fos chapter 14

fos chapter 14 - CHAPTER 14 Service and Follow-up for...

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CHAPTER 14 Service and Follow-up for Customer Retention LECTURE OUTLINE I. THE TREE OF BUSINESS LIFE: SERVICE A. Service and follow-up after the sale shows you truly care. B. Selling guided by the Golden Rule leads to ethical actions, then to ethical habits, then to character, and finally to your destiny. II. THE IMPORTANCE OF SERVICE AND FOLLOW-UP A. A salesperson helps customers through follow-up by maintaining contact with a customer (or prospect) in order to evaluate the effectiveness of the product and the satisfaction of the customer. B. Words of sales wisdom: Caring for people is the beginning of wise sales knowledge which can be referred to as wisdom. C. Sales proverbs: 1. Customer choice between suppliers has never been greater. 2. You lose “X” percent of sales or customers per year. 3. People do not care how much you know until they know how much you care. 4. You do business with the one you trust, and you trust the one you know. 5. 80 percent of your profits come from about 20 percent of your customers. 6. Obtaining new customers and selling more products to current customers are the ways to increase sales. 7. For some types of selling, customer referrals are the best way to find new prospects. Having a satisfied customer tell a prospect how great a product is and that the salesperson can be trusted is a wonderful way to obtain new customers. 8. It is always easier to sell to a satisfied customer or prospect than an unsatisfied one.
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The cost of acquiring a new customer is much higher than keeping a current customer. D. Knowledge versus wisdom. 1. We may amass knowledge, but without wisdom, our knowledge is useless. 2. In this age of information, knowledge is plentiful, but wisdom is scarce. E. Wisdom is learned. 1. We must trust and honor people. 2. We must realize that our purpose is to help people. 3. We must make a life-long series of right choices and avoid moral pitfalls. 4. We must learn from our errors and recover. III. TRUE CARING BUILDS RELATIONSHIPS AND SALES A. What is the purpose of the sales call? 1. Analyze the customer’s needs. 2. Present product benefits. 3. Gain commitment. 4. Provide excellent service. B. Caring is seen. Caring about the customer is more than simply warm feelings; it is an attitude that reveals itself in action. C. Caring is hard to do! This is why people notice when the seller cares. IV. BUILDING A LONG-TERM BUSINESS FRIENDSHIP A. Business friendship - the relationship formed between a salesperson and a client that revolves around business-related issues. B. Build a business relationship in much the same way you build regular friendships. 1. Level 1 - Acquaintances - people whose names you know, you see occasionally, and of whom you know little about. 2.
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This note was uploaded on 02/02/2012 for the course MKTG 305 taught by Professor Futrell during the Spring '11 term at Radford.

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fos chapter 14 - CHAPTER 14 Service and Follow-up for...

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