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Marketing. 1.02B 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

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marketing

Marketing

1.02B 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
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
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
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 service1
Discuss factors that influence customer expectations of customer service
  • Advertising
    • A business invests in advertising to let potential customers know that their products and services are the best
  • Personal Selling
    • Determine what is of value to the customer and what they need help with.
explain how customer service facilitates sales relationships
Explain how customer service facilitates sales relationships
  • Benefits of customer service
    • Builds profits through:
      • Partnerships with current customers
        • Loyalty
        • Strive to provide high quality customer service
      • Generating new customers
slide7
Identify the pre-sales opportunities for providing customer service that can facilitate sales relationships.
  • Pre-Sale Customer Service
    • Suggestion 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
slide8
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
slide9
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.
slide10
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
slide11
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
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