Service and Follow-up for Customer Retention McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc All Chapter 13 Service Guided by The Golden Rule: Rule Prove you truly care with royal service Prove what you said in your presentation was the truth Take your time to build long-term business friendships Realize that customer satisfaction leads to customer retention Place the customer’s interest before your own You can see that ethical service builds true relationships The Importance of Service and Follow-Up How does this chapter refer to service? A As part of a product, such as insurance or B advertising? In the context of helping others? Correct! The answer is “B” Service Refers To: B Helping others What Is the Difference between Service and Follow-Up? Follow-up refers to maintaining contact with a customer (or prospect) in order to evaluate the effectiveness of the product and the satisfaction of the customer Words of Sales Wisdom and Sales Proverbs Examples are: You business with the one you trust and you trust the one you know Obtaining new customers and selling more products to present customers are the ways to increase sales It is always easier to sell to a satisfied customer than to an unsatisfied one or a prospect The cost of acquiring a new customer is higher than keeping a present customer Words of Sales Wisdom and Sales Proverbs, cont More examples are: Customer choice between suppliers has never been greater You lose “X” percent of sales or customers per year 80 percent of your profits come from 20 percent of your customers (80/20 Rule) People not care how much you know until they know how much you care What Do These Sales Proverbs Mean to a Salesperson Take excellent care of your current customers When Does the Business Relationship Begin? After you first sell to someone and they become a customer Which of the Following Is the Purpose of the Sales Call? Is it: Solely to make a sale? To help someone? Handle Complaints Fairly Customers may be dissatisfied with products for any number of reasons “The customer is always right.” Occasionally a dishonest customer may require you and your company not to honor a request Customers should get the benefit of the doubt Take care of your customers The Author of Your Textbook Feels the Customer is Not Always Right Is he correct? Is the Customer Always Right? “Always” is the key word in the phrase How Does One Know What is Right or Wrong in a Business Setting? What can you use to make a morally ethical decision when dealing with a customer? Company guidelines Legal laws What the boss says What else? Dress in Your Armor You need to be prepared to meet a few unethical and dishonest people They may ask you to something unethical and/or dishonest What is Meant by “Dress in Your Armor”? Armor is something that will protect you, but from what? You need protection from a person who is unethical and/or dishonest with you, such as: A customer or prospect A competitor A co-worker Your boss Your Armor Consists of: Speaking the truth Doing what is right Readiness to discuss what is ethical Trusting you know what is right, honest, and ethical Build a Professional Reputation Be truthful and follow through on what you tell the customer Maintain an intimate knowledge of your firm, its products, and your industry Speak well of others Keep customer information confidential Build a Professional Reputation, cont… Never take advantage of a customer by using unfair, high-pressure techniques Be active in community affairs – make your community a better place Think of yourself as a professional and always act accordingly Provide service “above and beyond the call of duty.” Exhibit 13-9: A Super Sales Success Secret Do’s and Don’ts for Business Salespeople A survey of purchasing agents showed the most important traits that purchasing agents found in their top business sales people: Willingness to go to bat for the buyer Thoroughness and follow-through Knowledge of the firm’s product line Market knowledge and willingness to “keep the buyer posted” Imagination in applying their products to the buyer’s needs Knowledge of the buyer’s product line Preparation for sales calls Regularity of sales calls Diplomacy in dealing with operating departments Technical knowledge of specifications and applications The Path to Sales Success: Seek, Knock, Ask, Serve Seek customers to serve and you will find them Knock and people will open their doors Ask and people will buy Provide service after the sale and customers will buy again Selling requires the three F’s: Faith Focus Follow-through Summary of Major Selling Issues Salespeople increase sales by obtaining new customers and selling more to present customers Customer referrals are the best way to find new prospects By building a relationship and partnership, you can provide a high level of customer service Customers expect service To serve customers best, improve account penetration Summary of Major Selling Issues, cont… Always strive to help your customers to get the best use from products you have sold them or to help them increase the resale value of these products Today’s professional salesperson is oriented toward service End of Chapter 13 McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc All Chapter 13 ... before your own You can see that ethical service builds true relationships The Importance of Service and Follow-Up How does this chapter refer to service? A As part of a product, such as insurance... friends Have business relationships Building a Long-Term Business Friendship What Is A Business Relationship? A relationship that revolves around business issues A business relationship is much... not allow yourself to be controlled Relationship Marketing and Customer Retention Transaction selling – customer not contacted again after sale Relationship selling – periodically stays in touch