Unit 10
Listen to Your Customer
Post-Sale Service
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Sales volumes
Net profit
Immediate profit
Sustainable development
Regular customer
Customer churn
Toll-free number
Door-to-door service
Free lucky draw
Customer diversion ratio
Three guarantees
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销售额
纯利
眼前利益
可持续发展
老顾客
顾客流失
免费垂询电话
上门服务
免费抽奖
顾客流失率
三包
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What is post-sales service?
Post-sales service is the follow-up service
provided by dealers or manufacturers after
purchase is made by the customer.
follow-up visit or call, maintenance and
installation, complaint handling, free training
and consulting
domestic appliance, real estate, farm
equipment, airplanes and life insurance
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Dollar voting is used to explain how the
purchasing choices of consumers affect
which products will continue to be produced
and supplies to the market. Every dollar paid
for particular product may be considered a
“dollar vote” for the product. Thus the result is
the product with the largest number of dollar
votes generate the most profit and will
therefore continue to e produced.
Post-sale service to retain accounts is equally
as important as pre-sale marketing strategies
to attract prospects.
 To retain accounts----to keep old customers
 To attract prospects----to attract new
customers
 Arena----place or scene of activity or conflict
 To build the customer’s loyalty----to make the
customer loyal to the product
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Translating: The ultimate aim of post-sales
service is to realize maximum profit by
retaining accounts and attracting prospects
through the free word-of-mouth
advertisement of satisfied customers.
通过满意的顾客的良好口碑进行免费的宣传，
留住老顾客，发展新顾客，从而实现利润最大
化。
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What negative effects will an unsatisfied
customer bring to a business?
To complain, to file a lawsuit or publicly criticize
the product and the company; to lose potential
prospects
hallmark ---- an idea, method, or quality that is
typical of a particular person or thing
buy off 收买
word-of-mouth publicity 口碑
rule of thumb ---- guiding principle
rival ---- competitor
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What qualities should a customer service
representative have?
a good knowledge of company policies,
procedures and structures; a friendly manner;
commitment to service; strong decisionmaking skills and ability to remain calm under
pressure
Management must establish “customer
friendly” policies by simplifying perplexing
procedures and eliminating rigid policies.
perplexing ---- confusing/worrying
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outrageous ---- very shocking and extremely
unfair or offensive
with a human touch ---- deal with people in a
kind and friendly way, and be able to
understand their feelings and problems
coupon ---- a small piece of printed paper that
gives you the right to pay less for something or
get something free
It projects an organized and customer-oriented
business image.
It reflects an organized business image which
values customer service.
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The short fuse you might think some of your
customers have today will get even shorter in
the future.
short fuse ---- the tendency to get angry
easily = a quick temper
the sounding board ---- 有声宣传板
on the spot ---- immediately
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Companies must renew their commitment to
customer service ---- the matter of business
survival as marketplace competition
continues to intensify.
Companies must update their commitment to
customer service which is the matter of
business survival since competition between
companies in market is becoming severer.
Reading B
Customer Satisfaction Survey
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Potage-paid (pre-paid)
return envelope
Toll-free fax number
Continuing patronage
Operating performance
Documentation
Spare parts availability
Warranties
Responsiveness
Cost-effective
Work ethic
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邮资已付的回执信封
免费传真号码
继续惠顾
工作性能
单据齐全
零件齐全
保修期限
回应积极性
性价比高
职业道德
Simulated Writing Proposals
Four essential factors in writing a proposal
A ---- attention
I ---- interest
D ---- decision
A ---- action
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1. background of the situation
2. description of the current problem
3. our approach to the problem
4. methodology and research
-- methods of gathering data
-- how research would be conducted
5. expected results
-- proposed outcome
-- specific action steps
6. time and cost requirements
-- budget for proposed work
-- estimated time for completion
7. soliciting readers’ comments