MKT 3427 Lecture Notes - Lecture 15: Upselling
Document Summary
Chapter 15 lecture notes: servicing the sale and building the partnership. Customer service: encompasses everything that takes place after the sale, servicing the sale: Made up of three things: test question* Building long-term relationship: happens after the sale is final, customer expectations of product go up after sale. Because people want to validate their buying decision. Consumers tend to think they did a favor to salesperson when buying from them: it"s 4-5x more expensive to regain lost customer. Adding value with follow-through: test question* Preventing post sale problems: test question* Adding value with follow-up: establish appreciation for customer, determine whether customer is actually satisfied, most surveys show lack of service and follow-up after sale is biggest reason a customer stops buying. Adding value through expansion selling: full-line selling, cross-selling, upselling, test question* These three types of selling (above) are apart of expansion selling. Full-line selling: suggesting items similar to ones the customers already bought, making thoughtful positive suggestions.
