9TH EDITION

Manning and Reece

CHAPTER 14
SERVING THE SALE
AND BUILDING THE
PARTNERSHIP
 LEARNING OBJECTIVES
Explain how to build long-term
partnership with customer service
Describe current developments in
customer service
List and describe major service methods
that add value to partnership
Explain how to work effectively with
customer support personnel
Explain how to deal with complaints

14-2
SIX-STEP PRESENTATION PLAN
1. APPROACH

2. PRESENTATION

3. DEMONSTRATION

4. NEGOTIATION

5. CLOSE

6. SERVICE

See details Figure 14.1. 14-3

 CUSTOMER SERVICE DEFINED

”…those activities that

enhance or facilitate the
purchase and use of the
product.”

14-4
 BUILDING LONG-TERM
PARTNERSHIPS WITH SERVICE
Achieve successive sales via
partnering/relationship marketing
Respond to increased post-sale
customer expectations
High cost of customer attrition
Keep current on developments in
customer service

14-5
CUSTOMER SERVICE DEVELOPMENTS

Salespersons spending more time

monitoring customer satisfaction
Customer knowledge important to
improving customer service
Customer-friendly, computer-based
systems enhance service

14-6
ERICSSON

14-7
 CUSTOMER ATTRITION CAUSES
12-15% PRODUCT
DISSATISFACTION

50-70%
POOR
SERVICE

10-15% PRICE

14-8
 SERVICING THE SALE

SUGGESTION
SELLING
FOLLOW
THROUGH
FOLLOW UP

14-9
 ADDING VALUE WITH
SUGGESTION-SELLING
Suggestion/full-line selling
--Suggest related items
--Suggest larger quantity
--Suggest better quality
products/services
--Suggestion selling is means
of providing value-added

See samples in text. 14-10

 CROSS-SELLING

Cross-selling
--Selling products not related
to those sold to established
customer
--Need outdoor furniture with
your new swimming pool?
--Most effective when
customer has positive
attitude toward your firm

See samples in text. 14-11

 SERVICE METHODS
FOLLOW-THROUGH
Follow-Through
--Make sure promises made
during sale were kept
--Post-sale follow-through is
key to customer retention

14-12
COMMON POST-SALE SERVICES
MAKE CREDIT ARRANGEMENTS
SCHEDULE DELIVERIES
BE PRESENT DURING DELIVERY
MONITOR INSTALLATION
PRODUCT TRAINING
PROVIDE PRICE CHANGE ALERTS

14-13
PREVENT POST-SALE PROBLEMS

PERFORM DILIGENT FOLLOW-UP

KNOW SHIPPERS & INSTALLERS
KNOW CREDIT DETAILS
BUSINESS-LIKE RELATIONSHIP

14-14
 FOLLOW-UP OBJECTIVES

Follow-ups have two

major objectives
--To express appreciation
--To enhance and add value
to relationship
--Poor service and lack of
follow-up common causes
of losing account

14-15
 FOLLOW-UP METHODS

Personal visits
Telephone calls
E-mail messages
Letters or cards
Call reports

14-16
 SERVICING THE SALE WORKSHEET
METHOD ACTIONS—SAY/DO

Suggestion Selling “GPS technology enables

Suggest purchase of you to track your trucks.”
global positioning system

Follow-Through Send customer the GPS

Schedule GPS training training schedule

Follow-Up Visit client, talk with staff

Check training was who completed training
effective

See Figure 14.4 14-17

PARTNERSHIPS ENCOMPASS ALL
KEY PEOPLE

RECEPTIONIST

TECH PERSONS STOCK CLERKS

MANAGEMENT

14-18
COMPLAINTS—UNHAPPY CUSTOMERS
Unhappy customers often do not
complain via written or verbal
messages
Dissatisfied customers often tell
many others about problem

14-19
 HANDLING COMPLAINTS
1. Let customers disclose feelings
2. Carefully listen to customer
3. Complaint may be real or perceived
4. Do not alibi
5. Share your view of problem’s cause
6. Decide on action to remedy

Last slide Chapter 14. 14-20