Marketing ch.11-14

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  1. What is need discovery?
    aka the need analysis or needs assessment, it begins with precall preperation when the salesperson is acquiering background informationon the prospect.
  2. Taking Notes...
    Taking effective note is a good way to demonstrate to the customer that you are paying close attention to them. When you take note it increases your memory of what you heard. notes should be breif and to the point.
  3. Informative presentation
    emphasizes factual information often taken from technical reports, company-prepared sales literature, or written testimonials from persons who have used the product.
  4. Tom Reilly says?
    you don't close sales; you build commitment to a course of action that brings value to the customer and profit to the seller.
  5. Making Appeals (Direct Appeal Close)
    A direct appeal close has the advantage of clairity and simplicity. This involves simple asking for the order in a strainghtforward manner. It is the most direct closing approach, and many buyers find it attractive.
  6. What are the 4 steps of the Consultive selling presentation Guide?

    • 1. Need Discovery
    • 2. Selection of the Solution
    • 3. Need Saticfation through Informing, Persuading, or Reminding
    • 4. Servicing the Sale
  7. What is involved in step 1 Need discovery ?
    Need discover forms the essence of sales people being able to create value, meet the needs of their customers, and execute the firm's commitment to the marketing concept.
  8. What is involved in the Selection of the Solution step?
    Determining what the customer needs and then selecting or configuring custom-fitted solutions to saticfy these needs.
  9. What is involved in the Need Saticfation Through Informing, pursuading, or Reminding?
    Creating a need-saticfaction sales presentation and communicating to the customer, both verbally and non-verbally, the satisfation that the product or service can provide.
  10. What is ingvolved in the Servicing the Sale part of the Guide?
    These activities occure after the closing of the sales presentation to ensure maximum customer satisfaction and set the stage for a long-term relationship.
  11. What is Persuasion?
    A commununication process by which you motivate someone else to voluntarily do something you'd like them to do.
  12. Persuasive presentation
    a strategy to influence the prospects beliefs, attitudes, or behaviors and to enourage buter action.
  13. Probing questions
    they help you uncover and clarify the pain, implications, and circumstances surrounding the customers buying problem.
  14. Purpose of survey Questions
    they are information gathering questions, the purpose of them is to collect basic facts about the buyer existing situation and problem.
  15. What are General Survey Questions?
    They help the salesperson discover facts about the buyers problem and existing situation and are often the first in the partenership-building process.
  16. What are Specific Survey Questions?
    They are questins designed to give prospects a chance to describe in more detail the problem, issue, or dissatisfation they are experiencing from their point of view.
  17. What are open and closed questions?
    Open questions requier the prospect to go beyand a simple yes/no response and Closed questions can be answered with a yes or no, or a brief response.
  18. What are Need Satisfactory Questions?
    They are questions that are designed to focus on the solution and the benefits of the solution.
  19. What are Metaphors and how can they be used?
    Metaphors, also know as figurative language, are highly pesuasive sales tools. They are used to suggest pictorial relationshipsbetween objects or ideas.
  20. Buying conditions
    those qualifications that must be availible or fulfilled before the sale can be closed.
  21. summary-confirmation question
  22. What are good selling tools for effective demonstrations?
    • - Product and Plant tours
    • - Models
    • - Photo's, illustrations, and brochures
    • - Portfolios- a case or loose-leafe binder containing a wide variety of sales-supporting materials
    • -Reprints (old articles, newspapers, magazines)
    • -Catalogs
    • - Graphs, charts, and Test results
    • -Bound Paper Presentations
    • - Laptop Computers and Demonstration Software
  23. Depersonalization
    we should avoid this in meeting the customers needs because if we do not it can make the customer feel like a number.
  24. How do the People In Italy do Business?
    • - They are quite formal in introdutions and dress
    • - Entertainment is to be done at resturaunts and not at home
    • - be patient with them because they are not in a hurry, do not try to rush sale
    • - the practice of gift giving varries; a common gift is a bottle of wine at Christmas
  25. Feeling of ownership
  26. Who is Eberly Winery?
  27. What a some sales training Programs?
  28. closing, asking for the Sale
  29. Business in South America
  30. Trial Close
    is a closing attempt made at an oppertune time during the sales presentation to encourage the customer to reveal readiness or unwillingness to buy.
  31. Gene Bedell
    he is the author of 3 steps to yes, and he remindes us that buying often causes emotional stress, sometimes refered to as buyer remorse
  32. What are 3 anxieties that customers may have in your sales proposel.
    • - Loss of options- if they use the money to buy then they may not have other money to buy other purchases or investments
    • - Fear of making a mistake
    • - social or peer pressures-
  33. Michael Leboeuf
    he is the author of "how to win customers and keep them for life. he reported that almost two thirds of all sales calls conclude without the salesperson asking for the order. He also says that many customers say no before ever saying yes.
  34. Closing Clues, Methods, Types
    • A closing clue is an indication, either verbal or nonverbal, that the prospect is preparing to make a buying desicion.
    • Types-Verbal and non-verbal clues
    • Methods- Trial close, direct appeal close
  35. Negotioation, Win-win negotiations
    Direct Denial. Coping with loyalty objection
  36. Price resistance. Coping with price resistance
    • 1. Clarify price concerns with questions
    • 2. Add value with a cluster of satisfations
    • 3. Do not make the price the focal point of the sales presentation
    • 4. Do not apologize for the price
    • 5. point out the relationship between price and quality
    • 6. explain and demonstrate the difference between price and cost
  37. Business in Japan
    • - courtesy is a major key to success in Japan
    • - Business cards are very important
    • - praise one member of the group
    • - be patient because they are slow desicion makers
  38. Sources of objection
  39. Superior Benifit
    a benifit that in most cases outweighs the customers specific concern.
  40. Traditional selling principles
  41. Negtiation accross cultures
    Selling in certain cultures often requiers more time in bonding and building a rapport. several meetings may be needed to lay the groundwork for the actual sale.
  42. Active listening
    the process of sending back to the prospect what you as a listener think the person meant, both in terms of feelings.
  43. canned presentationis
    is built around a standard set of steps, ignores the unique needs of each customer, and is presented in the form of repetitive speech given to all customers interested in a particular item.
Card Set:
Marketing ch.11-14
2011-11-22 23:01:22

Chapters 11-14
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