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THE SALE OF SERVICES - Coggle Diagram
THE SALE OF SERVICES
STRATEGIES
Adapt supply to demand and vice versa
Materialize the intangibility of the service
Insist on the result of the use of the service
Provide image and trusted brand
Offers and discounts
Provide complementary services to the principal
Offer free samples
Explain the differences compared to the competition
Personalized quality treatment
CHARACTERISTICS:
Perishability
Inseparability
Intangibility
Heterogeneity
Ownership
Simultaneity
Quality measurement
Nature of demand
SURVEYS
They allow to better know the client, the competition, thhe market and the company itself.
Techniques
Hidden client
Market research
Private interviews
Group sessions
Customer deshboars
Customer surveys
Phases of a survey:
Produce the questionnaire
Define the population
Select a representative sample
Choose where it will take place
Choose the moment and the duration
Quantify the results
Translate the results into concrete actions
Some guidelines for effective surveys:
Use closed questions
Avoid complex questions
Define what you whant to know about customers
Clarify the answer alternatives
SALES ARGUMENT
A tool used by sellers wich helps them decisively in the sales interview before the costumer.
Features:
Obligation of the Administration to guarantee the service
The administration cannot select its clients: non-exclusive service
Transparent management
Guaranteed budget
Legal rigidity
Decisions taken by chartered bodies
Private service
Public service
PROPOSALS
What we want to sell or can offer in our service
Customer expectations about the service
What the costumer values:
Factors inherent to the service
Agility and speed
The prestige of the company
Monitoring and anticipating needs
