Sales through Service

It’s pretty simple! There are 3 phases.

1. We make sure our customers are having a good time with us, we make sure they are engaged!
2. We identify an opportunity to recommend a product or service!
3. We promote and close the sale!

Let’s explore Sales through Service one phase at a time!

Phase 1: Happy, Engaged Customer

• Relationship and trust has been built utilising Customer Engagement Steps
• Problems have been resolved utilising Problem Resolution Process
• The Customer is having a good time with us!

Using 'Customer Engagement Steps'; we get to know our customers and build strong relationships.

We apply our 'Problem Resolution Process' (LAST) to turn any negative experiences into a positive one!

Making sure your customers are having a good time with us is key! You can then add value to your customers experience by promoting an additional product or service.

How? Let’s move on and look at Phase 2.

Phase 2: Spotting Opportunities to enhance your customers experience.

• During conversation, a want or need (anticipated or communicated) is identified through listening attentively

When a customer purchases a product or service, such as a meal in the restaurant or an item in the shop; this is a communicated want or need. There is opportunity to upsell an additional product or service that will complement their choice. This can be a drink with their meal or a moisturiser matching the perfume purchased.

Getting to know your customer and why they are traveling may uncover a want or need! Keep listening attentively.

• Discover how you can meet and/or exceed the want or need through effective questioning

We use open questions!

Open questions mean customers cannot answer with yes or no. They are prompts that give more detailed answers. Open questions begin with – How, Who, What, Why, Where, When.

For example 'How are you set for coffee?' 'What do you like to eat with your coffee usually?' 'How can I help you?' Using open questions to understand what is important to your customer will help to identify how you can enhance their experience!

• Understand opportunities and options available to enhance the customer experience.

Probing questions ask for more detail, like ‘Could you tell me more about that’ or ‘I’m interested to hear more about….’. Sometimes probing questions aren’t needed! Sometimes they are key in making recommendations!

Now you have identified a product or service that will enhance your customers experience – what’s next?

Phase 3: Promoting and Close

• We use FAB’s to promote products or services. FAB’s are features and benefits. This is showing your customer why it is right for them and how it will benefit them.
• Have a think about Stena Plus – what are the FAB’s of Stena Plus for a business traveller trying to work during the crossing?
 

Feature: Children under 8 are not allowed

Benefit: Stena Plus is a quiet space to work

Feature: We have Food & Beverage offerings included within Stena Plus

Benefit: Not only can you power up your device – you can power up yourself with some coffee and snacks!

 
• Closed questions provide confirmation and close the sale. Closed questions will deliver a yes or no answer. For example: 'Are you happy with….?', 'Would you like me to….?', 'Can I arrange access to Stena Plus for you?'.
 

Altogether, our three phases of Sales through Service focus on our customers experience while driving revenue for the business! Remember – customer experience is our number one priority. We never want to be pushy – we aim to be engaging and authentic!