1. Chapter 6 Smart Selling and Effective Customer Service
Entrepreneurship
Chapter 6
Smart Selling and Effective Customer Service

2. Many Great Entrepreneurs Started as Salespeople
Ray Kroc, founded McDonald’s
Billy Durant, founded General Motors
King C. Gillette, invented safety razor
Aristotle Onassis, sold tobacco wholesale before becoming multimillionaire in shipping business

3. Essence of Selling Is Teaching
Teach customers about the benefits of your product or service, don’t just tell them about its features.
Listen to customers: Their complaints teach you how to improve your business.

4. Principles of Selling Make a good personal impression
Know your product or service
Believe in your product or service
Know your field
Know your customers
Prepare your sales presentation
Think positively
Keep good records
Make no truly “cold” calls
Make appointments
Treat everyone you sell to like gold

5. Sales Call
A sales call is an appointment with a potential customer to explain/demonstrate your product or service. During the call:
Focus on the customer
Listen to uncover customer needs
Be honest about it if your product or service will not meet those needs

6. 8-Step Sales Call Prepare yourself mentally
Greet the customer politely
Show the product or service
Listen to customer
Deal with objections…always acknowledge them
Close the sale
Follow up
Ask for new customer referrals

7. Sales Call Behaviors of Successful Salespeople
1. Let the customer talk more than you do. You are there to learn about the customer’s needs.
2. Ask the right questions. Be a friend. Your goal is to uncover problems your product/service could solve.
3. Wait to offer products and solutions until later in the call. You cannot offer a solution until you know your customer’s needs and problems.

8. Analyze Your Sales Calls
After each call, ask yourself:
Did the customer open up to me?
Which of my questions helped the customer describe his/her needs?
Was I able to make a good case for my product or service?
Did I improve my relationship with my potential customer?

9. Turn Objections into Advantages
Study objections you have received
Group into categories and develop objection-proof answers for each
Price
Performance
Follow-up service
Competition
Support
Warranties

10. Use Technology to Sell Multimedia demonstrations Website Email & blogs
Webinars & audio conferences
Digital planners & sales software
PDAs for order placement & inquiries

11. The “One Minute Sales Call”
Keep it clear & concise
Write it down
Practice delivering it. The pitch needs to sound natural & unrehearsed.
Get constructive feedback
Remember – listen to the customer! Don’t just use the pitch!

12. Customer Service Is Keeping Customers Happy
Know your customers by name
Deliver products on time
Help customer carry product to the car
Suggest a less expensive product that might meet the customer’s need
Provide a full refund when a customer is dissatisfied
Listen politely & with empathy to customer complaints

13. Positively Outrageous Service*
Random & unexpected
Out of proportion
Involves the customer personally
Creates positive word of mouth
* T. Scott Gross

14. Costs of Losing a Customer
Loss of current dollars customer was spending with your business
Loss of jobs
Loss of reputation
Loss of future business

15. Customer Complaints are Valuable
Always acknowledge & address complaints and criticism. Complaints are a valuable source of market research!
Never overreact to negative remarks from customers. Do not take these personally.
Always tell the truth about any negative aspect of your product or service. When you admit a negative, you gain customers’ trust.

16. Customer Service Is Marketing
Your customer service should always reinforce your marketing and competitive advantage.
If your competitive advantage is speedy service, make sure your employees move fast.
If your competitive advantage is a cozy atmosphere, employees should not rush customers.

17. Collect Market Research Via Customer Service
Include brief market surveys with purchases.
Ask selected customers to fill out longer surveys, offering a discount as incentive.
Have employees regularly ask customers if they are satisfied with product/service.
Keep database of customer contact info, preferences, previous purchases, etc.

18. Build Long-Term Relationships with Customers
Stay in touch via website and in addition to more traditional ways
Offer customers birthday discounts, special shopping days, & other benefits
Ask customers to refer you to new customers
A successful business is built on repeat customers.