Chapter 16
Succeeding in Sales and Service
IN THIS CHAPTER
Recognizing lifetime value and customer loyalty
Working sales channels that attract and retain customers
Using your ESP in the selling process
Organizing and compensating sales staff
Practicing great service and recovering unhappy customers
Sales is no longer about offering a product, taking an order, and delivering it on time and on budget. In fact, it never really was. Sales efforts that work are about nurturing relationships, having dialogues not sales monologues, and caring for customers’ product, functional, and emotional needs.
Successful organizations in all industries, and both B2B and B2C, don’t just create a sales plan and materials to support it; they create a sales cultural. A successful culture is one in which all team members see their top role as serving the customers’ needs, taking care of every detail, and delivering the kind of attention and care that make customers feel like your only customers, or at least ...
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