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Knowing your customers

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Knowing your customers

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									Meeting Customer Needs
Actions to Take
Questions to Ask
Brand and Image
Does your company and its
products have a strong rating
in the marketplace?
•	Find out if the customer has a high
opinion of the brand and the company.
•	Check if the customer feels that they are buying
the right product from the right company.
Sales Technique
Is the sales process being conducted
so that the customer likes doing
business with your company?
•	Provide yourself or your salespeople with training in
customer care and communication skills.
•	Establish that the buyer is being helped to make the
right decision and is not being put under pressure.
Keeping Commitments
Is your company doing what it
says it will, when it says it will?
•	Deliver the right product to the right place at the
right time in the right quantity.
•	Live up to your word, and avoid making promises
that you may not be able to fulfil.
•	Ensure that invoices and other documents are
clear and accurate and easy to use correctly.
•	Encourage your company to be flexible in drawing
up and interpreting terms and conditions.
Administration
Is the sale being handled with
efficiency and without unnecessary
bureaucratic procedures?
•	Clarify any ambiguous communications with the
customer as soon as possible.
•	Deal with customer complaints by acknowledging
mistakes and rectifying errors immediately.
Responsiveness
Is the customer being answered
and responded to swiftly and
effectively at all times?
Information
Does the customer know everything
that they need to know about the
product or service they are buying?
•	Make sure that you and your salespeople are
knowledgeable about the product or service.
•	Provide the customer with all the information
and assistance needed to use the product or service.
Product or Service
Does the purchase live up
to or exceed the customer's
expectations?
•	Ensure that agreed specifications are met, including any
special concessions made when negotiating the sale.
•	Check that the customer is happy with the
performance of the service or product
After-Sales Service
Is the customer relationship
being looked after successfully,
post-sale?
•	Make sure that customer enquiries or complaints are
always dealt with promptly and courteously.
•	Be proactive in contacting the customer to monitor
how satisfied they feel with their purchase.

								
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