How to Sell Anything to Anybody Ch 18

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Questions and Answers

What does Joe Girard emphasize as crucial for the success of a salesperson?

Understanding product specifications

Maximizing commission per sale

Offering the lowest prices in the market

Building lasting relationships with customers (correct)

How does Girard maintain connections with his customers after sales?

He only reaches out during service issues.

He sends automated emails after each sale.

He avoids contacting them to protect their privacy.

He periodically calls to check on their satisfaction. (correct)

What reaction does Girard believe customers have towards salesmen who treat them poorly?

They actively promote the salesman to friends.

Customers are indifferent and simply move on.

They immediately return for future purchases.

They are likely to share negative experiences with others. (correct)

Why does Girard mention the importance of ‘pulling power’?

To explain how individual stories affect an entire network of people. Signup and view all the answers

What primary motivation does Girard express for his customer service efforts?

Desire to earn high commissions. Signup and view all the answers

What is the primary reason the salesman pays for an alignment job out of his own pocket?

To ensure customer satisfaction and build long-term relationships Signup and view all the answers

Why does the salesman believe it is important not to take advantage of customers in urgent situations?

Because he values customer relationships and future sales Signup and view all the answers

What does the salesman offer as a significant advantage to customers compared to other salespeople?

Consistent quality of service regardless of the sale price Signup and view all the answers

How does the salesman view customers who experience problems with their cars?

As individuals who deserve to be treated with respect and care Signup and view all the answers

What is the implied reason why some customers feel helpless when dealing with car repairs?

They lack knowledge about how cars are built and fixed Signup and view all the answers

What is the primary reason for sending a thank-you letter to the customer immediately after a sale?

To remind the customer of the referral program. Signup and view all the answers

How should salesmen perceive customer complaints, according to the content?

As an opportunity to improve future sales. Signup and view all the answers

What action is suggested if a customer experiences a serious problem with their car after the sale?

Take the customer's side and advocate for them. Signup and view all the answers

What does the speaker imply about the common behavior of many salesmen concerning customer relationships?

They quickly forget about the customer after the sale is completed. Signup and view all the answers

What might a salesman do to ensure a new car's wheel alignment is correct, even if it's not covered by a warranty?

Make a personal investment to cover the cost. Signup and view all the answers

Study Notes

Winning After the Sale: Joe Girard's Strategies

Post-Sale File Preparation: Immediately create a file on each buyer, documenting details of the sale and the customer.
Gratitude and Birddog Reminders: Send a thank-you letter the same day of the sale. This highlights the rarity of such gestures and reinforces the value of referrals (birddogs) with a $50 incentive.
Customer Service as Essential: Treat service problems and complaints as opportunities for additional sales, not inconveniences. Proactively resolve issues.
Turning Lemons into Peaches: Take responsibility for customer problems with vehicles; address all issues promptly and at times, invest personally to resolve them.
Long-Term Investment in Customers: View customers as long-term investments. Aim to be the primary provider of all their automotive needs – repeat and recommend you.
Building Trust and Credibility: Build customer confidence by standing behind your promises. Treat customers well for the long-term benefits.
Understanding Customer Needs: Provide quality customer service irrespective of the price of the car.
Handling Urgency: Don't exploit customers in a hurry. Be fair and profitable.
Relationship Management: Maintain strong customer relationships not just for sales but also friendships.
Customer Loyalty as a Business Strategy: Create a positive customer experience that builds loyalty and referrals.
Keeping in Touch: Actively maintain contact with customers after the sale, even if no formal complaints arise. Follow up with phone calls, to see how they are enjoying their purchase, remind them of service check ups and possible further purchases for the customer.
Building Relationships to Earn Profit: Making consistent calls to customers, even if they're not initially complaining to build relationships so the customer remembers your generosity.
Understanding Salesman Behaviors: Recognize that the excitement of closing a sale can sometimes cause a neglect of post-sale follow-up. Use methods to improve your behavior, post-sale.
Long-Term Value of Customer Service: Quality service creates repeat business, referrals, and good reputation.
Exceptional Service as a Competitive Advantage: Provide superior service not only to satisfy your customers but to distinguish yourself from competitors.
Business Value and Emotional Connections: The value of relationships between customers and sales people is significant, impacting revenue and testimonials from repeat customers.
The Value of a Satisfied Customer: Treat customers well to generate positive word-of-mouth marketing

Keeping the Relationship Going

Maintaining contact for future business: Follow up on customers to stay in their minds to guarantee future sales, or referrals in the future.
Creating a positive experience: Ensure customers feel satisfied and valued, leading to repeat business and recommendations.
Creating long term relationships: Generate loyalty by developing a positive and enduring relationship and create positive customer experiences, so they remember the exceptional experience they had.

The Effort Pays Off

High ROI - Customer loyalty approach: Exceptional service helps generate more sales from satisfied customer's and referrals.
Long-Term Success: Invest in customer relations to build significant profitability through satisfied customers.
Customer satisfaction as a profit-generating strategy: Focus and work to build excellent customer relationships for superior business profits.

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