1. Lecture 23

2. Building Good Relationships with Customers

3. Quotations Sam Walton (1918 - 1992) (U.S. Retail Executive)
There is only one boss: the customer. And he can fire everybody in the company, from the chairman on down, simply by spending his money somewhere else.

4. (British Labor Leader and Industrialist)
Quotations
Alfred Robens (1910 - 1999)
(British Labor Leader and Industrialist)
We should never be allowed to forget that it is the customer who, in the end, determines how many people are employed and what sort of wage companies can afford to pay.

5. Reasons for Non Return of Customers American Research
Indifferent attitude of an employee percent
Product dissatisfaction percent
Competition percent
Buying from a friend’s establishment 05 percent
Moved away percent
Died percent
Customers discontinue patronizing a retail or service business for a variety of reasons. Experience indicates that 68 percent of the customers do not return because of the indifferent attitude of an employee, 14 percent because of product dissatisfaction, 9 percent because of competitive reasons, 5 percent shop at a friend's establishment, 3 percent move away and 1 percent die.
(It is an American Research and does not really fit to our environment. But it has a strong and good message for specific employers and employees).
Poor treatment at the hands of an employee can be instrumental in the loss of a customer. Good treatment does not insure that the customer returns, but it will go a long way in creating favourable inclination to do so.
Animate the slide

6. Important points for building good relations
Salesperson Represents the Business
Merchandise Knowledge
How To Study The Customer
Approaching The Customer
Greeting The Customer
Show and Tell
Features vs. Benefits
Sales Resistance
Excuses vs. Objections
Suggestive Selling
Closing the Sale
Customer Service
Poor cooperation can often be traced to improper communication.
Employees will be as good or as bad as employers allow them to.

7. Building Good Relations with Customers
Success on the job also requires good relationships with both external and internal customers. An employee whose thoughts and actions are geared toward helping customers has a customer service orientation.

8. Building Good Relations with Customers
Good service is the primary factor that keeps customers coming back. Profits jump considerably as the customer is retained over time. Suggestions for achieving high-level customer service are as follows:

9. Building Good Relations with Customers
1. Establish customer satisfaction goals.
2. Understand your customer’s needs and place them first.
3. Show care and concern.
4. Communicate a positive attitude.
5. Make the buyer feel good.
6. Display strong business ethics.
7. Be helpful rather than defensive when a customer complains.
8. Invite the customer back.
9. Avoid rudeness.

10. Building Good Relations with Customers
In short, good customer service stems naturally from practicing good human relations.