Summary
This video provides an introduction to service and sales techniques in marketing, emphasizing their significance in the public sector and the importance of effective customer interaction. It discusses the connection between service and marketing in the public sector, focusing on customer satisfaction rather than profit, and the role of services like healthcare and education. Examples of customer service in various contexts, sales techniques, value perception, and the sales process stages are explained, stressing the importance of aligning strategies with customer needs and building relationships based on understanding and fulfilling those needs. It also touches on proactive and passive customer service approaches in the public sector as well as the significance of post-sales activities for customer retention.
Chapters
Introduction to Service and Sales Techniques
Service and Marketing in the Public Sector
Personal Experience in Public Service
Customer Service Examples
Sales Techniques in Public Service
Focus on Customer Needs
Active and Passive Customer Service
Value Perception in Sales
Sales Process Stages
Atendimento e Venda Online
Abordagem e Apresentação
Superando Objeções
Fechamento da Venda
Pós-Venda e Retenção
Planejamento de Vendas
Introduction to Service and Sales Techniques
Introduction to the concepts of service and sales techniques in marketing, emphasizing their significance in the public sector and the importance of effective customer interaction.
Service and Marketing in the Public Sector
Explanation of the connection between service and marketing in the public sector, highlighting the focus on customer satisfaction rather than profit and the role of services like healthcare and education.
Personal Experience in Public Service
Sharing personal experience as a public servant and relating it to the importance of customer service, particularly in sectors like banking.
Customer Service Examples
Examples of customer service in various contexts, including banking and interactions with competitors, emphasizing the broad scope of customer service beyond individual clients.
Sales Techniques in Public Service
Discussion on sales techniques in public service, emphasizing the importance of aligning sales strategies with customer needs and avoiding unethical practices like forced sales.
Focus on Customer Needs
Emphasis on focusing on customer needs and building relationships based on understanding and fulfilling those needs, rather than solely promoting products or services.
Active and Passive Customer Service
Explanation of active and passive customer service approaches, highlighting the significance of proactive engagement with customers and the role of passive service in the public sector.
Value Perception in Sales
Explanation of value perception in sales, discussing how customers assess value based on positive elements versus costs and the importance of creating value for customers.
Sales Process Stages
Overview of the stages in the sales process, including pre-sales, sales, and post-sales, focusing on the significance of each stage in building customer relationships and driving sales.
Atendimento e Venda Online
Discussão sobre a abordagem ao cliente, progressão de cópias, e a importância do momento da venda online.
Abordagem e Apresentação
Detalhes sobre o momento da abordagem ao cliente, apresentação do serviço e caracterização do bem.
Superando Objeções
Explanação sobre a superação de objeções durante a venda e a importância do argumento de custo-benefício.
Fechamento da Venda
Descrição do momento de pactuação entre as partes e a conclusão da venda de produtos ou serviços.
Pós-Venda e Retenção
Importância do pós-venda na fidelização de clientes e a retenção como estratégia vantajosa.
Planejamento de Vendas
Discussão sobre o planejamento estratégico de vendas, análise SWOT, e cenários criados para vendas.
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