15-1

Servicing the Sale and Building the Partnership

Selling TodaySelling Today10th Edition

CH

AP

TE

R Manning and Reece

15

15-2

Six-Step Presentation PlanSix-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

15-3

Customer ServiceCustomer Service

• Encompasses all activities that:

• Enhance or facilitate the saleand use of one’s productor service

• Take place during and afterthe implementation stageof the buying process

15-4

Building Long-term Partnerships with Service

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

15-5

Customer Attrition CausesCustomer Attrition Causes

50 to 70% 50 to 70% POOR POOR SERVICESERVICE

12 to 15% PRODUCT DISSATISFACTION

10 to15% PRICE

15-6

Customer Service Developments

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

15-7

Servicing the SaleServicing the Sale

FIGURE 15.2

15-8

Follow-ThroughFollow-Through

• On assurances and promises made during sales presentation

• Key to customer retention

15-9

Common Post-Sale ServicesCommon Post-Sale Services

• Make credit arrangements

• Schedule deliveries

• Be present duringdelivery

• Monitor installation

• Offer training

• Provide price change information

15-10

Prevent Post-Sale ProblemsPrevent Post-Sale Problems

• Perform diligent follow-up

• Know shippers and installers

• Know credit department

• A delicate area

for customers

15-11

Follow-up ObjectivesFollow-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

15-12

Follow-up MethodsFollow-up Methods

• Personal visits

• Value reinforcement

• Telephone calls

• E-mail messages

• Letters or cards

• Call reports

15-13

Expansion SellingExpansion Selling

• Full-line selling

• Cross-selling

• Upselling

15-14

Full-Line SellingFull-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

Cross-SellingCross-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

15-16

UpsellingUpselling

• 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

15-17

Partnership BuildingPartnership Building

• Should encompass all key people

• Receptionists

• Technical personnel

• Stock/receiving clerks

• Managementpersonnel

15-18

Unhappy CustomersUnhappy Customers

• Often do not initiate written or verbal complaints

• Dissatisfied customers often tell many others about problem

15-19

Handling ComplaintsHandling 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