Chapter 14 Servicing the Sale

LEARNING OBJECTIVES Discuss importance of servicing the sale List and discuss customer service activities Explain improved repeat business and referrals through customer service Describe customer service program activities List and discuss customer follow-up strategies Explain how to handle complaints Explain improved customer service through self-evaluation

FIGURE 14.1: SERVICING THE SALE The Six-Step Presentation Plan Step One APPROACH Step Two PRESENTATION Step Three DEMONSTRATION Step Six SERVICING THE SALE Step Five CLOSE Step Four NEGOTIATION  Review Strategic/Consultative Selling Model  Initiate customer contact  Determine prospect needs  Select product or service  Initiate sales presentation  Decide what to demonstrate  Select selling tools  Initiate demonstration  Anticipate sales resistance  Plan negotiating methods  Initiate double-win negotiations  Plan appropriate closing methods  Recognize closing clues  Initiate closing methods  Suggestion selling  Follow through  Follow up calls

CUSTOMER OUTCOMES Moment of truth Moment of misery Moment of magic

FIGURE 14.2: SERVICING THE SALE Need discovery Selection of the product Need satisfaction presentation Servicing the sale Ask appropriate questions Establish buying motive Match benefits with buying motives Custom fit solution Make appropriate recommendation Select informative presentation Select persuasive presentation Suggestion selling Follow through on promise Follow up - customer satisfaction Select reminder presentation Listen and acknowledge customer response

FIGURE 14.3: SUGGESTION SELLING Suggest related items Suggest better quality merchandise Suggest a larger quantity Suggest new items Suggestion selling activities 1. Plan ahead during preapproach 3. Make thoughtful and positive suggestions 2. Satisfy the customer’s primary need first 4. Demonstrate the suggested item if possible

COMMON POSTSALE PROBLEMS Making credit arrangement Late deliveries Improper installation Need for customer training to use/care for product Price changes

INFLUENCE SALES/REPEAT BUSINESS Receptionist Technical personnel Stock clerks Receiving clerks Management personnel

CUSTOMER FOLLOW-UP METHODS Personal visit Telephone Letter or card Call report

SOLVING CUSTOMER ’ S PROBLEM Give customers opportunity to disclose feelings Listen carefully and attentively Does not matter whether complaint is real or perceived Do not alibi Share your point of view Decide what action to take