Customer Satisfaction Unit 5 Retail Agribusiness Sales Lesson
Customer Satisfaction Unit 5: Retail Agribusiness Sales Lesson: AS 3
2 Objectives Lesson Objective: • After completing the lesson on customer satisfaction, students will demonstrate their ability to apply the concept in real-world situations by obtaining a minimum score of 80% on a Customer Satisfaction Sample Sale. Enabling Objectives: 1. Identify the characteristics of the three types of sales personalities and dialogue specific words, statements, and questions to be asked to each during a sales presentation. 2. Identify the importance of determining customer needs and craft questions to use during a sales presentation to determine those needs. 3. Develop appropriate activities to ensure satisfaction at each level.
3 Key Terms • Extrovert • Introvert • Ambivert • Open-Ended Question • Close-Ended Question
4 What Would You Do? • “I just purchased a 5 gallon backpack sprayer from you a couple weeks ago. I used it just this past weekend and realized it’s really too heavy for my back. We have a lot of steep hills along the fence lines on our farm, and I found the backpack to be especially uncomfortable. Since it’s too heavy and causes me back pain, I would like to return the backpack for a refund. ”
5 What Would You Do? • “These plants were purchased just last week, and I noticed they are annuals. When I bought the plants, I thought they were perennials. I wanted perennials so I won’t have to replant each year. The annuals look perfectly healthy, and I’ve been watering them every day. Could I exchange them for perennials? ”
6 What Would You Do? • “Yeah, two days ago I purchased this gas powered hedge trimmer. I was trimming the hedges this morning, and after cutting about half the hedge, the blade went dull. ”
7 What Would You Do? • “I bought these plants from here about two weeks ago. I went to plant them this past weekend and noticed they were looking awfully unhealthy.
8 What Would You Do? • “I purchased a holiday wreath from a neighbor of mine who is in your FFA chapter. I ordered a wreath with a red ribbon to hang on my door in December. I was told I would receive the wreath the first week of December. Unfortunately, I just received this wreath, and it’s already December 15 th. It also looks very spindly and has a white ribbon. Can you help me, please? ”
9 Customer Sales Personalities • Outgoing, friendly, talkative • People-oriented and less opinionated • Easier initial sale because of openmindedness • Sales Approach • Approach him or her with friendly and open manner to establish a personal relationship • Praise his or her accomplishments • Supply an abundance of assistance and technical support • Subdued, private, and less emotional • Task-oriented • Extremely analytical when making decisions • Likes to have extensive information on which to base a decision • Harder to sell to initially, but very loyal • Sales Approach • Approach an introvert with a detailed, specific, and fact-filled presentation • Do not rush introverts as they like to digest all the facts before making a decision • Combination of extrovert and introvert • Includes most people • Sales Approach – Observe ambivert’s behavior and mold the presentation to fit it Extrovert Introvert Ambivert
10 Identifying Customer Needs • Needs motivate customer’s buying decision • Needs also reveal valuable information about the customer, his or her personality, and his or her business 1) Discover a need by asking probing questions, listening carefully to the responses, and observing and researching the customer’s business 2) Make the customer aware of his or her needs by questioning the customer about his or her needs to obtain agreement on the nature of the needs and inform the customer of the research conducted or about ways to meet seemingly unfulfillable needs
11 Open-Ended vs. Close-Ended Questions Open-Ended Questions • Questions that require extensive answers Close-Ended Questions • Questions that provide specific information through very short answers (yes/no questions)
Using Open-Ended and Close-Ended in the Sales Process • Open-Ended Questions – Used to help the salesperson understand the customer and his or her point of view – Allow the customer to take some control over the conversation, which generates feelings of friendliness and trust for the salesperson • Close-Ended Questions – Used to learn specific information – Give the salesperson almost total control over the conversation – Should not be overused since the customer may feel as if he or she is being interrogated and become defensive 12
13 Questions to Determine Customer Needs Questions to Focus Attention • Used at the beginning of the meeting to focus the conversation on the subject • Used in the middle of a presentation if the conversation has strayed from the subject • Allow the salesperson to gain control of the presentation • Usually consists of close-ended questions Questions to Gain Information • Can be used at any time • Allow the salesperson to identify needs and obtain information about the customer’s business • Can be either close- or open-ended, but tend to be open-ended Questions to Confirm Information • Confirm information the salesperson has already gathered • Let the customer know that the salesperson is interested in the customer’s business • Can indicate that the salesperson is paying attention to the customer’s comments Questions to Give Information • Inform the customer about the salesperson, his or her company, and the product • Draw the customer into the conversation
14 Questions to Determine Customer Needs Questions to Qualify a Customer • Help the salesperson to decide if the prospect is potentially a good customer • Provide the salesperson with information about the customer’s buying ability and interest in the product Thought-Provoking Questions • Get the customer involved in the presentation and thinking about the product • Usually are open-ended so that the customer has to think about the product and verbalize these thoughts, which may help him or her see the benefits of doing business Defining Questions • Used to confirm a statement that the customer made • Usually restate the customer’s comment in different words to gain confirmation from the customer that the salesperson’s understanding is correct Closing Questions • Used in an attempt to close the sale or get a decision from the customer
15 Obtaining Agreement on Customer Needs • Salesperson must put together a list of needs and get confirmation from customer – Agree on needs by summarizing the list for the customer • If list is short, salesperson should discuss the specific features of the product at the end of the summary and ask for customer agreement • If list is long, salesperson should match the features and needs one at a time while going through the list and then ask customer for agreement
4 Levels of Customer Satisfaction Meet Customer Expectations Exceed Customer Expectations • • Minimum requirement To survive Customer has no complaints Not loyal – If competitor offers something better or that he/she will do more, customers will go to them • Fail to meet expectations even once, they may leave and find someone else to meet expectations • Surprising customers • Going above and beyond • Fast, friendly service and a follow-up phone call • Moves beyond survival and into building loyalty and putting you atop competitors • Customers often willing to pay a higher price for advanced service Amaze Customers Delight Customer • Once this level is reached, business can dominate marketplace • Only limit to amazing customers is your imagination • Level of service that brings a smile to customer’s face; • Basic needs are being exceeded and they have been emotionally affected • Create exceptionally high and profitable business • Showing that you care about your customers 16
17 Conclusion • Identifying customer needs is a necessary part of the sales process. The salesperson must be able to match the customer’s needs with specific product features and benefits to convince the customer to make a purchase. Different sales personalities must be approached in different ways to gather this information. • Determining needs can be accomplished by questioning the customer using different types of questions, which may be either open-ended or close-ended. Once needs have been determined, the salesperson should summarize the needs and obtain the customer’s agreement that they are valid. • Customer satisfaction plays a key role in maintaining customers and their loyalty. Obtaining the four levels of customer satisfaction will enable a business to dominate the marketplace.
18 Exit Cards • What did you learn today about customer satisfaction? • What questions do you still have about customer satisfaction?
- Slides: 18