Keep Them Loyal Selling LAP 115

Objectives Explain the importance of customer/client loyalty. Explain sales techniques that build customer loyalty.

Explain the importance of customer/client loyalty. Objective Explain the importance of customer/client loyalty.

Imagine having to find new friends every day. What would you do without your friends? You don’t want to have to do that. Businesses don’t want to have to find new customers every day. So they put a lot of effort into building good relationships with customers. Your friends are like a business’s clientele. Building a clientele is like building friendships. It may take time and hard work, but the rewards are great.

Businesses need loyal customers. The ones a company can rely on for significant repeat business The ones that buy regularly or return to shop all the time

Benefits to a Business of Building a Clientele Increased sales volume Reduced selling costs Customer loyalty Word-of-mouth advertising Increased income and profit

Benefits to a Salesperson of Building a Clientele Increased earnings Repeat sales Referrals Personal satisfaction

Costs of Not Building a Clientele Customer turnover will be high. Salespeople will lose the time spent finding customers. Dissatisfied customers will tell others. Business might fail. OUT OF BUSINESS

Explain sales techniques that build customer loyalty. Objective Explain sales techniques that build customer loyalty.

Salespeople find customers by prospecting. Get leads from: The company External sources Personal sources

Selling Activities Salespeople Use to Keep Customers Preparation Presentation Follow-up

Business Policies and Services That Build a Clientele Favorable adjustment and return policies Quality maintenance and repair services Readily available credit Simple warranties and guarantees Clearly written instruction and users’ manuals Retail display, merchandising, and advertising assistance

Personality Traits That Build a Clientele Patience Courtesy Friendliness Sincerity Honesty Trustworthiness

Salespeople Project a Service Attitude by Having complete product knowledge Showing an interest in customers Paying attention to customers Saying thank you Doing favors

Consider your relationships with other people. What are the personality traits that make you like some? What are the personality traits that make you not like others? What personality traits do you have?

Four salespeople are competing for a big furniture contract. Fourth one wants to do the right thing. Three of them are not being entirely ethical. Taking the buyer on an expensive trip Saying a competitor’s products are below standard Exaggerating features and benefits of their products What is the right thing?

MarkED Acknowledgments Original Developers Christopher C. Burke, Lynn Malowney, MarkED Version 1.0 Copyright © 2007 MarkED Resource Center

Digital-based photography sources: DIGITAL VISION LTD. Consumers Obj. A: #342075 Teenagers Today Obj. B: #130271 Photos copyright Digital Vision Ltd., all rights reserved. 833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada T2P 3T5 STOCKBYTE Business People Obj. A: #1831 Photos copyright Stockbyte Killarney Road, Tralee, County Kerry, Ireland

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