Chapter 5 - Customer interaction management. This chapter presents the following content: Improving your chances of success, personal selling, customer interaction, pre-call planning, anticipate buyer questions, personal motives,....
Trang 1SALES FORCE ACTIVITIES
Chapter 5:
Customer Interaction Management
Trang 2Improving Your
Chances of Success
1 Build awareness
2 Get on the short list
3 Demonstrate how your proposal
meets company needs
4 Directly address decision maker’s
personal needs
5 Be prepared for “buyer remorse”
Trang 3Personal Selling
The Selling Process
PRE-INTERACTION INTERACTION POST- INTERACTION Skills: Skills: Skills:
Setting Objectives
Knowledge
Management
Information
Gathering
Rehearsal
Gaining Access
Relating
Need discovery
Advocating
Closing
Supporting
Implementing
Dealing dissatisfaction
Enhancing the relationship
Figure 51: The Selling Process and Skills
Trang 4Customer Interaction
Pre-Call Planning
What do I want to accomplish?
What do I know about the prospect?
Where can I find the information?
What am I going to say?
Trang 5Customer Interaction
What is the size of the business?
What product lines do they sell and what markets do they serve?
Where, how, when, why, and by whom will the products be
used?
Who are the prominent executives and other key personnel?
Who are their competitors and on what basis do they compete?
Do they have any previous experience with our company?
What are the prospects for future sales volume and what is the upside potential?
Trang 6Successful Salespeople Less Successful Salespeople
Research Prospect Background Do Little background research
Use referrals for prospecting Use company-generated prospect
lists Open by asking questions Open with a product statement
Use needs-satisfaction type
presentation
Use standard presentation
Focus on customer needs Focus on product benefits
Let prospect make purchase
decision Close by focusing on the most important customer objection
Trang 7Anticipate Buyer Questions
2 What is your record for support and service?
3 What are you selling and what kind of person are
you?
4 Who else is using your product? Are they satisfied?
5 How does your solution compare to alternatives?
6 Why do I need it? Why do I need it now?
7 How much does it cost? Is your price truly
competitive?
Customer Interaction
Figure 54: A Client’s Questions
Trang 8Customer Interaction
Means of Reducing Relationship Anxiety
PROPRIETY Show buyer respect; dress appropriately
COMPETENCE Know your product/service; third-party references
COMMONALITY Common interests, views, acquaintances
INTENT Reveal purpose of call, process, and payoff to the buyer
Figure 55: Means of Reducing Relationship Anxiety
Trang 91 Does not
understand our
business
2 Inadequate
product
knowledge
3 Does not respond
to our needs
4 Does not listen to
our needs
5 Should be more
of our advocate
17%
15%
13% 12%
11%
Percentage of Customers with complaint
Trang 10Task Motives
PRODUCTIVITY Financial
More Output
Customer Interaction
Trang 11Personal Motives
Trang 12Customer Interaction
Needs Discovery: Types of Questions
Trang 13Type of
Permission A close-ended question
asking the other person’s permission to ask questions
or probe further into a subject.
“May I ask you a few questions about your current shipping process?”
Fact-Finding A question focusing on
factual information about the business, person, or current situation.
“Who is your current supplier
of sutures? Do you have a JIT arrangement with
Ethicon in supplying sutures?”
Feeling-Finding An open-ended question that
tries to uncover feelings about a situation and potential consequences of the situation
“How do you feel about your current inventory levels in sutures? What effect does this level of inventory have
on your operating costs?”
Checking A question for checking
one's understanding and getting agreement
concerning the statement
“If I understand you correctly, you have said that you are happy with the quality of your current supplier, but feel that you may be able to get the same quality of service at a lower price from another supplier Is that accurate?”
Trang 14TRANSACTIONAL
RELATIONSHIPS
CONSULTATIVE AND ENTERPRISE RELATIONSHIPS
account about products
assessment
pricing and product features
on product delivery
build a problem-solving environment
the account’s operations
profit-impact and on strategic benefits.
long-term relationship enhancement
Customer Interaction
Trang 15Customer Interaction
Sales Proposals – General Format
Problem Analysis
Solution
Product Specifications
Cost-benefit Analysis
Contract
Trang 16Handling Concerns
Customer Interaction
Trang 17“I’ll have to talk it over with Frank.”
“I’ll get back to you.”
“I’m too busy right now.”
“Our budget is tight this year.”
“We have no room to store it.”
Customer Interaction
Trang 18Closing Techniques
Customer Interaction
IMPORTANCE BY PRODUCT
Selling
Direct Ask for the order in a straight- forward manner 1 1
Summary Summarize the benefits already covered in the presentation 2 2
Single
Objection
Assumption Assume readiness to buy and focus on the transaction details 4 2
Choice Focus on version to be ordered 5 5
Trang 1963%
87%
11%
32%
62%
3%
22%
59%
8%
26%
58%
16%
34%
49%
Most Profitable Return Top 3 Rankings for Growth Rated Very Important to Growth
Quality of
service to
customers
Product improvements
or extensions
Information
promotion
Development of entirely new product lines
Customer Interaction
Figure 510 : The Role of Customer Service
Trang 20Customer Interaction
Sales Support
Support
the Buying
Decision
Manage the implementation
Deal with dissatisfaction
Enhance the Relationship