MGT 3300 Note 12

MGT 3300 Note 12 - June 15th 2011 Marketing management...

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Marketing management June 15th, 2011
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Personal selling A paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation Typically used with high dollar goods due to the high price Average cost of a “sales call” -- $400
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The sales process Prospecting Pre-approach Approach Presentation Overcoming objections Closing the sale Follow up
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prospecting The search for potential customers – Leads Referrals “an introduction” to a potential customer; based upon the strength of a current relationship Cold calls Contacting “strangers” hoping to uncover a potential customer Constant prospecting is a secret to ongoing sales success
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Pre-approach Assessing the potential customer Needs assessment fit assessment Environmental review economic, competitive, technological, legal/regulatory, societal/cultural Buying center review Gate keeper, influencer, decision maker, buyer
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MGT 3300 Note 12 - June 15th 2011 Marketing management...

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