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Human Relations

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Human Relations­ MGMT611
VU
Lesson 23
BUILDING GOOD RELATIONS WITH CUSTOMERS
Quotations
There is only one boss: the customer. And he can fire everybody in the company, from the chairman on
down, simply by spending his money somewhere else.
Sam Walton (1918 - 1992) U.S. retail executive.
We should never be allowed to forget that it is the customer who, in the end, determines how many people
are employed and what sort of wage companies can afford to pay.
Alfred Robens (1910 - 1999) British labor leader and industrialist.
This lecture is the continuation of the two previous lectures. This is related to the good relationships with
the customers. We will try to understand the importance of the relationship of the seller with the buyer.
Dealing with the customers is a difficult and tedious thing because you do not have the knowledge about
customer's needs, likes/dislikes etc. The occupational and professional skill is extremely important for the
business.
In order to understand the importance of good relations we take here a research example.
Reasons
for
Non-return
of
Customers
American Research
ˇ  Indifferent attitude of an employee
68 percent
ˇ  Product dissatisfaction
14 percent
ˇ  Competition
09 percent
ˇ  Buying from a friend's establishment
05 percent
ˇ  Moved away
03 percent
ˇ  Died
01 percent
Customers discontinue patronizing a retail or service business for a variety of reasons. Experience indicates
that 68 percent of the customers do not return because of the indifferent attitude of an employee, 14
percent because of product dissatisfaction, 9 percent because of competitive reasons, 5 percent shop at a
friend's establishment, 3 percent move away and 1 percent die.
(It is an American Research and does not really fit to our environment. But it has a strong and good
message for specific employers and employees).
Poor treatment at the hands of an employee can be instrumental in the loss of a customer. Good treatment
does not ensure that the customer returns, but it will go a long way in creating favourable inclination to do
so.
Important points for building good relations
Here we discuss some of the important points that a salesperson should keep in mind.
1. Salesperson Represents the Business
If salespersons' behaviour is good the other weaknesses of the product can be overcome.
2. Merchandise Knowledge
Salespeople should have the knowledge about the product or service they are providing. They must be
aware of the competitive edge of their product.
3. How to Study the Customer
Pay attention to the behaviour, dressing and style of the customer. This is how you can understand the need
and requirement of the intended buyer.
4. Approaching the Customer
Approach the customer politely, with a positive and caring attitude.
5. Greeting the Customer
Greeting the customers plays an important role in developing good rapport.
6. Show and Tell
Show the customer what he/she is looking for.
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Human Relations­ MGMT611
VU
7. Features vs. Benefits
Try to demonstrate the benefits of the product instead of its features. Those benefits should be
demonstrated according to the needs of the customer.
8. Sales Resistance
Customers often resist buying, salesperson should be capable of removing resistance.
9. Excuses vs. Objections
Buyers should be satisfied through communication. When they find excuses and objections regarding
products; an intelligent salesperson will try to remove the objections.
10. Suggestive Selling
Some time the good behaviour of the salesperson suggest the customer to buy such things in which he/she
was initially not interested.
11. Closing the Sale
In the end the customer should feel satisfied with the product he/she bought. If the customer was satisfied
he/she will return to the seller again.
12. Customer Service
Customer should be provided with good service. After sale service is also very important.
13. Poor cooperation can often be traced to improper communication.
Salesperson should try to create goodwill through proper communication.
14. Employees will be as good or as bad as employers allow them to.
Employees are the representatives of the employers. Their attitude and behaviour should be polite and
caring with the employees.
Building good relationships with customers
Success on the job also requires good relationships with both external and internal customers. An employee
whose thoughts and actions are geared toward helping customers has a customer service orientation.
Good service is the primary factor that keeps customers coming back. Profits jump considerably as the
customer is retained over time. Suggestions for achieving high-level customer service are as follows:
1. Establish customer satisfaction goals.
2. Understand your customer's needs and place them first.
3. Show care and concern.
4. Communicate a positive attitude.
5. Make the buyer feel good.
6. Display strong business ethics.
7. Be helpful rather than defensive when a customer complains.
8. Invite the customer back.
9. Avoid rudeness.
In short, good customer service stems naturally from practicing good human relations.
References:
Dubrin, A.J. (2005). Human Relations: Career and Personal Success. Upper Saddle River, New Jersey,
07458.
72
Table of Contents:
  1. HUMAN RELATIONS:Some Guidelines for Effective Human Relations, Communication has 3meanings
  2. CULTURE AND PERSONALITY:Definition of sub culture, Definition of Personality, Types of Persons
  3. PERSONALITY AND STRESS:Personality, PERSONAL TOOLS TO CONTROL STRESS
  4. PERCEPTION AND INDIVIDUAL BEHAVIOUR:Three concepts of personality, Bias in Perception
  5. PERCEPTION AND GROUP BEHAVIOR:Characteristics of Groups, Individual and Group Behavior
  6. ATTITUDE AND BEHAVIOUR:Types of Attitudes, Steps to turn attitude into action
  7. PERSONAL MOTIVATION AND ACHIEVEMENT:Needs and Motivation, Self-discipline and motivation
  8. SOLVING PROBLEMS SKILLFULLY:Problem solving and cognition, Ways to solve problems
  9. CREATIVITY IN PROBLEM SOLVING:Barriers to creativity, Tips to solve problems creatively
  10. HANDLING PERSONAL ISSUES:Self-Defeating Behaviour, Positive attitude to tackle personal problems
  11. CONFLICT RESOLUTION:WHY SO MUCH CONFLICT EXISTS, TECHNIQUES FOR RESOLVING CONFLICTS
  12. COMMUNICATION AND HUMAN RELATIONS:Process of communication, Improving gender barriers to communication
  13. ORGANIZATIONAL COMMUNICATION:To improve listening skills, Types of organizational communication
  14. UNDERSTANDING COMMUNICATION STYLES:Modeling communication style, Sociability continuum
  15. SELF-ESTEEM:Building process of self-esteem, Self-esteem and public image
  16. BUILDING SELF-CONFIDENCE:The importance of self-confidence and self-efficacy, Balanced Self-Confidence:
  17. BECOMING A LEADER-1:Assessing leadership role, Traits and Characteristics of Effective Leaders
  18. BECOMING A LEADER-II:Theories of leadership, Developing leadership potential
  19. GLOBALIZATION AND CROSS-CULTURAL DIFFERENCES:Religious Values and Bicultural Identities
  20. IMPROVING CROSS-CULTURAL COMPETENCE:Strategies to improve cross-cultural relations, More steps to improve Cultural Relations
  21. BUILDING GOOD RELATIONS WITH MANAGERS:Impressing your manager, Coping with a problem manager
  22. BUILDING GOOD RELATIONS WITH CO-WORKERS:Make Co-workers feel important, Maintain Honest and Open Relationships
  23. BUILDING GOOD RELATIONS WITH CUSTOMERS:Salesperson Represents the Business, Approaching the Customer, Excuses vs. Objections
  24. CHOOSING A CAREER-1:Ten Myths about Choosing a Career, Attitude toward and Perceptions about Myself
  25. CHOOSING A CAREER-II:Choosing a career and developing a portfolio Career, Suggestions for career Preparation
  26. FINDING A JOB:Targeting your job search, The Internet and Résumé Database Services, Extreme Job Hunting
  27. SIGNIFICANCE OF RESUME:Major types of resumes, Electronic Submission of the Résumé
  28. IMPROVING INTERVIEW SKILLS:Successful interview, Knowing the employer or Organization
  29. IMPROVING WORK HABITS-1:Reasons of procrastination, Techniques for Reducing Procrastination
  30. IMPROVING WORK HABITS-2:Developing the proper attitudes and values, Time-management techniques
  31. NEW MODEL OF CAREER ADVANCEMENT:Career portability, HUMAN RELATIONS SELF-ASSESSMENT
  32. TAKING CONTROL OF YOURSELF:Develop Outstanding Interpersonal Skills, Business etiquettes
  33. EXERTING CONTROL ON OUTSIDE ENVIRONMENT:Important communication tip, Exerting control over the outside world
  34. MANAGING PERSONAL FINANCES-1:Your personal financial plan, Steps in budget making
  35. MANAGING PERSONAL FINANCES-2:Basic investment principles, Tolerance for Investment Risks, Types of investments
  36. ACHIEVING HAPPINESS-1:Finding happiness and enhancing your personal life, The key to happiness
  37. ACHIEVING HAPPINESS-2:The Five Principles of Psychological Functioning, Your mind and Happiness
  38. ACHIEVING HAPPINESS-3:Need for intimacy, Working out issues with relationships
  39. APATHY AND ITS REMEDIES:Let us try to understand the various definitions of apathy, Coping strategies for apathy
  40. ENHANCING PERSONAL ETHICS-1:Influence of Culture, Common ethical problems
  41. ENHANCING PERSONAL ETHICS-2:Common ethical problems, Guidelines for Behaving Ethically
  42. HELPING OTHERS GROW:Being a Nurturing, Positive Person, A list of mentoring behaviour, Coaching skills and techniques
  43. REVIEW-I:What is a Human Relation?, Meanings of Communication, Two types of stress, Some personal problem, Communication style
  44. REVIEW-II:Steps to build self-confidence, Globalization, Building Good Relations with Co-workers, Good work habits
  45. REVIEW-III:New model of career advancement, Choosing your investment, Tactics for Dealing with Difficult People