Basic Selling Skills & Customer Service

Essential Skills for Business Careers

Customer Service
Principles
 Continuum of Services

Pre-sale Transaction Post-sale

Services Services Services
 ေရ#$ည် အကျိ+း#$ိတ့ဲ စီးပွားေရး
Mutual Benefits - 5$စဦ
် း5$စဘ
် က် အကျိ+း#$ိ

Profits for the

Business
Customer
Satisfaction
ဝယ်သစ
% တ
ိ ေ
် ကျနပ်မ/ လ1ပ်ငန်းအတွကအ
်
ကျိ6းအြမတ်

Marketing Philosophy/ Market-oriented Business Philosophy

 Satisfaction

Expectations Experience

Perceived Perceived
Costs Benefits

manage both sides!

promise just enough, deliver more
 Delight your customers

Expectations Experience

Perceived Perceived
Costs Benefits

• Repeat purchase and Loyalty

• Recommendations and positive word-of-mouth
 As a customer,
your best experience
Your worst experience
Good Experience – tell 5 people
Bad Experience – tell 15 people
Customer Life-time Value
Volume x Frequency x Duration

Customer Equity
Sum of all CLVs
 Perception Points
1. See
2. Hear
3. Smell
4. Touch
5. Taste
6. Feel
 Dimensions of Service Quality
• Reliability – perform promised service dependably and
accurately
(အားကိး1 လိရတယ်
1့ )
• Responsiveness – willingness/readiness to provide prompt
service
(ြမန်ြမန်ြပန်ေြပာ/ြပန်လပ
1 ်ေပးတယ်)
• Competence - possess knowledge and skill to perform the
service
(က;မ်းကျင်မ<
/ ိတ
= ယ်)
 Dimensions of Service Quality
• Access - approachability and ease of contact of service
personnel
(လိတ
1 အ
ဲ့ ချိနခ
် ျ@းကပ်လရတယ်
ိ1 ့ )
• Courtesy - politeness, consideration, and friendliness of
service personnel
(ယ@ေကျးပျAင=ာတယ်)
• Communication - keeping customers informed; listening to
customers
(ေြပာတတ်ဆတ1ိ တ်၊ နားေထာင်တတ်တယ်)
 Dimensions of Service Quality
• Credibility - trustworthy, believable, honest
(ယံF1 ကည်လရတယ်ိ1 ့ - မလိမ်ဘး% )
• Security - freedom from danger, risk, or doubt
(စိတပ
် စ
% ရာမ<=ိဘး% ၊ စိး1 ရိမ်စရာမ<=ိဘး% )
• Understanding/knowing customer - knowing customer’s needs
(ဝယ်သလ
% အ
ိ1 ပ်ချက်ကိ1 နားလည်တယ်)
• Tangibles - physical evidence of service
(I1ပ်ဝတJ6ပိင
1 း် အြပင်အဆင်ပိင
1 း် )
• Parasuraman, A. Zeithaml, V., and Berry, L. (1985).
 Moments of Truth (MOT)
“Any time a customer comes into contact with any
aspect of a business is an opportunity to form an
impression”

Jan Carlzon former President of Scandinavian Airlines”

16
www.scitronweb.com
 Identify & Evaluate
the Moments of Truths
 Service Culture
Everyone in your company shares
a set of attitudes, goals and practices
that characterize the value you offer and
the way you deliver the service.

3/9/23 18
 Internal Service Quality

• Excellent customer service can only be

achieved by training all employees, even
those who do not have direct contact with
customers.
• Happy employees make happy customers.

3/9/23 19
 Up Your Service!
• Always sliding down.
• So keep your service quality up.
Complaints Handling
& Service Recovery
 “Customers are
the reason for work,
not an interruption
of work”.
3/9/23 22
Complaining Customers:
The Tip of the Iceberg
What Complainants Got:

• 56% of complainants felt they got

NOTHING
 Handling Complaints

=
= Outcome Fairness =
= Procedural Fairness =
= Interactional Fairness =
How to apologize
1. Accept the complaint – Never say I don’t know
2. Say sorry again and again
3. Listen empathetically – let the customers vent
4. Explain why it happened
5. Offer compensation/ remedy
6. Promise that you will try not to let it happen again
7. Thank the customer for informing you of the situation
8. Welcome further complaints
Professional Selling Process
Hard-Sell
The aggressive form of selling.
Shouting out you enthusiastically about a new product.
အတင်းထိး1 ေရာင်းြခင်း

Soft-sell
Relationship-building aspect of sales. You don’t put psychological pressure on
potential buyers. Instead, you find passive ways to show them that you have the
solutions they need.
၀ယ်သလ
% အ
ိ1 ပ်ချက်၊ ဝယ်သF% ကံ6ေနရတဲ့ အခက်အခဲကိ1 နားလည်ေအာင်ေမးြမန်းရင်း
ရင်းနီးမ/တည်ေဆာင်ြခင်းကိ1 ဦးစားေပး။ ကိယ
1 ဆ
့် မ
ီ ာ= သ%လအ
ိ1 ပ်တာ<=ိတအ
ဲ့ ေFကာင်း ေြပာြပ

28
 Professional Selling Principles
1. The opening
2. Need and problem identification
3. Presentation and demonstration
4. Overcoming objections
5. Negotiation
6. Closing the sale
7. Follow-up
29
 AIDA

Attention | Interest | Desire | Action

30
Developing an understanding of
the buyer’s needs Value-added selling

Presenting your solution

Closing the sale Traditional selling

 Step 1: The opening
Principles of Influence: How to get people to like you

Modesty & Flattery – exaggerates positive side of others.

People find it difficult not to like people who think highly of them
ေကာင်းကွကက
် <
ိ1 ာ= Oပီး အာIံ1စက
1ိ ် ချီးကျAးပါ။
Opinion conformity is conforming to the various ways of the
target person. The belief is that people like those with apparently
similar values.
အေသးအဖွဲကစ
ိ မ
R ျားတွင ် သေဘာထားြခင်းတိက
1 ဆ
် င
1ိ ပ
် ါေစ။
Self-presentation - to present own attributes in a manner that
the target would approve and like.
ေရာင်းသ%ဝယ်သ-% အသံတ%

32
 Step 2. Need and problem identification
SPIN Method
1. Situation Questions: what products are you using currently?
2. Problem Questions: what parts of the situations create errors?
3. Implication Questions: how does this problem affect your
productivity?
4. Need-payoff Questions: how much would you save if our
company could help reduce errors by 80%?
 Step 3: Presentation & Questions
• Selling the benefits. Use the features only to prove.
သံး1 လိရမယ့
1့ ် အကျိ6းေကျးဇ%းကိ1 အာIံ1စက
1ိ ပ
် ါ။ အချက်အလက်များကိ1
သက်ေသအြဖစ်သး1ံ ပါ
• Focus on PODs
Oပိ6င်ဘက်ပစRညး် ေတွန ဲ မ
့ တ%တအ
ဲ့ ချက်ေတွကိ1 အာIံ1စက
1ိ ပ
် ါ
• Confidence – sell yourself first
မိမိကယ
ိ1 က
် ိ1 ဝယ်သ% T=စသ
် က်ယFံ1 ကည်ဖွယြ် ဖစ်ေအာင်ေနပါ။ ေြပာပါ။
• Remember AIDA – Attention – Interest – Desire – Action
• FAB – Feature, Advantage, Benefit

34
 Step 4: overcoming objections
Don’t be defensive, make sure you understand it, don’t be little
the objection, don’t argue, don’t over answer
1. Direct denial – disagree -> wrong information

2. Indirect denial (“yes, but”) – agree then refuse and explain

3. Compensation method – can’t deny -> offer something else

4. Boomerang method – turn it into a selling point

5. Postpone method – tell later

 Step 5: Negotiation
• Negotiation for sales
- Price
- Delivery
- Warranty
- Payment plan
 Step 6: Closing = Asking for purchase

• Right timing. Recap the benefits – the PODs.

Use an upbeat, positive manner.
1. Direct close
2. Minor points close
3. Special deal close
4. Today close
 Step 7: Servicing after sales
Important for loyalty
• After the sale – thank the customer, compliment good
decision, ensure benefits, check up-sell, cross-sell
opportunities, write order clearly

• After no sale – thank for the time, document and track,

schedule callback if possible
Cross-selling
Selling users for a product/service another type of product/service
အြခား ဆက်စပ်ပစRညး် များကိ1 ေရာင်းချြခင်း
e.g., Facial Foam -> Moisturizer

Up-selling
Selling more or higher value items to the customer.
ပိတ
1 န်ဖိ1းများေသာ ပစRညး် များကိ1 ေရာင်းချြခင်း
e.g., bigger bottle