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Unformatted text preview: lds, maintains, and enhances interactions
with customers to develop long-term
satisfaction through mutually beneficial
develops trust over time
emphasizes solution development over a longterm relationship (a win–win outcome)
OBJ: 18-5 TOP: AACSB MSC: BLOOMS Synthesis 10. List the seven steps in the personal selling process.
KEY: CB&E Model Promotion Generating leads
Approaching the customer and probing needs
Developing and proposing solutions
Closing the sale
OBJ: 18-6 TOP: AACSB MSC: BLOOMS Synthesis 11. The first step in the personal selling process is generating leads. Define lead generation and
explain why referral is a superior method for generating leads.
Lead generation, or prospecting, is the identification of those firms and people most likely to buy
the seller’s offerings. These firms or people become “sales leads” or “prospects.”
Referrals are recommendations from customers or business associates. The advantages of
referrals over other forms of prospecting include highly qualified leads, higher closing rates,
larger initial transactions, and shorter sales cycles. PTS: 1
KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB MSC: BLOOMS Synthesis 12. Shelby is a salesperson for Kohler, a company that sells plumbing fixtures. He has a prospect who
is showing interest in learning more about his company’s products, so now he must qualify this
sales lead. What will Shelby do?
Lead qualification involves determining whether the prospect has three things: A RECOGNIZED
LEAD. First, the salesperson must determine if the prospect has a need that is not being satisfied.
Preliminary interviews and questioning may help in this process.
BUYING POWER. To avoid wasting time and money, the salesperson should identify the
purchasing authority before making a presentation and determine that the prospect has the funds
to pay for the product. An organization chart can qualify the prospect. Additionally, information
on a firm’s credit standing can be obtained from credit and financial reporting services.
RECEPTIVITY AND ACCESSIBILITY. The prospect must be willing to see the salesperson and
be accessible to the salesperson.
KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB MSC: BLOOMS Synthesis 13. Tremaine Hughes is a salesperson for Allied Pets, a company that sells veterinarian supplies. He
is working on a needs assessment for East Athens Veterinary Clinic. What information will he
need to find out about East Athens?
A consultative salesperson must know everything there is to know about:
the products that Allied Pets offers
East Athens as a customer and have an
understanding of its specific needs
the competition East Athens faces
the industry East Athens operates in
KEY: CB&E Model Promotion OBJ: 18-6 TOP: AA...
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This document was uploaded on 09/29/2013.
- Fall '13