chapter 15 servicing the sale and building the partnership

CH

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15Servicing the

Sale and Building the Partnership

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 15-2

Customer Service

Encompasses:– Variety of activities that take place during and after

the implementation of the buying process– Three-part process:

• Follow-through on assurances/promises• Follow-up with ongoing communication• Expansion selling for additional solutions

and needs


Six-Step Presentation Plan

FIGURE 15.1


Building Long-Term Partnerships with Customer Service

Achieving successive sales Responding to increased post-sale

customer expectations High cost of customer attrition


Current Developments in Customer Service

Diligence Information communication Inducements Empathy Sportsmanship Computer-based systems

Bill Gates, author of Business @ the Speed of Thought, predicts that in the new economy customer service may become the primary value-added function.


Creating the Lifetime Customer

Tom Peters believes there is one asset that can appreciate over the years: the well-served customer.

See the website


Eastern Shore Seafood

At Eastern Shore Seafood, value is added by giving customers the opportunity to talk directly to the customer service staff.

See the website


Servicing the Sale: Value-Added Strategies

FIGURE 15.2High performing salespeople use value-added strategies to service the sale and build repeat business and referrals.


Customer Service Methods that Strengthen the Partnership

Adding value with follow-through Preventing post-sale problems Adding value with customer follow-up


Adding Value with Follow-Through

Common follow-through activities: Make credit arrangements Schedule deliveries

– Be present during delivery– Monitor installation– Offer training– Provide price change

information


Preventing Post-Sale Problems

Perform diligent follow-up

Know shippers and installers

Know credit department– A delicate area

for customers


Adding Value with Follow-Up

Common follow-up Activities: Personal visit

– Value reinforcement

Telephone call Email message Letter or card Customer relationship

management with technology– Confirming immediately– Call report


Adding Value Through Expansion Selling

Three forms of expansion selling:– Full-line selling– Cross-selling– Upselling


Full-Line Selling

Suggest related products/services to customer (suggestion selling)

Done correctly, provides value-added service Guidelines:

– Plan during preapproach– Make recommendations after first satisfying

primary need– Thoughtful, positive suggestions– When appropriate, demonstrate


Cross-Selling

Selling products not directly associated to those already sold to established customer

Additional source of business Buyers like single-source convenience Most effective when salesperson/customer

enjoy true partnership


Upselling

Effort to sell better-quality products Works best when:

– Established relationship built on trust exists– Salesperson continuously qualifies prospect

Most customers want the right purchase over the least expensive


Preplan Your Service Strategy

FIGURE 15.3


Partnership Building

Should encompass all key people– Receptionists– Technical personnel– Stock/receiving clerks– Management personnel


Handling Complaints

Let customers disclose feelings Keep in mind that it doesn’t matter whether

the complaint is real or perceived Do not alibi Politely share your view of problem’s cause Decide on action to remedy


Dealing with Anger

How do I deal with anger?– Ask about the issue and allow the customer to vent– Summarize everything you heard– Solve the problem together

chapter 15 servicing the sale and building the partnership

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