Ch_10_PP_5th_Edition

Ch_10_PP_5th_Edition - CHAPTER 10 Learning Objectives:...

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1 Learning Objectives: Understand the purpose of asking questions. Learn how to select questioning tactics appropriate for the sales situation. Study specific questioning techniques. Examine SPIN® Selling and its applications. Understand the functions served by various types of questions. Appreciate the importance of listening in sales. Become acquainted with techniques for improving listening skills. Identifying Needs by Questioning and  Listening CHAPTER 10 CHAPTER 10
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2 The Purpose of Asking Questions Provides a roadmap for you to follow Allows prospects to discover their problems for themselves Determine prospect’s buying criteria Salesperson as a diagnostician Salespeople should become Salespeople should become Doctors of Selling Doctors of Selling
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3 Need Discovery and The Sales Cycle Need discovery is more important than any other step in the sales cycle Plan your questions in sequence to gain information in a logical order Research findings suggest that successful sales interactions: Contain more requests for information then opinions Contain fewer statements of disagreement Closing is directly linked to questions
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4 Specific Planning of Questions Four Key Objectives: 1. To discover the prospects “ hot button 2. To establish purchase criteria 3. To agree upon a time frame for completion of negotiations 4. To gain agreement on the problem before beginning the actual presentation
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This note was uploaded on 12/03/2008 for the course MKT 363 taught by Professor Bingham during the Fall '08 term at Bryant.

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Ch_10_PP_5th_Edition - CHAPTER 10 Learning Objectives:...

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