Chapter14

Chapter14 - Chapter 14 Chapter 14 After The Sale Building Long-Term Partnerships The Value Of Customers The Value Of Customers Maintaining strong

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Unformatted text preview: Chapter 14 Chapter 14 After The Sale: Building Long-Term Partnerships The Value Of Customers The Value Of Customers Maintaining strong relationships with the customer is important (Existing accounts contribute a large portion of sales) Selling to satisfied customers not only costs less than acquiring new customers but also is easier Customers are worth more in terms of revenue than some salespeople recognize It is important to build the strongest possible relationship to retain customers Stages Of A Partnership Stages Of A Partnership Awareness Exploration Expansion Commitment Dissolution Exploration Exploration Set The Right Expectations Be aware of each others expectations Long-term relationships are built by making an honest presentation of the product’s capabilities and eliminating misconceptions prior to placing the order Monitor Order Processing The salesperson is responsible for delivering on time Electronic data interchange (EDI)- computer-to-computer linkages between suppliers and buyers for information sharing about sales, production, shipment, and receipt of products Critical step in developing a partnership Continued Continued Ensure Proper Initial Use Of The Product Or Service Salespeople should help customers understand how to use the product and realize the full potential benefits Customer service departments should be installed Follow Up After a sale, a thank you or a check up should take place Salespeople should regularly follow up accounts to stay in touch with any changing needs or possible problems Follow-ups help promote opportunities for securing references Continued Continued Make Personal Visits One of the most expensive forms of follow-ups Can be extremely productive Personal settings often stimulate trust Telephone Efficient means of two-way communication Mail Form letters or thank-you cards are encouraging Image of dependability and customer oriented Continued Continued Handle Customer Complaints Critical to developing goodwill and maintaining partnerships Set a clear understanding of product expectations Disappointment comes from (1) the product performing poorly (2) being used improperly (3) terms of the sales contract not being met Continued...
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This note was uploaded on 11/10/2009 for the course MAR 4400 taught by Professor Roberta.ciraldo during the Summer '09 term at FAU.

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Chapter14 - Chapter 14 Chapter 14 After The Sale Building Long-Term Partnerships The Value Of Customers The Value Of Customers Maintaining strong

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