After-Sales Service Itself Is Also A Means Of Promotion.

Preface:
So-called After sale Service is a variety of service activities provided after the sale of goods. From the point of view of sales promotion, after-sales service itself is also a means of promotion. During the tracking and follow-up stage, salesmen should take various forms of matching steps to improve the reputation of the company through after-sales service, and expand the market share of the products. Promote Efficiency of work and benefit 。
On the contrary, a relatively high level of after-sales service is to sell after-sales service as an opportunity to promote sales. Here we want to introduce two nouns, one is called "Up Sell", the Chinese is called "upward selling", one is called "Cross Sell" and Chinese is called "cross selling". "Upward selling" means selling the high-end products of the same product category to customers when they come for after-sale service. Hu Yi Fu believes that mastering the principle of after-sale service and giving thanks to customers at the right time can increase a trust relationship between you and your customers, which is conducive to the further development of sales work. Grasp the main points of after-sales service, improve their quality, strive to do after-sale service, make after-sales service become the beginning of re sale.
Hu Yifu, a famous business management expert, said that after sales service is an important part of marketing, especially in today's market economy. It is directly related to the healthy circulation of the marketing industry chain -- the re purchase of consumers and the guidance of consumers' purchase intention, and also has a huge impact on the brand image of the enterprise. At present, many industries have many problems in after-sales maintenance, resulting in the weakening of brand reputation and the impact of sales.
After sale service is not only the last trump card in the enterprise competition, but also the primary competition idea of the long term market competition strategy of the enterprises. Practice has proved that enterprises such as Haier and so on are good at playing the service cards. It is an important choice stage for the development of Chinese enterprises to speed up the construction of a complete system of after-sales service, deepen the cultural details of enterprises, accelerate the transfer of ideas from productive enterprises to after-sale service enterprises, and strengthen the management level and ability development of after-sales service managers. It is reported that when the enterprise passed the certification system of the national commodity after-sales service appraisal, the certification review clearly stipulates that the total after-sales service of the large and medium-sized enterprises will account for more than 10% of the total number of after-sales service managers, plus 3 points.
Today's after sales service management emphasizes that it is no longer a "personal hero" doctrine, but a system integrated management capability of enterprise after-sale service management. From order management, inventory management, customer reception, maintenance, performance diagnosis and some other types of after-sales service support system, a large number of specialized personnel are needed to work together to ensure that the after-sale service management system runs smoothly and smoothly, and the problem of knowledge aging and lack of professional after-sales service management level of Chinese enterprises is more prominent, which can not cope with the new competitive trend of after-sales service specialization.
After sales service has become a prominent contradiction between the increasing consumption demand and market supply of our people. In the past more than 20 years since the establishment of the China Consumers' Association, about ten million consumer complaints have been received, all of which are related to poor after-sales service. Disputes, disputes and complaints about after-sale services have become the most common and most troublesome social contradictions in people's daily life. Accelerating the construction of professional after-sales service management team has a positive and special significance for promoting the development of a harmonious society, stimulating domestic demand, and promoting the rapid and sustained development of national economy.
Although Haier's marketing is familiar to everyone, its "1234 mode" for after-sale service is worth mentioning. The specific content of this model is a result: the service is satisfactory; the two idea is to take away the worries of users and leave Haier's sincerity; three control: service complaint rate, service omission rate, service dissatisfaction rate; four no leakage: one does not leak records of users' reflection problems, one does not neglect to deal with users' reflection problems, one does not miss the results of re examination and treatment, one does not miss the processing result to reflect the design, production, operation and other departments. It should be said that this mode is very good. It makes the after sale service that may have disputes and problems become clear at a glance. It is very happy that the effective interaction between the service staff and customers can not only improve the efficiency of the service work, but also full of "ritual" service, so that customers can fully enjoy the feeling of being valued after paying the money.
I understand that 70% of the world's products are not killed because of the quality of the products, but because they die after the service. Customers may not always be right, but customers are always customers. Therefore, we should try our best to do after-sale services in the operation of the market. Zhou is well known that this is an era of service win. However, the current situation of after-sales service in China is worrying. How to improve after-sale service has become a big problem that plagued many enterprises.
Some students will ask in my classroom: why do we need to train after-sale service, Mr. Hu? What do businesses sell and what can attract consumers? Some people will say that it is a product, someone will say it is an image, but I think it is not. Take the tourism industry and the hotel industry -- Hilton hotel is a world-famous transnational tourism group, and Hilton himself is also known as the "Hotel King" in the United States. Hilton was asked about the operating know-how, and Hilton's answer was: "please leave your advice when you leave my Hilton hotel. When you visit my hotel again, you will no longer have the same opinion - this is my business know-how." Then, if our domestic enterprises pay attention to service marketing and after-sales service marketing, will they be called "travel agent king", "scenic spot king" and "aviation industry king"? If I have the knack, I think there is a great chance.
In Germany, Volkswagen spread the saying: for a family, the first car is sold by salesmen, and second, third or more cars are sold by service personnel. The essence of service is sales. So, do our domestic service providers have such a concept? If we have mastered the concept of after-sales service, then what is the standard of after-sale service?
Hu Yifu, a well-known business management expert, believes that the after-sales service of products has become a hot topic for every brand, because it is directly related to the establishment of a product brand image, and is related to the survival and development of an enterprise. At the same time, almost every brand has issued such a sigh, that is, after-sales service is difficult to do, customer requirements are becoming more and more thin, more and more, more and more. Hu Yifu believes that how to make after-sale service become the foundation of continuous trading must first solve three key problems:
1, in terms of service scene and visible display, besides the decoration style and personnel dressing, the publicity of service prices, the reasonableness of charges, the quality of accessories that are not lost to the genuine quality, and the accessories of the original factory are all transmitting the brand value.
2, in terms of service flow, the most important requirement for customers in after sales service is fairness and convenience. Especially when service recovery is concerned, hundreds of rights protection groups in the whole country caused by HP's laptop door, TOYOTA's recall door needs to be reflected in the process. The correct process has the right result. Without the principles of pre - formulation, the design of the plan and the system of ensuring implementation, it is difficult to respond to the customer's satisfaction only by the strain of the on-site service staff.
3, high-quality service personnel, no customers do not like enthusiasm, enthusiasm, good listening, willing to solve problems, have the right to solve problems, after training know how to solve the problem of service personnel, they can effectively compensate for physical presentation and process deficiencies. Unfortunately, there is no love without reason. If there is no good working environment, sustained and effective training support and enough incentive policy, it is hard to imagine a complaining service worker who can provide quality service. Finally, you are welcome to attend the service training courses such as "comprehensive quality customer service management", "service marketing and customer relationship", "after-sale king" and so on.
Recently, Mr. Hu has learned such a case: buying a new house in the United States has an option: the roof. American rooftop producers are very technical: the 15 year old rooftop usually goes bad for 16-17 years (not exactly 15 years old, with a certain lag), forcing you to replace it, because in a mature market, the source of new business comes largely from replacement. A friend's roof broke down in less than 15 years. After so long, there was nothing in the invoice, so he went to the roof to see the producer Logo on the top and find the manufacturer again. The solution is simple: I'm sorry, we say it can take 15 years, but it has not been done, causing users a lot of trouble (water leakage in the room is never a pleasant experience). Now we are going to replace it with a new 15 year warranty. The "lottery" customer spent the cost of a roof, because this time he got a new roof.
If this thing is over, there is nothing more to say, but there is a company that is willing to do more in satisfying customers. But this is not the end of the matter. Manufacturers need to find out why the roof can not take 15 years to give users a factual explanation. After careful examination of the roofs, the answer finally came out: the difference between the north and the south is huge, and the roofs used in the two areas are different.
Because manufacturers will scrap time tight, can guarantee that in the south for 15 years, in the northern winter snow and summer can not guarantee. And the factory found that the roof used in the northern house is actually the batch number in the south. This is a major oversight 15 years ago. So the factory further reviewed all the roofs of the community, and found that the 15 year old batch of the roof is in the south, that is to say: under the same climate conditions, these roofs are going to go wrong. The factory finally replaced the new roof free of charge for the residents here.
This is an obvious mistake made by the manufacturer, but it should be said that it has been handled very beautifully. A more calculating friend may say: the roof is a non frequent consumption in 15 years. Although the manufacturer's disposal is good, it will be difficult to win the same customer in 15 years. This expenditure will not be recovered. It has won the brand reputation but has lost a lot of profits. In fact, otherwise, most of the customers will be relocated, and there will be a chance to buy another roof. Secondly, the customers have relatives and friends. This is word-of-mouth. I think their next choice or recommendation would be the rooftop manufacturer, wouldn't they?
Now, the after-sale service of products has become a hot spot that every brand must pay close attention to, because it is directly related to the establishment of a product brand image, and is related to the survival and development of an enterprise. At the same time, almost every brand has issued such a sigh, that is, after-sales service is difficult to do, customer requirements are becoming more and more thin, more and more, more and more. But I insist that even if it is difficult, we must do it! Because of the lack of after-sales service, the products you sell are not a complete product. An incomplete product has no way out in the market. Because of the reasons for training, consulting and research, Hu has some humble opinions on how to do after-sale service well. In the view of Hu Yifu, as long as we firmly grasp the following keywords, the after-sale service has become relatively simple. The details are as follows:
1, ideas
The basic meaning of the word "concept" is that the image left by objective things in the human mind generally refers to people's understanding of things. A person's concept directly affects his behavior, and is the ideological foundation of a person's behavior. Mr. Hu said that as a direct after-sales service staff, we must put the after-sales service at a certain height. Practice has proved that in today's market competition is extremely fierce, the after-sales service work at any height is not excessive.
2, angle of view
The "angle of view" refers to the angle of looking at things and looking at things. We observe things from different angles, and we will see different scenes. Therefore, we should consider the problem from the perspective of our customers more often and treat our customers' problems as our own problems. This is what we often refer to as transposition thinking. Transposition thinking is one of the most effective ways to improve the quality of work.
3, commitment
In the fierce competition of the market, every brand and every agent use all means to attract customers to achieve sales. Commitment to customers is an effective means to increase the competitiveness of products, such as extending the warranty period to the customers, undertaking the project search for the customers, giving the accessories or other gifts to the customers, undertaking the lifetime exemption from the working hours, undertaking the time limit to arrive at the scene, and completing the service at a limited time. Teacher Hu said that in the actual after-sales service work, many customers complained that the manufacturers or agents' commitments to customers could not be fulfilled. This requires us to consider the actual situation of our customers when we make a commitment to the customers. We must not export the promises which are far from our actual situation and ability level. We must ensure that our promises are made if we promise to export them.
4, win more
We know that the purpose of after sales service is not only to satisfy users' demand for products purchased from the global brand network, but also to collect customer opinions and suggestions to improve the quality of products. Every customer solves a problem, and we ourselves get the corresponding improvement. That is to say, after the whole after-sale service, it will not only benefit the customers, but also the production enterprises and agents. Mr. Hu said that good after-sales service work can effectively solve the user problems while shortening the distance between the agents and the users of the production enterprises, so that the brand image of the production enterprises and the agent enterprises will continuously be sublimated.
In short, after the development of enterprise competition, customer after-sales service is no longer a simple, minimum requirement of politeness. It is not enough to just say "yes" or "yes". Most enterprises can already do well on this point. For modern enterprises in fierce competition, the competition of customer's after-sales service directly determines the success or failure of enterprise's market operation. In addition to good products, good after-sales service quality has become a core competitiveness of enterprises, an enterprise, after-sales service quality must be regarded as the basic quality requirements to be taken seriously. An enterprise that attaches importance to after sales service, continuously improves after-sales service quality and provides after-sales service quality will surely be more recognized by customers, and the satisfaction will be improved so that customers can become loyal customers until they become permanent customers.