2. 10/18/20151 Objectives for Service: Creating Customer Satisfaction & Professionalism Define customer satisfaction relative to marketplace- and sales-driven expectations. (Ch11, Q # 1) Describe 4 levels of customer satisfaction. (Q # 2, Ch11) ID ways to insure satisfaction for each level. (Q # 3, Ch11) List & manage touchpoints How do you know if a customer is satisfied? (Q # 4 Ch11) Explain follow-up value & when and how to debrief (Ch11, Q # 5) What are 3 steps in resolving a complaint?(Ch11 Q#6)

3. Retention vs. Acquisitions Retaining 2 to 5% more customers has the same effect on profits as does The average is 7 sales calls to close a new account but Average cost of a sales call is $259, so when selling current accounts. _______ of the average company's sales come from current customers. (one can find higher numbers from other sources) The average cost of acquiring a new customer is

4. Chapter 8 3 Customer Satisfaction added slide Customers buy on the basis of ____ Actual value is not received until Customers logically make a comparison between the two

5. Chapter 8 4 Customer Satisfaction Following a purchase decision a customer’s perceptions turn into expectations ________________________________________ Perceptions and expectations are not formed solely with input from the salesperson

6. Chapter 8 5 Customer Satisfaction The value a customer receives is judged on the bases of two primary factors What the customer ________________________________ What has been ________________________________

7. 10/18/20156 Customer Satisfaction (Q # 1, Ch11) Customer expectations are fluid, but where do they come from? Expectations are: 1.________________ 2.________________

8. 10/18/20157 1. Market Place Generated Expectations Each company is looking for a A strategy is to add value by The key is to discover the

9. Chapter 8 8 Marketplace-Driven Expectations Customers often form their expectations based on what is available in the market In order to meet or exceed those, salespeople must ____ In addition to knowing of and shaping perceptions of value, salespeople must also _________________________________________

10. Chapter 8 9 Marketplace-Driven Expectations Customers often expectations relative to: __________________________, free of defects __________________________ ______________________ not just local Guarantees or __________ to problems ___________________________ And things like Purchase incentives for bulk orders

11. Chapter 8 10 Marketplace-Driven Expectations General expectations are not as valuable as your customer’s specific expectations Don’t assume you know what they expect ______________________________________ It’s always best to ___________________________

12. Chapter 8 11 Marketplace-Driven Expectations Understanding expectations offers you the opportunity to __________________________ than they may have considered __________________________ than they may have considered For example: Understanding expectations on delivery times allows you to be seen as more responsive by exceeding them

13. 10/18/2015AEC 320-Fall 2007 - Robbins12 Brian Mattingly, on Company Follow-Up Educate our people about ___________ ___________ ___________ Look for ___________ ___________ ___________ A proposition that gives ___________ ___________ ___________ Audio Video clips funded by the Barnhart Fund for Excellence

14. 10/18/201513 David Gress, sales person Miles Enterprises __________________ __________________ __________________ Delivery, spraying, billing, etc. __________________ __________________ __________________ Video clip made possible by the Barnhart Fund for Excellence

15. Chapter 8 14 Marketplace-Driven Expectations Companies communicate their competitive advantages Competitive advantages are often fleeting because successful advantages are copied by competitors However, a sales-driven expectation & value created by the salesperson is

16. 10/18/201515 Sales-Driven Expectations ____________________________________ You sell many times, over many years, to the same customer. Satisfaction at the but more.. On the The ability of the customer to __ There are 4 levels of satisfaction.

17. Chapter 8 16 Sales Driven Expectations Salespeople make both _____________________ are those that are stated _____________________ are those that are implied Both create expectations on what will be delivered to the customer

18. Chapter 8 17 Sales Driven Expectations Explicit promises must be Implicit promises are not contractual obligations But, in the customer’s A promise is

19. Chapter 8 18 Sales Driven Expectations A discussion that clearly manages customer expectations is key In line with the communication style of the buyer o ___________________________ o _____________________________________

20. Chapter 8 19 Sales Driven Expectations “Service” is often a judgment about how well the salesperson has delivered compared to expectations Therefore, a salesperson __________________________________ _________________________

21. 10/18/201520 Four Levels of Satisfaction The sales person “controls” Q#2, Ch11 Level; 1._______________________________that is the process & sales skills 2.Customer value added by the 3._______________________________ (of a jointly developed solution) of the product and service 4.__________________________________

22. 10/18/201521 Level I - Sales Call Quality or PRESENTATION Every call should have an ____ Every call should have an agenda Every call should help __ Every call should ___ Customers expect that each interaction with a professional salesperson is

23. Chapter 8 22 Presentation Satisfaction Example You evaluate the quality of your sales calls by: Taking the time to review Being honest with yourself Consistently asking questions o __________________ o _______________________________________ o Are VB and prospects needs closer to_________ o _______________________________________ Note - these follow a strategic analysis format!

24. 10/18/201523 Level II - Value Added by the Sales Process or INFORMATION Does the customer understand in dollars and cents how the __ Are all the customer’s __ What would the customer say if asked to __

25. 10/18/201524 Information Satisfaction Examples Did I leave the prospect with something Does the customer see, or begin to see an Is there evidence? Start each follow-up call in a series of calls with,

26. Level III - USE (of a Jointly developed solution) B. Implementation or USE Was the –why not? ___________________ 10/18/201525 A.– Implementation or USE Does the customer; Know what needs to be done to __ What else can I add to __

27. 10/18/201526 Service Satisfaction Examples You implement the service (field scouting, grid mapping, consulting) but the buyer decides if it was Your work isn’t complete when the service Be sure the service yielded the desired benefit by ____

28. 10/18/201527 Product Use Satisfaction Examples Thoroughly mix feed antibiotics before giving to animals – Therefore you do feed assays &/or mixer validation tests to ensure _ Harvesting efficiency of a combine is f (local weather, field conditions) POS software – train all staff on use and managers on reports

29. 10/18/201528 Level IV - Business Benefits or RESULTS Q # 4, Ch11 This is what one usually thinks about when considering customer satisfaction. How do you find out? _______________ Are you satisfied with the increased yield, efficiency or reduced cost you were promised? Is the customer satisfied about working with you? ______________

30. Chapter 8 29 Managing Touchpoints Touchpoints are???? …any place that your customer experiences your company ______________________ _____________________________________

31. Chapter 8 30 Managing Touchpoints added slide Some touchpoints are controllable _______________ Some touchpoints are “somewhat” uncontrollable _________________________ Some touchpoints are dealbreakers _________________________ Some are just nuisances _________________________

32. Chapter 8 31 Managing Value Chain Linkages There are often many linkages, and perceptions may not be correct, however, A salesperson can have better management of touchpoints by: Making sure everyone knows about ______________________ from organizational leaders ______________________ working up and down in the organization

33. 10/18/201532 SERVICE A) Importance of Follow-Up –Remember the value of securing repeat business ____________________________________________ –Being there sends a powerful message to the customer that they are still important to you. B) Take the initiative - It should be standard procedure to follow up with --- in person, by phone or by e-mail---within a few –Follow up call should be exclusively designed for rather than immediate sales.

34. Chapter 8 33 Managing Complaints Often if customers are dissatisfied they will complain Some complaints are temporary nuisances or transactional dissatisfaction called a tactical complaint The more serious are _________________________ Relationship concerns Areas of concern beyond the salesperson’s control

35. Chapter 8 34 Recognize Whether the complaint is a list of grievances Or just the result of a bad day The first step is to listen and recognize the customer’s concerns without being _______________ Ask fact _______________ in order to better understand

36. Chapter 8 35 Respond Hopefully the salesperson has authority to respond adequately to a complaint This is often true with tactical complaints Sometimes a supervisor must be involved (at least informed). There are consequences and costs of taking or NOT taking responsibility The important thing is to _______________________

37. Chapter 8 36 Resolve Resolution requires a ____ Keep in mind that the complaint results in a new set of _______________________________________