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Chapter 13 Follow-Up: The Power of Providing Service

That Sells

13-2

Video Ride-Along

• The video Follow-up features Rachel Gordon, Account Manager at WMGK Radio

• She discusses the importance of handwritten thank-you notes and other elements that are important to making the sale repeatedly

• To view the video, • http://www.youtube.com/watch?v=AyoIRc_slxA

• Lisa Peskin: http://www.youtube.com/watch?v=_OYLjYrY014&feature=related

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Chapter Objectives

• Understand what follow-up entails and why it is so important.

• Discuss the ongoing nature of follow-up.

• Understand how customer satisfaction relates to customer loyalty.

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What is Follow-Up?

• Follow-up entails everything that takes place after the sale is closed from getting signatures on all contracts and paperwork to scheduling delivery

• Relationship is the key factor in follow-up

• Follow-up activities vary from company to company and customer to customer

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Why Follow Up?

• Follow-up makes a relationship grow and prosper

• Follow-up is how most customers evaluate the performance of the product or service they just bought

• The best way to make the sale is by the way you handle things after the sale

• Even after the sale is closed, never consider it as closed

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Plan Your Follow-Up

• Demonstrate your personal commitment and connection to the customer

• Deliver as promised

• Add value to your customer’s business

• Get feedback

• Make your customers into fans

13-7

Heroic Recovery

• It is the response to a service failure that delights the customer

• It can improve a customer’s perception of the quality of service provided by a salesperson

• It partially includes taking care of the customer—whatever it takes to make the impact of the service failure right for the customer

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Heroic Recovery

• Companies and salespeople should view heroic recovery efforts as an investment in customer service perceptions and not as a cost

• Although, a constant state of heroic recovery is unacceptable to a customer

• Personal Example: John G. Stockmyer Books:

– Customer: Sharon Gaskill (read e-mail)

13-9

Zappos Gets It

• The video Zappos CEO Speaks at Net Promoter® Conference features Tony Hsieh, CEO Zappos

• He discusses why Zappos is a fan favorite

• To view the video,• http://www.youtube.com/watch?v=py1iRsBcYMc

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Gathering Information (Feedback Loop)

• It is good to know how satisfied your customers are with your products/services/salespeople, etc.

• Many ways to measure

• Net Promoter is the new hot thing.