186 pages · 2024
Selling in Customer Service
Integrating and Coordinating Service and Selling
By Leon Cai
- Published
- August 27, 2024
- Imprint
- Productivity Press
- Edition
- 1st Edition
- ISBN
- 9781032644066
Overview
About this book
"Service" in this book refers to the behaviors and actions of serving customers. "Selling" in this book refers to the behaviors and actions of selling products to customers. Hence, this book is completely different from other books on these subjects—Despite the fact that there are many books on service improvement and many related to selling skills worldwide, there are few books on how service and selling are integrated and coordinated. Primarily, it focuses on the interaction and transition between "the behavior of service" and "the behavior of selling" by sharing methods and skills of how those two are interrelated.
This book provides many helpful guidelines and solutions for turning customers’ satisfaction with service into growth in sales. Through many refreshing ideas, the author helps you deeply understand the significance of integration of and conversion between service and selling and the harm of disconnection between service and selling.
Many new ideas and viewpoints, which are different from other service books or sales books, are discussed, such as the contention that "over-service and over-selling should be prevented."
Instead of:
Giving highly complex and abstract definitions of "service" or "selling," this book redefines service and selling with "say YES to customers" and "Make customers say YES" respectively.
Insisting that customers’ satisfaction with service will naturally lead to their long-term loyalty, this book emphasizes that customers' satisfaction with service has a shelf lifetime, which will soon fade over time.
Taking the achievement of customer satisfaction as the final purpose of service, the author believes that "the end of service is not customer satisfaction, but to create new customer needs and achieve increased sales."
Taking "meeting or exceeding customer expectations" as the golden rule, the author insists that "customer expectations need to be reduced first, then satisfied, and upgraded finally."
Focusing on the development of customers’ buying needs like other books do, this book focuses oppositely on the research of "why customers have no buying needs."
Subjects
Economics, Finance, Business & Industry, Engineering & Technology
Inside the book
Table of contents
Select a chapter to read its abstract.
Chapter 1The Effective Integration of Service and Selling
Pages: 21
In this book, “service” refers in particular to the process and behavior of delivering service to customers so as to win and improve their satisfaction. “Selling” refers in particular to the process and behavior of exploring customers’ buying needs and leading them to make purchases. Then what is the relationship between service and selling? Will service that makes customers satisfied necessarily bring us more sales? Let's go through Jason and Mike's story to get some ideas.
Chapter 2Link Service with Selling by the Customer Psychology Compass
Pages: 28
Excellent communication skills are not only necessary to win customers’ satisfaction when we are delivering service to them, but also the key to winning their trust when we are selling something to them. Undoubtedly, our effective communication with customers is indispensable for success both in service and in selling. In this chapter, we will first look into the performances of three salespeople, all surnamed Cheung, working in different stores of the same dairy firm.
Chapter 3Harness Customer Expectation in Service and Selling
Pages: 27
Whether good service can be successfully transformed into sales growth and whether customers’ satisfaction can usher in sales breakthroughs depends not only on our own efforts and actions, but also on the demands and expectations of our customers. “Customer expectation” is a core determinant of success either in service or in selling.
Chapter 4Explore Customers' New Purchasing Needs During Service Delivery
Pages: 26
A popular story in Japan goes that a young man from the countryside went to the city to find a job as a shop assistant in a famous department store. On his first day at work, he pulled off a feat that would strike many seasoned salespeople as a mission impossible. He managed to make a customer who planned only to buy a small hook purchase a twin-engine fishing boat.
Chapter 5Handle Customers' Objections When Converting from Service to Selling
Pages: 33
As is illustrated in Chapter 1, there are three key steps we will go through in the process of converting from service to selling. We win customers’ trust through good service, link service with selling, and achieve increased sales through effective behaviors of selling. But it's not always smooth sailing when we try to advance and accomplish these three steps, as we will encounter varieties of resistance and challenges from customers at every step throughout the conversion process. All the complaints, doubts, criticisms, and rejections from customers can be collectively called “customers’ objections.”
Chapter 6Differentiated Service and Selling Tactics for Customers of Different Personality Types
Pages: 31
The same tactics of service or selling may lead to different results when applied to different customers. In other words, the effectiveness of service or selling varies from person to person and depends largely on how the approaches we take match the personality of a customer.