Selling: 2.01 ACQUIRING A FOUNDATIONAL KNOWLEDGE OF SELLING TO UNDERSTAND ITS NATURE AND SCOPE

Warm-up 1. What does a salesperson need to do to be successful in selling? a) Always attempt to sell related merchandise b) Ask management to limit the number of brands c) Describe the disadvantages of competing brands d) Learn the features unique to the brands s/he sells

Objectives

Objective #1 How does customer service facilitate sales relationships?

Customer Service  Servicing the Sale  Important aspect of sales  Customer Service in Selling  A process, rather than a function  A relationship, rather than a department  An attitude, a set of skills, a style of work

Customer Service  What is customer service?  Encompasses all activities and benefits to its customers to create goodwill & customer satisfaction  Should result in enhancing & facilitating the customer's use of the good or service

Customer Service & Competition  Customer Service is where competition begins amongst businesses  Product quality & price can usually be matched  Customer Service is what companies use to separate themselves  Perks offered  Online bill pay  Chat assistance

Customer Service: Shifting Expectations  Customer service means different things to different people  Customers have expectations that are based on ExpectationExpectation Defined Past ExperienceWill compare deals they experienced before at your location or competitors Word of MouthCustomers come because of what they hear. If a deal was offered to someone & they know it exists they will expect similar opportunities AdvertisingIn ads that your company runs; will be expected to be honored. Personal NeedsCustomizing the sales process to meet your customers needs.

Benefits of Customer Service  Providing customer service provides benefits in two ways  Building partnerships with current customers  Loyal customers is what you seek  Retaining customers is much more profitable than trying to acquire new ones  Loyal customers will provide good word of mouth (referrals)  Reach people your sales force cannot  Generate new customers  New business & new accounts increase sales  People trust companies that have reputable customer service

Be able to explain 1. What does customer service in selling mean? 2. How does customer service affect competition among sales organizations? 3. Describe the factors that affect customers’ service expectations. 4. Describe the two main benefits of providing quality customer service.

Objective #2 Identify opportunities to use customer service in facilitating sales relationships

Pre-Sale Customer Service  How can salespeople demonstrate customer service to their customers?  Salespeople add value to a customer’s experience by suggesting additional products or services that will enhance his or her primary purchase  Appropriate, well timed suggestion selling can go a long way toward building a solid relationship  Also known as Upselling 

Pre-Sale Customer Service  Providing ample product information  High-ticket products require more information & involve increased customer questions  Vacations  Houses  Expensive electronic equipment

Pre-Service Customer Service Making only promises you can keep What you tell the customer will happen; should happen

Post-Sale Customer Service  Order Processing  Salesperson is responsible for making sure order is processed correctly  Good idea to know the people that work in processing department  Shipping & Delivery  Many things can go wrong during this process  Salespeople must be available to fix problems promptly

Post-Customer Sales  Installation  If you promise your customer that their product will be installed upon delivery you need to make sure you communicate that  Cable, Internet, television, etc…  Warranty Issues  Warranties can be confusing  Explain warranty to customer so they know all aspects  Maintenance & Repair  Certain products require routine service & specialized repairs over time  Extended warranties for cars, computers, electronics, etc…  Customers know what's available & how to take advantage of them

Post-Customer Sales  Credit/Financing  Problems obtaining credit & financing are a main cause of complaints  Salespeople will sometimes guarantee credit approval when credit managers do not  Customers are promised promotional prices or deals that the financing department may not be aware of  Technical Assistance & Support  Customers have issues at home, work, etc…you need to be able to assist  Online chat, HELP, concerns, etc..  Customer Training  Providing service to your customer about how to use a product  Classes, visits, phone support, etc..  Example: P.O.S. / Student Store Cash Register

Post-Service Customer Service

Post-Service Activities  Be Prompt.  Take care of complaints & concerns right away  People get more concerned with how complaint is handled than they do the actual issue  Have a good attitude  Make your customers feel valuable

Summary 1. How can salespeople provide customer service before the sale closes? 2. How can salespeople provide customer service after the sale closes? 3. Describe the keys to providing quality customer service.