AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS CURSO EFA – Vendas
LÍNGUA ESTRANGEIRA – INGLÊS
0399 – Língua Inglesa – Negociação e serviço pósvenda
AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
Your service & follow-up schedule Objective:
Show gratitude
Affirm buyer’s decision
Minimize potential buyer’s remorse
Address potential challenges as they arise (before they grow into something worse)
Identify upcoming needs to develop more sales
Retain customers and lock out competitors
Obtain referrals & word-of-mouth prospects
(be sure to work through this using pen to paper or fingers to keyboard)
What is my current service & follow-up schedule? What happens once a contract is signed or a sale is made? Be sure to include the time intervals when each of the service and follow-up activities take place (e.g., thank you email is sent upon verbal commitment, thank you note is mailed upon receipt of signed contract, etc.)
What service & follow-up activities would I like if I were the buyer of my product/ service (activities not currently done)?
Thank you call, email, note, and/or gift
An initial feedback phone call following implementation
A technical and/or customer service inquiry by another department
A feedback phone call or letter after some period of time of usage of product/ service
An annual/ quarterly/ monthly feedback call or letter
An annual/ quarterly/ monthly breakfast/ lunch/ dinner to address needs or for continued relationship development
What service & follow-up activities could I add to my schedule that would potentially drive additional sales from my customer?
Send a helpful third-party book addressing another area where you have a solution
Send a customer newsletter with helpful ideas for their particular world (business or home)
Send relevant industry news stories or trade magazine articles
Give a plant or headquarters tour Page 1 of 2
AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
What service & follow up activities could I add to my schedule that would potentially drive referrals and word-of-mouth prospects?
Send a note asking for referrals
Call or arrange a meeting where you can ask for referrals
Send several pre-done postcards with stamps for your customer to send to friends/ colleague
Who might benefit by talking with you about your product/ service
Send referrals to your customer
Once complete, bring your current service & follow up activities together with the items you developed from the final three questions and create your formal service & follow-up schedule.
Put it in a spreadsheet or create a binder with an individual checklist for each new customer/ sale. Keep a small box of individual checklists on index cards. Bottom line… Make it something simple so it gets done and you can drive more sales.
@ http://www.justsell.com/service-follow-up-schedule/
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
Internet Marketing Strategies: Customer Follow-up By Shelley Lowery
Following up with your customer, once you've made a sale, is an important part of providing good customer service. Not only is it an important part of developing a good relationship with your customer, but it will also enable you to introduce your new products.
Although sending out a personal message to each of your customers may not be possible, you can provide your customers with the illusion that your message was personally sent. By using autoresponders, you can eliminate the need to manually respond each time you make a sale.
Autoresponders Autoresponders are one of the best promotional tools on the Internet. They were designed to automatically respond to any email message sent to it with an automatic response. The more advanced autoresponders will enable you to set up a series of autoresponse messages to be sent out at a specified time. You can use autoresponders to send all of the following:
Thank you messages
Welcome letters
Order confirmations
Autoresponders can eliminate many of your routine follow-ups. However, they cannot eliminate your customer's support requests and your future mailings.
Customer Service In order to develop a good relationship with your customers, you must provide them with quality customer service. Let them know that, should they have any questions or problems, they are free to contact you. Provide them with all of your contact information to make the process simple. Even if you can't personally assist them, make sure that you have a good customer support group ready to help. Reply to their support requests as quickly as possible and assist them until the problem is resolved.
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
Your customer service is one of the most important factors in determining your customer's satisfaction. Even if you have a great product or service, if your customer support isn't good, your sales will suffer.
For every dissatisfied customer, you can expect to lose one hundred new customers. Why? When one customer has a bad experience with your company, you can be certain that they'll tell everyone they know about their bad experience. It will travel through the grapevine and ultimately cost you sales. Follow-up with your customers and ask them how they like your product or if they have any questions. This is a great way to not only provide good customer service, but to also obtain feedback about your product. By listening to your customers, you will know exactly what they want, what they're having problems with and how you can develop a better product.
Mailing List The best way to follow-up with your customers is to set up a mailing list. No matter what mailing program you use, make sure that it will allow you to send personalized messages. Your customers need that personal touch. They don't want to feel as if the message they received was sent to an entire list. They want to feel as if it was personally sent to them.
By following up with your customers and providing great customer service, you are creating a life-long relationship. Satisfied customers are more apt to purchase your new products in the future. Treat them with the utmost respect and go above and beyond the expected. http://www.web-source.net/free_ebooks.htm
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
5 Reasons Why Your Customers are Your Best Marketing Tool by Susan Payton
Tired of singing your products’ praise? Let your customers do it. Many already are telling others about your brand, through social media, word of mouth and blogs. Harness that power and you have one mean marketing machine.
1. Customers Listen to One Another One reason your customers make for great marketing megaphones is simply the power of word of mouth: according to Econsultancy, 90% of consumers trust recommendations for products and services from people they know. Think about the last time you needed a dentist, dog sitter or new shampoo. Did you ask a friend? Did you go with your friend’s recommendation? My bet is you did.
2. People Are Social Word of mouth has taken on a whole new form with the advent of social media. People are not only telling their real-life friends about products they love, they’re telling everyone else on Facebook and Twitter. And they’re deliberately searching social sites for recommendations and reviews. In a ClickZ study in 2010, 81% of those surveyed said they’d turned to social media sites for advice and recommendations about products. 74% said it was influential in their purchasing decision. Leverage this by having a social presence and monitoring what’s being said about your brand.
3. People are Yelping About You Sites like Yelp are letting people vent about bad restaurants and service providers, and rave about great ones. Many people (myself included) make decisions about where to go based on other people’s reviews. Your best bet is to monitor your reviews on these sites, and respond to any negative feedback you get. Contact the reviewer and see if you can rectify the situation. Ask for a re-review to polish up your reputation.
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
4. They’re Cheap Marketing More affordable than billboards! Able to bring you new followers in a single bound! It’s a bird! It’s a plane! It’s the brand evangelist! Sometimes you pour money down a hole in the hopes of getting new customers, and it just doesn’t work. Go with what does: let your customers sell your product. Now I’m not suggesting you take advantage of the freebie marketing. In fact, I encourage you to find ways to work together. If a customer blogs, offer her products (and compensation, in my opinion) to review. Don’t skew the review; ask for her honest opinion. Or create an affiliate program and give your customers incentive to tell others about your products.
5. They Want to Connect With Your Brand Brand evangelists will do everything they can to connect to you. They’ll like you on Facebook, follow you on Twitter and subscribe to your company blog and newsletter. Use that to your advantage by creating a customer panel. This gives you the opportunity to hear directly from customer about what they want, and what they think of your products. In the book Brains on Fire, the authors outlined several customers who were working with customers to connect to others, like Fiskars, who makes scissors and scrapbooking supplies. By sending scrapbooking women out to craft stores to give classes, they found a genuine way to enable the women to connect to others like them. The fact that they were sponsored by Fiskars came secondary (there was no hard sell), but everyone walked away knowing the brand better. I’ve long been a Dell fan, but it wasn’t until they picked up on that and invited me to their Consumer Advisory Panel that I fell in love. By being invited to share my opinion (and believe me, there were many regarding customer service and product) and see the inner workings at Dell, I felt more a part of the company, and I’ve been telling people ever since. So are you convinced that customers are a fantastic addition to your marketing strategy? Whether you want them to or not, they’ll continue to tell others about you, so make sure what they’re saying is good! http://www.futuresimple.com/blog/your-customers-are-your-best-marketing-tool/
Please read the following articles:
Leverage Testimonials for Your Small Business to Attract More Customers o
http://www.futuresimple.com/blog/testimonials-for-small-business-attract-customers/
How Negative Comments Help You Improve Your Business
o http://www.futuresimple.com/blog/how-negative-comments-help-you-improve-your-business/ Page 2 of 2
AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
10 Characteristics of Top Performing Salespeople Top performing sales people stand out from their average performing peers and colleagues. They do things differently and exhibit several different characteristics. Here are ten characteristics of top performing sales people.
1. Top performing sales people set big goals. They don’t wait for their boss or company to establish sales quotas and targets. They take a proactive approach and set big, challenging goals. They make sure their goals are specific, motivational, achievable yet challenging, relevant to their personal situation, and time-framed. They visualize their target, determine how they will achieve their goal, and take daily action to achieve those goals. 2. Top performers ask high-value questions. The best sales people ask lots of quality questions to fully determine their customer’s situation and buying needs. They know that the most effective way to present their product or service is to uncover their customer’s goals, objectives, concerns and hesitations and they know the only way to achieve this is to ask tough, penetrating questions that make their prospect think. 3. Top sales people are enthusiastic. They are always in a positive mood – even during difficult times – and their enthusiasm is contagious. They seldom talk poorly of the company or the business. When faced with unpleasant or negative situations, they choose to focus on the positive elements instead of allowing themselves to be dragged down. 4. Top sellers are hard workers. Top sales people are assertive in getting new business and they go after it. They often start work earlier than their colleagues, spend less time on social chit-chat and work later than everyone else. They make more calls, prospect more consistently, talk to more people, and give more sales presentations than their coworkers. 5. Top performers are persistent. Obstacles loom in front of us on a regular basis. But it’s what you do when faced with these barriers that will determine your level of success. The most successful sales people in any industry tackle the obstacles that get in their way. They look for new solutions. They are tenacious. They refuse to give up.
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
6. Top sales people are great listeners. Contrary to popular belief, telling is not selling. Top performers know that customers will tell them everything they need to know if given the right opportunity. They have learned that silence is golden. Compare that to the average sales person who asks a question then gives their customer the answer or continues to talk afterwards instead of waiting for the other person’s response. 7. Top sales people demonstrate the value of their product or service. Top sales people know that a well-informed buyer will usually base much of her decision on the value proposition presented by the sales person. They know how to create this value with each customer, prospect, or buyer they encounter. Too many sales people think that price is the only motivating buying factor. Top sales people recognize that price is a factor in every sale but they know that it is seldom the primary reason someone makes their decision. 8. Top performing sales people have lots of passion. They love their company and they exude this pride when talking about their products and services. The more passionate you are about your career, the greater the chance you will succeed. Here’s why—when you love what you do you put more effort into your work. When you are passionate about the products or services you sell, your enthusiasm will shine through in every conversation. 9. Top sales people hold themselves accountable. They know that their actions alone will determine their results and they do what is necessary to achieve their goals. They never blame internal problems, the economy, tough competitors, or other factors if they fail to meet their sales quotas. 10. Top performing sales people keep in touch with their clients. They know that regular contact helps keep clients so they send thank-you, birthday, and anniversary cards. They make phone calls and schedule regular ‘keep in touch’ breakfast and lunch meetings. They send articles of value to their customers and are constantly looking for new and creative ways to keep their name in their customers’ minds. Anyone in sales can develop these characteristics. It takes effort, energy, and discipline but the end result can be worth it especially when you consider how much more money top performing sales people make compared to the average sales person. And you don’t want to be average do you? @ http://www.futuresimple.com/blog/top-performing-salespeople/
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
What Hollywood Movies Can Teach Salespeople I love a great movie! Not just for the entertainment factor but for the sales lesson. Great Hollywood movies can teach salespeople various things that will help them improve their sales results. Here are five lessons to consider.
1. Attention-Getting Opening Great movies find a way to capture your attention immediately. They don’t waste time identifying the key characters and the problem or situation. They dive right into the plot. It amazes me how much information can be delivered in a few short scenes. In fact, in some movies much of the background information is relayed during the opening credits. A variety of approaches are used including; newspaper clippings, images, flashbacks, etc. In other scenes, the character may receive a phone call, stare at a photograph or have a quick flashback. Regardless of the approach, the best movies grab your attention from the outset. Sales application: You only have a few moments to capture a prospect’s attention so don’t waste the precious opening minutes by talking about your company. Instead, gain immediate interest by describing their current situation and identifying the potential pain they might be experiencing. 2. They use the right actors. The actors for key roles are carefully considered because the wrong person in the wrong role can have a devastating impact on the end result. Although some actors have the ability to deliver a wide range of roles, you don’t see many action heroes sporting a beer belly or someone like Gerard Butler playing a wimpy, needy character. Sales application: If you sell a complex solution and rely on other people in your company to present and meet with prospects, consider each person’s role. For example: Engineers are highly adept in their chosen area of expertise but very few possess the ability to effectively present the solution in an engaging manner. If you need an engineer present, then you should invest time coaching that person to ensure they deliver the best presentation possible.
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
3. The characters are memorable. The main character in most Hollywood movies is the villain or bad guy and there is usually something about them that makes us like that person or empathize with their situation. A few years ago, I studied fiction writing and discovered that the best characters have personal flaws. However, those flaws make the character easier to relate to, and as a result, we remember them. Sales application: Look for ways to stand out from the crowd and become memorable (in a positive manner). I once attended a conference with several hundred executives. Dress code was stated as business casual so I wore dress pants and a shirt and tie. To my chagrin, I was the ONLY person NOT wearing a suit. I stood out, but not for the reason I intended. How can you stand out from the competition? 4. Everything is rehearsed. Can you imagine how bad a movie would be if everything was shot in a single take? Actors would flub their lines, miss their cues and there would be countless flaws. Fortunately, actors rehearse before they get in front of the camera and this helps them deliver a memorable performance. Sales application: Make the time to rehearse your presentations before meeting with a prospect or customer. It sounds like a simple concept but too many sales people shoot from the hip or wing it and this mistake can be fatal. The more important the sales opportunity, the more critical it is to rehearse beforehand. 5. The editing room puts it all together. Editing is one of the most important aspects of producing a great movie. The director makes sure that every sequence flows properly into the next. Unlike many sales presentations, they don’t wing it and hope for the best. They carefully review every single piece of film and determine what is absolutely necessary and they often cut scenes that don’t add to the movies plot and story line. Sales application: Carefully consider MUST be covered in your presentation and leave the extra ‘nice-to-have’ details as back-up. Contrary to popular belief, you don’t need to include everything in your sales presentations.
Sales professionals can learn a lot about selling by watching Hollywood movies. These five simple strategies can make a significant impact on your sales results. http://www.futuresimple.com/blog/movies-can-teach-salespeople/
Film: Jerry Maguire
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
A. Read the following text carefully
Simplify Negotiations with the Six Rules of Effective Communication To negotiate effectively, you must be able to communicate effectively. Unfortunately, most salespeople and businesspeople don’t realize the importance of solid communication skills to the negotiation process. As a result, they lose sales or don’t get the best possible deal.
However, as a salesperson, you are not doomed to the mixed messages and meanings characteristic of poor communication skills. With a conscious effort, all business and sales professionals can overcome the communication barriers that block understanding in negotiation. With a little extra effort, you can improve the delivery of your message to your counterparts and work together toward a mutually beneficial agreement. Use the following six rules for effective communication to connect with others at the negotiating table and in all forms of communication: Rule 1: Organize Your Thoughts Throughout the negotiation process, always allow yourself time to organize your thoughts to avoid conveying the wrong message or confusing the issues. Before you start the negotiation process, and even after it starts, take notes and plan what you’re going to say. To help you express your thoughts clearly when the negotiations begin, outline in advance the main points you want to cover. Planning the gist of what you’re going to say is the most effective way to avoid sending mixed messages, but don’t stop with that. As the negotiations commence, continue to take notes and plan your responses as you go through the entire process. And remember, no law exists that says every statement must be met with a response within five seconds. Take your time. In fact, silence can be one of your most powerful negotiating tools. Stop talking whenever you feel like you need to reorganize yourself and before you respond to anything that’s said. And make sure everything you say reflects the true meaning of your thoughts. This tactic not only helps you organize what you’re going to say, but it also helps you digest what your counterpart proposes. Rule 2: Don’t Think About It; Think Through It Thinking about something leads to confusion, but thinking through something leads to clarity. The difference between these two processes is a crucial distinction in communication. Many times, people approach negotiations with a mindset of, “Tell it like it is, then let the chips fall where they may.” But by processing an idea through to its logical conclusion, you can evaluate the possible responses you may get from the other side. Page 1 of 3
AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
For example, if you make an offer and say, “Take it or leave it,” what kind of response would that produce? The other party may say, “Okay, we’ll take it.” They could say, “Thanks, but no thanks.” They could say, “We won’t take it, but here’s what we will accept.” Or they might say, “No one talks to us that way!” and walk out of the room.
A range of possibilities exists, and this tactic requires careful reading of the other person’s reactions. But if you feel from your experiences with the person that they will either accept your offer or your counteroffer, it makes sense to speculate and take the chance. So give some thought to your counterpart’s possible reactions to your points before you actually make them. Rule 3: Recognize that Actions Speak Louder than Words Experts say that seventy-five percent of communication is nonverbal. This means that the messages negotiators convey have more to do with their looks, their actions, and the way they say things, than with the actual words they say. The best negotiators practice saying and doing things in ways that send precisely the message they want to send. The bottom line is that the better you become at using nonverbal communication and reading the nonverbal messages others send, the more effective you can be as a negotiator. Realize that everything you do at the bargaining table is part of the communication and negotiation process. So make sure you don’t send the wrong messages by doing something that conflicts with what you want to say. Rule 4: Be Concise Most people tune out a majority of what they hear, so you should always be concise and get right to your point. Say what you mean in as few words as possible, without being blunt. If you drone on, people will stop listening to you. To ensure your message reaches your counterpart, always oversimplify your message, and then elaborate as they ask questions. Repeat your main point several times to emphasize what’s most important. To boost your negotiating power even more, practice saying everything clearly and concisely, then repeat your key points to yourself again and again. One main problem with negotiation communication occurs when your counterpart gets too wrapped up in what they want to say, that they don’t pay attention to what you say. This is why it is so important to organize your thoughts, and say your main points in a concise, compelling way. Rule 5: Always Translate Your Message into Benefits for the Other Party People always listen more carefully when they believe some benefit exists in your message for them. In negotiations, focus on that benefit, even when the underlying purpose of the message is in your favor.
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
For example, when you interview for a new job, you don’t talk about the huge salary the company can offer you. You talk about all the great skills you can bring to the company, for their benefit. You try to convince them that they’ll be ahead of everyone else by hiring you, regardless of the cost.
As a salesperson, you should always highlight the value of your product or service, rather than the cost. Always talk in terms of what benefits the other party receives as a result of the negotiation terms.
Rule 6: Listen Carefully to the Other Party If you want to reach a mutually beneficial agreement, you must make sure your message are heard and understood. But don’t get so caught up in your own message that you don’t hear and understand what the other party needs to reach an agreement. Use the following tips for listening more effectively: o Open your mind and be receptive to the other party’s message. o Make a commitment to listen, and follow through with this commitment as soon as they start to talk. o Listen for feelings, as well as facts, and consider the other party’s concerns. o Eliminate distractions. Close your door, turn of the radio, and tune in to the other person. o Respond to the other party with questions that stimulate conversation and clarify your understanding of his or her message. o Take notes on the important points the other party makes, and keep these points in mind as you formulate your responses. As you improve your listening skills, you increase your negotiating effectiveness by collecting more information to use in your search for solutions. Communication is the Key to Effective Negotiation Communication is a two-way street that requires everyone involved to exchange messages. To negotiate more effectively, you must relate to the other party with strong communication skills. By using these six rules for effective communications, you can overcome barriers, reach a higher level of satisfaction every time you negotiate, and win more sales in the process. http://www.negotiatelikethepros.com/articles/six-rules-effective-communication B. Translate the texts
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
A. Watch the following video: Five Customer Service Interview Questions and discuss its ideas.
B. Read the following texts
Using Skillful Questioning in Negotiation To develop a successful negotiation strategy: You have to know your counterpart’s needs and goals. Skillful questioning will help you gain this information.
When to Ask Questions When is it helpful to ask questions during negotiation? You should ask questions to: Gain information. o
Don’t assume anything when you are negotiating. When you don’t have all the information, ask questions to fill in the gaps.
o
Check understanding and interest level. Ask a question to uncover how technically sound your counterpart is on the topic you are negotiating, or how committed she is to the outcome of the negotiation. For example, ask whether she will take a specified amount less than the asking price.
Determine behavioral style. o
Ask questions to find out where the other party is “coming from,” if he is an experienced negotiator, and whether he is an honest and/or decisive person.
Gain participation. When you ask questions, you encourage the other party to talk. This makes your counterpart like you better--and helps you learn more about her than she learns about you. It’s especially helpful to get your counterpart to talk when you realize you have said something she didn’t agree with or understand. Having a chance to talk it out will have a calming effect on her.
Give information. Sometimes you may want to provide information that will help your counterpart understand your goals. For example, you could ask, “Did you know that the Kelly Bluebook value of your car is only $2,100?” (This type of question can also be used as a test to see whether your counterpart recognizes if your information is correct.)
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
Get an opinion. Questions that ask for someone’s opinion not only provide knowledge, but also indicate that you are interested in what that person has to say. For example, ask, “Can you tell me why you like living in this neighborhood?”
Bring attention back to the subject. Appropriate questions can keep the conversation heading toward your goal. Salespeople often ask personal questions about a prospect to find a starting point for their presentation. This is fine, but eventually you need to discuss the real reasons for meeting. Asking questions like, “Can we get back to the salary issue and benefits package once again?” refocuses attention on the important issues.
Reach agreement. Asking questions can help you find out how far apart your goals are from your counterpart’s. For example, suppose a seller is asking $150,000 for his house. You ask whether he is willing to take $140,000, since the house needs landscaping and a new roof.
Reduce tension. If negotiations start to become tense, it can be helpful to ask questions about your counterpart’s viewpoint. Understanding his concerns may help you restructure the negotiation. For example, you might say, “Every time we talk about mandatory drug testing for all employees, you seem to be adamantly opposed. Can you share a little about why you are opposed to this testing?”
Give positive strokes. Simply put, positive strokes questions make your counterpart feel important. Suppose your counterpart has received three phone calls from complaining customers during your fifteen-minute meeting. You might ask, “Are you having a tough day?”
Two Main Types of Questions Questions
may
be
closed-ended
and
restrictive,
or
open-ended
and
expansive.
Closed-ended and restrictive. Closed-ended, restrictive questions are those that can be answered very briefly, often with a simple yes or no. This type of question is useful for obtaining a specific bit of information, directing a conversation to a desired area or gaining commitment to a definite position. Some typical examples of restrictive questions are: “You will send the revised quotation to me by Monday, right?” “Do you want to work on Saturday or Sunday?”
Open-ended and expansive. Open-ended, expansive questions do not lead your counterpart in any specific direction. Generally speaking, open-ended questions reveal much more about your counterpart’s objectives, needs, current situation and behavioral style than restrictive questions do. Some typical open-ended questions are : “How do you feel about moving out of your home before Christmas?” “You seem to be upset with my offer. Which aspects seem to be the biggest problems?”
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
5 Keys to Proper Questioning How you ask a question is as important as what you ask. Following are several key points to remember. 1. Have a plan. When you are negotiating, it is helpful to have a goal in mind. Ask yourself, “What type of information will help me make a good decision? Am I more likely to get that information by being direct, or by disguising my questions?” Having a questioning plan puts you in the driver’s seat in the negotiation. 2. Know your counterpart. The more you can find out about your counterpart, the better you can target your questions. 3. Move from the broad to the narrow. As you gain answers to broad questions, start asking questions that yield more specific information. For example, if you ask someone selling a car, “Did your keep maintenance records on your car?” and he says yes, you can proceed to ask about the type of maintenance records, the frequency of maintenance, etc. 4. Use proper timing. Be sensitive to your counterpart’s feelings. If your counterpart finds a question offensive, he will give you less information and will be less willing to negotiate with you again. Asking a man how his diet is going while he is eating a dessert is a good example of bad timing. 5. Ask permission to ask a question. Asking permission is polite, and it starts the swing toward agreement. Once your counterpart has granted you permission, she is more likely to give you a complete answer. Ask and You Will Receive To be a successful negotiator, you have to know the wants, needs and motivations of the other party. The easiest, quickest way to uncover this information is through skillful questioning. With practice, you will find yourself asking better questions and gaining increasingly valuable information.
http://www.negotiatingguide.com/negotiation/skillfulquestioning.htm
A. Translate the text B. Discuss its ideas with your colleagues. C. Create a class Power Point Presentation focusing the points mentioned above (click to view)
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
Dealing with problems and complaints A. Look at this list of things that customers complain about. Which three things annoy you the most as a customer? Compare your answers with a partner. a. Being put on hold when you call somebody b. Getting an engaged signal when trying to call. c. Being transferred many times when you call. d. Unhelpful staff. e. Salespeople with little or no knowledge of their products and services. f. Not enough staff to help customers. g. Receiving too much junk mail or advertising. h. Getting complicated, unclear explanations. i.
Not getting quick answers to emails.
Can you add anything else to the list? How can companies avoid annoying their customers?
B. Read this email from a customer service manager to her staff. Work with a partner to write an action checklist for the meeting.
AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS EFA – B3 C. Here are some of the ideas presented at the meeting. Work with a partner to decide whether they belong to the DO or DON’T list.
DO
DON’T
1.
Let the customer show their anger.
2.
Say the problem was the customer’s fault.
3.
Tell the customer there’s nothing you can do.
4.
Listen carefully to the details of the problem.
5.
Push the customer to accept your point of view.
6.
Take the customer’s anger as a personal criticism.
7.
Offer a more expensive product or service to replace the first order.
8.
Summarize and make sure the customer agrees to the plan of action.
D. (AUDIO: 25 – 27) D.1. Three customers are making complaints. Listen and match the dialogues to the pictures. Then complete the table.
D.2.
COMPLAINT
RESPONSE
Dialogue 1 Dialogue 2 Dialogue 3 2
AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS EFA – B3 E. (AUDIO: 25 – 27) Listen again and complete these sentences from the dialogues.
Dialogue 1
Dialogue 2
Dialogue 3
1.
I’m ________________ to ________________ that.
2.
What ________________ to be the ________________ ?
3.
First of all, ________________ for the poor service ...
4.
We’ve got a lot of people in the same position ________________, but don’t worry
5.
________________ we’ll ________________ .
6.
So, ________________ .
7.
It ________________ that our shop assistant made a ________________.
8.
I’ll be happy to ________________ your money.
9.
That’s no ________________. I’ll ________________ to help you.
F. Write a customer-friendly statement for each situation. Use phrases from the Language Box above. 1.
You’re wrong. Our information is right, not yours. (seems/ misunderstanding) There seems to be a misunderstanding.
2.
It wasn’t my colleagues’ fault that you didn’t get the order. (afraid/ mix –up) ________________________________________________________________
3.
The agent didn’t put some of the parts in the shipment. (appears / include) ________________________________________________________________
4.
I didn’t get your email, so it’s obvious that you didn’t send it. (seems/ get through) ________________________________________________________________
5.
You won’t get this order this week. (afraid / delay) ________________________________________________________________
6.
That’s a mistake, but it’s your fault, not mine. (appears / mistake) ________________________________________________________________ 3
AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS EFA – B3 G.1. What is wrong with these answers to a customer’s complaint? How do you think the customer would react in each case? 1.
‘I don’t really deal with that. That’s not my department.’ __________
2.
‘Well, I’ve never done that before, but I’ll try it and see what happens.’ __________
3.
‘We can’t help you with that. We don’t carry that product here.’ __________
4.
‘I don’t know.’ __________
5.
‘We don’t give refunds – as soon as you leave the store, it’s yours.’ __________
G.2. Look at these more effective answers. Match them with 1-5 above. a. We have an exchange policy, but I’m afraid we don’t give refunds. So, please make your selection carefully before buying. Could I help you decide which product is the best for you? b. I could give you some general advice, but it’s better if you speak to my colleague. He is the specialist in this area. May I transfer you to him? c. I’m really not certain about that, but I’ll find out for you. I’ll ring you back by 4 p.m. today. Is that OK? d. I’m afraid this isn’t something we carry. I can recommend that you contact T&C. I’m sure that they carry that product. e. That sounds like something we could do for you, but I need to make sure. May I ask my manager about it and call you back?
H. (AUDIO 28) Complete the dialogue about a problem-solving situation in a hotel with phrases from the list. Then listen to check your answers. Excuse me
I can see how
make sure mind
seems to be
I’d be glad I’d like to say straight away
understand
inconvenienced Would you
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS EFA – B3 Guest: _______________ (1). I have a complaint about your hotel. Receptionist: Oh, you look very troubled. What _______________ (2) the problem, madam? Guest: Well, we’re regular guests at your hotel, but I’m about to change my mind about ever staying here again! The service is terrible. I’ve had to ring housekeeping every day to ask them to clean my room. My company pays good rates for me and my colleagues to stay at your hotel, so a dependable cleaning service is the least expect! Receptionist: First of all, _______________ (3) how sorry I am. _______________ (4) this must have ruined your stay with us. So, if I _______________ (5) you correctly, you had to phone each day to get your room serviced? Guest: That’s right. Receptionist: _______________ (6) giving me some details? If I could just have your name and your room number and what time you called and who you spoke exactly ... ... Receptionist: Ms
Jones,
I’ll speak to
_______________(8)
this
housekeeping never
happens
_______________ again.
Since
(7). you’ve
I want
to
been
so
_______________(9) by this incident, _______________ (10) to offer you two free nights for the next visit at our hotel. In fact, I’ll give you a voucher right now. You can use it any time you wish. Guest: Oh, that’s just great! I am so glad that we could work this out. we do want to keep coming back here.
I. Look at the problem-solving flow chart below and match the headings to the steps. 1.
Clarify the information and repeat the problem back to the customer.
2.
End with a friendly, helpful tone.
3.
Assure the client of follow-up.
4.
Apologize.
5.
Summarize the discussion.
6.
Offer an alternative if the customer doesn’t accept the solution.
7.
Listen carefully to the customer describe the problem and show empathy.
8.
Say how and when the problem will be solved.
9.
Take responsibility for the problem
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS EFA – B3
J. Read this typical letter of apology and complete it with the phrases below. We very much regret.
We are very concerned to hear.
We assure you that we are doing everything we can
Once again, we apologize
The problema has now been resolved
K. Find phrases in the letter above which Mr Beckham used to: a. State the problem b. Apologize
to
the
customer c. Show empathy with the customer d. Explain the reason for the problem e. Offer a solution
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS EFA – B3 L. We sometimes have to explain our company policy when responding to complaints. Match the policy with a customer-friendly explanation.
Policy 1.
We don’t give estimates on the phone.
2.
We don’t ship by regular post, only by overnight express.
3.
We don’t send out our diet products unless the customer has been checked by a doctor.
4.
We block any credit card charge that looks unusual or has a high amount.
5.
We can´t do anything about our bank service charges.
Explanation a. This ensures the safe use of our products. b. We aim to give the highest standards in managing your bank account. c. This helps us give you a fairer and more accurate quote. d. This ensures that your food products arrive fresh. e. This is a security precaution to make sure your card has not been stolen.
M. Work with a partner. You both work for Dalton Communication and have received the following three complaints. First discuss how to deal with them: by telephone, in person, or in writing. Then choose one complaint and decide how to respond.
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS EFA – B3 OUTPUT Look at what these people say about customer complaints and apologies. Do any of the comments sound familiar?
OVER TO YOU
How do you deal with complaints at your company or business? Is it the same or different from other companies you know or do business with?
How do people in similar jobs in other countries deal with complaints? Do you think there are cultural differences in the way customers and what they complain about? How about the way apologies are made?
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
Handling customer complaints Inevitably, things go wrong sometimes. However, it is how you handle problems that can determine whether you lose business or actually improve customer loyalty. More and more people are prepared to complain. Those that do are doing you a favour. They are giving you valuable feedback for nothing and helping you to improve your service. Many other customers may have quietly taken their business elsewhere. What's more, if you impress that customer with the way you handle their problem, they will become advocates for your business. When a customer complains, you must be respectful and sympathetic, even if you think they are wrong. You should thank them for complaining and apologise. You must also act quickly. A prompt response shows that you take the problem seriously and reduces the time the customer spends feeling disgruntled. When someone complains, always ask them what they want. Many firms assume that consumers are seeking a financial solution, such as a refund or compensation when all many people want is an apology. Allow the customer to give you all the facts so that they can get it off their chest and then you can provide the most suitable solution. Set up a customer complaints procedure and ensure that members of staff know what they can offer. Follow up the complaint with a phone call or a letter of apology. Finally, ensure that you permanently fix the problem and let the customer know what you have done.
In, http://www.marketingdonut.co.uk/marketing/customer-care/customer-service
A. Answer the following questions 1. Do you agree with the statement: “More and more people are prepared to complain. Those that do are doing you a favour”. Justity. 2. Do you think the procedures described as “customer complaints procedures” are enough?
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
Customer complaints Here are more ways to communicate with customers than ever. The internet, email and mobile phones are changing the way you can interact with customers. And yet it's poor communication that makes many business relationships break down. As a small business, it's up to you to initiate good communication. You can't rely on your customers to tell you what they think. Not everyone takes the trouble to complain, so many dissatisfied customers simply go elsewhere. Getting communication right involves thinking about how you interact with customers at every contact point. To communicate well you need to understand your customers and respond to their needs.
Communication strategy The secret of good communication is to tailor your approach to the individual. One useful theory you can use is that your customer will have one of four temperament styles - aggressive, passive, analytical and expressive. Each of these personality types approaches buying decisions in their own way. Look out for them and respond accordingly. The aggressive type is an extrovert who is controlling, practical and decisive. To get on their wavelength, avoid small talk and get straight down to business. Give them options so they feel they're staying in control. The expressive customer is also an extrovert but they are also more sociable and impulsive. They will respond to an enthusiastic presentation style and need time to talk. Go for the big picture and avoid too much detail if you want to win over an expressive customer. The passive person is an introvert. They are friendly but can be totally indecisive. You cannot hurry this type of customer. They hate sales pressure and need assurance. The analytical customer is organised and critical. They are perfectionists who can suffer from 'paralysis under analysis'. Give them plenty of detail and proof to win them over.
Body language and the art of conversation More than 70 per cent of our communication is perceived non-verbally - so when you meet and greet your customers, your body language sends signals that have a big impact.
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
Using open body language is a good way to create a rapport. Stand up straight, smile, make eye contact and, when sitting, don't cross your arms or legs. Showing the palms of your hands indicates an honest approach. Another useful technique is to mirror your customer's body language. Many people copy gestures unconsciously anyway. It sends the message that you like and agree with the person you are talking to. Remember to listen. If you are a big talker, you may have to curb your natural tendency to interrupt or dominate the conversation. To develop a dialogue with your customer, ask open-ended questions and listen to the answers. It's worth using the same words and phrases your customer has used to show you are listening and to build rapport.
How to improve your communication strategy Good communication is not just about responding when your customer walks in. You can actively plan a communication strategy that will ensure you build good customer relationships that reward you with more business. Customers like to be kept informed at all times. Put in place a complaints procedure. Complaints handling is one of the main factors on which customers rate a business. More than 50 per cent of people say they complain and those complaints are often to organisations they actually like. A well-handled complaint improves their perception of your business. Saying sorry is not an admission of guilt but it's always appreciated by the customer. Remember, the crime is not making the mistake, it's making it twice. Make regular contact using a communication method most suited to each customer, whether phone, email, text, in person or via a newsletter. It's worth asking customers how they like to be contacted. Most people will have a particular preference - and may find other communication methods positively annoying. Keep the lines of communication open so you can respond to your customers' changing requirements. As you build the relationship, you will strengthen the ties that bind and develop a loyal customer (and fan) base.
In, http://www.marketingdonut.co.uk/marketing/customer-care/customer-complaints
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
A. Watch the following video and take notes
B. Compare your notes with the information given in the texts below. Are they similar?
Dealing with Customer Complaints by Ron Kurtus (revised 6 June 2007) When a customer contacts your company to complain about a product or service received, it can be a blessing in disguise. For every person who complains, there can be hundreds who do not bother to complain but who also spread negative comments about your company. In situations where customer complaints occur, the complaint must be dealt with immediately and the cause of the complaint rectified. Some companies are not concerned with quality and often ignore complaints or deal with them dishonestly. Seeking customer satisfaction benefits a company in the long run. Questions you may have include:
How should a business deal with a customer complaint?
How do non-quality companies deal with complaints?
What are the benefits of satisfying complaints?
This lesson will answer those questions. Dealing with complaints When the customer pays for a product or service, it is assumed that the product will work correctly or that the service received is as promised. Ideally, the customer will be satisfied, and there will be no complaints.
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
If there is a problem and the customer complains about it, your company should quickly answer the complaint and solve the customer's problem. This is often done through your company's customer service activity. But also, you need to follow up and improve your business processes to rectify the problem. Solve the problem You need to immediately answer the complaint and solve the problem. It may be to give money back, exchange a product or do some repair.
Special bonus To make sure the customer is completely satisfied, some companies will provide some special service or a reduced price on another product. This is done to assure the customer will come back for more business. Many retail stores have a generous return policy to satisfy dissatisfied customers.
Dishonest customers Unfortunately, there are dishonest customers who will make false claims to get some bonus. Some people will use a product or piece of clothing and then return it, saying they weren't satisfied. High-end women's clothing stores often will have expensive gowns returned after some important event. The clothes have obviously been worn, but the customer says she is not satisfied or has changed her mind. Usually, the store will refund the money. Since it is often difficult to tell if the complaint is valid or not, the company will follow the adage, "The customer is always right." But since some dishonest people repeat their crimes, a better adage is, "The customer is always right... once." Price in customer service When a company sells a product or provides a service, part of the pricing should include the cost of servicing a certain percentage of defective products or complaints. Rectify problem The second thing a company should do upon receiving a complaint is to seek to rectify the problem. Although a company hopes not to get complaints, they often can be blessing in disguise. Sometimes problems can be caught and fixed before they cause serious negative feedback or even legal problems.
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
It is in the company's best interest to solve any problems and try to make sure that they don't happen again. It is foolish for a company not to use customer complaints to initiate a corrective action. Not dealing with complaints Businesses that don't bother about satisfying their customers usually get more customer complaints. Answering them can, of course, cost the company money. Some companies will try to mollify angry customers but many don't even bother. Making money off complaints One software company holds weekly staff meetings to build morale and allow for status reports from each department. One part of their meetings is the report on how many customer problems they rectified the past week. If the number increased, the group was given praise. When asked why they praise increased problem calls, as opposed to working to fix those problems in the software or documentation, the owner said that they charge for each call, so it is a way to increase their income. In other words, instead of making the customer completely satisfied with the product, they preferred some dissatisfaction, so they could fix the problem and make extra money from it. This software package was a high-ticket, expensive application that was mainly sold to small companies. They also charged $50 for a user manual for the software. Since the customers made a substantial investment in the software, they wanted to continue using it. But I wonder how much ill-will was created, even if the application usually performed well. Complaints that fall on deaf ears Have you ever experienced poor service or purchased a defective product and complained about it, only to have your complaints fall on deaf ears? Many companies that have plenty of business feel they don’t need to bother with complainers. These businesses become very independent, especially if they have a product or service in demand. Some continue to succeed, even though they ignore customer complaints, but many will pay the price of lost business and degraded reputation in the long run. Apology mollifies customer A company that responds and apologizes mollifies the complaining customer. But some of these companies never rectify the problem, like the hotel in the above story. The act of responding to the
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS customer and apologizing is good business. Not fixing the problem is risky, though, and may backfire on the company. Could be sued The bug letter story originated some 30 years ago. In today’s litigation crazed society, the hotel would have been sued for millions. Perhaps that is not so bad, if it is a case of ignoring problems. But if it was an honest mistake, such litigation can be destructive to the business as well as to society. We all pay more for things, because businesses must insure themselves against nuisance lawsuits. Benefits of satisfying customer complaints There are numerous benefits for a company to properly deal with customer complaints. Satisfied customer First of all, it will help to satisfy the customer, so you will get repeat business or referrals. In fact, in some cases, effectively dealing with a customer complaint can lead to a more loyal customer than others who may not complain or have problems. Can rectify problems Another benefit of dealing with complaints is that you can see weaknesses in your process or products that can be rectified. This will prevent possible future complaints or problems down the line. It is an effective form of customer feedback, although one you hope to eliminate. Major concern about complaints For every formal complaint you receive, there may be 10 other customers who were dissatisfied and who felt like complaining, but who never did. Instead, they change brands and tell their friends of the dissatisfaction. It is said that an unhappy customer will tell 13 people about his or her dissatisfaction1. That is not the type of word-of-mouth advertising you want. The company goal should be to get no complaints at all. Summary Quickly and properly solving customer complaints can help your business grow and prosper. Ignoring complaints or dealing with them in a dishonest manner can result in loss of business or even lawsuits. @ http://www.school-for-champions.com/tqm/complaints.htm
C. Create a power point focusing the points mentioned in the previous article. (Click to view)
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
Who sold you thin then? Watch the clip and try to:
Recognise the role that the service engineer can play in strengthening the relationship between their organisation and its customers
Appreciate the dangers of blaming the product, the customer, the company and the salespeople for problems that customers encounter
Identify and agree how to react to: o
criticisms about their organisation’s products
o
faults that may be caused by the way customers use their products
o
ways in which the company’s policies, organisation and so on can adversely affect the service they deliver
o
problems that salespeople can cause for service engineers
Devise an Action plan for improving the way they relate to customers
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AGRUPAMENTO DE ESCOLAS DE ARRAIOLOS TÉCNICO DE VENDAS
Dealing with angry customers A. Watch the following videos and then discuss your ideas with your partner.
Dealing with angry customers: o
How to deal with customer complaints: o
http://www.youtube.com/watch?v=LwYJkKQUzEw&feature=related
Dealing With the Irate Customer o
http://www.youtube.com/watch?v=ACKbkmO9rLg&feature=fvwrel
The Psychology of Customer Anger o
http://www.youtube.com/watch?v=AMd-VF6apCs&feature=related
Top 6 Ways to Get An Angry Customer to Back Down o
http://www.youtube.com/watch?v=ybCxN86n61k&feature=related
http://www.youtube.com/watch?v=Q3w10pkVbzY&feature=related
A Complaint is a Gift o
http://www.youtube.com/watch?v=5o4RpCORT2g&feature=related
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