MKTG 313 Study Guide - Midterm Guide: Records Management, Opportunity Management, Stress Management
Exam 3 short answer
Interview the client - Obtain feedback on your performance and what could have
happened to get the sale?
Key customer moments
The Moment of Truth - Meeting customer expectations. Customers have neutral
feelings about the salesperson as they did not exceed customer needs.
The Moment of Misery - The point of the sales situation where the customer's
expectations ere not met.
The Moment of Magic - Customer received more than expected in the sale.
B2B service behaviors
Diligence - Combines responsiveness and reliability
Information communication - Relaying product information to the customer in a
clear and concise manner.
Inducements - Personalizing the relationship with the customer.
Empathy - Willingness to understand and help customers helps to build a
relationship.
Sportsmanship - The ability to accept setbacks and disappointments without
being negative.
Customer follow up adds value
Customer follow-up has two main objectives:
Express appreciation for the purchase.
Determine if the customer is satisfied with
the purchase.
This strengthens the relationship and builds a partnership that results in
additional sales.
Poor service and lack of follow-up after the sale are the primary reasons
customers stop buying.
Follow up methods
Personal visit
Telephone call
E-mail message
Letter or card
Call report
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