1. 9 TH EDITION CHAPTER 14 SERVING THE SALE AND BUILDING THE PARTNERSHIP Manning and Reece

2. 14-2 LEARNING OBJECTIVES Explain how to build long-term partnership with customer service Describe current developments in customer service List and describe major service methods that add value to partnership Explain how to work effectively with customer support personnel Explain how to deal with complaints

3. See details Figure 14.1.14-3 SIX-STEP PRESENTATION PLAN 1. APPROACH 2. PRESENTATION 4. NEGOTIATION 3. DEMONSTRATION 6. SERVICE 5. CLOSE

4. 14-4 CUSTOMER SERVICE DEFINED ”…those activities that enhance or facilitate the purchase and use of the product.”

5. 14-5 BUILDING LONG-TERM PARTNERSHIPS WITH SERVICE Achieve successive sales via partnering/relationship marketing Achieve successive sales via partnering/relationship marketing Respond to increased post-sale customer expectations Respond to increased post-sale customer expectations High cost of customer attrition High cost of customer attrition Keep current on developments in customer service Keep current on developments in customer service

6. 14-6 CUSTOMER SERVICE DEVELOPMENTS Salespersons spending more time monitoring customer satisfaction Salespersons spending more time monitoring customer satisfaction Customer knowledge important to improving customer service Customer knowledge important to improving customer service Customer-friendly, computer-based systems enhance service Customer-friendly, computer-based systems enhance service

7. 14-7 ERICSSON

8. 14-8 CUSTOMER ATTRITION CAUSES 50-70% POOR SERVICE 12-15% PRODUCT DISSATISFACTION 10-15% PRICE

9. 14-9 SERVICING THE SALE SUGGESTION SELLING FOLLOW THROUGH FOLLOW THROUGH FOLLOW UP

10. See samples in text.14-10 ADDING VALUE WITH SUGGESTION-SELLING Suggestion/full-line selling Suggestion/full-line selling --Suggest related items --Suggest larger quantity --Suggest better quality products/services --Suggestion selling is means of providing value-added

11. See samples in text.14-11 CROSS-SELLING Cross-selling Cross-selling --Selling products not related to those sold to established customer --Need outdoor furniture with your new swimming pool? --Most effective when customer has positive attitude toward your firm

12. 14-12 SERVICE METHODS FOLLOW-THROUGH Follow-Through Follow-Through --Make sure promises made during sale were kept --Post-sale follow-through is key to customer retention

13. 14-13 COMMON POST-SALE SERVICES MAKE CREDIT ARRANGEMENTS MAKE CREDIT ARRANGEMENTS SCHEDULE DELIVERIES SCHEDULE DELIVERIES BE PRESENT DURING DELIVERY BE PRESENT DURING DELIVERY MONITOR INSTALLATION MONITOR INSTALLATION PRODUCT TRAINING PRODUCT TRAINING PROVIDE PRICE CHANGE ALERTS PROVIDE PRICE CHANGE ALERTS

14. 14-14 PREVENT POST-SALE PROBLEMS PERFORM DILIGENT FOLLOW-UP PERFORM DILIGENT FOLLOW-UP KNOW SHIPPERS & INSTALLERS KNOW SHIPPERS & INSTALLERS KNOW CREDIT DETAILS KNOW CREDIT DETAILS BUSINESS-LIKE RELATIONSHIP BUSINESS-LIKE RELATIONSHIP

15. 14-15 FOLLOW-UP OBJECTIVES Follow-ups have two major objectives Follow-ups have two major objectives --To express appreciation --To enhance and add value to relationship --Poor service and lack of follow-up common causes of losing account

16. 14-16 FOLLOW-UP METHODS Personal visits Personal visits Telephone calls Telephone calls E-mail messages E-mail messages Letters or cards Letters or cards Call reports Call reports

17. See Figure 14.414-17 SERVICING THE SALE WORKSHEET METHOD ACTIONS—SAY/DO Suggestion Selling “GPS technology enables Suggest purchase ofyou to track your trucks.” global positioning system Follow-Through Send customer the GPS Schedule GPS training training schedule Follow-Up Visit client, talk with staff Check training was who completed training effective METHOD ACTIONS—SAY/DO Suggestion Selling “GPS technology enables Suggest purchase ofyou to track your trucks.” global positioning system Follow-Through Send customer the GPS Schedule GPS training training schedule Follow-Up Visit client, talk with staff Check training was who completed training effective

18. 14-18 PARTNERSHIPS ENCOMPASS ALL KEY PEOPLE RECEPTIONIST MANAGEMENT STOCK CLERKS TECH PERSONS

19. 14-19 COMPLAINTS—UNHAPPY CUSTOMERS Unhappy customers often do not complain via written or verbal messages Unhappy customers often do not complain via written or verbal messages Dissatisfied customers often tell many others about problem Dissatisfied customers often tell many others about problem

20. Last slide Chapter 14.14-20 HANDLING COMPLAINTS 1. 1. Let customers disclose feelings 2. 2. Carefully listen to customer 3. 3. Complaint may be real or perceived 4. 4. Do not alibi 5. 5. Share your view of problem’s cause 6. 6. Decide on action to remedy 1. 1. Let customers disclose feelings 2. 2. Carefully listen to customer 3. 3. Complaint may be real or perceived 4. 4. Do not alibi 5. 5. Share your view of problem’s cause 6. 6. Decide on action to remedy