& Customer advisory Page 8
7. Course of a successful customer conversation
Opening of the conversation:
- First encounter of the
customer and the customer advisor or salesman.
-> The basis for a good sales deal is set here. Very often the first impression
is the most important one.
- Description of the customer
problem and finding out what the customer really wishes
- Linking the wishes of
the customer with the company's range of products and services.
-> Here the customer has to be introduced into the offers of the company,
always taking into consideration his wishes. The customer in a way should
be led secretly without noticing it, however he should not be enticed. One
has to precede with caution in this regard. If the customer suddenly gets
the impression to have been outwitted or talked into something it will not
be easy to win back his trust.
- During the process in
which one tries to determine the right offer for the customer a solution for
the wishes of the customer has to be found always taking the technical knowledge
of the customer's situation and problem into consideration. If the customer
then makes a decision in favour of a particular solution offered to him a
first very important step is being made from the perspective of the customer.
- Now, the customer has
made a decision in favour of a solution or a product but he still has not
- This phase should be
used to explore if the customer still has other related wishes or problems
he might not have mentioned yet. In this way, it is maybe possible to make
an additional deal with the customer.
An example: The customer has decided to buy a solar energy heating system
and is looking forward to take a shower with hot water heated by solar energy,
however he does not have a water-saving shower thermostat in his shower. Or
he is complaining about defects at the shower head caused by a hard or very
chalky water. Customer statements like these would present an ideal opportunity
to start a discussion with the aim to make an additional deal (e.g., selling
a shower thermostat or shower head) before completing the main deal - the
sale of the solar energy heating system.
It is ideal if a salesman or customer advisor is able to complete a main as
well as an additional deal in this way.
- The customer must get
a feeling of satisfaction to have exactly bought what he always wanted as
a solution for his wish or problem.
description of the typical course of a customer conversation, the introduced
points will be discussed in more detail on the following pages. Beyond that,
other possibilities will be introduced for satisfying customers.
Order of the steps in a typical customer advisory conversation: Opening of the
Each service technician who enters the home of a customer for the first time,
but also each customer who enters the product exhibition of a company for the
first time encounters a particular atmosphere there that affects him in a special
way. This first impression can be influenced positively or negatively by the
room atmosphere, i.e. type of the furnishing (e.g. different tables, chairs,