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Expanding Customer Relationship

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Mabie Kirsten

on 28 August 2014

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Transcript of Expanding Customer Relationship

Expanding Customer Relationship
Mavie Kirsten Balena
Relationship marketing efforts can lead to longer term, broader and deeper customer relationships, which results in increases in sales, profits, and positive word of mouth.
1. Building goodwill.


- by continually adding value to the product or services through appropriate follow-up.
Several ways that a salesperson can convert new customers into highly committed lifetime customers
Relationship Enhancers and Distractors
LO1.
ASSESS CUSTOMER SATISFACTION

Research shows that customer satisfaction is in part affected by salespeople's reliability and responsiveness as demonstrated by returning phone calls promptly , fulfilling commitments, satisfying customer requests, and being readily available.
Salespeople who regularly, clearly, and concisely communicate product informationo customer can enhance their satisfaction.
LO2. HARNESS TECHNOLOGY TO ENHANCE FOLLOW-UP AND BUYER-SELLER RELATIONSHIPS.

Developing and nurturing customer relationships demands that salespeople do more than simply discover the buyer's needs and respond to them with a sales offering that resolves those needs.
Relationships are formed over time through multiple buyer-seller interactions in which the seller wins the trust of the buyer.
Accountability
. - One of the most important things buyers look for in sellers.
The FOUR Sequential Effective Follow-up:
INTERACT
- the salesperson acts to maximize the number of critical encounters with buyers in order to encourage effective dialogue and involvement between the salesperson and buyer.

CONNECT
- the salesperson maintains contact with the multiple individuals in the buying organization influencing purchase decisions and manages the various touch points the customer has in the selling organization to assure consistency in communication.

KNOW
- the salesperson coordinates and interprets the information gathered through buyer-seller contact and collaboration to develop insight regarding the buyer's changing situation, needs, and expectations.

RELATE
- the salesperson applies relevant understanding and insight to create value-added interactions and generate relationships between the salesperson and buyer.
Intranets and Extranets
Intranets
- is an organization's dedicated and proprietary computer network offering password-controlled access to people within and outside the organization(customers and suppliers.)

Extranets
- are proprietary computer networks created by an organization for use by the organization's customer's or suppliers and linked to the organization's internal systems, informational databases and intranet.
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SYSTEM

A system that dynamically links buyers and sellers into a rich communication network to establish and reinforce long-term, profitable relationships.
LO3. ASSURE CUSTOMER SATISFACTION
The salesperson must continually provide timely, relevant, high-quality information to their customers. The job of educating the buyer never stops, and salespeople are responsible for updating customers and pointing out additional opportunities that will benefit them. Information that will help customers solve their problems also is a must.
Several Post-sale follow-up methods:
Expedite Orders and Monitor Installation
The salesperson must work to prevent a delay in delivery. salesperson's job is to track the order status and inform the customers when there are delays.
Some salespeople believe that it is in their best interest to supervise the installation process and to be available when customers have questions to deal with difficult situation.
Training Customer Personnel
the salesperson should schedule the training sessions as conveniently as possible for the customers. Timely training and education for all its customers.
Correct Billing Errors
A salesperson should go over all orders and billing records to ensure proper billing has been sent to the customer
CRITICAL ENCOUNTERS
- meetings in which the salesperson encourages the buyer to discuss tough issues, especially in areas where the salesperson's organization is providing less than satisfactory performance.
A Procedure to Handle Complaints
Customer complaints must be handled quickly and with great sensitivity.
Have an open communication line with the customer, encourage feedback either positive or negative.
"BUILD THE RELATIONSHIP to the POINT that your CUSTOMERS are COMFORTABLE COMPLAINING"
- Listen Carefully and Get the whole Story
- Ask Customers How they would like their complaint Resolved
- Gain Agreement on a Solution
- Take Action-Educate the Customer
- Follow on all Promises-Add Value.
Relationship marketing efforts can lead to longer term, broader and deeper customer relationships, which results in increases in sales, profits, and positive word of mouth.
Several ways that a salesperson can convert new customers into highly committed lifetime customers.

1. Building goodwill.

- by continually adding value to the product or services through appropriate follow-up.

2. Handling complaints.

- in a timely and thoughtful manner.

3. Processing requests for a rush delivery

- willingly and assuring the customer that the salesperson will do everything possible to make that request happen.
2. Handling complaints.

- in a timely and thoughtful manner.
3. Processing requests for a rush delivery
- willingly and assuring the customer that the salesperson will do everything possible to make that request happen.
"Salespeople today utilize several technologies to stay in touch with customers."
"Relationships are formed over time through multiple buyer-seller interactions in which the seller wins the trust of the buyer."
Relationship Enhancement Activities
Provide Useful Information
Paying a visit
Telephone call
Email and social networking sites
Handwritten thank you card
Methods to Provide Useful Information
Remember the Customer
after the Sale

The customer can give verbal feedback, and the salesperson can ask questions and use probing techniques that cannot be used with written correspondence.

Resolve Complaints and encourage Critical encounters
Complaints will never be completely eliminated by any company, but they must be addressed and resolved.
TYPICAL CUSTOMER COMPLAINTS
late delivery
damaged merchandise
invoice errors
out of stock - back orders
shipped incorrect product
shipped incorrect order size
service department unresponsive
product does not live up to expectations
customer not informed of new developments
customer's problems not taken seriously
improper installation
need more training
price increases-no notice
cannot find the salesperson when needed
Full transcript