Module Nine
Adding Value and Follow – Up
Learning Objectives
1. Explained how to follow up to assess
customer satisfaction.
2. Explain how to harness technology to
enhance follow-up and buyer-seller
relationships.
3. Discuss how to take action to assure
customer satisfaction.
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Learning Objectives
4. Discuss how to maintain open, two-way
communication.
5. Explain how to resolve complaints and
encourage critical encounters.
6. Discuss how to expand collaborative
involvement.
7. Explain how to add value and enhance
mutual opportunities.
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Setting the Stage
The Three R’s of Selling: Research,
Relationships, and Responsiveness
1. What is the overall product Jim
Micklos offers his customers?
2. For Motivation Excellence, Inc.,
what is the length of the sales cycle
and how many steps do they have
in that cycle?
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Relationship Enhancers
+ Focus on Long-Term
+ Deliver more than Promised
+ Call Regularly
+ Add Value
+ Keep Communications Lines Open
+ Take Responsibility for Problems
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Relationship Detractors
− Focus on Short-Term
− Over Promise-Under Deliver
− Call Sporadically
− Show Up for Another Order
− Can Never Reach Salesperson
− Lie, Exaggerate, Blame Someone Else
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
“We spend too much time and effort
learning about our prospects to not
follow through and assess
satisfaction.”
— Darrel Beaty, Ontario Systems
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Four Sequential Components
of Effective Follow-up
1. Interact 2. Connect
4. Relate 3. Know
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Four Sequential Components
of Effective Follow-up
Coordinate
Maximize
Apply
Develop and
relevant
and
the manage
number
3.Connect
4.
2.
1. Know
Relate
Interact interpret
2.of
and
critical
Connect information
understanding
contact with
develop
insight
influential
with buyer
encounters
multiple
and
insight
to create
individuals
and
regarding
value-added
in
encourage
the buyingbuyer’s
effective
changing
interactionssituation,
organization.
dialogue and with the
needs,
buyer. and
involvement.
expectations.
4. Relate 3. Know
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Relationship Enhancement Activities
• Providing useful information
• Expediting orders and monitoring installation
• Training customer personnel
• Correcting billing errors
• Remembering the customer after the sale
• Resolving complaints
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Providing Useful Information
Continue to develop and enhance the
relationship after the sale by providing
useful information.
Personal Visit
Telephone
Mail
E-mail
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Expediting Orders and
Monitoring Installation
• Track the order
• Keep the customer informed
• Demonstrate concern
• Supervise installation
• Ensure satisfaction with installation
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Training Customer Personnel
• Ensure customer has access to
appropriate training
• Serve as a training facilitator
• Ensure satisfaction with training
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Resolving Complaints
• Build the relationship to the point you
customers are comfortable complaining
• Listen carefully and get the whole story
• Ask the customer what s/he would like
you to do
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Resolving Complaints
• Gain agreement on a solution
• Take action; educate the customer
• Follow through on all promises—add
value
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Other Ways to Add Value
• Maintain open, two-way communication
• Expand collaborative involvement
• Continue to Look for and take advantage
of mutual opportunities
• Provide quality customer service
• Look for ways to exceed expectations
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Customer Expectations & Satisfaction
• Failure to meet expectations results in
dissatisfaction
• Meeting expectations results in
satisfaction
• Exceeding expectations results in delight
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Customer Expectations of Salespeople
• Warmth and • Follow-through
Friendliness • Empathy
• Reliability • Resolution of
• Helpfulness/Assistance Complaints,
• Speed or Promptness Mistakes, or
• Assurance Defects
• Tangibles
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
A Sign in a
Small-Town Business Reads:
“Service is advertised…service is talked
about…but the only time service really
counts…is when it is delivered…
And We promise your experience with us
will be outstanding.”
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
Developing Service Strategy
• Ensures salespeople understand their business
and its mission
• Helps salespeople understand their customers
and their needs
• Requires the salespeople to take a strategic
approach to managing their territory
• Helps the salespeople understand how they
provide value to their customers their employers
Professional Selling: Module 9 – Ingram LaForge Avila
A Trust-Based Approach Adding Value and Follow–Up Schwepker Jr. Williams
