In chapter nine, we are introducing the concepts of selling and customer relation. This course provide the students with a conceptual knowledge regarding the essentials for management practices of a technology-based organization, and the evolution of technology. The topics covered in this course would include: • Introduction to the concept of entrepreneurship. • What entrepreneurs do and their importance to economy • How to seize business opportunity; • Know the process of creativity and difference between invention and innovation • Know how innovation is important as a dimension of entrepreneurship • Critical factors in managing technology; including • The Time Factor (Osborn effect) • Technology Push and Market Pull • The S-Curve of Technology • Technology and Product Life Cycle • The Chain Equation of Technology Innovation • Price Knowledge Gape Relation • Difference between Entrepreneurship and Stewardship Management • Difference between technology leader and followers • Competition and Competitiveness Concepts. • The process of the technological innovation; • Who are the customers; and • How to optimize cost and find finance for your projects • Demonstrate the importance of business plan, including the marketing and financial plans and how to prepare it. • Know the structure and management of a technology organization

1. CS443 Course
Introduction To Entrepreneurship
p p
Spring 2009, Modern Science & Arts University
Chapter Nine: Smart Selling and Effective Customer Service
Instructor:
Al-Motaz Bellah Alaa Al-Agamawi
Chapter Source, “chapter Five: entrepreneurship starting and operating a small business”
book, by Steve Mariotti, 2007, Pearson Education, Inc.
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

2. From Selling to Owning Your Own Business
2
Direct selling is dealing with a potential customer face to face and trying to
convince him or her to make a purchase.
Salespeople of ten become successful entrepreneurs because they hear what the
consumer needs and wants on a daily basis.
Ray Kroc, founder of McDonald's, was selling milkshake machines when he was
inspired to turn the McDonald brothers hamburger restaurant into a national
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operation.
Aristotle Onassis was a wholesale tobacco salesman before becoming a
multimillionaire in the shipping business
business.
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

3. Selling is a Great Source of Market Research
3
If the customer is dissatisfied, the salesperson hears the complain
dissatisfied complain.
In that sense, selling is a constant source of valuable market re­search.
When you start your business, you will probably not be able to hire a sales staff.
You will be the sales staff.
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Even if you have never sold anything in your life, you can develop into a great
salesperson.
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Being face to face with customers, trying to sell your product, may make you
nervous at first.
But if you think of even rejections as opportunities for continuous market
analysis, you will look forward to every sales encounter throughout your
entrepreneurial career
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

4. The Principles of Selling
4
Every entrepreneur has to be able to think through the benefits his/her product
can provide and make an effective sales call.
Entrepreneurs sell constantly-not just to customers but to potential investors,
bankers, and people they want to hire.
Principles of selling includes:
Make a good personal impression
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Know your product or service.
Believe in your product or service.
Know your field
field.
Know your customers.
Prepare your sales presentation
Think
Thi k positively.
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Keep good records.
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

5. The Sales Call
5
sales call is an appointment with a potential customer to explain or demonstrate
your product or service.
During the sales call, you .ant to do the following:
Make the customer aware of your product or service.
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Make the customer want to buy that product or service.
Make the customer want to buy it from you.
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Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

6. Prequalify your Sales Calls
6
Before calling to make an appointment for any sales call, write down your
call
prospects.
This is a list of people you think might be receptive to your sales pitch.
Include everyone you can imagine, but after you've made your list, comb through it
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carefully by asking the following:
Is this person in my market?
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Does he/she need my product?
Can he/she afford it?
If the answer to any of these questions is "no " making a sales call on that person
no,
will probably be a waste of time.
Asking these questions is called "prequalifying" a sales call.
Spend l
S d plenty of time getting your prospect list organized.
f i i li i d
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

7. Prequalify your Sales Calls
7
Before calling to make an appointment for any sales call, write down your
call
prospects.
This is a list of people you think might be receptive to your sales pitch.
Include everyone you can imagine, but after you've made your list, comb through it
f '
carefully by asking the following:
Is this person in my market?
p y
Does he/she need my product?
Can he/she afford it?
If the answer to any of these questions is "no " making a sales call on that person
no,
will probably be a waste of time.
Asking these questions is called "prequalifying" a sales call.
Spend l
S d plenty of time getting your prospect list organized.
f i i li i d
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

8. Turning Objections into Advantages
8
Getting the customer to open up may lead to your being told things you may not
want to hear about your product or service.
These objections however, will be valuable sources of marketing data.
Work
W on developing objection-proof answers to each of these questions-answers
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that are backed by proof, testimonials from customers, research, and data
comparing your product with the competition’s.
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Use technology to sell:
A video taped demonstration or presentation of your product
A Web site customers can visit for updates or product facts
Using e-mail and faxes to stay in touch with customers
Digital planners and calendars-to keep prospect lists organized and log sales
calls
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Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

9. Successful Business Need Customers who Return
9
Once you have made your first sale, you have a customer! Making the sale is
sale
actually only the first step in your relationship with this individual.
Your real goal is not the first sale, but to develop repeat business customers who
will buy f
from you over and over again.
Successful businesses are not built on single sales but on repeat business.
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

10. Customer Service is Keeping Customer Happy
10
Customer service is everything you do to keep your customers happy especially after
they've bought something.
It includes maintaining and repairing the product or service once it has been sold and
dealing with customer complaints.
Many businesses do not practice customer service because it requires effort, time, and
money.
Smart entrepreneurs understand, however, that investing in customer service is likely to have
a high return.
Knowing your customer by name
Delivering a product on time
Helping a customer carry the product to the car
Suggesting a less expensive product that will meet the customer's need
Providing a full refund to a customer who is dissatisfied
Taking time to listen politely and with empathy to a customer's complaint
Providing a toll-free customer-assistance phone line
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

11. Customer Service is Keeping Customer Happy
11
Customer service is everything you do to keep your customers happy especially after
they've bought something.
It includes maintaining and repairing the product or service once it has been sold and
dealing with customer complaints.
Many businesses do not practice customer service because it requires effort, time, and
money.
Smart entrepreneurs understand, however, that investing in customer service is likely to have
a high return.
Knowing your customer by name
Delivering a product on time
Helping a customer carry the product to the car
Suggesting a less expensive product that will meet the customer's need
Providing a full refund to a customer who is dissatisfied
Taking time to listen politely and with empathy to a customer's complaint
Providing a toll-free customer-assistance phone line
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

12. Customer Service is Keeping Customer Happy
12
Smart entrepreneurs pay close attention to their customers.
They constantly ask questions and analyze their needs.
They train their employees to look for customer needs that might be going
unfulfilled.
The most successful entrepreneurs become customer service experts, Excellent
customer service combined with smart selling and a product that offers a unique
competitive advantage will l d t success.
titi d t ill lead to
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

13. The Cost of Losing a Customer
13
Have you heard the expression "The customer is always right"?
There will be times when a customer may get angry at you, complain, or make
demands that you believe are unreasonable.
In Customer Service: A Practical Approach, Elaine Harris describes four costs of
losing a customer:
Loss of current dollars the customer was spending at your business.
Loss f jobs.
L of j b
Loss of reputation.
Loss of future business.
Use your self-control to stay polite, even when a customer is losing his or her
temper. Do your best to find a solution that will send him/her away satisfied.
Your effort will protect your bus ess and may even ea you a cus o e for
ou e o w p o ec you business a d ay eve earn customer o
life.
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

14. Customer Complain Are Value
14
You may not enjoy hearing a customer complain about your product or service but
a complain is full of valuable information that no one else will tell you and you do
not have to pay for it! Listen closely to learn what your customer need or want:
Always acknowledge complains and criticism and deal with them. Never
pretend that you did not hear a negative comment.
Do not overreact to negative comments. And, above all, do not take them
personally!
ll !
Always tell the truth about any negative aspects of your product or service.
When you admit the negative, you gain the customer trust.
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

15. Importance of Customer Service
15
Customer Service is Marketing
Marketing bring customers to your business, bit it does not stop there.
Once customer is inside your door, the treatment should be consistent with your
marketing.
Customer Service is a Valuable Source of Market research
Market Research should not end once you open your business.
Each t
E h customer is a valuable source of facts.
i l bl ff t
The customer database
Ask customers to refer you to new customers
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

16. Business Plan Practice (Project Section)…
16
Chapter 5, entrepreneurship starting and operation a small business book
Page 135, Question number 2
Page 136, Key Concept 6
Unit 2, Business Plan Practice
Assignment Deadline: Week After Next.
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi

17. 17
Q&A…
Smart Selling and Effective Customer Service Chapter 9 By: Motaz Al-Agamawi