Chapter 9

How does a salesperson build goodwill?

-by continually adding value to the product
-handling complaint in a timely and a thoughtful manner
-process request for rush delivery willingly

Why is it important to assess customer satisfaction?

-Develop plan for seeking satisfaction feedback.
-Simply ask the customer for feedback.
How are we doing?
-Gather customer satisfaction information through surveys, feedbacks, and social media

four sequential components of effective follow up

-interact
-connect
-know
-relate

Interact

The salesperson has already "connected" with the buyer so the first step is to increase interactions with the buyer.
Maximize the number of critical encounters with the buyer and encourage effective dialogue and involvement.

Connect

The salesperson "connects" with others at the buyer's firm. This is important because a buying center exists.
The salesperson develops and maintains contact with multiple influential individuals. This ensures consistent communication about the product.

Know

The salesperson is given information by multiple influential individuals and experiences numerous situations with the buying firm.
The salesperson coordinates distribution of the information and interprets the situations to develop insights regarding buye

Relate

The salesperson applies relevant understanding and insight to create value-added interactions and further develop relationships with the buying firm.
Salesperson may be a Trusted Advisor.

Intranet

Organization's computer network that offers password-controlled access to people within and outside

Extranet

Linked to the organization's internal systems, informational databases, and intranet.

What does CRM mean?

Customer Relationship Management System(CRM): Customer contact system integrated with the Intranet and Extranet.
Links buyers and sellers into a rich communication network.
Establishes and reinforces long-term, profitable relationships - increases switchi

what are the principal means for achieving customer satisfaction?

-remember the customer after the sale
-expedite orders and monitor installation
-train customer personel
-correct billing errors

How should a salesperson handle customer complaints?

Build relationship to the point that the customer is comfortable complaining.
Listen carefully and get the whole story.
ask the customer what he or she would like you to do.
Gain agreement on a solution. Tell the customer what you can do; do not focused o

What are three ways that a firm "Work to add value and enhance mutual opportunities"?

-provide quality customer service
-manage customer expectations
-develop a service strategy

Service Strategy?

A plan in which a salesperson identifies his or her business and customers, what the customers want, and what is important to them.

What are three customer service dimensions?

-communication
-resilience
-service motivation

Communication Dimension

Two-way flow of information between salesperson and customer.

Resilience Dimension

Salesperson's ability to withstand customer's verbal assault and get right back up with a smile and ask for more

Service Motivation Dimension

Desire of a salesperson to serve customers each day