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Reward customers, and youƎll

create and keep them.

Fail to reward customers and

youƎre out of business.

itƎs tough to resist someone who sincerely wants to help you.

1. The most important goal of any employee, including salespersons, is to create
and keep customers

2. ThereƎs a big difference between selling and helping people to buy

3. People love to buy but hate to be sold



ood feelings
Solutions to problems

- people buy emotionally and

justify with logic.

- people spend money when and

where they feel good.

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if the customer feels good, he will buy and come back

1. Put yourself in the glad emotional state

2. Never tell customers your roblems
3. Remember that customers buy for their
reasons, not ours
4. Act as if you are the only ersonal contact that
the customer has with the comany and
behave as if the entire comanys image
deends on you
5. Use both logic and emotion to win and kee
6. Use the roblem-solving aroach to move
customers from mad, sad, or scared to glad

_elp them to like themselves better and theyƎll love you

1. Develop a enuine interest in and

admiration for your ustomers

2. Reonize and praise people for hat

they ant to be reonized and praised

3. Put them at ease and establish


4. Use humour here itƎs relevant and


5. Let them kno that youƎre thinkin

about them

|erceived service quality is the difference between what they get and
what they expect
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R. Develop a customer profile

2. Look at your business through your
customerƎs eyes
3. Beware of over-promising and building
unrealistic expectations
4. se problems as opportunities to
demonstrate just what great service your
company gives
5. Develop a unique relationship with your
customers and treat each one as someone
6. Keep in touch and keep them informed
7. Remember that a large part of good service
is showbiz

þhatƎs the unmet want?

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_ow are we doing?

_ow can we get better?

- Te c to er ercetion o or qait o ervice

- at to do in order to increa e tat ercetion

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R. As soon as you see a customer, politely acknowledge his

presence. Never, never, never, ever ignore a customer
2. Be equally prompt and polite when answering the telephone
3. if a customer has a scheduled appointment, make it your
business to be on time
4. |repare for customersƎ questions by having the answers
5. þhenever possible, prepare in advance for each individual
6. Start each day with a check-up
7. Ask the right questions
8. Listen for total meaning
9. Match your solutions with their problems
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R. Keep your cool

2. Listen with empathy and for the facts
3. Take action to solve the customerƎs problem
4. Bring the incident to a polite close
5. DonƎt expect to win them all
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R. it shows people that you really care about serving them

2. it gives you and your team a source of pride and confidence
3. itƎs great for repeat business
4. it overcomes customer defensiveness and gains you quicker
5. it virtually eliminates the competition

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R. Make sure that the customer has the authority to make a

buying decision
2. Ask, listen, and learn before recommending
3. Make a recommendation and tell the customer why
4. DonƎt give the customer too many options
5. Be caring, confident, and decisive in your tone of voice and
þ þ   ï 

R. Anticipate objections and deal with them before the customer brings
them up
2. ƐNever let them see you sweat.Ƒ
3. se the feel, felt, found formula
à 6 

à 6
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°. Translate features into benefits using the six magic words
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5. Be alert for smoke screens and yes-but customers
6. Let the customer experience the benefits of buying
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R. Make it easy to buy

2. Eliminate fear... Be proactive
3. Closing... is asking for business
þ þ   ï  

R. Reinforce the buying decision immediately

2. Keep tabs on the order to insure that the customer gets what
you promised
3. Make a non-selling follow-up call
°. Keep good records and stay in touch
5. Turn your customers into goodwill ambassadors


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R. Make every moment of truth count

2. Think long term and keep the big picture in mind
3. DonƎt take refusals personally or let them immobilize you
°. Resolve to learn something from every refusal
5. Cultivate the habit of intelligent persistence
þ þ   ï ï

~Complaints point out areas that need improvement

~Complaints give you a second chance to provide service and
satisfaction to dissatisfied customers
~Complaints are a wonderful opportunity to strengthen customer

R. Seek out and welcome complaints

2. Take every complaint seriously
3. et people at the top actively involved
in both listening to and helping people
resolve customer complaints
°. Consider setting up a system to
document and classify complaints
5. Set goals for resolving complaints
6. Learn and get better from complaints
þ þ   ï ï

R. Listen with understanding

2. |araphrase and record what the customer tells you
3. Find out what the customer wants
°. |ropose a solution and get his support
5. if the customer doesnƎt like your solution, ask him what
he would consider a fair settlement
6. Make a follow-up call to insure satisfaction
7. Never let the customer lose face
þ þ   ï 

R. þhen things go wrong, apologize and take total

responsibility for setting things straight

2. Remember that how people react to bad news depends

largely on how you tell them
Reward with Positive

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ñ ÷he secret to winning and keeping customers is to reward them

ñ Forget about selling. |eople love to buy but hate to be sold. Concentrate
on helping customers buy whatƎs best for them
ñ ÷he greatest customer youƎll ever win is you, because the best
salesperson is the true believer
ñ ÷he only two things people ever buy are good feelings and solutions to
ñ þhenever you have contact with a customer, you are the company to
that customer
ñ itƎs not enough to give the customer excellent service. Oou must subtly
make him aware of the great service he is getting
ñ ÷o win new customers, ask the golden question: ƐþhatƎs the unmet
ñ ÷o keep them for life, ask the platinum questions: Ɛ_ow are we doing?Ƒ
and Ɛ_ow can we get better?Ƒ
ñ ÷he five best ways to keep customers coming back are: Be Reliable, be
Credible, be Attractive, be Responsive, and be Empathic. ƐReliable careƑ
keeps customers coming back
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