1. Customer Satisfaction and Retention Chapter 15.2

2. Objectives Explain the importance of suggestion selling List the rules for effective suggestion selling Demonstrate appropriate specialized suggestion selling methods Discuss strategies for maintaining and building a clientele Explain the importance of customer service and follow up Explain the concept of customer relationship managment

3. Suggestion Selling Selling additional goods or services to the customer

4. Benefits of Suggestion Selling Benefits the customer, salesperson, and the company – Customer: He or she is more pleased with the original purchase – Salesperson: The salesperson as seen as more effective by his or her superiors – Company: The time and cost is involved in Suggestion selling is less than the cost of making the original sale

5. Rules for Suggestion Selling Use Suggestion Selling after the customer has made a commitment to, but before payment is made Make your recommendation from the customer’s point of view, and give at least one reason for your suggestion Make the suggestion definite

6. Continued Show to item you are suggesting Make the suggestion positive

7. Suggestion Selling Methods Offering related Merchandise Recommending larger quantities Calling attention to special sales opportunities

8. After Sales Activities Order Processing – Get to product to the customers quickly Departure – Educate your customer’s about their purchase – Thank the customers even when they don’t buy anything Order Fulfillment – Includes: shipping, customer service, transactions, etc

9. After Sales Continued Follow up – Making arrangements to follow through on all promises Customer Service Keeping a Client File – Take notes about the interactions with the customer – Note customers preference: size, color, style, etc – Note any personal interest

10. Evaluating Sales efforts Ask: – What were the strong points of the sales presentation? – What went wrong? – How could you have improved your performance – What would you do differently next time? – What can you do to solidify your relationship with your customer if you made the sale?

11. Customer Relationship Management (CRM) Involves finding customers and keeping them satisfied.

12. Technology and CRM Examples: E-mail list, special online offers, Text offers.

13. Maintaining Contact Important to offer solutions to problems and to stay in contact, acting as a partner or consultant for your customers

14. Maintain Relationships Examples: – Harley Davidson Club – Amazon e-mailing personalized information about special offers and promotions

15. Develop Customer Loyalty The sale is the first step of process, not the last After sale activities such as emails to inform the customer about sales, new products, and important company news

16. Rewards programs Offered to regular customers.

17. EOC questions Pg 327 1-3