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Chapter 6 Smart Selling and Effective Customer Service
Chapter 6 Contents
Selling Skills Are Essential to Business Success 197
Selling Is a Great Source of Market Research 198
The Essence of Selling Is Teaching 198
The Principles of Selling 198
The Sales Call 200
Electronic Mail, Blogs, and Social Networks 200
Prequalify Your Sales Calls 201
Focus on the Customer 201
The Eight-Step Sales Call 202
Three Call Behaviors of Successful Salespeople 203
Analyze Your Sales Calls to Become a Star Salesperson 204
Turning Objections into Advantages 204
Use Technology to Sell 205
Successful Businesses Need Customers Who Return 206
Customer Service Is Keeping Customers Happy 206
The Costs of Losing a Customer 206
Customer Complaints Are Valuable 207
Customer Relationship Management Systems 208
Why Does CRM Matter? 209
Components of CRM for the Small Business 210
How Technology Supports CRM 211
Chapter 6 Overview
This chapter helps the students understand the importance of planning and evaluating your sales
approach. In addition, the importance of customer service to gaining and maintaining business is
discussed and methods for monitoring and improving this are provided.
Chapter 6 Objectives
Learning Objective #1: Explain the importance of selling based on benefits.
Learning Objective #2: Demonstrate principles of selling to prepare effective sales
calls.
Learning Objective #3: Plan successful sales calls.
Learning Objective #4: Analyze and improve sales calls.
Learning Objective #5: Recognize and arrange excellent
customer service.
Learning Objective #6: Define customer relationship management and interpret its value.
www.eyesonsales.com/: Eye on Sales provides guidance, webinars and information for sales
professionals.
www.salespractice.com: At Sales Practice, members from around the globe discuss sales and
marketing topics in a community of discussion forums. This site focuses on teaching “empathetic
selling” and tuning in to the buyer’s needs.
Forbes magazine
Subscriptions: www.forbes.com
Super Service: Seven Keys to Delivering Great Customer Service . . . Even When You Don’t Feel
Like It! . . . Even When They Don’t Deserve It! Jeff Gee (McGraw-Hill; 1st edition, 1999).
Customer Service Training 101: Quick and Easy Techniques That Get Great Result, Renee
Evenson (AMACOM, 2006).
The Sales Bible: The Ultimate Sales Resource, New Edition, Jeffrey Gitomer (Harper Collins,
2008).
6-6. Have you created any marketing materials for your business? If so, have three friends
and a mentor (someone more experienced whom you respect and who can give you
good business advice) look at your materials and give you feedback. Write a memo
listing their suggestions and what you plan to do to improve your marketing materials.
6-9. Give three reasons why you think it is important to keep collecting market research
even after you have opened your business.
L.O. 6 Define customer relationship management and interpret its value.
AACSB Analytical thinking
1. Customers who have actually used my product or service are a great
source of information on how to improve it.
2. Remembering that I want to keep collecting market research will
keep me talking to my customers and valuing their opinions.
3. If I keep collecting market research, I can keep continuously
improving my product/service.
6-10. What do you expect your personal “look” to be when you start selling
your product/service, and why?
6-11. What sources of information can you use to develop a customer profile?
6-12. List three ways you intend to provide superior customer service.
6-13. Create a company signature for your business e-mail. Keep it under eight words.
1. Preparation
2. Greeting
3. Showing the product or service
4. Listening to the customer
5. Dealing with objections
6. Closing the sales
6-16. Arrange to receive a sales pitch from a competitor in the business field that you intend
to enter. After the presentation, write down your objections to purchasing the
product/service. Use Brian Tracy’s method to categorize your objections and then
phrase them in a single question composed of 25 words or less. Avoid deception in
arranging your sales pitch.
6-18. Interview an entrepreneur about the types of CRM he/she uses. Discuss customer
service and complaint handling in particular. Summarize the interview in a short paper.
6-19. How does BNI reinforce the importance of selling based on benefits?
6-20. List three things that BNI does that you could adopt to help build business
relationships.
6-21. What type of referral network might support your proposed venture? Find
such a group and write a paragraph about it and why it could be of value.
Answers will vary. They may suggest BNI, Rotary, trade groups, chambers
of commerce, or others.
6-22. Visit the BNI site at http://www.bni.com and find the chapter closest to your home.
Pros: The CRM system helps Amazon increase sales. Customer feedback
helps Amazon customize their website and give insight to other customers
through the reviews and ratings.
6-25. How has Amazon compensated for the lack of brick-and-mortar stores?
L.O. 5 Recognize and arrange excellent customer service.
AACSB Analytical thinking
6-26. Go to the Amazon.com site and search for The Lean Startup by Eric Reis.
a. What formats are available?
b. What other categories of information are provided, and how might they boost
sales for the company?
Answers will vary but should reflect genuine research. They should note
print and electronic options, reviews, prices, and the like. Ordering options
should include one-click ordering, regular ordering, electronic delivery, and
various shipping options.
Kitchen Arts & Letters, Inc. —An Independent Bookstore Defies Industry Odds
U2-1. What opportunity did Nach Waxman identify when founding Kitchen Arts & Letters?
When Waxman created KA&L, he envisioned a store that was more than
just a cookbook outlet. He wanted to provide books on all subjects related to
food.
U2-2. What are the business-definition aspects of KA&L (offer, target market, capability,
problem solving)?
U2-3. What is the competition, direct and indirect, for the company?
U2-4. Create a qualitative competitor analysis chart for KA&L. Given its target customers, list
the top five competitive factors as you perceive them. Select three competitors (name them). This
will require some research.
Answers will vary but should reflect significant online research for the three
competitors. The competitive factors might include: product selection, service,
price, location, and knowledge of staff, etc.
U2-5. Which of the six factors of competitive advantage apply for KA&L? Explain.
Four of the six factors of competitive advantage apply to KA&L. The first is
quality. Nach Waxman has created a quality independent bookstore that is
NOT just a cookbook store but a “cultural zone” devoted to all aspects of
food. His location on Lexington Avenue in Manhattan is a convenient
location for his target customers. His selection of 13,000 titles is tailored for
his two separate clienteles: the amateurs and professionals. Finally, his staff
provides superior service and helps direct the customers to the appropriate
product offerings. Customers are encouraged to talk to the staff to insure
they find “the right books for the right individuals.”
U2-6. Describe the segmentation for KA&L in geographic, demographic, psychographic, and
behavioral dimensions.
to ___________.
Answers will vary. They should mention food and the target customer base.
U2-8. Where in the product life cycle are independent bookstores? Where is KA&L? Why is it
the same or different from others?
Independent bookstores are in the decline stage but KA&L is most likely in
the maturity stage. It is able to avoid decline by being specialized in products
and serving niche that is growing (foodies).
U2-9. Create a three-question survey that would be of value to Nach Waxman and his team. To
whom would it be administered? By whom? How would it be administered? Why would it
be useful?
L.O. 4-2 Summarize how marketing research prepares you for success.
AACSB Application of learning
Examples might include: “How did you hear about our business?”, “Were
you able to find what you needed?”, “What additional product offerings
would you purchase?”, and “How often do you shop at KA&L?” It could be
administered to customers who make a purchase via an online survey on the
bottom of the cash register receipt. It might help Waxman in his
promotional efforts and product offerings.
L.O. 4-2 Summarize how marketing research prepares you for success.
AACSB Information technology and written and oral communication
Again, answers will vary but students will probably cite several sources on
independent bookstores, food/cooking specialty businesses, and even food
magazines such as Gourmet or Bon Appetit.
CHAPTER V
The next morning at breakfast time I went upstairs and knocked on
the door of Adam's room. He called to me to come in and I opened
the door then stopped, one foot over the threshold.
Across the room, admiring his bewhiskered face in the mirror, was
Santa Claus!
"Ho-ho-ho!" he boomed, in a perfect imitation of my own Santa-
voice. "Merry Christmas, Daddy!" He tugged at the beard and there
was the grinning face of Adam-Two. "I found it in the closet," he said.
"Do I look the part?"
I laughed. "For a minute I thought you were the real thing."
He looked away. "I—I guess you know I'll want to go to Earth to live."
I nodded. "It will be pretty rough at first. You realize that?"
"Yes, I expect it will.... Daddy, I'm sorry I messed up Christmas for
the Kids yesterday. I'd kind of like to make up for it by playing Santa
for them today. Will you stand by me in case some smarty-pants tries
to snatch my beard off?"
I grinned at him, but I didn't say anything because I discovered there
was a strange kind of lump in my throat.
"I was thinking, too," he went on, "that maybe I could come back with
the supply ship each Christmas and—and do the same thing, if you'd
like me to."
I cleared my throat. "That—that would be fine, Adam."
He hesitated again, then blurted, "It isn't right, you know. Fairyland, I
mean. It isn't fair to kids not to let them grow up. And it isn't the
answer to all the things you told me are wrong about the world."
"I know, Adam. I know."
"Sooner or later they'll realize that, on Earth."
"I think they already have," I said.
He scratched his chin under the beard. "Then some day they might
decide to close Fairyland, mightn't they? So I was thinking, maybe
each Christmastime you and Mommy could choose two or three of
the older Kids and sort of get them ready for the world. The way you
did me. Then I could take them back to Earth with me, and help them
get started. You could tell the other Kids they went to live with Santa
Claus."
I stared at him in amazement. This—this Kid, I couldn't think of him
any other way—yesterday had been little more than a juvenile
delinquent. Today he was a mature, thinking adult who in a few
sparse words had provided the answer to the question that had been
gnawing at me for two weeks: what was to become of Fairyland?
I felt the way a father must feel when he suddenly realizes his boy
has grown up, and has turned out all right. Kind of proud, and more
than a little grateful.
I gripped Adam's hand. "Son, you've got yourself a deal! Come along
and let's surprise the Kids!"
We went down the stairs arm in arm, and I called to Ruth: "Hey,
Mommy! Guess what. There really is a Santa Claus, after all!"
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