MKT 504 Lecture Notes - Lecture 8: Extranet, Intranet

• School: Ryerson University
• Department: Marketing
• Course: MKT 504
• Professor: Daryl D' Souza

Document Summary

There are several ways to help convert new customers into committed lifetime customers. Building goodwill: the process of converting new customers into lifetime customers by continually adding value to the product/service. Handling complaints in a timely and thoughtful manner. Processing requests for rush deliveries willingly and assuring the customer that you, the salesperson, will do everything possible to make that request. Relationship enhancers: focusing on long term, delivering more than promised, calling regularly, adding value, keeping communication lines open, and taking responsibility for problems. Relationship detractors: focusing on short term, overpromising/underdelivering, calling sporadically, only showing up for another order, being unavailable to the customer, and not taking responsibility for problems that arise. Salespeople cannot be afraid to ask their customers, how are we doing? . Periodic follow-up is critical to long-term sales success. New customers generally feel special because they have received a lot of attention from the salesperson.