Entrepreneurship and smaill business management chapter 11
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Entrepreneurship and
Small Business
Management
Chapter 11
Smart Selling and Effective
Customer Service
Ch. 11 Performance
Objectives
Explain the importance of selling based upon benefits.
Use the principles of selling to make effective sales calls.
Know how to make a successful sales call.
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Ch. 11 Performance
Objectives
(continued)
Analyze and improve your sales calls.
Provide excellent customer service.
Define customer relationship management and understand its value.
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Many Successful
Entrepreneurs Started as
Salespeople
Ray Kroc founded McDonald’s.
Billy Durant founded General Motors.
King Gillette invented the safety razor.
Mary Kay Ash co-founded Mary Kay Cosmetics.
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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 can 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 appointments.
Treat everyone you sell to like gold.
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© 2012 Pearson Education, Upper Saddle River, NJ
07458.
The 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.
…want to buy that product or
service.
…want to buy it from you.
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07458.
Contacting Sales Prospects
Use technology to assist you, but with
careful consideration.
Correspond by electronic mail (e-mail).
Post messages on blogs and newsgroups.
Don’t send spam (unwanted ads).
“Lurk” before participating in
newsgroups.
Prequalify your leads to make the best
use of your time and prospects’ time.
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© 2012 Pearson Education, Upper Saddle River, NJ
07458.
Eight-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 the customer.
Deal with objections…always
acknowledge and handle them.
Close the sale.
Follow up regularly.
Ask for new customer referrals.
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© 2012 Pearson Education, Upper Saddle River, NJ
07458.
Three 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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© 2012 Pearson Education, Upper Saddle River, NJ
07458.
Analyze Your Sales Calls
Did the customer open up to me? Why or why not?
Did I do/say anything that turned the customer off?
Which of my questions best helped the customer
describe his/her needs?
Was I able to make an honest case for my product
or service?
Did I improve my relationship with this person?
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07458.
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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© 2012 Pearson Education, Upper Saddle River, NJ
07458.
Use Technology to Sell
Multimedia demonstrations
Web site
E-mail, blogs, and newsgroups
Webinars and audio conferences
Digital planners and calendars
Sales and contact management
software
Personal digital assistants (PDAs)
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The One-Minute Sales Call
Keep the sales pitch clear and concise.
Write it down.
Practice delivering it. The pitch needs to sound natural and unrehearsed.
Get constructive feedback.
Remember: Listen to the customer! Don’t just use the pitch!
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© 2012 Pearson Education, Upper Saddle River, NJ
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Customer Service Is Keeping
Customers Happy
Know your customers by name.
Deliver products/services on time.
Help customers carry large or heavy
purchases to their cars.
Suggest a less expensive product that
might meet the customer’s need.
Listen politely to complaints and provide
full refunds to dissatisfied customers.
Provide a toll-free customer-service line.
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Positively Outrageous
Service*
Random and unexpected
Out of proportion; catches attention
Involves the customer personally
Creates positive word of mouth
* T. Scott Gross
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Costs of Losing a
Customer
Loss of dollars that the customer was spending at your business.
Loss of jobs.
Loss of reputation.
Loss of future business.
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© 2012 Pearson Education, Upper Saddle River, NJ
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Customer Complaints
are Valuable
Always acknowledge and address complaints
and criticism. Complaints are a valuable
source of market research!
Never overreact to negative remarks from
customers. Do not take comments personally.
Always tell the truth about any negative
aspect of your product or service. When you
admit a negative, you gain a customer’s
trust.
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© 2012 Pearson Education, Upper Saddle River, NJ
07458.
What Is a CRM System?
Customer relations management—
company-wide policies, practices, and
processes that a business uses to manage
its interactions with customers
Integrates marketing, sales, and customerservice components
Designed to maximize customer
satisfaction
Encourages repeat buying and referrals
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© 2012 Pearson Education, Upper Saddle River, NJ
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CRM Supports Market
Research Via Customer
Include brief market surveys with
Service
purchases.
Ask selected customers to fill out longer
surveys, offering a discount as an incentive.
Have employees regularly ask customers if
they are satisfied with products/services.
Keep a database of customer contact info.,
preferences, previous purchases, etc.
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07458.
SBA’s Three Golden Rules
for CRM
Put the customer first.
Stay close to your customers.
Pay attention to the little details.
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© 2012 Pearson Education, Upper Saddle River, NJ
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SBA’s 5 Rules of Customer
Care
Conduct your own survey by talking to customers.
Check employees’ telephone manners.
Give customers prompt and cheerful help.
Make customer service a team effort.
Extend your efforts after hours.
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