4.3 The Sales Process & Customer Service Flashcards
All 27 cards in this deck
Give one impact of e-commerce on a business's marketing mix.
Any one of: place — it can sell to a much wider market online; price — it may have to lower prices to stay competitive online.
Give one benefit to a business of its staff having good product knowledge.
Any one of: customers trust the advice, so they feel confident buying; staff can recommend accessories or add-ons, raising each customer's spend; customers get the right product, so fewer are returned.
What is customer engagement?
Creating a positive experience for the customer by interacting with them and building a relationship, so their needs are understood and met.
Give one advantage to a small business of using e-commerce.
Any one of: it can sell 24/7 to customers anywhere, so revenue may rise; it avoids the fixed costs of a physical shop.
Give one benefit to a business of providing good customer service.
It differentiates the business from competitors, making customers more loyal, so sales and market share rise.
Give one impact on a business of providing poor customer service.
Customers become dissatisfied and make no repeat purchases, so market share falls. (Also: the brand is damaged, so a premium price cannot be charged.)
What is after-sales service?
Service given after a product or service has been bought, such as technical support, servicing or dealing with complaints.
Why is after-sales service important to a business?
It lets customers resolve problems, so customer loyalty increases and the business gains repeat purchases.
What is meant by product knowledge in customer service?
Staff knowing the product well enough to answer customers' questions and advise them on the right purchase.
Name the three methods of selling.
E-commerce, face to face, and telesales.
What is e-commerce?
Buying and selling goods and services online, over the internet.
What is telesales?
Selling goods or services to customers over the telephone.
Give one advantage to a business of selling face to face.
The product can be demonstrated and questions answered on the spot, e.g. a jeweller can show a customer the cut and colour of a diamond.
Give one disadvantage to a business of selling by e-commerce.
It faces competition from many more businesses, including overseas, so it is harder to be noticed and customers can easily compare prices.
True or false? Once a business sells online it no longer needs any arrangements for delivery or returns.
False. E-commerce needs systems for delivering products and processing returns, e.g. space for click and collect.
What is customer service?
How a business deals with its customers before, during and after a sale, e.g. answering questions and resolving complaints quickly.
What is click and collect?
Ordering goods online and then collecting them from a store at a later time.
Give one way that selling through e-commerce changes the skills a business needs.
It needs staff to maintain the website, answer customer emails and pack orders for delivery, so it may have to train or recruit workers.
How can e-commerce affect the number of people a business employs?
An existing business may need fewer staff, such as shop or branch workers, but a business starting online may need to recruit new workers.
Why does e-commerce make speed of delivery important?
Customers can compare sellers easily, so a business that delivers faster than its rivals can attract more customers.
Give one cost to a business of selling online, other than delivery.
Any one of: keeping the website secure and customers' data safe; keeping the website up to date with new technology, such as ordering by mobile phone.
Why might e-commerce not suit some target markets?
Some customers, such as some older people, do not use the internet, and customers who only pay by cash cannot buy online.
Give one advantage of telesales.
Any one of: it suits customers who are not comfortable shopping online but want help to buy; customers can ask questions and talk about the deal before buying.
Give one disadvantage of telesales.
Any one of: unwanted 'cold' calls annoy many people and can harm the business's image; it needs trained staff, which small businesses may not be able to provide.
Why is product knowledge more important in some businesses than others?
It matters most for technical or complex products where customers need advice to choose; it matters less for simple products customers already understand.
How can customer engagement go wrong?
Staff who are rude or too pushy, or who give customers too much information, can put them off buying.
How can an online business engage with customers it never meets?
Through regular, carefully written emails and messages and by asking for feedback, to give the friendly contact a face to face seller would.