1. Part II SALES FORCE ACTIVITIES
Chapter 5:
Customer Interaction Management

2. Improving Your Chances of Success
Build awareness
Get on the short list
Demonstrate how your proposal meets company needs
Directly address decision maker’s personal needs
Be prepared for “buyer remorse”

3. Personal Selling The Selling Process PRE- INTERACTION INTERACTION
POST-INTERACTION
Skills:
Setting Objectives
Knowledge Management
Information Gathering
Rehearsal
Relating
Need discovery
Advocating
Closing
Supporting
Implementing
Dealing with dissatisfaction
Enhancing the relationship 1

4. Customer Interaction Pre-Call Planning What do I want to accomplish?
What do I know about the prospect?
Where can I find the information?
What am I going to say?

5. Customer Interaction What is the size of the business?
What product lines do they sell and what markets do they serve?
Where, how, when, why, and by whom will the products be used?
Who are the prominent executives and other key personnel?
Who are their competitors and on what basis do they compete?
Do they have any previous experience with our company?
What are the prospects for future sales volume and what is the upside potential?
Figure 5-2: Some Important Pre-transactional Information

6. Customer Interaction Anticipate Buyer Questions What are you selling?
Why do I need it?
Who is your company?
How much will it cost?
Who else is using it? Are they satisfied?
What kind of person are you?
How does your solution compare to alternatives?
Is price competitive?
Why do I need it now?
Your record for support & service? 8

7. Pharmaceutical Reps Run the Gauntlet
Customer Interaction
Pharmaceutical Reps Run the Gauntlet
If 100 sales reps call on a physician…
100 85 57 20 8
8 reps speak to physician and are remembered
…15 depart office before reaching receptionist’s desk
…28 drop off samples at receptionist’s desk
…37 drop off samples at samples closet
…12 speak to physician but are not remembered later
Other reps waiting
Restricted access signs
Physician unavailable
Harried physician
Poor communication
Message not memorable

8. Customer Interaction Successful Salespeople
Research prospect background
Use referrals for prospecting
Open by asking questions
Use needs-satisfaction type presentation
Focus on customer needs
Let prospect make purchase decision
Less Successful Salespeople
Do little background research
Use company generated prospect lists
Open with a product statement
Use standard presentations
Focus on product benefits
Close by focusing on the most important customer objection
Figure 5-3: Successful Versus Less Successful Salespeople

9. Means of Reducing Relationship Anxiety
Customer Interaction
Means of Reducing Relationship Anxiety
PROPRIETY
Show buyer respect; dress appropriately
COMPETENCE
Know your product/service; third-party references
COMMONALITY
Common interests, views, acquaintances
INTENT
Reveal purpose of call, process, and payoff to the buyer

10. Customer Interaction Task Motives More Output or Quality Less Cost
PRODUCTIVITY
MONEY
More Output or Quality
Less Cost
Less Effort
More Profit 1

11. Customer Interaction Personal Motives Respect Power Approval
Recognition 11

12. Customer Interaction Needs Discovery: Types of Questions
Permission Close-ended
Fact-finding Factual information
Feeling finding Open-ended questions
Checking questions Confirm understanding 12

13. Customer Interaction TRANSACTIONAL RELATIONSHIPS
CONSULTATIVE AND ENTERPRISE RELATIONSHIPS
Practices:
Focuses on closing sales
Limited call planning investment
Spends most contact time telling account about products
Conducts “product-specific” needs assessment
“Lone wolf” approach to the account
Proposals and presentations based on pricing and product features
Sales follow-up is short-term, focused on product delivery
Focuses on customer’s bottom line
Considers call planning a top priority
Spends most contact time attempting to build a problem-solving environment
Conducts discovery in the full scope of the account’s operations
Team approach to the account
Proposals and presentations based on profit-impact and on strategic benefits.
Sales follow-up is long-term, focused on long-term relationship enhancement
Figure 5-6: Key Differences in Practices Between Relationships

14. Customer Interaction Sales Proposals – General Format Problem Analysis
Solution
Product Specifications
Cost-benefit Analysis
Contract 14

15. Customer Interaction Handling Concerns Listen to the buyers feelings
Share concerns without judgment
Clarify real issue with questions
Problem-solve present options and solutions
Ask for ACTION to determine commitment 15

16. Customer Interaction Pseudo-Concerns
“I’ll have to talk it over with Frank.”
“I’ll get back to you.”
“I’m too busy right now.”
“Our budget is tight this year.”
“We have no room to store it.” 16

17. Customer Interaction Closing Techniques IMPORTANCE BY PRODUCT
Selling Technique
Industrial
Consumer
Direct
Ask for the order in a straight-forward manner 1
Summary
Summarize the benefits already covered in the presentation 2
Single
Objection
Asks for the order if last obstacle is overcome 3 4
Assumption
Assume readiness to buy and focus on the transaction details
Choice
Focus on version to be ordered 5 17

18. Customer Interaction 31% 63% 87% 11% 16% 8% 32% 3% 34% 26% 22% 62% 58%
59% 8%
26%
58%
16%
34%
49%
Most Profitable Return
Top 3 Rankings for Growth
Rated Very Important to Growth
Quality of service to customers
Product improvements or extensions
Information technology
Advertising and sales promotion
Development of entirely new product lines
Figure 5-7 : The Role of Customer Service

19. Figure 5-8: Servicing the Sale: The Four Pillars of Sales Support
Customer Interaction
Sales Support
Support
the
Buying
Decision
Manage
implementation
Deal
with
dissatisfaction
Enhance
Relationship
Figure 5-8: Servicing the Sale: The Four Pillars of Sales Support 1

20. Customer Interaction Pillars of Sales Support Reduce buyer anxiety
Make a follow-up call
Ask for feedback
Support Buying Decision
Assist w/ approval process
Introduce support resources
Monitor & report progress
Manage the Implementation 18

21. Customer Interaction Pillars of Sales Support
Deal with Dissatisfaction
Empathize with the buyer
Respond to problems – use objection handling techniques
Anticipate buyer concerns and expectations
Reinforce the Benefits 19

22. Customer Interaction Pillars of Sales Support Enhance the Relationship
Be available
Arrange continued personal communications
Maintain quality of products/services
Provide ongoing updates and progress reports
Be a resource for info, help and ideas
Grow the business internally
Ask for referrals 20

23. Customer Interaction Ways to Anger Customers Constant Selling
Neglecting Customer Problems
Talking Too Much
Stretching the Truth
No Thank-Yous