Communication & Customer advisory Page 11

Module I ServitecStartPrevious pageNext pageEnd


In the then following offer preparation the purchase intention of the customer has to be "positively co-ordinated" with the sales intention of the salesman or advisor. Again it applies here that the customer should not be talked into something but that he should rather be convinced.

Now, the customer normally makes his purchase decision. If he decides to buy his decision should not be challenged or put in question anymore. On the contrary, the customer should be encouraged in his selection or decision, whereby exaggerated behaviour and too much talking should be avoided in any case.

At this point the customer should feel satisfied since his wishes could be fulfilled and his problems solved. This situation should be used to explore if the customer has further possible wishes. This is also done with the intention to not let the customer get the impression that now after he bought one loses interest in him.

If the employee or salesman has managed to sell the customer e.g. a vacuum tube collector in stead of a flat plate collector he succeeded in convincing the customer of a higher value product. If he now finds out that the financial limits of the customer are reached it does not make sense to try to sell him more things - this can even be harmful for a beginning customer relationship. Nevertheless, in some cases one can begin to discuss a purchase wish the customer might have for a later point in time:

An example: So, one could ask the customer: "Should you be interested in a new fitting in the near future ......., which of these shower thermostats presented here would you like best ?" With questions like this the customer is not put under any buying pressure, however a possible future purchase wish is intensified. Many additional future deals have been prepared and realised in this way.

After the purchase is done and the customer has placed his order one should never turn to the next customer immediately. The employee should rather thank the customer for his order and should continue to encourage him in his purchase decision eliminating possible remaining doubts. Until the customer has left the shop or company one should continue to talk if possible on a personal level with him and then finally say politely goodbye to him.

8. Customer conversations

Quite frequently the relationship between companies and customers are suffering under an unfriendly conversation tone. Also a rude behaviour among the company employees themselves has a negative effect on the customers.

A good customer relationship is maintained not only by a good job preparation but also by polite formulations, gestures and facial expressions while dealing with the customers. Depending on the conduct of the employees a positive or negative impression can develop which can be decisive for the further contact and thus customer order.

The communication between people can be stimulated by good or bad rhetoric or dialectic but also can be reduced to a monotonous monologue which lets further contacts literally fall asleep.


Module I ServitecStartPrevious pageNext pageEnd

• • Copyright © IWB e.V. 1996-2000 • Design, technical realisation and webmaster: • •
• • Sponsored by EDUVINET • 800 x 600 recommended • •