2.1 telemarketing and customer data 2.2the internet … · leads before a sales representative goes...

Charles Schwab & Co., Inc., wasfounded in 1971 in San Francisco. Itsmission is to provide customers withthe most useful and ethical financialservices in the world. Schwab offers abroad range of financial services toindividual investors, independentinvestment managers, retirementplans, and institutions.

An Investment Associate providessales support by handling both opera-tional and administrative activities. TheInvestment Associate works with newand existing clients to help them cus-tomize their online portfolio on theSchwab.com web site. A bachelor’sdegree or equivalent work experienceand three to five years of experience inthe securities or financial servicesindustry is required. The associatemust have excellent communicationskills and be able to work indepen-dently and as part of a team. Thoroughunderstanding of online products andWindows software is also required.

THINK CRITICALLY1. What about an Investment

Associate position appeals to you?2. Why do you think communication

and computer skills are importantfor this position?

2.1 TELEMARKETING ANDCUSTOMER DATA

2.2 THE INTERNET AND MULTIMEDIA

2.3 USE TECHNOLOGY FORFOLLOW-UP

S E L L I N GCHARLES SCHWAB

& CO., INC.

Technology and SellingPROJECT OBJECTIVES

■ Explore the role of data collection in sales■ Determine presentation styles that would appeal to a target market■ Recommend activities to follow up sales

GETTING STARTED

Read through the Project Process below. Make a list of any materials you willneed. Decide how you will get the needed materials or information.■ You are going to start a business selling used CDs on the Internet. You project

that your customers will be young men between the ages of 14 and 20.■ What kind of data would you want to collect from these customers?■ What type of presentation do you think would get their attention?■ Do you think you will need to conduct follow-up activities with customers after

they make a purchase?

PROJECT PROCESS

Part 1 LESSON 2.1 Make a list of the data you want to obtain from customerswhen they make a purchase from the web site.

Part 2 LESSON 2.2 Outline a presentation designed for customers to seewhen they log onto your web site.

Part 3 LESSON 2.3 Describe any follow-up activities you would conduct aftera customer has made a purchase from the web site.

CHAPTER REVIEW

Project Wrap-up Design a form to collect customer data and prepare a multi-media presentation that you could upload onto a web site. Present your form andthe presentation to the class. Explain how you would use the data and why youincluded the information in your presentation.

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The Chapter 2 video forthis module introduces theconcepts in this chapter.

TELEMARKETING

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LESSON 2.1

TELEMARKETING AND CUSTOMER DATA

EXPLORE the role oftelemarketing in sales

DETERMINE the rolecustomer data plays insales

T he Direct Marketing Association defines telemarketing as the structureduse of the telephone to purchase or sell products or services, to obtain or

give information to businesses and residences, or to solicit funds or supportfor charities, political parties, and other nonprofit organizations. Telemarketinghas a negative image to many consumers. They think of the unsolicitedphone calls that come at dinnertime with a poorly prepared or pushy sales-person on the line unwilling to take “no” for an answer. However, more tele-marketing is done business-to-business than business-to-consumer. Did youknow that you are participating in telemarketing when you call a catalogcompany to place an order?

Outbound telemarketing is unsolicited calls made by a company attempt-ing to sell a product. With the increase in postage rates, this is becoming

Yoko Mori works as a sales representative for a company that conductsschool fundraisers. Once she meets a teacher, she keeps detailed records

about that person, including facts about the teacher’s family, hobbies, andother interests. On subsequent visits, she opens her conversation by inquiringabout one of the items she has previously learned. What type of impressiondo you think this makes on the teacher?

CHAPTER 2 TECHNOLOGY AND SELLING

more widely used by businesses. Inbound telemarketing allows customers toplace orders or request information by calling toll-free or fee-based numbers.Many fee-based numbers use the 900 area code. Since customers have to paythe long-distance charges, the number of calls received may decrease, but thepeople who do call usually are really interested in the product being offered.

TELEMARKETING USES◆

As the cost of sales calls continues to rise, telemarketing can be used to savemoney. Instead of a sales representative calling on smaller accounts, thoseaccounts could be handled by telephone. Or a telemarketer could qualifyleads before a sales representative goes on a call. A telephone call often ismore effective than a direct-mail advertisement, and unlike companies thatuse mail, the telemarketing company knows for sure when the call was madeand received by the prospect.

THE TELEMARKETING TEAM◆

The individuals who place and receive calls often will be the first, and per-haps the only, contact a prospect has with your company. It is important fortelemarketers to project apositive image for your com-pany. Individuals hired fortelemarketing should have apleasant phone voice andexcellent telephone skills andshould be articulate andcourteous. Training is veryimportant. Telemarketersneed a high level of productknowledge and should notsound like they are readingfrom a script when present-ing product information.Telemarketers are betterreceived when they areallowed to present productinformation using a factsheet so that they can inter-act in a more natural man-ner with customers.

Telemarketers can play an important role in gathering data, providing per-sonalized attention, and creating lifelong customers for a company. Customerservice greatly influences a customer’s decision to purchase, and the telemar-keting center plays an important part in customer service.

WORKING WITH THE SALES FORCE◆

By using telemarketers for lead generation and qualification, the time neededto close a sale can be greatly reduced. The telemarketers and the sales forceneed to work together so that promising leads can be followed up in a timelymanner.

2.1 TELEMARKETING AND CUSTOMER DATA

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In 2000, the averagecost of a sales call for acompany with a salesforce of 10 to 19 salesrepresentatives was

$165.02. The averagecost of a sales call was

highest in the West, witha cost of $232.21, and

lowest in the South, witha cost of $146.75.

LEGISLATIVE REGULATIONS◆

Many local and state governments as well as the federal government havepassed laws dealing with telemarketing. These laws were made in response tocomplaints about nuisance calls and fraudulent telemarketing. TheTelemarketing Sales Rule is a comprehensive regulation that requires specificdisclosures, prohibits misrepresentations, limits the times when telemarketersmay call customers at their homes, prohibits making calls after a customerhas asked not to be called, outlines payment restrictions for the sale of certaingoods and services, and requires the maintenance of specific business records.

S ales automation is technology that helps salespeople better manageimportant account information. This allows salespeople to serve their cus-

tomers better and enables them to increase sales productivity.Technology that is available today enables a business to

■ Manage customer relationships more effectively

■ Generate reports easily

■ Plan sales trips effectively

■ Share information with other team members immediately

■ Trace customer buying needs and schedules

■ Provide necessary sales information to customers easily

DATA MANAGEMENT SOFTWARE◆

Most companies enter the sales automation process by using contact manage-ment software. This software allows salespeople to keep and use informationabout their customers and prospects. By recording personal informationabout the customer, the salesperson is able to establish rapport on subsequentcontacts. This software allows salespeople to print sales letters instantly and totrack meetings and contacts with clients.

Once a company’s salespeople become comfortable using contact managementsoftware, they may want to move to enterprise-wide solutions, which link the salesforce with other departments in the company and give all departments access tothe same customer information. All departments work from one centralized


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Explain the role of effective telemarketing.

DATABASE TECHNOLOGY

database in an enterprise-wide system. Whenever one user of the system updatesclient information, all users of the system have access to the updated information.

DATA MINING◆

Data mining is the process of using automation to detect relevant patterns in adatabase. This information can be used to create customer profiles and to fore-cast sales. Data mining also helps determine the reasons for customer loyaltyand analyzes the potential return on pricing, promotion, and direct mail strate-gies. All of this can save a company money and can increase customer loyalty.

Customer Profiles Customer data is an important asset for a com-pany. Once customer data has been gathered, it can be used to save time andenhance the sales process. By storing customer information, including ship-ping information, method of payment, and items purchased, each time thecustomer places an order, this information can be accessed and verified,enabling the transaction to be completed more quickly.

Forecast Sales By analyzing data on customer purchases from previ-ous years, a company can see what items are selling best and determine if thetime of the year has any impact on sales. This information can be used todecide when inventory needs to be increased on particular items so that cus-tomers do not have to wait on backorders. For example, a company that spe-cializes in china and crystal may find that there is a greater demand for itsproducts in the spring and summer as this is a favorite time for weddings tobe held.

2.1 TELEMARKETING AND CUSTOMER DATA

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STAYING IN TOUCH The wireless revolution has enabled salespeople tomaintain contact with the home office and customers from anywhere in theworld. Some of these wireless “gadgets” allow you to connect to a productdatabase, send a fax from your car, send and receive pager messages ande-mails, transfer schedule information from a computer or an electronicorganizer, find driving directions, check stock quotes, retrieve informationfrom and make changes to a company database, use headsets with mobilephones, and transfer images from a computer to a digital picture frame. Astechnology advances, there will always be new products available toenhance a salesperson’s job responsibilities.

THINK CRITICALLY Is it important for a salesperson to keep up with thelatest electronic gadgets? Why or why not?

In small groups, brain-storm to create a list ofways companies canuse customer data.

What is the importance of customer data to a company?


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THINK CRITICALLY1. What are some of the uses of telemarketing?

2. What is the difference between inbound and outbound telemarketing?

3. What is the Telemarketing Sales Rule?

4. How can analyzing customer data help a company forecast sales?

5. What is the purpose of data mining?

MAKE CONNECTIONS6. RESEARCH Use the library or internet to search for information on

local, state, or federal legislation dealing with telemarketing regulations.Prepare a presentation about your findings.

7. COMMUNICATION If you have never talked with a telemarketer, askyour parents or someone else to describe the experience. If you havetalked with a telemarketer, think about the most pleasant or unpleasantexperience you had. Write a summary of the call describing what thetelemarketer did that was effective and/or ineffective.

8. RESEARCH Use the Internet to locate a web site that requires you toregister. Make a list of the information the site requests for registration.(You do not have to register at the site.)

9. RESEARCH Look through current magazines or on the Internet andfind advertisements for electronic gadgets that a salesperson coulduse. Prepare a poster showing these gadgets and explain what a sales-person would use them for. Present your findings to the class.


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LESSON 2.2

THE INTERNET AND MULTIMEDIA

IDENTIFY the role of theInternet in sales

EXPLAIN the importanceof technology in salespresentations

A s the Internet is becoming more ingrained in business and personal appli-cations, companies are discovering how the Internet can work for them.

Some companies are finding that the Internet is a business tool for improvingcommunication and efficiency while others are finding that it is a good wayto attract, acquire, and keep customers. Many companies are also turning tothe Internet for sales training. The strength of the Internet is its ability toconvey information instantly and accurately. Using the Internet can benefitsales productivity in the following ways.

■ more efficient management of resources

■ quality management of account information

■ timely dissemination of corporate information

Yoko enjoys visiting schools and making presentations to the students aboutthe products they will be selling in the fundraisers. She has a script that

she follows, but before she goes to make a presentation, she familiarizes her-self with the material so that she does not need the script. She always usesan attention-getting opener and makes sure all students are listening to herbefore continuing. Sometimes Yoko uses a computerized presentation to high-light the prize program in which the students can participate. Do you thinkYoko is well prepared when she goes into the classroom?

INTERNET USAGE

■ more efficient use of salespeople’s time

■ better accessibility to sales personnel by the home office and to the homeoffice by salespeople in the field

BUSINESS TOOL◆

With product and client information stored online in a centralized database,a company can make this information accessible to its salespeople in the field.Information that salespeople can access includes product descriptions, techni-cal specifications, price quotes, and reference sheets. Salespeople can updatethe home office quickly when they send in their sales data, including accountstatus reports and forecast spreadsheets. Some companies are even makingtheir data available to customers so they can check product information andavailability on their own. When a company does this, it must make sure thedata is correct and is updated on a regular basis.

Internet versus Intranet When making the decision to go online, acompany must decide if it wants to use the Internet or an intranet. The Internetis a network of public networks available almost anywhere. An intranet is aninternal network. The main difference between the two is access. An intranet isdesigned to be used by a select group, such as employees of a company. To accessan intranet, a user must use a dial-up connection to the company’s network. AnInternet site can be reached through any Internet service provider. Security is animportant issue when placing information on the Internet because the site canbe accessed by anyone, including competitors and hackers. Some ways to securedata include having a name that is not easily discovered, requiring a password toaccess a site, and encrypting information.

SALES TRAINING◆

Using the Internet for sales training is convenient and cost-effective. Salespersonnel can access training materials on the Web from any location at atime that is convenient for them. If a company is small and does not have alot of time to spend training a new sales representative, there are training


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BUSINESS ON THE NET

T he Internet is breaking down barriers that traditionally limited internationalbusiness transactions. In order to transact business with people from other

countries, a company must be able to conduct business in many different lan-guages. To accommodate Internet users from other countries, a firm may offerversions of its web site in several different languages. The language used onthe web site can be changed when the user clicks on a link. This allowsInternet users to visit web sites and purchase goods from all over the world.

THINK CRITICALLY What are the advantages for a company placing infor-mation in different languages on its web site?

programs available online for a small fee. These programs can also be used toupdate or refresh an existing salesperson’s skills.

SELLING ON THE INTERNET◆

Companies are finding many ways to use the Internet for selling products. Somecompanies have web sites that allow customers to view product information andthen order by phone, mail, or fax. Other companies set up their web sites to allowcustomers to view product information and then purchase items directly online.And some companies actually are able to deliver products over the Internet.

View Product Information The Internet allows users to get specificinformation on demand 24 hours a day. One way companies can attract usersto their web site is to offer useful information related to the organization’sproduct or service category. For example, a garden shop might have informa-tion about plants that will grow in a specific area and how to care for theplants. When Internet users come to the site to read that information, theyalso find descriptions of products sold at the garden shop.

Place Orders Online For retailers, the biggest challenge in Internetsales is getting customers to their site. It is important for the web site to beregistered with search tools such as Yahoo, Highway 61, or Dogpile so thatcustomers will find it when doing a product search. Retailers also need toprovide assurances to customers that the credit card data they enter onlinewill be secure. Many web sites use security validation so customers can maketheir purchases without worrying about the safety of their credit card data.

Many well-known retail stores have launched successful online businesses.Some businesses that are strictly online have thrived while others have notlasted very long. The beginning of the twenty-first century saw a surge of“dot com” businesses, but by 2001 many of these were gone. Being able toorder a product online, allows customers to shop when it is convenient forthem. They are not bound by retail operating hours or the location of thestore. This makes shopping an easy, timesaving task as opposed to traditionalretail shopping. Customers are also able to see immediately if a desired itemis available or if an alternate choice needs to be made. Online shopping alsoallows customers to comparison shop by visiting various web sites offeringsimilar products. Prices can be compared before the decision to buy is made.A web site should include a telephone number that customers can use if theyhave any problems or questions.

Downloadable Products Downloadable items include magazine sub-scriptions, software programs, games, music, and books. Customers can visita web site and, after entering payment information, immediately downloadand begin using items. This dramatically minimizes customers’ wait time.


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What role does the Internet play in sales?

T echnology has advanced to the point that a salesperson can enter a meet-ing with a projector and a small computer loaded with presentation soft-

ware and have all the tools needed for a dynamic, customized presentation.The days of carrying volumes of catalogs and pricing sheets are gone forever.All of this information is now available with the click of a mouse. If a sales-person wants to be competitive, modern technology must be incorporatedinto the presentation. High-quality presentations that once cost thousands ofdollars to produce and usually required assistance from an external produc-tion firm now can be done on the laptop computer of a sales representative.The 3M Corporation and the Management Information Systems ResearchCenter found that presentations with visual support are 43 percent more per-suasive than those presentations that do not use visual support.

PRESENTATION VISUALS◆

Use visuals to emphasize and support the main point of a presentation. Awell-designed visual aid will help hold the interest of the audience. Use thefollowing tips to create attention-getting and attention-keeping presentations.

■ Use only relevant clip art or pictures. If you choose graphics that donot support your message, the audience’s attention will be lost as they tryto find the relevance of the clip art.

■ Be consistent with the use of color throughoutthe presentation. Try to stick with two or three main colors that are easily read and thatproject well.

■ Do not clutter the slide with too much infor-mation. The Rule of Five’s states you shouldhave no more than five lines per slide with nomore than five words on each line.

■ If you use graphs and charts, be sure they areeasy to read and comprehend. The graphs andcharts should be clear and large enough to beseen by the audience.

■ Use a black slide to get your audience’s attention off of the slide andonto you. Software packages have built-in functions that will turn yourscreen black, and then with a click, will bring the slide back. You mightuse this feature when making an important point during the presentation.This will cause the viewers to focus all their attention on you.

■ Use the “hide slide” feature to remove slides from the presentation ifyou are not quite sure whether you will need them. If you cannotdecide before making a presentation, you can “hide” slides. Then, whenmaking the presentation, if you find that you need them, you can simply“unhide” them.


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PRESENTATION TECHNOLOGY

Working in small groups,develop a list of ten rea-sons to use visuals in a

sales presentation.

Choose Your Color CarefullyColors determine the psychological effect your presen-tation will have on your audience. Use the followingguidelines when choosing colors for a presentation.

Red—energy, power, excitement

Orange—happy, confident, creative, adventurous

Yellow—wisdom, playful, satisfying, optimistic

Green—health, regeneration, contentment, harmony

Blue—honesty, integrity, trustworthy

Violet—regal, mystic, beauty, inspiration

■ Put subliminal messages into your presentations by using animationeffects. You can have messages flash on and off during your presentation.The message can appear for a very brief time and then disappear.

When making the presentation, use the visuals to support what you aresaying. Keep your eyes on the audience and do not read from the slides.Practice the presentation until you are comfortable with it and can deliver itin a professional manner. If you would like the audience to have a copy of thematerial you are presenting, prepare handouts for them. You can easily printcopies of your slide presentation with space for viewers to take notes.

AUTOMATED PRESENTATIONS◆

A product or service presentation can be prepared on the computer and savedon a disk or CD. Audio and video can also be incorporated into the presenta-tion. The presentation thencan be used by a salespersonin a face-to-face setting, or itcan be set to run automati-cally and provided to poten-tial customers to view at theirleisure. It can also be placedon the Web for individuals toview when browsing yourweb site.

Automated presentationsoften are run on video dis-plays in trade show boothsand kiosks. There, they willrun repeatedly for viewing bypotential customers as theypass by. Interested viewerscan stop and watch more ofthe presentation as timeallows.

CDs can provide an up-close look at a potentialproduct and can reinforceinformation presented by thesales representative. For example, hotels, resort properties, and cruise lines areusing this technology to give customers a virtual tour of the property beingconsidered for a meeting or a vacation.


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Why would a salesperson want to use presentation visuals?


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THINK CRITICALLY1. How are businesses using the Internet?

2. What is the difference between the Internet and an intranet?

3. What are three uses for the Internet in selling products?

4. Why is it important for sales presentations to incorporate modern technology?

5. What should you consider when preparing a multimedia presentation?

MAKE CONNECTIONS6. RESEARCH Using the Internet, search for sites that sell products

online. Make a list of the companies and identify each of them as beingstrictly an online business or a traditional retailer with an online site.

7. COMMUNICATION You are working as a member of the sales team foryour school. Your mission is to encourage all students in your district tochoose your school over other schools in the area. Outline the featuresof your school that you would include in a presentation to be viewed ina kiosk in the local shopping mall. Design a multimedia presentation ofthe features. Choose a color scheme representative of your school andadd appropriate graphics to the presentation.

8. COMMUNICATION Interview a business owner who has a web site.Find out what made him or her decide to start the web site and whatthe primary purpose is for having the web site. Ask if the use of the website has changed since it was first launched. Prepare a report of yourfindings. Present the report to your class.

2.3 USE TECHNOLOGY FOR FOLLOW-UP

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LESSON 2.3

USE TECHNOLOGY FOR FOLLOW-UP

EXPLORE the role oftechnology in gettingthe product to the cus-tomer after the sale

DESCRIBE the role oftechnology in providingcustomer assistanceafter the sale is made

O nce a customer has placed an order, the next step is fulfillment, the deliv-ery of merchandise promptly, accurately, and in good condition. To the

customer, this is the most important step. The customer is not concernedwith how the order is processed or who packs it in the warehouse. All thecustomer cares about is receiving the order in a timely manner. And withincreased use of the Internet for ordering, customers expect even faster deliv-ery of products. Therefore, it is important for a business to have adequateinventory on hand so that orders can be filled when placed. As a salesperson,you will want to be sure that your customers are pleased with all the servicethey receive from your company.

Once Yoko receives an order from a school, she immediately writes a thankyou note to anyone involved with organizing the fundraiser. She then uses

her company’s order-tracking software to track the order as it moves throughthe fulfillment process. A couple of days before the order is to be delivered,she contacts the school to alert them that the order is coming. She also fol-lows up a few days later to see if there are any problems with the order. Whatdo you think the teachers think about Yoko’s follow-up activities?

FULFILLMENT

NINE STEPS TO FULFILLMENT◆

Fulfillment has been described as having nine major steps. Those steps include:

1. Order forms and instructions When an order isplaced in person, this step may be completed by thesalesperson. Online, it includes the selection of mer-chandise, transferring it to an online shopping cart,and filling out shipping information.

2. Order receipt Orders can be received by mail, fax,telephone, online, or in person. This step includes theprocessing and data entry of the order.

3. Credit approval This includes credit card authorizationor check clearance.

4. Data mining In this step, customer data is collected formarketing purposes.

5. Inventory control Merchandise should always be available, but levels ofstock should not be kept too high.

6. Billing This involves the production of the initial bill, if the order hasnot been pre-paid, and any necessary follow-up reminders.

7. Reports Marketing, merchandising, operating, and financial controlreports are produced.

8. Order filling and shipping Products are received, stocked, picked,packed, and shipped.

9. Customer service Inquiries, complaints, and returns of merchandise arehandled.


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Invoices are prepared for customers so they know how much they owe. Manyinvoices are prepared electronically, but you may be asked to check an invoice

or calculate the amount of a sale for a customer. Calculate the selling price bymultiplying the unit cost by the number of items purchased. Mid-CarolinaComputers purchased 3 computer monitors @ $320 each and 3 color printers @$299 each. What is the total cost of the merchandise? (The @ symbol represents“at” and is commonly used on invoices.)

SOLUTIONTo calculate the total cost, multiply the quantity ordered times the unit price foreach item. Then add those amounts together.

3 � $320 � $9602 � $299 v $598$960 � $598 � $1,558

The total cost to Mid-Carolina Computers is $1,558.

SALESPERSON’S ROLE IN FULFILLMENT◆

The salesperson can play a vital role in the steps of the fulfillment process.Throughout the process, there are opportunities for the salesperson to makecontact with the customers to keep them informed and to check on their sat-isfaction. Technology has enabled the salesperson to be involved with theprocess without spending a great amount of time on it.

COMPUTER TECHNOLOGY◆

The computer technology of a company will have an effect on its ability tohandle order fulfillment. There are software packages that can help with everystep of the fulfillment process. However, if the company’s software is not ade-quate, it can hinder the process.

For example, computer-generated reports can help a company see whichproducts are in demand and which products are slow to move, so the tech-nology can assist in inventory control. On the other hand, when computertechnology is not adequate, it can result in long delays. Long delays lead tofrustration on the part of online shoppers and, thus, fewer orders.

S uccessful selling is all about repeat business—when a customer returns toyour business for a subsequent purchase. The steps you take after a sale are

just as important to the customer as the steps leading up to the sale. If youwant to build a sales relationship with a customer, take time to follow up asthe product is delivered and used. As a salesperson, technology can assist youin the follow-up process.

Using computer software, you can track or follow the progress of an orderthrough the fulfillment process. Immediately after the order is placed, sendan e-mail or a card thanking the customer for the order. Continue trackingthe order’s progress and delivery. Just before delivery, e-mail or call to let thecustomer know delivery is pending. The customer will appreciate the notifi-cation, especially if the item is large and the customer needs to make spacefor it, or if it is perishable and the customer needs to have someone present toaccept delivery.

Once delivery is complete, it is a good practice to check with the customeragain by phone or e-mail to see if everything was received in good conditionand to be certain that there are no problems. Make sure your customersunderstand that their satisfaction is your main concern.


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Working in smallgroups, discuss onlineexperiences you have

had with a web sitewhere you had prob-

lems because the com-pany’s technology was

inadequate.

What role does technology play in the fulfillment process?

THE PERSONAL TOUCH

Compose an e-mailthat you could send toa customer who justplaced a large order

with you.

PERSONAL ORGANIZER◆

Use a computer organizer or per-sonal organizer to note whendelivery of the product was madeand make a notation for your soft-ware to notify you two monthsafter that date. If you do not hearfrom customers during that time,contact them when you get thereminder. Ask if you can be of anyservice to them or if they have anyquestions or problems.

ONLINE CUSTOMER◆

ASSISTANCEThrough a company web site thereare several ways to offer assistanceto customers. These include ordertracking, FAQs, instructionalmaterials, and chat rooms.

Order Tracking Using their assigned order number, customers can login and track the progress of their order until it is delivered. This allows cus-tomers to check on their order when it is convenient for them. It also elimi-nates the waiting time involved in a telephone call.

Frequently Asked Questions Questions about a product that arecommonly asked by customers are called FAQs. These questions and theiranswers are placed online, and customers can often find an answer to a ques-tion just by looking on the web site.

Instructional Material Many times, a customer will lose or damage aproduct’s instructional manual and will need a replacement copy. Having acopy online that customers can reference or download can save a great deal oftime and frustration. It also eliminates the wait time for the manual whensent by regular mail.

Chat Rooms Many company web sites will set up a chat room for cus-tomers to use to share their experiences about a product. Oftentimes, cus-tomers may discover something about their product that they did notpreviously know. These chat rooms are common on the web sites of luxurycar dealers and manufacturers, and car owners can use them to share infor-mation about their car with other owners.


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How can technology aid a salesperson in providing customer assistanceafter the sale?


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THINK CRITICALLY1. Why is fulfillment so important to a business?

2. Explain how technology can affect the fulfillment process.

3. What things can be done after a sale to encourage customers to returnto your business for future sales?

4. How can a salesperson use a personal organizer to assist with follow-up after a sale?

5. What types of online customer assistance can be made available on aweb site?

MAKE CONNECTIONS6. RESEARCH Visit the Internet site of a company that sells a product

and has a FAQ section. Read through the questions and answers on thesite. Summarize the information that you learned about the productfrom the FAQs.

7. RESEARCH Choose one of your favorite products. Think of questionsa new user of the product might have. Prepare FAQs that could beposted on the product’s web site.

8. BUSINESS MATH You are a salesperson at a small bookstore and cof-fee shop. Design a spreadsheet to calculate the total cost for orders.Calculate the total cost for a customer who purchased the following:

3 CDs @ $17.99 each4 books @ $14.95 each1 magazine @ $5.252 cups of specialty coffee @ $2.95 each

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CHAPTER SUMMARYLESSON 2.1 Telemarketing and Customer DataA. Telemarketing is widely used in business-to-business sales and is often

more effective than direct mail. For telemarketers to represent theircompany well, they need a high level of product knowledge and excel-lent telephone skills.

B. Technology allows all employees of a company to have access to cus-tomer and product data. This is important to sales representatives inthe field as they can immediately access product information whenmaking a sales call, and they can immediately update order informationas soon as it is received.

LESSON 2.2 The Internet and MultimediaA. The Internet is a business tool for improving communication and effi-

ciency, and it can also be used to attract customers. Companies areusing the Internet to provide sales training to their sales staff and toprovide product information, take orders, and sell downloadable prod-ucts to their customers.

B. Technology allows salespeople to present all clients with customizedpresentations that in the past would have been used only for majorclients. The presentation should be carefully developed, and the sales-person should be well prepared to make the presentation.

LESSON 2.3 Use Technology for Follow-UpA. Once a sale is made, it is important for a company to focus on getting

the product to the customer in a timely manner. Technology can play amajor role throughout the fulfillment process.

B. Technology provides easy methods for a salesperson to stay in touchwith the customer throughout the sales process. A company can alsooffer customers assistance on its web site. A happy customer is morelikely to return for subsequent purchases.

VOCABULARY BUILDERChoose the term that best fits the definition. Write the letter of the answerin the space provided. Some terms may not be used.

1. Structured use of the telephone topurchase or sell products or services

2. Technology that helps salespeoplebetter manage accurate information

3. Technology that helps salespeoplebetter manage important accountinformation

4. Network of public networks availablealmost anywhere

5. Internal network

6. Delivery of merchandise promptly,accurately, and in good condition

7. When a customer returns to yourbusiness for a subsequent purchase

h

h

h

h

h

h

ha. data mining

b. FAQs

c. fulfillment

d. Internet

e. intranet

f. repeat business

g. sales automation

h. telemarketing

i. track

REVIEW CONCEPTS10. Why does telemarketing have a negative image with many people?

11. Why is training for a telemarketer important for success in sales?

12. How can telemarketers assist the sales force?

13. Why did governments at the local, state, and federal levels enact lawsregulating telemarketing?

14. How does sales automation assist salespeople?

15. What is the difference in contact management software and enterprise-wide solutions?

16. What type of information can salespeople in the field access from acentralized database?

17. What are the advantages to a company of using online training programs?

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18. How has technology affected sales presentations?

19. Summarize the nine steps in the fulfillment process.

20. How can the reports prepared in the fulfillment process be used?

21. Which step of the fulfillment process is most important to the customer?

22. Why is repeat business important to a company?

23. When following up with customers, why should you make sure thatyour customers understand that you are only concerned with their satisfaction?

APPLY WHAT YOU LEARNED24. Describe a telemarketing call you have received at your home. Tell

what the telemarketer did well and how the caller could improve.

25. As a consumer, how do you feel about a company storing data aboutyou when you purchase from them?

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26. What is the purpose of a subliminal message in a sales presentation?Do you think they should be used? Why or why not?

27. Why is follow-up by a salesperson an important part of the salesprocess?

28. Why should a company provide customer follow-up by telephone aswell as online?

29. Why would a company want to monitor the conversations that go onin a chat room that the company provides for customers?

MAKE CONNECTIONS30. RESEARCH Search the Internet for a site that features an online pre-

sentation. Write a critique of the presentation using the guidelines forpresentations in Lesson 2.2.

31. COMMUNICATION Work with a partner to create a presentation onthe use of the Internet for selling. You may use the information in yourtext and other resources. Follow the guidelines in your text for creatingan effective presentation. Present this presentation to your classmates.

32. BUSINESS MATH Use a spreadsheet to prepare an invoice forAlternative Apparel, 200 Oakbrook Parkway, Atlanta, GA 30303, for the following items:

288 white cotton t-shirts @ $2.99 each

12 dozen blue baseball hats @ $36.00 per dozen

144 white aprons @ $3.45 each

576 blue and white golf shirts @ $4.25 each

Because Alternative Apparel is a wholesaler, no sales tax is charged.Alternative Apparel pays shipping charges to the freight delivery company.

33. COMMUNICATION Working as a salesperson, you frequently sendthank you letters to customers after they have made a purchase fromyou. In order to save time, you decide to use word processing soft-ware to prepare a generic letter that you can customize for customersafter each sale. Write the copy for the body of this letter.

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2.1 telemarketing and customer data 2.2the internet … · leads before a sales representative goes...

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