Chapter 9

Question 1

building goodwill

Answer 1

the process of converting new customers into lifetime customers by continually adding value to the product

Question 2

adding value

Answer 2

the process of improving a product or service for the customer

Question 3

Customer Relationship Enhancers

Answer 3

• focus on long term
• deliver more than the salesperson promises
• call regularly
• add value
• keep communication lines open
• take responsibility for problems

Question 4

Customer Relationship Dehancers

Answer 4

• 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

Question 5

Assess Customer Satisfaction

Answer 5

• Simply ask the customer for satisfaction feedback.

- Develop a plan for seeking customer satisfaction feedback.

Question 6

4 components of effective follow-up

Answer 6

1. interact
2. connect
3. know
4. relate

Question 7

Interact

Answer 7

Maximize the number of critical encounters with buyer and encourage effective dialogue and involvement.

Question 8

Connect

Answer 8

Develop and maintain contact with multiple influential individuals in the buying organization.

Question 9

Know

Answer 9

Coordinate and interpret information and develop insight regarding buyer’s changing situation, needs, and expectations

Question 10

Relate

Answer 10

Apply relevant understanding and insight tocreate value-added interactions with the buyer.

Question 11

intranet

Answer 11

an organizations dedicated and proprietary computer network offering password-controlled access to people within and outside the organization

Question 12

extranet

Answer 12

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

Question 13

Customer Relationship Management System (CRM)

Answer 13

a system that dynamically links buyers and sellers into a rich communication network to establish and reinforce long-term, profitable relationships

Question 14

Relationship-enhancement activities

Answer 14

• remembering the customer after the sale
• expediting orders and monitoring installation
• training customer personnel
• correcting billing errors
• resolving complaints

Question 15

General Procedures for Handling Complaints

Answer 15

1. Build relationship to the point that the customer is comfortable complaining
2. listen carefully and get the whole story
3. ask the customer what he or she would like you to do
4. gain agreement on a solution. tell the customer what you can do; do not focus on what you can’t do
5. Take action; educate the customer so he or she has realistic expectations
6. follow through on all promises. add value.

Question 16

collaborative involvement

Answer 16

a way to build on buyer-salesperson relationship in which the buyers organization and the salespersons organization join together to improve an offering

Question 17

service quality

Answer 17

meeting and or exceeding customer service expectations

Question 18

service strategy

Answer 18

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

Question 19

communication

Answer 19

a two way flow of information between the salesperson and the customer

Question 20

resilience

Answer 20

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

Question 21

service motivation

Answer 21

the desire for a salesperson so serve a customer everyday