The sales process

• Customers often value good customer service above many other factors when making purchases
• Offering good customer service is a way a business can stand out in a crowded and competitive market
• Factors contributing to good customer service include:

  • Knowledgeable, helpful, and friendly staff
  • Meeting all legal requirements
  • Quick delivery
  • Efficient service
  • Excellent post-sales service (service given after a product has been purchased, e.g., technical support or dealing with complaints)
  • Support
  • Good product availability
• Good customer service is important because satisfied customers are more likely to become regular customers
• The sales process is made up of five key stages:

  • Customer interest
  • Speed and efficiency of service
  • Customer engagement
  • Post-sales service
  • Customer loyalty
• Customers recommending a business online or to people they know helps build a good reputation and positive brand image
• Differentiation is making a product or service different from others to appeal to a particular target market
• Customer interest stage:

  • Businesses attract potential customers using emotive language in advertising
  • Employees need good product knowledge and use appropriate sales approaches like hard or soft approaches
• Excellent customer service is a method of differentiating a product from the competition and providing a competitive advantage, allowing businesses to charge a premium price and increase sales via repeat purchases
• Speed and efficiency of service:

  • Good customer service attracts customers and helps them feel valued
  • Businesses must deliver products quickly and in perfect condition
• Customer engagement:

  • Refers to interactions between a business and its customers during the sales process
  • Businesses use social media to engage customers and build relationships
• Post-sales service:

  • Involves providing support for customers who have bought a product or service
  • Businesses seek feedback and act on it to build positive customer relationships
• Customer loyalty:

  • Providing excellent customer service leads to customer loyalty and repeat purchases
  • Retaining existing customers is often more cost-effective than finding new ones through advertising