Today, December 3rd

•Chapter 15 – Servicing the Sale and a bit of 16•Role Play 2 Debrief

Tuesday, December 10th – 7:00pm•Exam 3 (Chapters 9, 12, 13, 14, 15/16)

REMINDER: Please fill out the student evals

Where we are and where we are goingSection 104 – Tuesdays

Professional Selling: MKT 3580Chapter 15: Servicing the Sale

Learning Objectives

Understand the importance of customer service Follow-through and follow-up

Identify the three types of expansion selling Cross-selling, Full-line selling, and Up-selling

How to deal effectively with complaints

Opportunity Management Time, Territory, Records, Stress

Chapter 15:

Chapter 16:

Customer Service

Anything that enhances customer satisfaction

Takes place before, during, and after the sale

Servicing the sale is a three-part process:

Follow-through on assurances/promises

Follow-up with ongoing communication

Expansion selling

Why is Servicing the Sale important?

Customers are one firm ‘asset’ that appreciates over time

First sale is just the beginning

Firms want successive sales

Customer advocacy

Customers have ‘Great Expectations’

You made a ‘promise’ that you now must keep

Requires effort from the whole firm

Customer attrition is costly

Why do customers leave?

50 - 70% 50 - 70% Poor Poor ServiceService

12 - 15% ProductProduct

DissatisfactionDissatisfaction

10 - 15% PricePrice

Add Value by Following-Through on assurances made during sales presentation

Key to customer retention/successive sales

Common follow-through activities: Make credit arrangements Schedule deliveries

Be present during delivery Monitor installation Offer training on how to use or

display the product

Hold the reservation

Make sure to Follow-UpFollowing up does 4 things:

1. Shows the customer you appreciate the purchase

2. Enhances the relationship you just established

3. Lets you determine if the customer is satisfied

4. Allows customer to voice concerns to JUST you

Personal visit, telephone call, email, letter

Value reinforcement

Which form is most effective?

(% of people who value WOM more than advertising)

Power of Word-of-Mouth

Adding Value Through Expansion Selling Three forms of expansion selling:

1. Full-line selling

2. Cross-selling

3. Upselling

Full-Line Selling, aka suggestion selling Suggest related products/services to customer

Only AFTER primary need is satisfied

If appropriate, demonstrate the connection

Should be thoughtful, complementary suggestions

Examples in your life?

Cross-Selling Selling products not directly associated to those

already sold to established customer

Buyers often like single-source convenience

Most effective when salesperson/customer enjoy true partnership

Examples?

Upselling Effort to sell better-quality products

Describe why it’s in the customer’s best interest to:

“Spend just a little bit more”

Must be a trusted relationship & qualified buyer

Customers want the right purchase over the least expensive

Examples?

Unhappy Customers Do you want your customer to complain to you?

YES – because then they won’t complain to others!

Complaint are opportunities to strengthen the relationship

Doesn’t matter whether it is real or perceived

Do not alibi

Politely discuss the problem and decide on a remedy

Preventing Post-Sale Problems:Wisdom of Crowds (or Teams)

Use the ‘collective intelligence’ of the organization The more people involved, the better the solution will be If the team is diverse and everyone thinks for

themselves Errors and blind spots get cancelled out

Firm will maximize information

Takeaway – if there is a post-sale problem, Involve everyone

Shippers, installers, receptionists, credit department, manufacturers, distributers, etc.

Opportunity ManagementA four-dimensional process involving: Time management Territory management Records management Stress management

Time Management On average, 60% of time spent on administrative duties and travel

Sound time management can lead to increased sales

Time management Remedies Keep a log and identify “time wasters” Create a “To-Do” list each day Maintain a planning calendar

Don’t use “floaters”

Territory Management Step 1: Classify Customers

A few customers might provide most of your sales

Step 2: Develop Schedule Map out territory – chunk into smaller zones

Develop a route and specific time frame

Use the 80/20 rule

Spend 80% of time on most productive customers

Spent 20% on prospects and smaller accounts

Records Management Have you ever gotten behind on bills, insurance, curriculum requirements, etc.?

Some complain about “paperwork” time Accurate and timely records are important Facilitates closing sales & improves customer service Types of reports:

Call reports

Customer/prospect files

Expense reports

TPS reports ?

Stress Management

Stress refers to two simultaneous events:

1. An external stimulus (a stressor)

2. The physical and emotional responses to that stimulus

Anxiety, fear, muscle tension, surging heart rate Invoke a “fight or flight” response

Discussion Questions

What can cause stress for a salesperson?

Is stress always a bad thing?

Proven Stress Relievers1. Take a 10-minute walk.

2. Do some Yoga.

3. Laugh.

4. Unplug.

5. Turn off the Iron Bowl.

6. Listen to classical music.

7. Treat. Yo. Self.

8. Plug in.

9. Chew a piece of gum.

10.Turn off your phone.

11.Eat a banana or potato for potassium.