The sales process

Question 1

Customer service -

Answer 1

• the methods used by a business to look after its current and future customers.

Question 2

Good customer service (2)

Answer 2

1. Involves meeting customer needs before, during and after the sale.
2. All employees are focused on meeting customer needs (not just those in customer facing roles).

Question 3

Know your product (or service) (4)

Answer 3

1. Employees will need to know and be confident about the different products the business sells; for example, product features, in supermarkets - the location of different products, prices, guarantees etc
2. Staff will need updating as new goods, services and offers are introduced
3. This will also apply to e-sales
4. Providing good training, having high staff retention rates and ensuring staff have a passion for providing high standards of customer service are important factors to ensure that staff have strong product knowledge

Question 4

Engage with customer to create a positive experience (3)

Answer 4

1. Timing and language must be appropriate; greeting and acknowledging customers is important to make them feel valued and part of the sales process
2. The benefits of a specific product may need to be communicated effectively to encourage customers to make a purchase
3. Engagement is a two-way process which requires listening to each customer carefully and identifying their specific needs

Question 5

Speed and efficiency of service (3)

Answer 5

1. Customers are busy people and want to be provided with goods/services that match their expectations in terms of quality and value for money
2. If there is a problem with a product, customers expect the issue to be dealt with quickly and efficiently
3. This will help to increase customer loyalty, which is important in markets with lots of competition

Question 6

Finalise the deal and agree the sale (3)

Answer 6

1. For some sales, negotiation may take place
2. The agreement to purchase may be agreed verbally, in writing or by the click of a mouse
3. Agreement is likely to include how and when payment will be made

Question 7

Provide a choice of convenient payment options (3)

Answer 7

1. Payment processes should be efficient (no long queues), should meet customer needs and fulfil the agreement made
2. Payment may be immediate (cash, debit card or transfer) or may involve credit
3. Many large supermarket chains offer self-service tills to speed up payment

Question 8

Good post-sales service is important (3)

Answer 8

1. Post sales service can involve instructions, manuals and having helplines
2. Service contracts are often offered
3. Follow up calls and emails may be undertaken to gain customer feedback, with the intention of improving service in the future

Question 9

Response to customer feedback (3)

Answer 9

1. It is very expensive for a business to attract new customers; it is therefore important for businesses to retain their current customer base
2. Acting on and responding to customer feedback will help to ensure customers are satisfied with their purchases and positive word of mouth communication is gained
3. This is very important, particular with the widespread use of social media and reviews about goods and services being easily visible through the internet

Question 10

Successful sales process (7)

Answer 10

1. Know your product (or service)
2. Engage with the customer to create a positive experience
3. Speed and efficiency of service
4. Finalise the deal and agree the sale
5. Provide a choice of convenient payment options
6. Good post-sales service is important
7. Responses to customer feedback

Question 11

Product information knowledge -

Answer 11

• information provided is accurate and accessible; staff are well trained and have a thorough product knowledge.

Question 12

Customer engagement -

Answer 12

• positive customer experience; staff build a good relationship with each customer.

Question 13

Post sales service/responses to customer feedback - (4)

Answer 13

1. Dealing promptly and fairly with any negative customer feedback
2. Exchanging faulty or unwanted goods
3. Delivery within timescales
4. Goods under guarantee, repaired

Question 14

Speed and efficiency of service -

Answer 14

• customers service is efficient and appropriate to the type of product that is looking to be purchased.

Question 15

Manage customer expectations efficiently and effectively -

Answer 15

• this is the key to success in terms of repeat business and customer loyalty.

Question 16

Good or service meets the needs of customers -

Answer 16

• the good or service meets customer needs in terms of function, reliability, safety and quality.

Question 17

Dealing with customers effectively (6)

Answer 17

1. Product information knowledge
2. Customer engagement
3. Post sales service/Responses to customer feedback
4. Speed and efficiency of service
5. Manage customer expectations efficiently and effectively
6. Good or service meets the needs of customers

Question 18

Importance of providing good customer service (7)

Answer 18

1. Increased sales
2. Customer retention/loyalty
3. Word of mouth promotion - satisfied customers are more likely to recommend the products to others attracting
   new customers
4. Enhanced public image – this helps build a brand and provides protection if there is a slip-up in customer service
5. More effective workforce – employees receive their customers’ appreciation
6. Lower costs – fewer complaints, less staff needed in customer service departments and fewer refunds/replacements required
7. Improved profitability - revenue increases

Question 19

Dangers to businesses of providing poor customer service (4)

Answer 19

1. Loss of loyalty
2. Loss of sales
3. Customers may not report problems – sales will be lost without any information to explain why
4. Unhappy customers spread the word – this can occur both verbally and via social media

Question 20

Elements of the sales process (3)

Answer 20

1. Product knowledge
2. Customer engagement
3. Post sales service