Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall,15-,*,CHAPTER,15,Servicing the Sale and Building the Partnership,1,Learning Objectives,Explain how to build long-term partnerships with customer service,Describe current developments in customer service,List and describe the major customer service methods that strengthen the partnership,Explain how to add value with expansion selling,Explain how to deal effectively with complaints,2,Six-Step Presentation Plan,Approach,(Chapter 10),Presentation,(Chapter 11),Demonstration,(Chapter 12),Negotiation,(Chapter 13),Close,(Chapter 14),Servicing the Sale,3,Six-Step Presentation Plan,FIGURE,15.1,4,Customer Service,Encompasses:,A variety of activities that take place during and after the implementation of the buying process,Three-part process:,Follow-through on promises/assurances,Follow-up with on-going communication,Expansion selling for additional solutions and needs,5,Body Glove,See theWebsite,Body Glove views customer service as a key element of partnership building.,6,Current Developments in Customer Service,Important service developments are especially important to business-to-business selling:,Diligence,Information communication,Inducements,Bill Gates,author of,Business the Speed of Thought,predicts that in the new economy customer service may become the primary value-added function.,7,Sewells Customer Service,See theWebsite,Carl Sewell,Chairman of Sewell Automotive Companies,has fully embraced the customer-for-life philosophy,8,Customer Attrition Causes,50 to 70%POOR SERVICE,12 to 15%PRODUCT DISSATISFACTION,10 to15%PRICE,9,Customer Service Developments,Empathy marks the difference between highly productive salespeople and those that are average,Sportsmanship is a service behavior that marks a salespersons ability to tolerate setbacks without negativism,Customer-friendly,computer-based systems enhance service,10,Servicing the Sale,FIGURE,15.2,High performing salespeople use value-added strategies to service the sale and build repeat business and referrals.,11,Adding Value with Customer Follow-up,On assurances and promises made during sales presentation,Key to customer retention,12,Adding Value with Customer Follow-up,Common Post-Sale Services:,Make credit arrangements,Schedule deliveries,Be present during delivery,Monitor installation,Offer training,Provide price change information,13,Creating the Lifetime Customer,Tom Peters believes there is one asset that can appreciate over the years.That asset is the well-served customer.,See theWebsite,14,Zero Mountains Post-Sale Service,Zero Mountain partners with its customers and has one of the best value-added web-enabled inventory tracking systems.,See theWebsite,15,Prevent Post-Sale Problems,Perform diligent follow-up,Know shippers and installers,Know credit department,A delicate areafor customers,16,Follow-up Objectives,Follow-ups have two major objectives:,To express appreciationwhich enhances relationship,To determine if customer is satisfied,Poor service and lack of follow-up are common causes of customer attrition,17,Follow-up Methods,Personal visits,Value reinforcement,Telephone calls,E-mail messages,Letters or cards,Call reports,18,Eastern Shore Seafood,At Eastern Shore Seafood,value is added by giving customers the opportunity to talk directly to the customer service staff.,See theWebsite,19,Expansion Selling,Full-line selling,Cross-selling,Up-selling,Rackham and DeVincentis say that success rests on the critical ability to create value.,20,Full-Line Selling,Suggest related products/services to customer(suggestion selling),Done correctly,provides value-added service,Guidelines:,Plan during pre-approach,First satisfy primary need,Thoughtful,positive suggestions,When appropriate,demonstrate,21,Cross-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,22,Up-selling,Effort to sell better quality product,Works best when:,Established relationship existsbuilt on trust,Salesperson continuously qualifies prospect,Most customers want the right purchase over the least expensive,23,Servicing-the-Sale Worksheet,FIGURE,15.3,24,Partnership Building,Should encompass all key people,Receptionists,Technical personnel,Stock/receiving clerks,Management personnel,25,Partnering with an Unhappy Customer,Often do not initiate written or verbal complaints,Dissatisfied customers often tell many others about problem,Use opportunity to strengthen the relationship,26,Handling Complaints,Let customers disclose feelings,Carefully listen to customer,Keep in mind that it doesnt matter whether the complaint is real or perceived,Do not alibi,Politely share your view of problems cause,Decide on action to remedy,27,Key ConceptDiscussion Questions,Explain how to build long-term partnershi