Basics of effective Selling
If you are confident that your product will have future
value and your customer has been pleased with your
service, you can plan on having a repeat customer or
getting more customers through references and word-ofmouth.
However, it doesn’t automatically happen.
It takes work to reap the rewards of continued customer loyalty. Not only should
you plan before the sales call but also after the sales call for the next order.
You can ask the participants what would come in the blanks provided in the
following key elements of the tip. The underlined-italic words are blank in their
Consistently service your orders.
Apply customer feedback.
Use references and referrals
Consistently Service Your Orders
Now that you have made a sale, avoid complacency. In the
competitive marketing world of today, no one can afford to sit
back and expect new and repeat orders to keep coming in. The
competitor is always out there ready to talk to your regular
customers and your potential new ones.
Your goal as a sales person is to
make it easy to do business with
you. Examine your selling,
purchasing and delivery process
to see if the customer can easily
place an order or reorder.
The simplest reasons may subvert your most gallant efforts. For
example, many sales may be lost just because the customer
cannot maneuver through your company telephone system to
order. If you regularly call your repeat customers, you may
overcome this obstacle and get the orders. Take the responsibility
to make sure that all your orders are serviced in a timely manner
Apply Customer Feedback
The questions your customers asked, their complaints about a
competitor’s product, and their comments after purchasing your product
are excellent sources of feedback. Look carefully at this feedback and
ask each customer follow up questions about his or her product
Next, develop a process to channel the
feedback to the appropriate person or
group that can solve the problem. Negative
feedback is useless unless it is used as
guidance for correcting problems and
motivation to stay abreast of the latest
product developments. Positive feedback is
just as important as a way to reinforce the
things you and your company are doing
Use References and Referrals
Ask an open ended question to the participants –
“What is the difference between a reference and a referral, and
which is more desirable?”. Conclude by giving the details given
Your time is valuable and you have invested a lot to develop good solid
leads. Why not take advantage of the best resource you have out there in
the market place—your satisfied customers?
A reference is when a customer is willing to make
himself available to a potential customer to discuss
your product or service.
A referral is when your customer specifically names a
friend or associate and suggests you contact her as a
potential customer. Which do you think is more
Many businesses today, especially service businesses, rely on the positive
advertising value of their satisfied customers. Encourage references and
referrals (and make sure you deserve them)!
Encourage references and referrals
You might consider giving premiums to your valued customers when they give
you references. Another good way to reward your best customers is to give them
a free sample of any future products you are releasing to the marketplace. The
results would be twofold: because they already like your company and product,
they will probably promote the new product for you, and they will know you
value their business.
Endorsements from your customers are also very effective in expanding your
TO CONCLUDE SESSION 3
FOLLOW THROUGH on the
Once you have an order, it is important to capitalize on that valuable
contact and customer. Follow-through is your ultimate investment, and
the payoffs are an expanded customer base, repeat orders, time saved,
and guidance on what you are doing right. Effective follow-through can
make the difference between an ordinary salesperson and a champion!
TIP #9: STRUCTURE A LONG-TERM RELATIONSHIP.
TIP #10: PLAN FOR MORE BUSINESS.
Quiz again is an important activity to intensify retention. Ask the questions to the
participants (individually or groups depending on the situation). Complete the set
of questions in the quiz. Keep a note of the answers provided by the participants.
After that go to the next slide and display the answers with proper description of
1. Long-term relationships are usually not the norm for most
successful salespeople and their customers.
T / F
2. Some ways to ensure future sales are delivering the
product on time, ensuring its quality, and training the
customer how to use it.
T / F
3. In order for your Client Tracking Record to be efficient it
should include just the basics, the customer’s address,
telephone number, and income level.
T / F
4. The successful salesperson follows the 80/20 rule and
makes it especially easy and rewarding for his or her top
20% clients to reorder and to give referrals.
T / F
5. Many repeat orders are lost through poor handling of
repeat customers. Often telephone systems and complicated
reordering processes are the culprits.
T / F