Section 104 – Tuesdays
Where we are and where we are going
Today, December 3rd
•Chapter 15 – Servicing the Sale and a bit of 16
•Role Play 2 Debrief
Tuesday, December 10th – 7:00pm
•Exam 3 (Chapters 9, 12, 13, 14, 15/16)
REMINDER: Please fill out the student evals
Professional Selling: MKT 3580
Chapter 15: Servicing the Sale
Understand the importance of customer service
Identify the three types of expansion selling
Follow-through and follow-up
Cross-selling, Full-line selling, and Up-selling
How to deal effectively with complaints
Time, Territory, Records, Stress
Anything that enhances customer satisfaction
Takes place before, during, and after the sale
Servicing the sale is a three-part process:
with ongoing communication
Why is Servicing the Sale important?
Customers are one firm ‘asset’ that appreciates over time
First sale is just the beginning
Firms want successive sales
Customers have ‘Great Expectations’
You made a ‘promise’ that you now must keep
Requires effort from the whole firm
Customer attrition is costly
Why do customers leave?
12 - 15%
50 - 70%
10 - 15%
Add Value by FollowingThrough
on assurances made during sales presentation
to customer retention/successive sales
Make credit arrangements
Be present during delivery
Offer training on how to use
or display the product
Hold the reservation
Make sure to Follow-Up
Following up does 4 things:
Shows the customer you appreciate the purchase
Enhances the relationship you just established
Lets you determine if the customer is satisfied
Allows customer to voice concerns to JUST you
Personal visit, telephone call, email, letter
Which form is most effective?
Power of Word-of-Mouth
(% of people who value WOM more than advertising)
Adding Value Through Expansion Selling
Three forms of expansion selling:
Full-Line Selling, aka suggestion selling
Suggest related products/services to customer
Only AFTER primary need is satisfied
If appropriate, demonstrate the connection
Should be thoughtful, complementary suggestions
Examples in your life?
Selling products not directly associated to those
already sold to established customer
Buyers often like single-source convenience
Most effective when salesperson/customer
enjoy true partnership
Effort to sell better-quality products
Describe why it’s in the customer’s best interest to:
“Spend just a little bit more”
Must be a trusted relationship & qualified buyer
Customers want the right purchase over the least expensive
Do you want your customer to complain to you?
YES – because then they won’t complain to others!
Complaint are opportunities to strengthen the relationship
Doesn’t matter whether it is real or perceived
Do not alibi
Politely discuss the problem and decide on a remedy
Preventing Post-Sale Problems:
Wisdom of Crowds (or Teams)
Use the ‘collective intelligence’ of the organization
The more people involved, the better the solution will be
If the team is diverse and everyone thinks for themselves
Errors and blind spots get cancelled out
Firm will maximize information
Takeaway – if there is a post-sale problem,
Shippers, installers, receptionists,
credit department, manufacturers,
A four-dimensional process involving:
On average, 60% of time spent on
administrative duties and travel
Sound time management can
lead to increased sales
Time management Remedies
Keep a log and identify “time wasters”
Create a “To-Do” list each day
Maintain a planning calendar
Step 1: Classify Customers
A few customers might provide most of your sales
Step 2: Develop Schedule
Map out territory – chunk into smaller zones
Develop a route and specific time frame
Use the 80/20 rule
80% of time on most productive customers
20% on prospects and smaller accounts
Have you ever gotten behind on bills,
insurance, curriculum requirements, etc.?
Some complain about “paperwork” time
Accurate and timely records are important
Facilitates closing sales & improves customer service
Types of reports:
TPS reports ?
Stress refers to two simultaneous events:
An external stimulus (a stressor)
The physical and emotional responses to that stimulus
Anxiety, fear, muscle tension, surging heart rate
Invoke a “fight or flight” response
can cause stress for a salesperson?
stress always a bad thing?
Proven Stress Relievers
Take a 10-minute walk.
Do some Yoga.
Turn off the Iron Bowl.
Listen to classical music.
Treat. Yo. Self.
Chew a piece of gum.
off your phone.
a banana or potato for potassium.