Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-1 CHAPTER 15 Servicing the Sale and Building the Partnership

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-2 Learning Objectives Explain how to build long-term partnerships with customer service Describe current developments in customer service List and describe the major customer service methods that strengthen the partnership Explain how to add value with expansion selling Explain how to deal effectively with complaints

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-3 Six-Step Presentation Plan 1.Approach (Chapter 10) 2.Presentation (Chapter 11) 3.Demonstration (Chapter 12) 4.Negotiation (Chapter 13) 5.Close (Chapter 14) 6.Servicing the Sale

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-4 Six-Step Presentation Plan FIGURE 15.1

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-5 Customer Service Encompasses: A variety of activities that take place during and after the implementation of the buying process Three-part process: Follow-through on promises/assurances Follow-up with on-going communication Expansion selling for additional solutions and needs

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-6 Body Glove See the Website Body Glove views customer service as a key element of partnership building.

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-7 Current Developments in Customer Service Important service developments are especially important to business-to- business selling: Diligence Information communication Inducements Bill Gates, author of the Speed of Thought, predicts that in the new economy customer service may become the primary value-added function.

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-8 Sewell’s Customer Service See the Website Carl Sewell, Chairman of Sewell Automotive Companies, has fully embraced the customer- for-life philosophy

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-9 Customer Attrition Causes 50 to 70% POOR SERVICE 12 to 15% PRODUCT DISSATISFACTION 10 to15% PRICE

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Customer Service Developments Empathy marks the difference between highly productive salespeople and those that are average Sportsmanship is a service behavior that marks a salesperson’s ability to tolerate setbacks without negativism Customer-friendly, computer-based systems enhance service

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Servicing the Sale FIGURE 15.2 High performing salespeople use value-added strategies to service the sale and build repeat business and referrals.

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Adding Value with Customer Follow-up On assurances and promises made during sales presentation Key to customer retention

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Adding Value with Customer Follow-up Common Post-Sale Services: Make credit arrangements Schedule deliveries Be present during delivery Monitor installation Offer training Provide price change information

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Creating the Lifetime Customer Tom Peters believes there is one asset that can appreciate over the years. That asset is the well-served customer. See the Website

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Zero Mountain’s Post-Sale Service Zero Mountain partners with its customers and has one of the best value-added web- enabled inventory tracking systems. See the Website

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Prevent Post-Sale Problems Perform diligent follow-up Know shippers and installers Know credit department A delicate area for customers

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Follow-up Objectives Follow-ups have two major objectives: To express appreciation—which enhances relationship To determine if customer is satisfied Poor service and lack of follow-up are common causes of customer attrition

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Follow-up Methods Personal visits Value reinforcement Telephone calls messages Letters or cards Call reports

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Expansion Selling Full-line selling Cross-selling Up-selling Rackham and DeVincentis say that success rests on the critical ability to create value.

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Full-Line Selling Suggest related products/services to customer (suggestion selling) Done correctly, provides value-added service Guidelines: Plan during pre-approach First satisfy primary need Thoughtful, positive suggestions When appropriate, demonstrate

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-22Cross-SellingCross-Selling Selling products not related to those already sold to established customer Buyers like single-source convenience Most effective when salesperson/customer enjoy true partnership

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-23Up-sellingUp-selling Effort to sell better quality product Works best when: Established relationship exists—built on trust Salesperson continuously qualifies prospect Most customers want the right purchase over the least expensive

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Servicing-the-Sale Worksheet FIGURE 15.3

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Partnership Building Should encompass all key people Receptionists Technical personnel Stock/receiving clerks Management personnel

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Partnering with an Unhappy Customer Partnering with an Unhappy Customer Often do not initiate written or verbal complaints Dissatisfied customers often tell many others about problem Use opportunity to strengthen the relationship

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Handling Complaints Let customers disclose feelings Carefully listen to customer 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

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Key Concept Discussion Questions Explain how to build long-term partnerships with customer service Describe current developments in customer service List and describe the major customer service methods that strengthen the partnership

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Key Concept Discussion Questions Explain how to add value with expansion selling Explain how to deal effectively with complaints

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall