1 Mc Graw-Hill Irwin Copyright 2002 by The

2 Chapter 14 Service and Follow-up for Customer Retention Mc. Graw-Hill/Irwin Copyright © 2002

3 Chapter 14 © Super Salespeople Discuss Service © Relationship Marketing and Customer Retention © The Product and Its Service Component © Customer Satisfaction and Retention © Excellent Customer Service and Satisfaction Require Technology © So, How Does Service Increase Your Sales? © Turn Follow-up and Service into a Sale © Account Penetration Is a Secret to Success Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

4 Chapter 14 ©Service Can Keep Your Customers ©You Lose a Customer—Keep on Trucking ©Increasing your Customer’s Sales ©Returned Goods Make You a Hero ©Handle Complaints Fairly ©Build a Professional Reputation ©Do’s and Don’ts for Business Salespeople Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

5 Super Salespeople Discuss Service ©Rich Port ©Mike Curto ©Francis “Buck” Rogers Mc. Graw-Hill/Irwin

Relationship Marketing and Customer Retention 6 ©Transaction selling ©Relationship selling ©Partnering Mc. Graw-Hill/Irwin Copyright

The Product and Its Service Component 7 © Customer service ©Product ©Price ©Place © Promotion © Exchange transaction © After the sale ©Expectations determine service quality Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

8 Customer Satisfaction and Retention ©Customer satisfaction ©Customer retention Mc. Graw-Hill/Irwin Copyright © 2002

Excellent Customer Service and Satisfaction Require Technology 9 © Technology and automation is often required to provide excellent service Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

So, How Does Service Increase Your Sales? 10 ©New customers ©Selling more products to present customers ©Follow-up is extremely important Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Turn Follow-up and Service Into a Sale 11 ©Convert follow-up and service situations into sales ©Follow-up and service help satisfy the needs of customers Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Account Penetration is a Secret to Success 12 © Account penetration © Determined by © Total and major-brand sales growth in an account © Distribution of the number of products in a product line © Level of cooperation obtained © Your reputation as the authority on your type of merchandise for the buyer Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

13 Service Can Keep Your Customers © Concentrate on improving your account penetration © Contact new accounts frequently on a regular schedule © Handle customers’ complaints promptly © Always do what you say you will do © Provide service as you would to royalty © Show your appreciation Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

You Lose a Customer—Keep on Trucking 14 ©To win back a customer ©Visit and investigate ©Be professional ©Don’t be unfriendly ©Keep calling Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

15 Increasing Your Customer’s Sales © Develop a customer benefit program ©Have present customers buy more of a product than they currently use ©Have present customers buy the same products to use for different purposes Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

16 Increasing Your Customer’s Sales © To increase sales with a customer ©Develop an account penetration program ©Examine your distribution ©Keep merchandise in the warehouse and on the shelf ©Fight for shelf space and shelf positioning ©Assist the product’s users ©Assist reseller’s salespeople ©Demonstrate your willingness to help ©Obtain customer support Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

17 Returned Goods Make You a Hero © Cheerfully return merchandise following the company’s returned goods policies © In your best interest to return faulty merchandise Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

18 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 Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

19 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 Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Build a Professional Reputation cont… 20 © Never take advantage of a customer by using unfair, high-pressure techniques © Be active in community affairs and help better your community © Think of yourself as a professional and always act like one © Provide service “above and beyond the call of duty” Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Do’s and Don’ts for Business Salespeople 21 © Survey of purchasing agents showed that they expect results © Purchasing agents want salespeople to ©act professionally ©be well trained ©be prepared for each sales call ©keep the sales call related to how the salesperson can help the buyer Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Do’s and Don’ts for Business Salespeople cont… 22 ©Seven deadly sins of business selling ©B. J. Hughes’ checklists of do’s and don’ts Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

23 Summary of Major Selling Issues © Salespeople increase sales by obtaining new customers and selling more product 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 Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Summary of Major Selling Issues cont… 24 © Always strive to help your customers increase their sales of your product or to get the best use from products that you have sold to them © Today’s professional salesperson is oriented to service Mc. Graw-Hill/Irwin Copyright © 2002 by The Mc. Graw-Hill Companies, Inc. All rights reserved.