Entrepreneurship

Chapter 6
Smart Selling and Effective
Customer Service

Mariotti: Entrepreneurship © 2007 Pearson Education. Upper Saddle River, NJ, 07458. All Rights Reserved.
 Essence of Selling is Teaching
 Teach customers about the benefits of
your product/service, don’t just tell
them about its features.

 Listen to customers: Their complaints

teach you how to improve your
business.

Marriotti: Entrepreneurship © 2007 Pearson Education. Upper Saddle River, NJ, 07458. All Rights Reserved.
 Principles of Selling
1. Make a good personal impression
2. Know your product/service
3. Believe in your product/service
4. Know your field
5. Know your customers
6. Think positive
7. Keep good records
8. Make appointments
9. Treat everyone you sell to like gold

Marriotti: Entrepreneurship © 2007 Pearson Education. Upper Saddle River, NJ, 07458. All Rights Reserved.
 Sales Call
A sales call is an appointment with a
potential customer to explain/demonstrate
your product/service. During the call:
 Focus on the customer
 Listen to uncover his/her needs
 Be honest, if your product/service
will not meet those needs

Marriotti: Entrepreneurship © 2007 Pearson Education. Upper Saddle River, NJ, 07458. All Rights Reserved.
 8-Step Sales Call
1. Prepare yourself mentally
2. Greet customer politely
3. Show product/service
4. Listen to customer
5. Deal with objections, always acknowledge
them
6. Close the sale
7. Follow up
8. Ask for referrals to other potential customers

Marriotti: Entrepreneurship © 2007 Pearson Education. Upper Saddle River, NJ, 07458. All Rights Reserved.
 3 Behaviors of Successful
Salespeople
1. Let the customer talk more than you do. You are
there to learn about the customer’s needs.

2. Ask the right questions. Be a friend. Your goal is to

uncover problems your product/service could solve.

3. Wait to offer product/service until later in the call.

You cannot offer a solution until you know your
customer’s needs and problems.

Marriotti: Entrepreneurship © 2007 Pearson Education. Upper Saddle River, NJ, 07458. All Rights Reserved.
 Analyze Your Sales Calls
After each call, ask yourself:
 Did the customer open up to me?

 Which of my questions helped the customer describe

his/her needs?

 Was I able to make a good case for my product/service?

 Did I improve my relationship with my potential

customer?

Marriotti: Entrepreneurship © 2007 Pearson Education. Upper Saddle River, NJ, 07458. All Rights Reserved.
 Turn Objections Into Advantages
1. Study objections you have received
2. Group into categories and develop objection-
proof answers for each
 Price
 Performance
 Follow-up service
 Competition
 Support
 Warranties

Marriotti: Entrepreneurship © 2007 Pearson Education. Upper Saddle River, NJ, 07458. All Rights Reserved.
 Customer Service Is Keeping
Customers Happy
Examples of customer service:
1. Know your customers by name
2. Deliver products on time
3. Help customer carry product to the car
4. Suggest a less expensive product that might
meet the customer’s need
5. Listen politely and with empathy to
customer complaints

Marriotti: Entrepreneurship © 2007 Pearson Education. Upper Saddle River, NJ, 07458. All Rights Reserved.
 4 Costs of Losing a Customer
Customer complaints can be difficult to
listen to, but losing a customer will
cost you:
1. Loss of current dollars customer was
spending with your business
2. Loss of jobs
3. Loss of reputation
4. Loss of future business

Marriotti: Entrepreneurship © 2007 Pearson Education. Upper Saddle River, NJ, 07458. All Rights Reserved.
 Customer Complaints
are Valuable
 Always acknowledge and address complaints
and criticism. Valuable source of market
research!

 Never overreact to negative remarks from

customers. Do not take these personally.

 Always tell the truth about any negative

aspect of your product/service. When you
admit a negative, you gain customer’s trust.

Marriotti: Entrepreneurship © 2007 Pearson Education. Upper Saddle River, NJ, 07458. All Rights Reserved.
 Customer Service Is Marketing
Your customer service should always
reinforce your marketing and competitive
advantage.
 If your competitive advantage is speedy
service, make sure your employees move
fast.
 If your competitive advantage is a cozy
atmosphere, employees should not rush
customers.
Marriotti: Entrepreneurship © 2007 Pearson Education. Upper Saddle River, NJ, 07458. All Rights Reserved.
 Collect Market Research Via
Customer Service
 Include brief market surveys with purchases.

 Ask selected customers to fill out longer

surveys, offering a discount as incentive.

 Have employees regularly ask customers if

they are satisfied with product/service.

 Keep database of customer contact info,

preferences, previous purchases, etc.

Marriotti: Entrepreneurship © 2007 Pearson Education. Upper Saddle River, NJ, 07458. All Rights Reserved.
 Build Long-term Relationships
with Customers
Stay in touch via Web site, email. Offer
customers birthday discounts, etc.
 Ask customers to refer you to new customers.

 A successful business is built on repeat

customers!

Marriotti: Entrepreneurship © 2007 Pearson Education. Upper Saddle River, NJ, 07458. All Rights Reserved.