Mid Term 2 Study Guide

Mid Term 2 Study Guide - Mid Term 2 Study Guide Chapter 5...

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Mid Term 2 Study Guide Chapter 5 Uncovering Needs and Wants Salespeople must Determine what will motivate the prospect to action Understand the goal orientation of the prospect Assess and adapt to the style of the prospect Drive – an internal state of tension that produces actions to reduce that tension Goal object – something in the external world whose acquisition will reduce the internal state of tension Motivation is what moves people into action Drive or arousal Provides the energy to act Goal-object Provides the direction for channeling that energy Purposive Behavior The use of that energy Autonomic or emotive arousal – a type of arousal or drive that can directly illicit relevant behavior. Cognitive arousal – a type of arousal or drive that elicits behavior, but generally only after further cognitive activity to figure out possible goal directed behaviors. Persuasion as Motivation Persuasion affects the hearts as well as the minds of people Persuasion is influencing opinions or affecting attitudes by means of communication Informing Educating Motivating The psychological set is a function of: The buyer’s past experiences The buyer’s personal characteristics The buyer’s motives Environmental influences Past marketing stimuli
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The arousal-seeking motive is a person’s internal drive to maintain stimulation at an optimal level Optimal level of stimulation The level at which a person feels neither bored nor overwhelmed Adaptation level of stimulation The level of stimulation perceived as normal or average Arousal Seeking motive – a persons internal drive to maintain stimulation or arousal at an optimum level Adaptive selling entails: Gathering information about each customer Observing customers’ reactions during the sales call Showing agility by making rapid adjustments Tailoring the sales presentation to each customer’s social style Social Styles Matrix Assertiveness – the degree to which people have opinions about issues and make their positions clear to others publicly. Amiable Show concern for me and my problems” Supportive Respectful Willing Dependable Personable Expressive “I like competent, imaginative salespeople” Personable Stimulating Enthusiastic Dramatic Inspiring Driver “Show me bottom line results” Determined Demanding Thorough Decisive Efficient Analytical “What I need are practical suggestions” Industrious Persistent Serious Vigilant Orderly RESPONSIVENES ASSERTIVENES Lo Hig Hig Low
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Selling to Prospects’ Needs and Wants The goal is to reach a common understanding between buyer and seller How much alike are we? Do we share any background experiences?
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Mid Term 2 Study Guide - Mid Term 2 Study Guide Chapter 5...

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