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15-7
5. Decide what action must be taken to remedy the problem. Take action quickly and
1. A source of important information that is not otherwise available.
2. Proves a unique opportunity to prove the commitment to customer service.
3. Loyalty builds in the customer’s mind if you do a good job of solving her problem.
H. Words of caution:
1. When an apology is necessary, do not use e-mail.
2. When a minor problem surfaces, call the customer personally.
3. Do not delegate this task to someone else in your organization.
4. Meet with the customer in person if you need to apologize for a major problem.
5. Schedule a meeting as soon as possible.
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END-OF-CHAPTER ACTIVITES
Included in this section are answers to selected end-of-chapter exercises. Answers are
provided for all review questions, application exercises and case problems. Also, a brief
description of each role-play is provided.
Not included in this section are answers to the Regional Accounts Management Case
Regional Accounts Management Case Study.
Also not included in this section are answers to exercises related to Appendix 3:
“Partnership Selling: A Role-Play/Simulation.” Answers, forms, and instructions related to
titled Traditional Role Play Exercises and Forms.
Key Terms
Customer service, p. 312: Customer service encompasses all activities that enhance or
facilitate the sale and use of one’s product or service.
Value reinforcement, p. 320: Value reinforcement means getting credit for the value you
create for the customer.
Call report, p. 321: The call report is a form that serves as a communications link with people
who can assist with customer service.
Full-line selling, p. 322: Full-line selling, sometimes called “suggestion selling,” is the
process of recommending products or services that are related to the main item sold to the
customer.
Cross-selling, p. 322: Cross-selling involves selling products that are not directly associated
15-9
MyMarketingLab
Go to mymktlab.com to complete the problems marked with this icon .
ANSWERS TO REVIEW QUESTIONS
15-1 You are currently a sales manager employed by a company that sells long-term care
15-2 Define customer service. List the three major activities associated with this phase of
personal selling.
15-3 List and describe the major current developments in customer service.
In the new millennium, customer service has become a primary value-added function.
15-4 Adding value with follow-through can involve several post-sale services. List five possible
15-5 How does credit become a part of servicing the sale?
15-10
15-6 This chapter describes the value of the lifetime customer. Is it realistic to believe that
people will become lifetime customers in our very competitive marketplace?
15-7 Define upselling and explain how it can add value.
15-8 What types of customer service problems might be prevented with the use of a call
report?
15-9 Describe the steps for partnering with an unhappy customer.
To partner with an unhappy customer:
SUGGESTED ANSWERS FOR APPLICATION EXERCISES
15-10. The objective of this exercise is to gain an understanding of how important securing
credit can be to closing a sale. In this situation (this is an actual problem related to the author by
15-11. This exercise is designed to illustrate the broad application of selling skills. In this
15-12. Query matches will vary according to date. Students will find various documents. You
15-11
ROLE-PLAY EXERCISE
The goal of this role-play exercise is to give students experience in follow-up and follow-through
activities. Students should use the information in Appendix 3 to plan for the role-play.
SOLUTION FOR THE CASE PROBLEM
15-13. Salespeople who work for distributors should be knowledgeable in several important
areas: company information; company policies; product knowledge; and company expectations
15-14. Salespeople can add value by suggesting related items or a large quantity. Distributor
salespeople should plan to make thoughtful and positive suggestions when calling on retail
15-15. Some common follow-through activities will involve making credit arrangements and
scheduling deliveries. In some cases, salespeople might need to offer training in the use or care
15-16. Contact the customer as soon as possible and explain what caused the delay. Begin the
REGIONAL ACCOUNT MANAGEMENT CASE STUDY
All answers for the Regional Account Management Case Study are located in the Instructor’s
