Chapter 6 Smart Selling and Effective Customer Service Entrepreneurship Chapter 6 Smart Selling and Effective Customer Service
Many Great Entrepreneurs Started as Salespeople Ray Kroc, founded McDonald’s Billy Durant, founded General Motors King C. Gillette, invented safety razor Aristotle Onassis, sold tobacco wholesale before becoming multimillionaire in shipping business
Essence of Selling Is Teaching Teach customers about the benefits of your product or service, don’t just tell them about its features. Listen to customers: Their complaints teach you how to improve your business.
Principles of Selling Make a good personal impression Know your product or service Believe in your product or service Know your field Know your customers Prepare your sales presentation Think positively Keep good records Make no truly “cold” calls Make appointments Treat everyone you sell to like gold
Sales Call A sales call is an appointment with a potential customer to explain/demonstrate your product or service. During the call: Focus on the customer Listen to uncover customer needs Be honest about it if your product or service will not meet those needs
8-Step Sales Call Prepare yourself mentally Greet the customer politely Show the product or service Listen to customer Deal with objections…always acknowledge them Close the sale Follow up Ask for new customer referrals
Sales Call Behaviors of Successful Salespeople 1. Let the customer talk more than you do. You are there to learn about the customer’s needs. 2. Ask the right questions. Be a friend. Your goal is to uncover problems your product/service could solve. 3. Wait to offer products and solutions until later in the call. You cannot offer a solution until you know your customer’s needs and problems.
Analyze Your Sales Calls After each call, ask yourself: Did the customer open up to me? Which of my questions helped the customer describe his/her needs? Was I able to make a good case for my product or service? Did I improve my relationship with my potential customer?
Turn Objections into Advantages Study objections you have received Group into categories and develop objection-proof answers for each Price Performance Follow-up service Competition Support Warranties
Use Technology to Sell Multimedia demonstrations Website Email & blogs Webinars & audio conferences Digital planners & sales software PDAs for order placement & inquiries
The “One Minute Sales Call” Keep it clear & concise Write it down Practice delivering it. The pitch needs to sound natural & unrehearsed. Get constructive feedback Remember – listen to the customer! Don’t just use the pitch!
Customer Service Is Keeping Customers Happy Know your customers by name Deliver products on time Help customer carry product to the car Suggest a less expensive product that might meet the customer’s need Provide a full refund when a customer is dissatisfied Listen politely & with empathy to customer complaints
Positively Outrageous Service* Random & unexpected Out of proportion Involves the customer personally Creates positive word of mouth * T. Scott Gross
Costs of Losing a Customer Loss of current dollars customer was spending with your business Loss of jobs Loss of reputation Loss of future business
Customer Complaints are Valuable Always acknowledge & address complaints and criticism. Complaints are a valuable source of market research! Never overreact to negative remarks from customers. Do not take these personally. Always tell the truth about any negative aspect of your product or service. When you admit a negative, you gain customers’ trust.
Customer Service Is Marketing Your customer service should always reinforce your marketing and competitive advantage. If your competitive advantage is speedy service, make sure your employees move fast. If your competitive advantage is a cozy atmosphere, employees should not rush customers.
Collect Market Research Via Customer Service Include brief market surveys with purchases. Ask selected customers to fill out longer surveys, offering a discount as incentive. Have employees regularly ask customers if they are satisfied with product/service. Keep database of customer contact info, preferences, previous purchases, etc.
Build Long-Term Relationships with Customers Stay in touch via website and email in addition to more traditional ways Offer customers birthday discounts, special shopping days, & other benefits Ask customers to refer you to new customers A successful business is built on repeat customers.