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MKW2431

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by

kaize xu

on 18 September 2013

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Transcript of MKW2431

Paychex, Inc.
Learning Objective
Q2: Discuss how the selling process for a service, such as payroll outsourcing, differs from that of a product, such as photocopying equipment.
Service
Q1: Describe the core service concept and benefits that Paychex provides to an SMB customer with its payroll outsourcing service.
Background of Paychex. Inc
Founded in 1971 by B. Thomas Golisano
$3000 and a good idea
Just one employee --> over 12,000 employees
Serving more than half a million small to medium-sized businesses nationwide.
100 office locations across the nation
$2.3 billion in revenue in fiscal 2013
Offers an ever-growing variety of payroll and human resource products and services

Product
Intangible
Tangible
Deed
Processes
Performances
Physical good
Inseparable-produced and consumed simultaneously
Non-standardized Heterogeneous
Perishable-Use it or Lose it
Intangible-Lacks ownership
dimensions of service quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Solution-centered approach.
Provide customized experiences for specific customer segments. (eg: Payroll and taxes services, HR services, Retirement and Insurance services)
The service concept benefits SMB customer by:
1. flexible and accurate payroll services
2. easy to manage and cost effective payroll service
3. avoid penalties
4. free up time
5. avoid technology headaches
6. leverage outside payroll expertise
The background of Paychex
The core service concept and benefits of Paychex
The different sell process of service and product
Name: Kaize Xu 22235930
Kah Weng Ho 24115584
Duc Loi Nguyen 22263373

Buying Decision Process
Problem/Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-Purchase Behavior
Selling Process
Pre-approach
Approach
Sales Presentation
The Trial Choose
Handing Objective
Closing Sale
The Follow-up
Full transcript