Presentation on theme: "Marketing 1.02B Explain the role of customer service as a component of selling relationships."— Presentation transcript:
1 Marketing1.02B Explain the role of customer service as a component of selling relationships.
2 Distinguish between customer service as a process and customer service as a function. Customer service in sellingIs a process rather than a functionIs a relationship rather than a departmentEnhances/Facilitates customer’s use of goods and services
3 Describe how businesses can use customer service to beat their competition Customer service and competitionCustomer service is where the real competition among businesses beginsProduct quality and price can be easily matched.
4 Discuss factors that influence customer expectations of customer service Customer service means different things to different customers.Every customer has their own unique expectations based on:Past experienceRepeat customers will expect the same or higher quality or customer serviceComparing one service with the competitors serviceWord-of-mouthWord-of-mouth is extremely powerful in business and salesProspects may visit your business based on recommendations from family, friends, and acquaintancesExpect to receive the same quality of customer service that other received
5 Discuss factors that influence customer expectations of customer service AdvertisingA business invests in advertising to let potential customers know that their products and services are the bestPersonal SellingDetermine what is of value to the customer and what they need help with.
6 Explain how customer service facilitates sales relationships Benefits of customer serviceBuilds profits through:Partnerships with current customersLoyaltyStrive to provide high quality customer serviceGenerating new customers
7 Pre-Sale Customer Service Suggestion Selling Identify the pre-sales opportunities for providing customer service that can facilitate sales relationships.Pre-Sale Customer ServiceSuggestion SellingAdds value to a customer’s experience by suggesting additional products or services that will enhance his/her primary purchaseEx: suggest a strap that goes along with a guitarBuilds solid partnerships with customers
8 Identify the pre-sales opportunities for providing customer service that can facilitate sales relationships.Product informationProviding help in customers purchase decisions for high priced itemsVacationsHousesExpensive electronic equipmentSuccessful salespeople make sure that customers have all the information they need to make a sound, well-informed decisionHappy customers = repeat customersPromises that can be keptCustomers remember the promises made to them during salesIf you can’t keep those promises, you will have unhappy customers and damaged client relationships
9 Identify post-sales opportunities when customer service can be provided to facilitate sales relationshipsA. Post-Sale Customer Service1. Order processinga. It is the salespersons responsibility to ensure customer’s orders are processed correctlyb. Establish a relationship with the people that process orders so you can easily check on the status of orders to make sure customers are getting what they requested.B. Shipping and delivery1. Can be a major source of frustration for customers2. With so many variables things can go wronga. items arriving too early or too lateb. items lost in transitc. items can arrive damaged or accidentally be shipped to the wrong customer3. Even the best salesperson cannot control all the variables or ensure that nothing will ever go wrong.
10 Identify post-sales opportunities when customer service can be provided to facilitate sales relationshipsInstallationSalespeople need to stay involved to reduce frustration and minimize problemsCustomer is promised free installation, but the delivery person is unaware of this Salespeople can clear up these kinds of misunderstandings quickly.Warranty IssuesSuccessful salespeople take responsibility to make sure customers understand exactly what their warranties cover.Maintenance and repairCertain products need routine service and may also need specialized repairs over timeEx: cars need regular oil changes, and over time, repair work.May be offered as part of overall sales packageSuccessful salespeople make sure their customers understandwhat maintenance and repair services are availablehow to take advantage of them
11 Identify post-sales opportunities when customer service can be provided to facilitate sales relationshipsCredit/FinancingProblems with obtaining credit and financing are a main cause of customer-service complaints for sales organizations.Technical assistance and supportEx: computers and Internet serviceCustomer trainingSome products require customer training, even classesa salesperson may need to visit a business to show employees how to use a new copierhosting a week long conference to facilitate the use of a certain software packageProviding appropriate customer training is a mark of a successful sales organization
12 Discuss actions a salesperson can take to make the most of her/his customer service activities. A. Solicit feedbackAsk about customer satisfactionProvide convenient, user-friendly ways for customer to provide feedback.Solicit feedback on a regular basisB. Keep in touchThe best salespeople recognize the necessity of keeping in contact with their customers to maintain the partnerships they have established.a. follow-up phone callsb. thank you cardsc. personal visits for major clientsC. Be promptExtraordinary salespeople can set themselves apart by treating questions and complaints as high priorities and responding quicklyResponding promptly to complaints can be the difference between one time customers and repeat customersD. Have a good attitude