a_buyers_experience - 1 To From Date 7th June 2016 Subject...

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1 To: From: Date: 7 th June, 2016. Subject: The Buyer’s Experience Introduction The sales strategies employed by a sales person determine to a great extent whether the customer will ultimately buy the product or not. It is therefore important for sales people to use persuasive selling techniques to convince the potential customer to purchase the product. Product Information I visited a Best Buy store on 6 th June, 2016 in search of a printer to buy. I visited the store in the evening, a little past 1500hrs. I had not set my mind on any one particular printer and so I wanted to look around before deciding on which one I was going to purchase. However, I was sure about the specifications I needed my potential printer to have. I needed a printer that was fast, affordable, had high yield ink cartridges and multiple-function features. Upon entering the store section on printers, a staff member named Allen Whit e e approached me and asked about the kind of a printer I would like to buy. Trust-Based Selling The sales representative used trust-based selling to make me aware of the various specifications of printers and which advantages and disadvantages they had over the others. He put my interests first and focused on those printers that had the specifications I needed, going on to describe each one of them to me. He was honest enough even to tell me about the disadvantages of a particular printer and this made me trust him. To create customer value, I noticed that the representative first made a promise on what any particular printer would offer me. He then used facts to back up the promise (Green, 2005). He did this by explaining the
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2 particular components of the printer that would deliver what I needed. Additionally, he talked to me about the commercial advantage I would obtain from buying a particular printer. For example, he told me that one printer was expensive yet its performance was the same as a cheaper one. He also talked about the personal value I would get from each printer. For some printers, he informed me that it would get messy while changing the ink and for others, he told me that they were relatively easy and clean to use. Building Trust & Sales Ethics The salesperson gained my trust because he seems genuinely interested in me. He tried seeing things from my point of view. For example, he would say something like “so you want a printer that has multiple-function features? Let us look at this one”. We had a real dialog and he was not just trying to pitch a sale. He was also truthful and credible, explaining to me the downside of purchasing a particular printer and having the facts to prove it. I also noticed that throughout the sales process, Mr. Allen White kept a positive attitude throughout.
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