfaction with trainingEnsure satisfaction with training

Resolving ComplaintsResolving Complaints

• Build the relationship to the point you Build the relationship to the point you customers are comfortable complainingcustomers are comfortable complaining

• Listen carefully and get the whole storyListen carefully and get the whole story

• Ask the customer what s/he would like Ask the customer what s/he would like you to doyou to do

Resolving ComplaintsResolving Complaints

• Gain agreement on a solutionGain agreement on a solution

• Take action; educate the customerTake action; educate the customer

• Follow through on all promises—add Follow through on all promises—add valuevalue

Other Ways to Add ValueOther Ways to Add Value

• Maintain open, two-way communicationMaintain open, two-way communication• Expand collaborative involvementExpand collaborative involvement• Continue to Look for and take advantage Continue to Look for and take advantage

of mutual opportunitiesof mutual opportunities• Provide quality customer serviceProvide quality customer service• Look for ways to exceed expectationsLook for ways to exceed expectations

Customer Expectations & SatisfactionCustomer Expectations & Satisfaction

• Failure to meet expectations results in Failure to meet expectations results in dissatisfactiondissatisfaction

• Meeting expectations results in Meeting expectations results in satisfactionsatisfaction

• Exceeding expectations results in delightExceeding expectations results in delight

Customer Expectations of SalespeopleCustomer Expectations of Salespeople

• Warmth and Warmth and FriendlinessFriendliness

• ReliabilityReliability• Helpfulness/AssistanceHelpfulness/Assistance• Speed or PromptnessSpeed or Promptness• AssuranceAssurance

• Follow-throughFollow-through• EmpathyEmpathy• Resolution of Resolution of

Complaints, Complaints, Mistakes, or DefectsMistakes, or Defects

• TangiblesTangibles

A Sign in a A Sign in a Small-Town Business Reads:Small-Town Business Reads:

““Service is advertised…service is talked Service is advertised…service is talked about…but the only time service really about…but the only time service really counts…is when it is delivered…counts…is when it is delivered…

And And WeWe promise your experience with us promise your experience with us will be outstanding.”will be outstanding.”

Developing Service StrategyDeveloping Service Strategy

• Ensures salespeople understands their business Ensures salespeople understands their business and its missionand its mission

• Helps salespeople understand their customers Helps salespeople understand their customers and their needsand their needs

• Requires the salespeople to take a strategic Requires the salespeople to take a strategic approach to managing their territoryapproach to managing their territory

• Helps the salespeople understand how they Helps the salespeople understand how they provide value to their customers their employersprovide value to their customers their employers