Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 14-1

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 14-2 Chapter 14 Service and Follow-up for Customer Retention

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 14-3 Chapter 14 Super Salespeople Discuss Service Relationship Marketing and Customer Retention The Product and Its Service Component Customer Satisfaction and Retention Excellent Customer Service and Satisfaction Require Technology So, How Does Service Increase Your Sales? Turn Follow-up and Service into a Sale Account Penetration Is a Secret to Success

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 14-4 Chapter 14 Service Can Keep Your Customers You Lose a Customer—Keep on Trucking Increasing your Customer’s Sales Returned Goods Make You a Hero Handle Complaints Fairly Build a Professional Reputation Do’s and Don’ts for Business Salespeople

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 14-5 Super Salespeople Discuss Service Rich Port Mike Curto Francis “Buck” Rogers

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 14-6 Relationship Marketing and Customer Retention Transaction selling Relationship selling Partnering

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 14-7 The Product and Its Service Component Customer service Product Price Place Promotion Exchange transaction After the sale Expectations determine service quality

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 14-8 Customer Satisfaction and Retention Customer satisfaction Customer retention

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 14-9 Excellent Customer Service and Satisfaction Require Technology Technology and automation is often required to provide excellent service

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin So, How Does Service Increase Your Sales? New customers Selling more products to present customers Follow-up is extremely important

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Turn Follow-up and Service Into a Sale Convert follow-up and service situations into sales Follow-up and service help satisfy the needs of customers

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Account Penetration is a Secret to Success Account penetration Determined by Total and major-brand sales growth in an account Distribution of the number of products in a product line Level of cooperation obtained Your reputation as the authority on your type of merchandise for the buyer

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Service Can Keep Your Customers Concentrate on improving your account penetration Contact new accounts frequently on a regular schedule Handle customers’ complaints promptly Always do what you say you will do Provide service as you would to royalty Show your appreciation

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin You Lose a Customer—Keep on Trucking To win back a customer Visit and investigate Be professional Don’t be unfriendly Keep calling

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Increasing Your Customer’s Sales Develop a customer benefit program Have present customers buy more of a product than they currently use Have present customers buy the same products to use for different purposes

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Increasing Your Customer’s Sales To increase sales with a customer Develop an account penetration program Examine your distribution Keep merchandise in the warehouse and on the shelf Fight for shelf space and shelf positioning Assist the product’s users Assist reseller’s salespeople Demonstrate your willingness to help Obtain customer support

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Returned Goods Make You a Hero Cheerfully return merchandise following the company’s returned goods policies In your best interest to return faulty merchandise

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Handle Complaints Fairly Customers may be dissatisfied with products for any number of reasons “The customer is always right” Occasionally a dishonest customer may require you and your company not to honor a request Customers should get the benefit of the doubt Take care of your customers

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Build a Professional Reputation Be truthful and follow through on what you tell the customer Maintain an intimate knowledge of your firm, its products, and your industry Speak well of others Keep customer information confidential

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Build a Professional Reputation cont… Never take advantage of a customer by using unfair, high-pressure techniques Be active in community affairs and help better your community Think of yourself as a professional and always act like one Provide service “above and beyond the call of duty”

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Do’s and Don’ts for Business Salespeople Survey of purchasing agents showed that they expect results Purchasing agents want salespeople to act professionally be well trained be prepared for each sales call keep the sales call related to how the salesperson can help the buyer

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Do’s and Don’ts for Business Salespeople cont… Seven deadly sins of business selling B. J. Hughes’ checklists of do’s and don’ts

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Summary of Major Selling Issues Salespeople increase sales by obtaining new customers and selling more product to present customers Customer referrals are the best way to find new prospects By building a relationship and partnership, you can provide a high level of customer service Customers expect service To serve customers best, improve account penetration

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Summary of Major Selling Issues cont… Always strive to help your customers increase their sales of your product or to get the best use from products that you have sold to them Today’s professional salesperson is oriented to service