Повышение клиентоориентированных продаж с помощью анализа неудач и усилий по исправлению ситуации: основа и призыв к действию

Гонзалез Габриэль Р.; Ноффман Дуглас К.; Инграм Томас Н.

Анализ неудач и усилия по исправлению ситуации;

Навыки, необходимые для проведения анализа неудач, выбора и осуществления стратегии исправления ситуации;

Отслеживание, мониторинг и оценка

эффективности;

Призыв к действию;

Потребительское поведение Исследование удовлетворенности

Клиентинг Сервис и постпродажное обслуживание

Торговля

Услуги и сервис

Ключевые слова: анализ неудач, усилия по исправлению ситуации, долгосрочные отношения, культура продаж

Аннотация

Хотя клиентоориентированные продажи должны основываться на долгосрочных взаимовыгодных отношениях между продавцом и покупателем, необходимо учитывать еще два важных аспекта: анализ ошибок продавца и его усилия по исправлению ситуации. Продавцам следует овладеть навыками в
пяти взаимосвязанных областях: выявление ошибок; их атрибуция; выбор стратегии исправления; ее осуществление; отслеживание, мониторинг и оценка эффективности.

Журнал: «Управление продажами» — №2, 2007 (© Издательский дом Гребенников)

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Гонзалез Габриэль Р.

Ассистент-профессор маркетинга Бизнес Колледжа Университета штата Колорадо (США).

Ноффман Дуглас К.

Профессор маркетинга Бизнес Колледжа Университета штата Колорадо (США).

Инграм Томас Н.

Профессор маркетинга и бизнес-администрации Бизнес Колледжа Университета штата Колорадо (США).

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