Training objectives
- Gain and consolidate knowledge necessary for effective implementation of customer-related processes.
- Improve practical skills in applying customer service and selling techniques.
- To gauge individual strengths and areas for improvement in relations with customers.
Estimated contribution of the practical part: 70%
Duration: 2 days for 7 h
1. Organizational culture and structure as a backbone for ideal customer service
· Customer centricity: reasons and manifestations.
· ICARE concept.
· Happy customers make happy employees.
2. Customer service standards
· Who is our customer? Segmentation, profiling, targeting.
· Customer journey.
· Customer life cycle.
· Overview of international standardization acts: ISO 23592, ISO 18295, ISO/TS 24082, ISO/IEC 17025, ISO/IEC Guide 14, ISO 10002.
3. Customer types and how to take care of them
· Personality types and communication patterns.
· Most common customer categories and their needs.
· Role of Emotional Intelligence in shaping relations with customers.
· Dealing with a difficult customer.
4. Measuring customer satisfaction
· Survey of methods and KPI’s: NPS, CLR, CES, ACSI - EPSI
· Case studies.
5. Purchase decision process and buying behaviours
· Taking buying decision – concepts.
· Product positioning and portfolio management.
· Marketing mix and language of benefits.
6. Sales proces in detail
· Approaches and stages.
· Sales funnel management.
· Handling customer’s objections.
· Elements of negotiations.
· Transition to long-term cooperation.
· Troubleshooting, most common mistakes.
7. Sales coaching model
· Three pillars of an effective salesperson.
· Setting goals.
· Performance measurement and corrective actions.
8. Sales effectiveness
· In quest of new sources of growth.
· How technology can suport sales in AI era?
· e-Procurement – language of the future.
· Wrap-up, conclusions, next steps.
Exercises:
· Quiz: „Ideal sales”; „5 good reasons for ramping up customers’ satisfaction”.
· Individual practice: creating Persona; creating my company’s Customer Journey map.
· Pairs practice: „Sales skill SWOT”; „How to say ‘NO’ in a noble way”.
· Role plays: „Fixing customer’s complaint”; „Need behind the need”.
· Surveys and self-diagnosis tests: „Customer Care”; „Measuring assertiveness level”; „Individual stress resilience”.
· Case studies: United Airlines; Home Depot; Dell Computers.
Methodology:
1. Quiz: Online/real-time voting or filling the pre-prepared forms to evaluate parameters under study, in order to check level knowledge, set priorities, localize development opportunities.
2. Individual practice: Accomplishing individually-assigned tasks (creative work)
3. Pairs practice: Participants in pairs discuss the given subject, exchange experiences and findings, draw conclusions to be presented during the panel discussion.
4. Role playing: Participants in sub-groups take roles of a salesperson, a customer and an observer. After the play they discuss main findings and present them to the whole team, where the general conclusions are drawn.
5. Panel discussion moderated by the trainer: Trainer presents the topic for primary elaboration in sub-groups or for direct discussion. It is focused on real examples from participants’ every-day practice. The team strives to exchange ideas, make common findings and draw general conclusions.
6. Surveys and self-diagnosis tests: Participants answer the yes/no questions, assign values, fill printed or online score cards in order to diagnose their individual profile for the chosen traits/competencies.
7. Case studies: Participants study the case description and are invited to take their decisions and actions, which they would undertake in real-life situation. This serves as a material for analyzing the decisions criteria, available options and business consequences.
8. Presentation, mini-lecture: The trainer presents main theory aspects in PP and invites for questions and discussion.
Oferees:
All professionals involved in sales and customer service (external and internal customers, consumer / B2B market and administration, small to big-sized organizations). The program is dedicated to people who would like to develop their knowledge and competencies of gaining new customers and building solid and loyal customer base. Thanks to individual approach and flexible selection of exercises, it will serve both less experienced and more mature staff, aiming at practising and mastering customer service and selling skills.
