1. Keep Them Loyal
Selling LAP 115

2. Objectives Explain the importance of customer/client loyalty.
Explain sales techniques that build customer loyalty.

3. Explain the importance of customer/client loyalty.
Objective
Explain the importance of customer/client loyalty.

4. Imagine having to find new friends every day.
What would you do without your friends?
You don’t want to have to do that.
Businesses don’t want to have to find new customers every day.
So they put a lot of effort into building good relationships with customers.
Your friends are like a business’s clientele.
Building a clientele is like building friendships.
It may take time and hard work, but the rewards are great.

5. Businesses need loyal customers.
The ones a company can rely on for significant repeat business
The ones that buy regularly or return to shop all the time

6. Benefits to a Business of Building a Clientele
Increased sales volume
Reduced selling costs
Customer loyalty
Word-of-mouth advertising
Increased income and profit

7. Benefits to a Salesperson of Building a Clientele
Increased earnings
Repeat sales
Referrals
Personal satisfaction

8. Costs of Not Building a Clientele
Customer turnover will be high.
Salespeople will lose the time spent finding customers.
Dissatisfied customers will tell others.
Business might fail.
OUT OF BUSINESS

9. Explain sales techniques that build customer loyalty.
Objective
Explain sales techniques that build customer loyalty.

10. Salespeople find customers by prospecting.
Get leads from:
The company
External sources
Personal sources

11. Selling Activities Salespeople Use to Keep Customers
Preparation
Presentation
Follow-up

12. Business Policies and Services That Build a Clientele
Favorable adjustment and return policies
Quality maintenance and repair services
Readily available credit
Simple warranties and guarantees
Clearly written instruction and users’ manuals
Retail display, merchandising, and advertising assistance

13. Personality Traits That Build a Clientele
Patience
Courtesy
Friendliness
Sincerity
Honesty
Trustworthiness

14. Salespeople Project a Service Attitude by
Having complete product knowledge
Showing an interest in customers
Paying attention to customers
Saying thank you
Doing favors

15. Consider your relationships with other people.
What are the personality traits that make you like some?
What are the personality traits that make you not like others?
What personality traits do you have?

16. Four salespeople are competing for a big furniture contract.
Fourth one wants to do the right thing.
Three of them are not being entirely ethical.
Taking the buyer on an expensive trip
Saying a competitor’s products are below standard
Exaggerating features and benefits of their products
What is the right thing?

17. MarkED Acknowledgments Original Developers
Christopher C. Burke, Lynn Malowney, MarkED
Version 1.0
Copyright © 2007
MarkED Resource Center

18. Digital-based photography sources:
DIGITAL VISION LTD.
Consumers
Obj. A: #342075
Teenagers Today
Obj. B: #130271
Photos copyright Digital Vision Ltd., all rights reserved.
833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada T2P 3T5
STOCKBYTE
Business People
Obj. A: #1831
Photos copyright Stockbyte
Killarney Road, Tralee, County Kerry, Ireland

19. Copyright:
All photographic digital images on this CD are owned by the aforementioned photographic resources or their licensors and are protected by the United States copyright laws, international treaty provisions, and applicable laws. No title to or intellectual property rights to the images on this CD are transferred to you. These sources retain all rights and are not to be used, digitally copied, transferred, or manipulated in any way. To do so is a violation of federal copyright laws.