Download Building Good Relations With Customers-Human Relation-Lecture Notes and more Study notes Human Resource Management in PDF only on Docsity! 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 • Indifferent attitude of an employee 68 percent • Product dissatisfaction 14 percent • Competition 09 percent • Buying from a friend’s establishment 05 percent • Moved away 03 percent • 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. docsity.com
