Contemporary Selling 2016 Study Guide Exam 2 Dr. Carlos Valdez Integrated Business Program College of Business Administration University of Central Florida

Module 2: The B2C sales process Targeting high potential customers The personal customer acquisition The online customer acquisition Customer service and improving the relationship

Sales process B2C Pre-sale Customer engagement Post-sales Targeting High potential customers Customer engagement The Personal Customer Acquisition The Online Customer Acquisition Post-sales Customer Service and improving the relationship

Targeting high potential customers

Building Customer Loyalty Identifying your best customers Value pyramid, 80/20, Customer lifetime value, RFM Leveraging your best customer Retaining, customer behavior, platinum question Instituting Customer Loyalty Loyalty stages, Action plan (6 steps)

Creating customer value Building value To add value… Knowing your customers NBA Telling your value story

The personal customer acquisition

Lead Generation Fundamentals Set business goals SMART goals, determining leads and future sales, KPI for web, social, search and email Entice customers Key demographics, Content, SEO, keywords Convert prospects in qualified leads Compelling offer, CTA, Landing Page and database

The online customer acquisition

Online Marketing Fundamentals Digital Marketing Strategy SEO, Search, social, Video, Email and Display Paid, owned and earned Shared value experience Business strategy Customer strategy Marketing strategy Website

Customer service and improving the relationship

Customer Service Fundamentals The value of outstanding customer service Customer service vision Building rapport In person, by the phone and email Exceeding expectations Face-to-face, overcoming listening barriers and extra-mile mind-set Solving problems Ownership Measuring your success Performance metrics, perception metrics and outcome metrics

Tools Social Explorer Simply Map Google Adwords Mailchimp Qualtrics

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