CHAPTER 14
SERVICE AND FOLLOW-UP FOR CUSTOMER RETENTION
COMMENTS ON CHAPTER 14 SALES APPLICATION QUESTIONS
1. Follow-up refers to maintaining contact with a customer (or prospect) in order to evaluate the
effectiveness of the product and the satisfaction of the customer.
items in stock.
Follow up and customer service are defined and discussed in Chapter 14. Most of this text refers to
service in the context of making a contribution to the welfare of others. Two of the ways to help
discussing your product.
3. To help insure that your customers will continue to buy from you, you should:
A. concentrate on improving your account penetration.
C. handle complaints promptly.
4. If you lose a customer then:
A. visit and investigate.
B. be professional.
5. To help salespeople increase their customer’s sales you can:
A. develop an Account Penetration Program.
B. examine your distribution.
6. Being a sales professional sets you apart from the rest of the crowd. It aids in your sales success and,
7. Poor image loses many sales; no one knows how many since the customer will not tell the
8. Alternatives Ranking Dollar Amount Sold
(Maximum = $10,000)
A Second $ 500
Five salespeople ranked the five alternatives, with “D” ranked the best. People who choose this
alternative sold the maximum dollar amount of $10,000.
A. Tom may get mad if you wait too long to provide him service and cut his order down to
$1,000.
B. Tom would send back all merchandise and throw you out of the store when he next sees you.
COMMENTS ON CASES
Case 14-1: California Adhesives Corporation
Note: This is a real case.
trust.
Case 14-2: Sport Shoe Corporation
1. Alternatives Ranking Dollar Amount Sold
(Maximum = $4,000)
A Second $ 1,500
B First $ 4,000
Five salespeople ranked the four alternatives, with “B” ranked the best. People who chose this
Case 14-3: Wingate Paper
1. There are three issues that should be covered in this discussion: distributor favoritism, personal
2. George could refuse George’s demands for special treatment. George could discuss the situation with
CHAPTER 14: “I Appreciate Your Business”
What is the most ethical action to take?
A. Get a season ticket for yourself and for your client. That way, you
can always justify it as a “business meeting” if people ask.
B. Buy your client and his wife the season tickets. You are just trying
to show your appreciation for his business.
C. Do not buy the season tickets. It is unprofessional to mix work and
social ties. Instead, write your client a nice thank you letter stating
that you appreciate his continued business.