MKTG 313 Chapter Notes - Chapter 2: Sales Process Engineering, Active Listening, Upselling
MKTG 313 Customer relationship
Customers will share positive word-of-mouth
People buy expectations, not products
Expectations increase after the sale
Why is Servicing the sale so important?
poor service (50-70%)
primary cause of customer attrition
customer satisfaction & trust
two major contributors to relationship quality
diligence, information communication, inducements, empathy, sportsmanship
5 B2B Service Behaviors
moment of truth
outcome of a selling situation in which the customer's expectations were met, but
the salesperson did not do anything to surpass the expectations
moment of misery
outcome of a selling situation in which the customer's expectations were not met
moment of magic
outcome of a selling situation in which the customer received more than he
expected from the salesperson
following through on promises, following up, and expansion selling
steps of servicing the sale
personal selling
the process of identifying and filling the customer's needs
full-line selling
recommending related products to the main item sold to the customer
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