Chapter_16_-_Sales

Chapter_16_-_Sales - Study Guide for Marketing 431 Summer...

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Study Guide for Marketing 431 Summer 2009 Chapter 16 – Personal selling and sales management Selling philosophy Examples of selling situations The dog ate my homework Who wants to go to the movies Will you marry me You never call me anymore What features do you look for in a luxury car Selling philosophy The single most important activity in the world Everybody is selling something all of the time 1 out of 10 Americans do it for money Definition A purchase situation involving a paid-for communication between two people in an attempt to influence each other. “selling” means more than getting the customer to write a check Study Guide for Chapter 16 – Sales Page 1 Marketing 431, Summer 2009 © 2009
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Three approaches to selling High pressure sales/Hard sell This approach is still used in many circumstances Unsought goods Postponable purchase Infrequent purchase High information differential Why? – because it works Relationship selling AKA needs-satisfaction selling, consultative selling, adaptive selling Salesperson acts as consultant Help customer solve problems High likelihood your product will play a role in the solution Good for long-term relationships The shotgun approach Ask as many people as you can Those interested in your product say yes This is the approach used by telemarketers Call 100,000 people 99,000 are annoyed 1000 become customers This is what a 1% close ratio means Study Guide for Chapter 16 – Sales Page 2 Marketing 431, Summer 2009 © 2009
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Why salespeople are obnoxious Look at how they are compensated Hard sell is almost always 100% commission The salesperson starves if you don’t buy What if you are the only prospect this week Consultative selling can be obnoxious too How many calls do you get after you say no Telemarketers use poorly targeted lists to save money The 99% of the people they annoy aren’t customers anyway Spammers consider a .0001% closing rate to be successful
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This note was uploaded on 10/16/2011 for the course MKTG 431 taught by Professor Brucerobertson during the Spring '07 term at S.F. State.

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Chapter_16_-_Sales - Study Guide for Marketing 431 Summer...

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