2.3.4 The sales process

examples of the sales process (business to customer)

• car showrooms

• estate agents travel agents

• travel agents

• apple store

• supermarket

• clothes shops

stages of the sales process

• product knowledge

• speed and efficiency by service

• customer engagement

• response to customer feedback

• post sale service

product knowledge

• understanding the products’ functions and features

• so these can be explained to the customers

• means customer feels more confident purchasing the product

• (especially if this is a high value / high tech / complex product

speed and efficiency by service

• responses and service need to be accurate and in good time

• speed = convenient for answer → adds value

• → customer loyalty + repeat business

customer engagement

• customer needs to be attracted in some way to buy it

• the relationship with the company is important

• eg sales assistant / representative

• or website / advertising / shop design / promotion

response to customer feedback

• taking action ( in a timely manner) to improve

• open to customer feedback both positive and negative

• eg

• pressure group influence

• social media and possibly going viral

• plus response to complaints

post sales service

• warranty

• guarantee

• repair + maintenance

• loyal customers = repeat business

the importance of good customer service

• USP → adds value

• premium price

• attract customers away from competition

• increases market share, sales revenue and profit#

or

• customer satisfaction → meets needs

• builds customer loyalty

• encourages repeat business

• enhances positive reputation / brand image

• increase sales rev + profit