15 Selling Today Servicing the Sale and Building the Partnership 10th Edition CHAPTER Manning and Reece 15 Servicing the Sale and Building the Partnership

Six-Step Presentation Plan Approach (Chapter 10) Presentation (Chapter 11) Demonstration (Chapter 12) Negotiation (Chapter 13) Close (Chapter 14) Servicing the Sale 

Customer Service Encompasses all activities that: Enhance or facilitate the sale and use of one’s product or service Take place during and after the implementation stage of the buying process

Building Long-term Partnerships with Service Achieve successive sales via partnering/building the relationship Respond to increased _______ customer expectations High cost of customer __________ Keep current on developments in customer service

Customer Attrition Causes 12 to 15% PRODUCT DISSATISFACTION 50 to 70% POOR SERVICE 10 to15% PRICE

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

Servicing the Sale FIGURE 15.2

Follow-Through On assurances and promises made during sales presentation Key to customer retention

Common Post-Sale Services Make credit arrangements Schedule deliveries Be present during delivery Monitor installation Offer training Provide price change information

Prevent Post-Sale Problems Perform diligent ____________ Know shippers and installers Know credit department A delicate area for customers

Follow-up Objectives Follow-ups have two major objectives: To express appreciation—which enhances relationship To determine if customer is ___________ Poor service and lack of follow-up are common causes of customer attrition

Follow-up Methods Personal visits Telephone calls E-mail messages Value reinforcement Telephone calls E-mail messages Letters or cards Call reports

Expansion Selling Full-line selling Cross-selling Upselling

Full-Line Selling Suggest related products/services to customer (suggestion selling) Done correctly, provides value-added service Guidelines: Plan during _____________ First satisfy primary need Thoughtful, positive ____________ When appropriate, _____________

Cross-Selling Selling products not related to those already sold to ___________ customer Buyers like single-source ____________ Most effective when salesperson/customer enjoy true ______________

Upselling 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

Servicing-the-Sale Worksheet FIGURE 15.3

Partnership Building Should encompass all key people Receptionists Technical personnel Stock/receiving clerks Management personnel

Unhappy Customers Often do not initiate written or verbal complaints Dissatisfied customers often tell many others about problem

Handling Complaints Let customers disclose ___________ Carefully _________ to customer Complaint may be real or perceived Do not alibi Share your view of problem’s cause Decide on _________ to remedy