Customer Satisfaction and Retention Chapter 15 2 Objectives
Customer Satisfaction and Retention Chapter 15. 2
Objectives • Explain the importance of suggestion selling • List the rules for effective suggestion selling • Demonstrate appropriate specialized suggestion selling methods • Discuss strategies for maintaining and building a clientele • Explain the importance of customer service and follow up • Explain the concept of customer relationship managment
Suggestion Selling • Selling additional goods or services to the customer
Benefits of Suggestion Selling • Benefits the customer, salesperson, and the company – Customer: He or she is more pleased with the original purchase – Salesperson: The salesperson as seen as more effective by his or her superiors – Company: The time and cost is involved in Suggestion selling is less than the cost of making the original sale
Rules for Suggestion Selling • Use Suggestion Selling after the customer has made a commitment to, but before payment is made • Make your recommendation from the customer’s point of view, and give at least one reason for your suggestion • Make the suggestion definite
Continued • Show to item you are suggesting • Make the suggestion positive
Suggestion Selling Methods • Offering related Merchandise • Recommending larger quantities • Calling attention to special sales opportunities
After Sales Activities • Order Processing – Get to product to the customers quickly • Departure – Educate your customer’s about their purchase – Thank the customers even when they don’t buy anything • Order Fulfillment – Includes: shipping, customer service, transactions, etc
After Sales Continued • Follow up – Making arrangements to follow through on all promises • Customer Service • Keeping a Client File – Take notes about the interactions with the customer – Note customers preference: size, color, style, etc – Note any personal interest
Evaluating Sales efforts • Ask: – What were the strong points of the sales presentation? – What went wrong? – How could you have improved your performance – What would you do differently next time? – What can you do to solidify your relationship with your customer if you made the sale?
Customer Relationship Management (CRM) • Involves finding customers and keeping them satisfied.
Technology and CRM • Examples: E-mail list, special online offers, Text offers.
Maintaining Contact • Important to offer solutions to problems and to stay in contact, acting as a partner or consultant for your customers
Maintain Relationships • Examples: – Harley Davidson Club – Amazon e-mailing personalized information about special offers and promotions
Develop Customer Loyalty • The sale is the first step of process, not the last • After sale activities such as emails to inform the customer about sales, new products, and important company news
Rewards programs • Offered to regular customers.
EOC questions • Pg 327 1 -3
- Slides: 17