15 Servicing the Sale and Building the Partnershipkisi.deu.edu.tr/sumeyra.kurt/MRK...
Transcript of 15 Servicing the Sale and Building the Partnershipkisi.deu.edu.tr/sumeyra.kurt/MRK...
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15Servicing the Sale and Building the Partnership
MANNING AHEARNE REECE© Pearson Education Limited 2014
Learning Objectives
• Explain how to build long-term partnerships with customer service
• Describe current developments in customer service
• List and describe the major customer service methods that strengthen the partnership
• Explain how to add value with expansion selling
• Explain how to deal effectively with complaints
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• Approach
• Need discovery
• Presentation
• Negotiation
• Close
• Servicing the sale
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Focus on Step 6: Servicing the Sale
• Customers will share positive word-of-mouth
• People buy expectations, not products
• Expectations increase after the sale
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Why Is Servicing the Sale So Important?
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• Poor service (50-70%)
• Product dissatisfaction (12-15%)
• Price considerations (10-15%)
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Causes of Customer Attrition
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B2B Service Behaviors
Diligence
Information Communication
Inducements
Empathy
Sportsmanship
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Key Moments for Customers
Moment of Truth
Moment of Misery
Moment of Magic
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Figure 15.2 Servicing the Sale
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Figure 15.2 The Consultative Sales Presentation Guide
• Make credit arrangements
• Schedule deliveries
• Be present during delivery
• Monitor installation
• Offer training on using and caring for product
• Provide price change information
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Post-Sale Services That Ensure Successive Sales
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• One asset can appreciate over the years. That asset is the well-served customer, who becomes to most significant sustainer of the business, the lifetime customer.
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Tom Peters Advocates for Lifetime Customers
• Personal visit
• Telephone call
• E-mail message
• Letter or card
• Call report
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Follow-Up Methods
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• Full-line selling (suggestion selling)
• Cross-selling
• Upselling
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Forms of Expansion Selling
• Plan for full-line selling during the preapproach step
• Make recommendations after you’ve satisfied customer’s primary need
• Make your suggestions thoughtful and positive
• When appropriate, demonstrate the suggested item or use sales tools to build interest
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Making Recommendations for Full-Line Selling
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Follow-Through
• Set up a secure website or extranet so client can track production and delivery
• Schedule training for persons who will use product
Follow-Up
• Send thank you letter to each member of team
• Be sure training was effective
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Figure 15.3 Servicing-the-Sale Worksheet
• Receptionist
• Technical personnel
• Stock clerks or receiving clerks
• Management personnel
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Who Affects Partnership Building?
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• Give customers every chance to disclose feelings
• Keep in mind that it does not matter whether complaint is real or perceived
• Do not alibi and blame others at company
• Politely share with customer your point of view regarding problem’s cause
• Decide what action must be taken to remedy the problem
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What If Customer Is Unhappy?
• How can service help to build long-term partnerships?
• What five important service behaviors should salespeople display?
• What customer service methods strengthen partnerships?
• How can expansion selling add value?
• How can salespeople deal with complaints?
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