m arketing 1.02b explain the role of customer service as a component of selling relationships
TRANSCRIPT
MARKETING1.02B Explain the role of customer service as a component of selling relationships.
DISTINGUISH BETWEEN CUSTOMER SERVICE AS A PROCESS AND CUSTOMER SERVICE AS A FUNCTION.
Customer service in selling Is a process rather than a function Is a relationship rather than a department Enhances/Facilitates customer’s use of goods
and services
DESCRIBE HOW BUSINESSES CAN USE CUSTOMER SERVICE TO BEAT THEIR COMPETITION Customer service and competition
Customer service is where the real competition among businesses begins
Product quality and price can be easily matched.
DISCUSS FACTORS THAT INFLUENCE CUSTOMER EXPECTATIONS OF CUSTOMER SERVICE
Customer service means different things to different customers.
Every customer has their own unique expectations based on: Past experience
Repeat customers will expect the same or higher quality or customer service
Comparing one service with the competitors service Word-of-mouth
Word-of-mouth is extremely powerful in business and sales
Prospects may visit your business based on recommendations from family, friends, and acquaintances
Expect to receive the same quality of customer service that other received
DISCUSS FACTORS THAT INFLUENCE CUSTOMER EXPECTATIONS OF CUSTOMER SERVICE
AdvertisingA business invests in advertising to let
potential customers know that their products and services are the best
Personal SellingDetermine what is of value to the
customer and what they need help with.
EXPLAIN HOW CUSTOMER SERVICE FACILITATES SALES RELATIONSHIPS
Benefits of customer serviceBuilds profits through:
Partnerships with current customersLoyaltyStrive to provide high quality customer service
Generating new customers
IDENTIFY THE PRE-SALES OPPORTUNITIES FOR PROVIDING CUSTOMER SERVICE THAT CAN FACILITATE SALES RELATIONSHIPS.
Pre-Sale Customer ServiceSuggestion Selling
Adds value to a customer’s experience by suggesting additional products or services that will enhance his/her primary purchase
Ex: suggest a strap that goes along with a guitar
Builds solid partnerships with customers
IDENTIFY THE PRE-SALES OPPORTUNITIES FOR PROVIDING CUSTOMER SERVICE THAT CAN FACILITATE SALES RELATIONSHIPS. Product information
Providing help in customers purchase decisions for high priced items Vacations Houses Expensive electronic equipment
Successful salespeople make sure that customers have all the information they need to make a sound, well-informed decision
Happy customers = repeat customers Promises that can be kept
Customers remember the promises made to them during sales
If you can’t keep those promises, you will have unhappy customers and damaged client relationships
IDENTIFY POST-SALES OPPORTUNITIES WHEN CUSTOMER SERVICE CAN BE PROVIDED TO FACILITATE SALES RELATIONSHIPS
A. Post-Sale Customer Service 1. Order processing
a. It is the salespersons responsibility to ensure customer’s orders are processed correctly
b. Establish a relationship with the people that process orders so you can easily check on the status of orders to make sure customers are getting what they requested.
B. Shipping and delivery 1. Can be a major source of frustration for customers 2. With so many variables things can go wrong a. items arriving too early or too late b. items lost in transit c. items can arrive damaged or accidentally be
shipped to the wrong customer 3. Even the best salesperson cannot control all the
variables or ensure that nothing will ever go wrong.
IDENTIFY POST-SALES OPPORTUNITIES WHEN CUSTOMER SERVICE CAN BE PROVIDED TO FACILITATE SALES RELATIONSHIPS
Installation Salespeople need to stay involved to reduce frustration and
minimize problems Customer is promised free installation, but the delivery person is
unaware of this. Salespeople can clear up these kinds of misunderstandings quickly.
Warranty Issues Successful salespeople take responsibility to make sure
customers understand exactly what their warranties cover. Maintenance and repair
Certain products need routine service and may also need specialized repairs over time
Ex: cars need regular oil changes, and over time, repair work. May be offered as part of overall sales package Successful salespeople make sure their customers understand
what maintenance and repair services are available how to take advantage of them
IDENTIFY POST-SALES OPPORTUNITIES WHEN CUSTOMER SERVICE CAN BE PROVIDED TO FACILITATE SALES RELATIONSHIPS
Credit/Financing Problems with obtaining credit and financing are a
main cause of customer-service complaints for sales organizations.
Technical assistance and support Ex: computers and Internet service
Customer training Some products require customer training, even
classes a salesperson may need to visit a business to show
employees how to use a new copier hosting a week long conference to facilitate the use of a
certain software package Providing appropriate customer training is a mark of
a successful sales organization
DISCUSS ACTIONS A SALESPERSON CAN TAKE TO MAKE THE MOST OF HER/HIS CUSTOMER SERVICE ACTIVITIES.
A. Solicit feedback Ask about customer satisfaction Provide convenient, user-friendly ways for customer to provide
feedback. Solicit feedback on a regular basis
B. Keep in touch The best salespeople recognize the necessity of keeping in contact
with their customers to maintain the partnerships they have established.
a. follow-up phone calls b. thank you cards c. personal visits for major clients C. Be prompt
Extraordinary salespeople can set themselves apart by treating questions and complaints as high priorities and responding quickly
Responding promptly to complaints can be the difference between one time customers and repeat customers
D. Have a good attitude