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CHAPTER15ServicingtheSaleandBuildingthePartnership1LearningObjectivesExplainhowtobuildlong-termpartnershipswithcustomerserviceDescribecurrentdevelopmentsincustomerserviceListanddescribethemajorcustomerservicemethodsthatstrengthenthepartnershipExplainhowtoaddvaluewithexpansionsellingExplainhowtodealeffectivelywithcomplaints2Six-StepPresentationPlanApproach(Chapter10)Presentation(Chapter11)Demonstration(Chapter12)Negotiation(Chapter13)Close(Chapter14)ServicingtheSale

3Six-StepPresentationPlanFIGURE15.14CustomerServiceEncompasses:AvarietyofactivitiesthattakeplaceduringandaftertheimplementationofthebuyingprocessThree-partprocess:Follow-throughonpromises/assurancesFollow-upwithon-goingcommunicationExpansionsellingforadditionalsolutionsandneeds5BodyGloveSeethe

WebsiteBodyGloveviewscustomerserviceasakeyelementofpartnershipbuilding.6CurrentDevelopmentsinCustomerServiceImportantservicedevelopmentsareespeciallyimportanttobusiness-to-businessselling:DiligenceInformationcommunicationInducementsBillGates,authorofBusiness@theSpeedofThought,predictsthatintheneweconomycustomerservicemaybecometheprimaryvalue-addedfunction.7Sewell’sCustomerServiceSeethe

WebsiteCarlSewell,ChairmanofSewellAutomotiveCompanies,hasfullyembracedthecustomer-for-lifephilosophy8CustomerAttritionCauses50to70%POORSERVICE12to15%PRODUCTDISSATISFACTION10to15%PRICE9CustomerServiceDevelopmentsEmpathymarksthedifferencebetweenhighlyproductivesalespeopleandthosethatareaverageSportsmanshipisaservicebehaviorthatmarksasalesperson’sabilitytotoleratesetbackswithoutnegativismCustomer-friendly,computer-basedsystemsenhanceservice10

ServicingtheSale

FIGURE15.2Highperformingsalespeopleusevalue-addedstrategiestoservicethesaleandbuildrepeatbusinessandreferrals.11AddingValuewith

CustomerFollow-upOnassurancesandpromisesmadeduringsalespresentationKeytocustomerretention12

AddingValuewith

CustomerFollow-up

CommonPost-SaleServices:

MakecreditarrangementsScheduledeliveriesBepresentduringdeliveryMonitorinstallationOffertrainingProvidepricechangeinformation13CreatingtheLifetimeCustomerTomPetersbelievesthereisoneassetthatcanappreciateovertheyears.Thatassetisthewell-servedcustomer.Seethe

Website14ZeroMountain’sPost-SaleServiceZeroMountainpartnerswithitscustomersandhasoneofthebestvalue-addedweb-enabledinventorytrackingsystems.Seethe

Website15PreventPost-SaleProblemsPerformdiligentfollow-upKnowshippersandinstallersKnowcreditdepartmentAdelicatearea

forcustomers16Follow-upObjectivesFollow-upshavetwomajorobjectives:Toexpressappreciation—whichenhancesrelationshipTodetermineifcustomerissatisfiedPoorserviceandlackoffollow-uparecommoncausesofcustomerattrition17Follow-upMethodsPersonalvisitsValuereinforcementTelephonecallsE-mailmessagesLettersorcardsCallreports18EasternShoreSeafoodAtEasternShoreSeafood,valueisaddedbygivingcustomerstheopportunitytotalkdirectlytothecustomerservicestaff.Seethe

Website19ExpansionSellingFull-linesellingCross-sellingUp-sellingRackhamandDeVincentissaythatsuccessrestsonthecriticalabilitytocreatevalue.20Full-LineSellingSuggestrelatedproducts/servicestocustomer(suggestionselling)Donecorrectly,providesvalue-addedserviceGuidelines:Planduringpre-approachFirstsatisfyprimaryneedThoughtful,positivesuggestionsWhenappropriate,demonstrate21Cross-SellingSellingproductsnotrelatedtothosealreadysoldtoestablishedcustomerBuyerslikesingle-sourceconvenienceMosteffectivewhensalesperson/customerenjoytruepartnership22Up-sellingEfforttosellbetterqualityproductWorksbestwhen:Establishedrelationshipexists—builtontrustSalespersoncontinuouslyqualifiesprospectMostcustomerswanttherightpurchaseovertheleastexpensive23Servicing-the-SaleWorksheetFIGURE15.324PartnershipBuildingShouldencompassallkeypeopleReceptionistsTechnicalpersonnelStock/receivingclerksManagementpersonnel25

PartneringwithanUnhappyCustomerOftendonotinitiatewrittenorverbalcomplaintsDissatisfiedcustomersoftentellmanyothersaboutproblemUseopportunitytostrengthentherelationship26HandlingComplaintsLetcustomersdisclosefeelingsCarefullylistentocustomerKeepinmindthatitdoesn’tmatterwhetherthecomplaintisrealorperceivedDonotalibiPolitelyshareyourviewofproblem’scauseDecideonactiontoremedy27

KeyConcept

DiscussionQuestions

Explainhowtobuildlong-termpartnershipswithcustomerserviceDescribecurrentdevelopmentsincustomerserviceListanddescribethemajorcustomerservicemethodsthatstrengthenthepartnership28

KeyConcept

DiscussionQuestions

ExplainhowtoaddvaluewithexpansionsellingExplainhowtodealeffectivelywithcomplaints2915-30Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsyst

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