Transcript Introduction to Criminal Justice After this lecture you
UNIT 2 • INTEGRATED MARKETING
SMART SELLING AND EFFECTIVE CUSTOMER SERVICE
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ENTREPRENEURSHIP: Starting and Operating a Small Business, 3/e Steve Mariotti and Caroline Glackin Class Name Instructor Name Date, Semester
Performance Objectives
After this lecture, you should be able to complete the following Performance Objectives
1. Explain the importance of selling based upon benefits.
2. Use the principles of selling to make effective sales calls.
3. Know how to make a successful sales call.
4. Analyze and improve your sales calls.
5. Provide superior customer service.
6. Define customer relationship management and understand its value.
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Many Great Entrepreneurs Started as Salespeople
Ray Kroc, was selling milkshakes before he founded McDonald’s Aristotle Onassis, sold tobacco wholesale before becoming multimillionaire in shipping business King C. Gillette, was a traveling sales representative before invented safety razors W. Clement Stone, sold newspapers before he made his fortune in the insurance industry Mary Kay Ash, co-founded Mary Kay Cosmetics with her son.
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Selling Is a Great Source of Market Research
If a customer is dissatisfied, it is often the salesperson who hears the complaint. In that sense, selling is a constant source of valuable market research.
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Essence of Selling is Teaching
Teach customers about the benefits of your product or service, don’t just tell them about its features.
Listen to customers: Their complaints teach you how to improve your business.
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Principles of Selling
Make a good personal impression Know your product or service Believe in your product or service Know your field Know your customers Prepare your sales presentation Think positively Keep good records Make no truly “cold” calls Make an appointment Treat everyone you sell to like gold
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Sales Call
A sales call is an appointment with a potential customer to explain/demonstrate your product or service. During the call:
Make the customer aware of your product or service.
Make the customer want to buy that product or service. Make the customer want to buy from you.
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Electronic Mail, Blogs, and Newsgroup
Newsgroup-an online discussion group focused on specific topics or interests.
Spam-unwanted Internet advertisements or e-mails.
Lurk-to read messages and get a feel for discussions on a website, newsgroup, or the like without participating in the online conversation.
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Prequalify Your Sales Calls
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Prospects- a person or organization that may be receptive to a sales pitch.
Is this individual in my market?
Does he or she need my product?
Will my product or service remove a problem or source of “pain,” or improve the individual’s life?
Can he or she afford it?
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Focus on the Customer
During each call, focus on one thought: What does the customer need?
Visualize your product or service fulfilling that need.
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8-Step Sales Call
1.
2.
3.
4.
5.
6.
7.
8.
Prepare yourself mentally Greet the customer politely Show the product or service Listen to customer Deal with objections…always acknowledge them Close the sale Follow up Ask customers for referrals
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Sales Call Behaviors of Successful Salespeople
1.
Let the customer talk more than you do. You are there to learn about the customer’s needs.
2.
Ask the right questions. Be a friend. Your goal is to uncover problems your product/service could solve.
3.
Wait to offer products and solutions until later in the call. You cannot offer a solution until you know your customer’s needs and problems.
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Analyze Your Sales Calls to Become a Star Salesperson
After each call, ask yourself: Did the customer open up to me?
Did I do or say anything that turned the customer off?
Which of my questions did the best job of helping the customer focus on his or her challenges?
Was I able to make an honest case for my product or service?
Did I improve my relationship with this individual during the call?
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Turn Objections Into Advantages
Study objections you have received Group into categories and develop objection-proof answers for each
• • • • • • Price Performance Follow-up service Competition Support Warranties and assurances
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Use Technology to Sell
Multimedia demonstrations Web site Email, blogs, and social networking Webinars & audio conferences Digital planners, calendars, & sales software PDAs for order placement & inquiries
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The “One Minute Sales Call”
Keep it clear & concise Write it down Practice delivering it. The pitch needs to sound natural & unrehearsed.
Get constructive feedback Remember – listen to the customer!
Don’t just use the pitch!
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Successful Businesses Need Customers Who Return
Your real goal is not the first sale, but to develop repeat business – customers who will buy from you over and over again.
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Customer Service Is Keeping Customers Happy
Know your customers by name Deliver product or service on time Help customer carry their purchases to their vehicle Suggest a less expensive product that might meet the customer’s need Provide a full refund when a customer is dissatisfied Listen politely & with empathy to customer complaints Provide a toll-free customer-assistance phone line Offer products or service information in a nonthreatening manner
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Positively Outrageous Service*
Random & unexpected Out of proportion Involves the customer personally Creates positive word of mouth * T. Scott Gross
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Costs of Losing a Customer
Loss of current dollars customer was spending with your business Loss of jobs Loss of reputation Loss of future business
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Customer Complaints are Valuable
Always acknowledge & deal with complaints and criticism. Complaints are a valuable source of market research!
Never overreact to negative comments and, above all, do not take these personally.
Always tell the truth about any negative aspect of your product or service. When you admit a negative, you gain customer’s trust.
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The Better Business Bureau BBB
The BBB is a nonprofit, composed of for-profit and nonprofit organizations, which publishes reports about the reliability, trustworthiness, and performance of businesses and charities.
The BBB bases much of its reporting on complaints submitted by customers.
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Customer Relationship Management Systems
Customer Relationship Management (CRM) companywide policies, practices, and processes that a business uses with its customers to generate maximum customer satisfaction and optimal profitability.
Why does CRM Matter? CRM can be the component of your business that makes it a sustainable entity.
Some ways to collect market research:
- Provide a short survey on a stamped postcard - Asking selected customers to fill out a longer survey with incentives - Always asking standard questions when making a sale.
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Components of CRM for the Small Business
Three Golden Rules offered by the SBA:
- Golden Rule 1: Put the customer first.
- Golden Rule 2: Stay close to your customers.
- Golden Rule 3: Pay attention to details
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SBA Five Rules on the Components of Customer Care: Principles of Successful CRM
1. Conduct your own survey.
2.
Check employees’ telephone manners periodically.
3. Rule such as prompt answering and a cheerful attitude of helpfulness are of critical importance.
4. Make customer service a team effort.
5. Extend your efforts after hours.
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How Technology Supports CRM
Database-a collection of information that is generally stored on a computer and organized for storing and searching.
KEY TERMS
customer relationship management (CRM) customer service database lurk newsgroup prospect spam