Chapter 15-18 Final Exam Study Guide

An individual who wants the product can afford to buy

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An individual who wants the product, can afford to buy it, and is the decision maker o Generate leads through several sources: o Advertisements containing coupon, toll-free number o Exhibits staffed by salespeople o Websites, email, social networks o Cold canvassing/cold calling: A salesperson may open a directory, pick a name, and contact that individual or business Preapproach: Preparing for the Sales Call o Obtaining further info on the prospect and deciding on the best method of approach o Know how the prospect prefers to be approached and what the prospect is looking for Approach: Making the First Impression o Involves the initial meeting b/t the salesperson and the prospect, where the objectives are to gain the prospect’s attention, stimulate interest, and build the foundation for the sales presentation itself and the basis for a working relationship o First impression essential o Culture must be taken into consideration o 2-3 meetings before business matters are discussed are common in Middle East and Asia. Handshakes in U.S. and France, but not Japan Presentation: Tailoring a Solution for a Customer’s Needs o Core of the order-getting selling process o Objective: Convert prospect into a customer by creating a desire for the product o Three formats: o Stimulus-Response Presentation: Assumes that given the appropriate stimulus by a salesperson, the prospect will buy Sales person tries several appeal, hoping to hit the right button Suggestive Selling : McDonald’s worker asking if you want fries or dessert with your meal o Formula selling Presentation : Based on the view that a presentation consists of info that must be provided in an accurate, thorough, and step-by step manner to inform the prospect Canned Sales Presentation : Memorized, standardized message conveyed to every prospect Used in door-to-door and telephone presentations o Need-Satisfaction Presentation : Emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers. Once these are identified, salesperson tailors the presentation to the prospect, highlighting valued benefits Emphasizes problem solving and customer solutions
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2 Common Selling Styles Adaptive Selling: Involves adjusting the presentation to fit the selling situation Consultative Selling: Focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution o Prominent in business-to-business o Handling Objections o Objections : Excuses for not making a purchase commitment or decision o Techniques: Acknowledge and convert the objection : Use objection as a reason for buying (price is high bc quality) Postpone: Objection will be dealt w/ later in presentation Agree and neutralize: Agree w/ objection, then show its unimportant Accept the objection: Listen, probe for reason behind it, stimulate further discussion on objections Denial: If objection is based on misinformation and untrue Ignore the objection:
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  • Spring '08
  • Brandabur
  • Marketing, Sales, Personal Selling, Personal Selling and Sales Management, advertising program

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