Chapter 13 Topics

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Chapter 13 Topics

• How important is service after the sale?
• How should salespeople stay in contact with
  customers?
• What sales strategies stimulate repeat sales and
  new business in current accounts?
• What techniques are important to use when
  handling complaints?

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Becoming a Business Partner

• Assume for a moment that you are going to enter
  into a business partnership with the person
  sitting next to you.

• What are the benefits of entering into a
  partnership?
• What would be your attitude toward your partner?
• When should you try to enter into a partnership?

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Ways to Build Partnerships and Goodwill

• Maintain the perspective that the customers
  interest is paramount.
• Remember customers between calls.
• Build perceptions of trust.
• Monitor order processing
• Ensure proper initial use of the product or
  service.
• Help in servicing the product.
• Provide expert guidance and suggestions.
• Provide any necessary special assistance.
• Handle customer complaints efficiently and
  effectively.

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Major Components of Trust and Their Relationship
to Partnerships
Honesty
Bond neededfor apartnership
Trust
Dependability
Customer Orientation
Competence
Likeability
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Major Components of Trust and Their Relationship
to Partnerships
Honesty
Trust
Bond neededfor apartnership
Dependability
Customer Orientation
Competence
Likeability
Identify specific actions you could take as a
salesperson to provide evidence of your
expertise, reliability, and concern for the buyer.
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Researching Trust
Assume you are interviewing for a sales position.
How can you find out if the firm that you are
interviewing with is generally considered
trustworthy by buyers and prospects?
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Thinking It Through

• Some customers take advantage of salespeople by
  trying to have them perform almost all of the
  routine maintenance on a product for free.
• What can you as a salesperson do to curb such a
  request?
• How do you know where to draw the line?

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What types of special assistance can a
salesperson offer?

• Serve as consultants, offering advice on store
  layout.
• Set up special displays.
• Provide free demonstrations.
• Tidy up the shelves and physically restock them.
• Train a resellers employees in how to sell the
  product to final consumers.

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Guide to Handling Complaints

• Listen carefully, sympathetically, and without
  interrupting.
• Express regret for any inconvenience suffered.
• Reassure the customer that the company wants to
  do what is fair.
• Talk about points of agreement.
• Inquire, investigate, and examine to get the
  facts.

• Try to get agreement on responsibility for the
  difficulty.
• Gain agreement on a solution.
• Take action as promptly as possible.
• Educate and resell the customer to forestall
  future claims.
• Follow through to see that the action promised
  has been taken.

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Effects of Customer Retention

• Retaining 2 to 5 more customers has the same
  effect on profits as does cutting costs 10.

• It takes 7 sales calls (on average) to close a
  new account, but only 3 to 4 to close a
  subsequent sale.
• 65 of the average companys sales comes from
  current customers.
• The average cost of acquiring a new customer is 5
  times that of serving a current customer, largely
  due to demonstrations, trials, and samples.

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Buyer/Supplier Interface Traditional
Exhibit 13.7
Buyer
Supplier
Source Ginger Conlon, Lisa Napolitano, and Mike
Pusateri, Unlocking Profits The Strategic
Advantage of Key Account Management
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Buyer/Supplier Interface Team
Exhibit 13.7
Supplier
Buyer
What is the role of the salesperson when you have
achieved a partnership and you have direct
communication between members of the two firms?
Source Ginger Conlon, Lisa Napolitano, and Mike
Pusateri, Unlocking Profits The Strategic
Advantage of Key Account Management
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Any questions about the terminology?

• Champion
• Change agent
• Complacency
• Corporate culture
• Cross-selling
• Full-line selling
• Preferred supplier
• Rate of change
• Scope of change
• Upgrading

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