CUSTOMER RELATIONSHIP

MANAGEMENT
LECTURE 6
L.MFULA
Introduction

 Aneffective customer care strategy is essential to

the growth of your business. The strategy defines
the standards of care and service that you offer
customers and sets the requirements for meeting
those standards. A customer care strategy plays
an important role in building customer
satisfaction, helping you to retain loyal customers
and increase levels of repeat business.
Four core Elements of service strategy

 Service reliability
 Service surprise
 Service recovery
 Service Fairness
The Traditional Manager Vs the
Customer Focussed Manager
 The Traditional Manager focuses on;
 Current goals
 Largely Reactive (if it aint broke don’t fix it)
 will often seek, either directly or indirectly, to limit other people’s
participation
  will probably reward people based on their qualifications or long service. 
 sees their role as controlling information
Customer Focused Manager

  will reward and recognize people based on their ability to enhance customers
and deliver excellence.
  let go of solving problem yourself. 
 ‘walks the talk’-That means they keep commitments, it means they under
promise and over deliver, and they make everyone of their employees feel
special and a valuable member of the team. Nobody just does a job and goes
home, there is a purpose, a value and a mission.
The First Cut is the Deepest

 First Impressions will last the longest

 You want your customer to always remember you
 Without a positive first impression winning a customer over may be harder
Defining Objections

 An objection is anything the

prospect says or does that presents
an obstacle to the smooth
completion of the sale
 Learn to accept objections as a
challenge, which when handled
correctly will benefit you and your
prospect
 If you fear objections you will
fumble your response, often
causing you to fail

Welcome objections!
 Why Prospects Offer Resistance:
Psychological Reasons

 Dislike decision making

 Prefer old habits
 Reluctance to give up something old for something new
 Unpleasant past associations with you or your company
 Resistance to domination
 Perceived threat to self-image

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 Why Prospects Offer Resistance:
Psychological Reasons

 Dislike decision making

 Prefer old habits
 Reluctance to give up something old for something new
 Unpleasant past associations with you or your company
 Resistance to domination
 Perceived threat to self-image

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 Why Prospects Offer Resistance:
Logical Reasons

 All or part of the presentation was misunderstood

 Prospect is not convinced
 Hidden reason - does not want to reveal real reason
 Your product offering does not fit the prospect’s needs
 Not all sales presentations end with a sale!

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 Types of Objections

1. The Stall or Put-Off

 Prospect is simply trying to avoid making a decision
 You may not have presented a compelling reason to buy
 Handling the stall is a test of your attitude

2. The Searcher
 Often prospects just want more data. They have mentally decided they want to buy.
 They just want to be convinced. So convince them!

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 Types of Objections

3. The Hidden Objection

 Prospect will not reveal the real reason
 Often quite personal, so prospect feels uneasy
 Like the iceberg lurking below the surface

4. The Stopper
 An objection for which no solution can be found
 Not every prospect is a fit for what you have to offer
 The prospect has a legitimate reason for not buying… so move on.

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Classify the Objection

 Six basic categories of objections or sales resistance:

 Product objection

 Objection to the salesperson

 Objection to your company

 Don’t want to make a decision

 Service objection

 Price objection (possibly hiding real objection)

Handling Objections

Tips for Handling Objections:

 Keep the buyer’s attitude toward your product positive
 Let buyers know you are on their side
 Help with objections (show you really do care)
 Do not get demanding, defensive, or hostile
 Do not be satisfied with an excuse or stall
 Bring out your arsenal of selling benefits and keep on presenting them!
 Q&A