UNDERSTANDING PROFESSIONAL SELLING TERMS
Building goodwill critical encounters
Adding value collaborative involvement
interact service strategy
connect communication
know resilience
relate motivation
DEVELOPING PROFESSIONAL SELLING KNOWLEDGE
1. How can a salesperson convert new customers into highly committed customers for life?
2. Why should a salesperson follow up to assess customer satisfaction?
3. Explain why the relationship-enhancement activities are important.
4. What does a salesperson hope to accomplish by providing his or her customers with useful information after the sale?
5. Most salespeople are not trained in how to install their products. Why then should a good salesperson make it a point to oversee the installation process?
6. Why is it important for a salesperson to ask a buyer what he or she wants the salesperson to do when resolving a complaint?
7. Why should a salesperson encourage his or her customers to complain? Isn’t this just asking for trouble?
8. Why is it important for a salesperson to gain agreement on a solution when dealing with a customer complaint?
9. Why do many salespeople seem to ignore after-sale activities that enhance the relationship?
10. Why is it important for a salesperson to establish expectations with a new customer?
11. Go to the Internet and type in http://www.marketingapprentice.com. Go to Marketing Basics. On the right-hand side under “Promotion Tips” you will find “Repeat Sales with Follow-Up.” Click on “Repeat Sales with Follow-up.” Read the article “Three Ways to Get Repeat Sales with Follow-Up Marketing.” Can you think of other ways a salesperson might enhance his or her follow-up activities? Write a memo to your boss discussing these activities.
12. Go to http://www.yahoo.com or any other search engine. Type in “sales, follow-up after the sale.” What did you find? Did you find and Web sites that offer any new activities that you didn’t recommend in exercise I? Make a list of these Web sites for future reference.
BUILDING PROFESSIONAL SELLING SKILLS
1. Situation: Read the Ethical Dilemma on page 249.
Characters: Steve Shondell, sales representative; Customer
Scene 1: Location-Customer’s office. Action-Steve stops in to see the customer.