Chapter 9 Flashcards
building goodwill
the process of converting new customers into lifetime customers by continually adding value to the product
adding value
the process of improving a product or service for the customer
Customer Relationship Enhancers
- focus on long term
- deliver more than the salesperson promises
- call regularly
- add value
- keep communication lines open
- take responsibility for problems
Customer Relationship Dehancers
- focus on short term
- overpromise-underdelvier
- call sporadically
- show up only for another order
- be unavailable to the customer
- lie, exaggerate, or blame someone else
Assess Customer Satisfaction
- Simply ask the customer for satisfaction feedback.
- Develop a plan for seeking customer satisfaction feedback.
4 components of effective follow-up
- interact
- connect
- know
- relate
Interact
Maximize the number of critical encounters with buyer and encourage effective dialogue and involvement.
Connect
Develop and maintain contact with multiple influential individuals in the buying organization.
Know
Coordinate and interpret information and develop insight regarding buyer’s changing situation, needs, and expectations
Relate
Apply relevant understanding and insight tocreate value-added interactions with the buyer.
intranet
an organizations dedicated and proprietary computer network offering password-controlled access to people within and outside the organization
extranet
proprietary computer networks created by an organization for use by the organizations customers or suppliers and linked tot the organizations internal systems, informational data bases, and intranet
Customer Relationship Management System (CRM)
a system that dynamically links buyers and sellers into a rich communication network to establish and reinforce long-term, profitable relationships
Relationship-enhancement activities
- remembering the customer after the sale
- expediting orders and monitoring installation
- training customer personnel
- correcting billing errors
- resolving complaints
General Procedures for Handling 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 focus on what you can’t do
- Take action; educate the customer so he or she has realistic expectations
- follow through on all promises. add value.
collaborative involvement
a way to build on buyer-salesperson relationship in which the buyers organization and the salespersons organization join together to improve an offering
service quality
meeting and or exceeding customer service expectations
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
communication
a two way flow of information between the salesperson and the customer
resilience
the ability of a salesperson to get knocked down several times day by a customers verbal assault and get right back up and smile and ask for more
service motivation
the desire for a salesperson so serve a customer everyday