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Chapter 15 is the last of our assigned chapters and in many respects is the most important. Service after the sale is too often neglected and at times even forgotten about. Yet, it is this very step that helps build long-term relations which customers. Before beginning this assignment, review Chapter 15— Servicing the Sale and Building the Partnership and then answer the questions which follow the background commentary on Body Glove International. You will also need to thoroughly review the company’s web site: (www.bodyglove.com).
Background
Body Glove is a global company that manufacturers a quality line of wetsuits for people who like water sports. These sports include water skiing, scuba diving, surfing, or jet skiing. The company was founded in 1953 by Bill and Randy Meistrell, two people who had a passion for surfing and diving. The first suits were custom made for customers who responded to ads placed in local West Coast publications. As sales increased, the brothers developed a small manufacturing facility and began distributing their products through retail stores. Soon Body Glove became a national and later an international company. The organization’s success can be traced to several factors:
• A company philosophy that is based on the belief that your never sacrifice quality.
A product that is comfortable and well-made attracts the customer who is willing to spend more to get the best.
• A belief that brand management is very important.
In an over-communicated world, perception is important. Body Glove seeks to maintain its image of a quality-driven innovative company.
• Innovations in sales and marketing strategies that enhance distribution and sales.
The company has developed more than 30 partnerships with distributors. These distributors employ 250 salespeople who call on retail stores.
• Investment in a first class customer service center.
The company has a strong belief that excellent customer service adds value to the product. The staff makes certain that all orders are carefully processed. With the aid of computers, staff members can check the status of any order at any time. Special orders are processed quickly.
Questions
1. The company officers have made a decision to develop partnerships with a group of distributors. These distributors will employ salespeople to call on retailers who sell Body Glove products. What steps can Body Glove take to ensure that retailers and retail customers receive excellent service?
2. How might a Body Glove salesperson add value with full-line selling? Cross Selling?
3. What types of follow-through activities and follow-up calls should Body Glove sales representatives be prepared to initiate?
4. Assume a large order sent to one of your best customers arrived very late. The products were not available for a major weekend sale. How might you partner with this unhappy customer?
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