2-3-4-The-Sales-Process

A business must make a customer aware of its product through marketing activities such as

• promotional tactics such as advertising or direct mailing

• branding 

• sponsorship

• sales promotions

• public relations 

For example technology company IFS sponsors the Cloud Cable Car over the River Thames at Greenwich highlighting the businesses expertise in IT solutions for large-scale engineering projects 

Customer interest may also be gained through excellent product knowledge

• A salesperson needs to be able to talk confidently about product features and be capable of answering questions and making recommendations

A business needs to be flexible enough to be able to take orders, produce and deliver to customers promptly 

Speed and efficiency can be improved by

• delivering and installing products for customers

• allowing customers to choose a convenient delivery method

• making online platforms easy to use

• reducing queues at checkouts

• providing a range of ways for customers to contact the business

In some cases it is important to engage with the customer during the sales transaction 

When customers order a product and need to wait for some time for it to be delivered a business should ensure that there is regular communication with the customer

• For example, estate agents speak regularly with homebuyers and sellers to provide updates and answer questions, negotiate and reassure

Customised products may also need customer approval before they are manufactured so meetings may be arranged

• For example, bridalwear retailers are likely to meet customers regular to discuss designs and make adjustments

Post-sales service is support given to customers after the purchase of a product and can include

• support in using the product

• dealing with complaints and faults

• managing items that need to be returned

• providing servicing or repairs

• offering warranties or guarantees

• collecting customer feedback on the transaction

Some elements of post-sales service can be included within the product package 

• For example, The Cambridge Satchel Company provides a guarantee to repair its leather products for life

Achieving customer loyalty is important to businesses as it leads to repeat sales and valuable word-of-mouth reviews 

Businesses need to carefully manage the relationship with customers after the sale has taken place by

• Communicating with the customer according to their wishes

• Providing extended product support

• Maintaining a positive reputation

• Continuing to offer what the customer wants

• Using promotional tactics to encourage repeat purchases

When customers have a positive customer service experience, they are more likely to return and recommend the business to others

Zappos is an online retailer that is well known for its exceptional customer service

• They offer free shipping and returns

• Their customer service representatives are available 24/7 

A popular way for businesses to encourage repeat customers 

These cards typically offer rewards or discounts for frequent purchases

Sephora has a loyalty program called “Beauty Insider.”

• Members earn points for every purchase they make

• They can redeem those points for beauty products or experiences

These schemes typically offer discounts or special pricing for customers who save money with them 

This helps customers gradually save up some money that can be used at periods when food bills are usually higher e.g Christmas

Sainsbury’s offers a Christmas saving scheme

• Their discounts are then usually between 2% and 6%