CHAPTER 13
SERVICE AND FOLLOW-UP FOR CUSTOMER RETENTION
COMMENTS ON CHAPTER 13 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.
Customer service refers to activities and programs provided by the seller to make the relationship a
satisfying one for the customer. Examples in the book are warranties, credit, speedy delivery,
invoices, financial statements, computer-to–computer ordering, parking, gift wrapping, and having
items in stock.
If we want to build long-term relationships, salespeople must put the customer’s interest first.
2. Account penetration refers to the ability to work and contact people throughout the account,
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.
4. If you lose a customer then:
A. visit and investigate.
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,
by being recognized as a professional, increases your chances of promotion within your company.
7. Alternatives Ranking Dollar Amount Sold
(Maximum = $10,000)
A Second $ 500
B Second $ 500
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.
C. You shipped back the merchandise which canceled out your sale and maybe even future
business.
COMMENTS ON CASES
Case 13-1: California Adhesives Corporation
Note: This is a real case.
1. Marilyn must prove herself to each and every customer. It may take several routine calls to establish
trust.
Case 13–2: Sport Shoe Corporation
1. Alternatives Ranking Dollar Amount Sold
(Maximum = $4,000)
A Second $ 1,500
Case 13-3: Wingate Paper
1. There are three issues that should be covered in this discussion: distributor favoritism, personal
business favors, and unreasonable distributor demands.
2. George could refuse George’s demands for special treatment. George could discuss the situation