MKT 410 Study Guide3 Keys to selling (NOT for large sales!!)1)Closing skills2)Objection handling3)Using open-ended questionsLarge sales involve (larger sales, the sales cycle get longer)Many calls over a longer period (lot of internal discussion without salesperson being present) Larger customer commitment- bigger risks by customers (need to build value)An ongoing relationship (b/c typically involve post-sale support and future sales opportunities)4 Stages of Sales Call1)Preliminaries 2)Investigating- most important stage because you need to know what you are selling3)Demonstrating capabilities4)Obtaining commitment Asking questionsClosed questions: single word answers oex- are you happy with your system?Open-ended questions: require longer answersoWhy are you unhappy with your system?Neither are better for sales; anticipate the answer you don’t want and change the question accordingly*SPIN QuestionsSituation questions: data gathering questions (ex- how long have you had your current system?)Problem questions: questions about problems, difficulties, and dissatisfaction (ex- what problems are you having with your current system?)Implication questions: questions about the consequences of a problem (ex- how does this downtime impact your bottom line?)Need-payoff questions: questions that get the customer to tell you how your situation can help them (ex- how do you think a faster system will help you?)Why learn about personal selling? QuestionShould a production manager have a basic knowledge of selling? Why or why not?
What do Salespeople do?
Salesperson’s roleoTaking orders or creating new solutions