Module Nine
Adding Value and Follow – Up
Learning Objectives
1. Explained how to follow up to assess
customer satisfaction.
2. Explain how to harness technology to
enhance follow-up and buyer-seller
relationships.
3. Discuss how to take action to assure
customer satisfaction.
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Learning Objectives
4. Discuss how to maintain open, two-way
communication.
5. Explain how to resolve complaints and
encourage critical encounters.
6. Discuss how to expand collaborative
involvement.
7. Explain how to add value and enhance
mutual opportunities.
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Setting the Stage
The Three R’s of Selling: Research,
Relationships, and Responsiveness
1. What is the overall product Jim
Micklos offers his customers?
2. For Motivation Excellence, Inc.,
what is the length of the sales cycle
and how many steps do they have
in that cycle?
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Relationship Enhancers
+ Focus on Long-Term
+ Deliver more than Promised
+ Call Regularly
+ Add Value
+ Keep Communications Lines Open
+ Take Responsibility for Problems
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Relationship Detractors
− Focus on Short-Term
− Over Promise-Under Deliver
− Call Sporadically
− Show Up for Another Order
− Can Never Reach Salesperson
− Lie, Exaggerate, Blame Someone Else
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
“We spend too much time and effort
learning about our prospects to not
follow through and assess
satisfaction.”
— Darrel Beaty, Ontario Systems
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Four Sequential Components
of Effective Follow-up
Professional Selling:
A Trust-Based Approach
1. Interact
2. Connect
4. Relate
3. Know
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Four Sequential Components
of Effective Follow-up
3.Connect
Know
4.
Relate
Interact
2.
1.
Maximize
Apply
Coordinate
Develop
relevant
and
the
and
manage
number
understanding
interpret
contact
critical
with
information
encounters
multiple
and
2.of
Connect
insight
and
influential
with
develop
buyer
to create
individuals
and
insight
value-added
regarding
in
encourage
the buying
buyer’s
effective
interactions
changing
organization.
dialogue
and
situation,
with the
buyer. and
needs,
involvement.
expectations.
4. Relate
Professional Selling:
A Trust-Based Approach
3. Know
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Relationship Enhancement Activities
•
•
•
•
•
•
Providing useful information
Expediting orders and monitoring installation
Training customer personnel
Correcting billing errors
Remembering the customer after the sale
Resolving complaints
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Providing Useful Information
Continue to develop and enhance the
relationship after the sale by providing
useful information.
Personal Visit
Telephone
Mail
E-mail
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Expediting Orders and
Monitoring Installation
•
•
•
•
•
Professional Selling:
A Trust-Based Approach
Track the order
Keep the customer informed
Demonstrate concern
Supervise installation
Ensure satisfaction with installation
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Training Customer Personnel
• Ensure customer has access to
appropriate training
• Serve as a training facilitator
• Ensure satisfaction with training
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Resolving Complaints
• Build the relationship to the point you
customers are comfortable complaining
• Listen carefully and get the whole story
• Ask the customer what s/he would like
you to do
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Resolving Complaints
• Gain agreement on a solution
• Take action; educate the customer
• Follow through on all promises—add
value
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Other Ways to Add Value
• Maintain open, two-way communication
• Expand collaborative involvement
• Continue to Look for and take advantage
of mutual opportunities
• Provide quality customer service
• Look for ways to exceed expectations
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Customer Expectations & Satisfaction
• Failure to meet expectations results in
dissatisfaction
• Meeting expectations results in
satisfaction
• Exceeding expectations results in delight
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Customer Expectations of Salespeople
• Warmth and
• Follow-through
Friendliness
• Empathy
• Reliability
• Resolution of
• Helpfulness/Assistance
Complaints,
Mistakes, or
• Speed or Promptness
Defects
• Assurance
• Tangibles
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
A Sign in a
Small-Town Business Reads:
“Service is advertised…service is talked
about…but the only time service really
counts…is when it is delivered…
And We promise your experience with us
will be outstanding.”
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams
Developing Service Strategy
• Ensures salespeople understand their business
and its mission
• Helps salespeople understand their customers
and their needs
• Requires the salespeople to take a strategic
approach to managing their territory
• Helps the salespeople understand how they
provide value to their customers their employers
Professional Selling:
A Trust-Based Approach
Module 9 –
Adding Value and Follow–Up
Ingram
LaForge Avila
Schwepker Jr. Williams