1. 15-1 Servicing the Sale and Building the Partnership Selling Today 10 th Edition CHAPTER Manning and Reece 15

2. 15-2 Six-Step Presentation Plan 1.Approach (Chapter 10) 2.Presentation (Chapter 11) 3.Demonstration (Chapter 12) 4.Negotiation (Chapter 13) 5.Close (Chapter 14) 6.Servicing the Sale

3. 15-3 Customer Service Encompasses all activities that: Enhance or facilitate the sale and use of one’s product or service Take place during and after the implementation stage of the buying process

4. 15-4 Building Long-term Partnerships with Service Achieve successive sales via partnering/building the relationship Respond to increased post-sale customer expectations High cost of customer attrition Keep current on developments in customer service

5. 15-5 Customer Attrition Causes 50 to 70% POOR SERVICE 12 to 15% PRODUCT DISSATISFACTION 10 to15% PRICE

6. 15-6 Customer Service Developments Salespeople must spend more time monitoring customer satisfaction Customer knowledge is key to improving customer service Customer-friendly, computer-based systems enhance service

7. 15-7 Servicing the Sale FIGURE 15.2

8. 15-8 Follow-Through On assurances and promises made during sales presentation Key to customer retention

9. 15-9 Common Post-Sale Services Make credit arrangements Schedule deliveries Be present during delivery Monitor installation Offer training Provide price change information

10. 15-10 Prevent Post-Sale Problems Perform diligent follow-up Know shippers and installers Know credit department A delicate area for customers

11. 15-11 Follow-up Objectives Follow-ups have two major objectives: To express appreciation—which enhances relationship To determine if customer is satisfied Poor service and lack of follow-up are common causes of customer attrition

12. 15-12 Follow-up Methods Personal visits Value reinforcement Telephone calls E-mail messages Letters or cards Call reports

13. 15-13 Expansion Selling Full-line selling Cross-selling Upselling

14. 15-14 Full-Line Selling Suggest related products/services to customer (suggestion selling) Done correctly, provides value-added service Guidelines: Plan during preapproach First satisfy primary need Thoughtful, positive suggestions When appropriate, demonstrate

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

16. 15-16 Upselling Effort to sell better quality product Works best when: Established relationship exists—built on trust Salesperson continuously qualifies prospect Most customers want the right purchase over the least expensive

17. 15-17 Partnership Building Should encompass all key people Receptionists Technical personnel Stock/receiving clerks Management personnel

18. 15-18 Unhappy Customers Often do not initiate written or verbal complaints Dissatisfied customers often tell many others about problem

19. 15-19 Handling Complaints Let customers disclose feelings Carefully listen to customer Complaint may be real or perceived Do not alibi Share your view of problem’s cause Decide on action to remedy