2. Customer Service Encompasses:
Variety of activities that take place during and after the implementation of the buying process
Three-part process:
Follow-through on assurances/promises
Follow-up with ongoing communication
Expansion selling for additional solutions and needs

3. Six-Step Presentation Plan
Here we see Step Six in the Presentation Plan, which focuses on Servicing the Sale.
FIGURE
15.1

4. Building Long-Term Partnerships with Customer Service
Achieving successive sales
Responding to increased post-sale customer expectations
High cost of customer attrition

5. Current Developments in Customer Service
Diligence
Information communication
Inducements
Empathy
Sportsmanship
Computer-based systems
Bill Gates, author of the Speed of Thought, predicts that in the new economy customer service may become the primary value-added function.

6. Creating the Lifetime Customer
Tom Peters believes there is one asset that can appreciate over the years: the well-served customer.
See the website

7. Eastern Shore Seafood
At Eastern Shore Seafood, value is added by giving customers the opportunity to talk directly to the customer service staff.
See the website

8. Servicing the Sale: Value-Added Strategies
High performing salespeople use value-added strategies to service the sale and build repeat business and referrals.
FIGURE
15.2

9. Customer Service Methods that Strengthen the Partnership
Adding value with follow-through
Preventing post-sale problems
Adding value with customer follow-up

10. Adding Value with Follow-Through
Common follow-through activities:
Make credit arrangements
Schedule deliveries
Be present during delivery
Monitor installation
Offer training
Provide price change information

11. Preventing Post-Sale Problems
Perform diligent follow-up
Know shippers and installers
Know credit department
A delicate area for customers

12. Adding Value with Follow-Up
Common follow-up Activities:
Personal visit
Value reinforcement
Telephone call
message
Letter or card
Customer relationship management with technology
Confirming immediately
Call report

13. Adding Value Through Expansion Selling
Three forms of expansion selling:
Full-line selling
Cross-selling
Upselling

14. Full-Line Selling
Suggest related products/services to customer (suggestion selling)
Done correctly, provides value-added service
Guidelines:
Plan during preapproach
Make recommendations after first satisfying primary need
Thoughtful, positive suggestions
When appropriate, demonstrate

15. Cross-Selling
Selling products not directly associated to those already sold to established customer
Additional source of business
Buyers like single-source convenience
Most effective when salesperson/customer enjoy true partnership

16. Upselling Effort to sell better-quality products Works best when:
Established relationship built on trust exists
Salesperson continuously qualifies prospect
Most customers want the right purchase over the least expensive

17. Preplan Your Service Strategy
FIGURE
15.3

18. Partnership Building Should encompass all key people Receptionists
Technical personnel
Stock/receiving clerks
Management personnel

19. Handling Complaints Let customers disclose feelings
Keep in mind that it doesn’t matter whether the complaint is real or perceived
Do not alibi
Politely share your view of problem’s cause
Decide on action to remedy

20. Dealing with Anger How do I deal with anger?
Ask about the issue and allow the customer to vent
Summarize everything you heard
Solve the problem together