Page 48 - MARKETING & PUBLIC RELATIONS EBOOK IC88

2. Effective salesmen meet customers after the sales are made. They do so to

 obtain feedback about the experience and satisfactions after buying strengthen the perceptions
about the purchase made.
 explain the essentials of maintenance and usage, including warranty conditions.
 provide reassurance, if there are any doubts about the wisdom of the decision to purchase
(dissonance).
 obtain further contacts (prospects) as referrals.
 tell about new products and achievements of the organisation, as a PR effort.
 intensify sales campaigns in specific segments/areas

(f) Sales Promotion

Sales promotion attempts to overcome the hesitations about buying, and to induce the prospect to buy.
It is a slight push that is made through the offer of

 bonus offers
 additional services not normally available
 price discounts, coupons, rebates
 instalment payment facilities
 contests and prizes
 gifts
 samples and demonstrations

(g) Merchandising

The display and appearances at the point of sale (POS), also called the Point of Purchase (POP)
communicate. Physical facility is the first such communication to a prospective customer in the service
industry. If there are ten shops in a street stocking refrigerators or furniture, the customer unfamiliar
with the shops will enter the one that appeals to him in appearance. From the appearance, he forms an
opinion as to which one will

 have a bigger range to choose from
 have the latest stocks
 quote reasonable prices
 have the right answers to one's questions
 give proper advice

D.PEOPLE

a) Critical Resource

people are the most critical resource in any organisation. Without people, no other resource can
perform. People alone provide the innovation and initiative that make a difference in quality and
customer satisfaction. Customer comes first but the People (meaning employees working for the service
provider) are more first. Reason: only WOW employees can deliver WOW experiences to customers.

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