Entrepreneurship and smaill business management chapter 11

Entrepreneurship and Small Business Management Chapter 11 Smart Selling and Effective Customer Service... 11 Performance Objectives continued Analyze and improve your sales calls..  P

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.

Ch 11 Performance

Objectives

(continued) Analyze and improve your sales calls.

 Provide excellent customer service.

 Define customer relationship management and understand its value.

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.

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.

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.

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

Contacting Sales Prospects

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.

use of your time and prospects’ time.

Eight-Step Sales Call

acknowledge and handle them.

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.

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?

Turn Objections into

Advantages

 Study objections you have received.

 Group into categories and develop

objection-proof answers for each:

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)

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!

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.

Positively Outrageous

Service*

 Random and unexpected

 Out of proportion; catches attention

 Involves the customer personally

 Creates positive word of mouth

* T Scott Gross

Customer Complaints

are Valuable

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.

What Is a CRM System?

company-wide policies, practices, and

processes that a business uses to manage its interactions with customers

CRM Supports Market

Research Via Customer

Service  Include brief market surveys with

purchases.

surveys, offering a discount as an incentive.

they are satisfied with products/services.

preferences, previous purchases, etc.

SBA’s Three Golden Rules

for CRM

 Put the customer first.

 Stay close to your customers.

 Pay attention to the little details.

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.