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Chapter 15-18 Final Exam Study Guide

Close asking for the customers order or business o

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Close: Asking for the Customer’s Order or Business o Obtain a purchase commitment from the prospect o Most important/most difficult o Signs customer is willing to buy: body language, statements, questions o Three forms: o Trial Close: Asking prospect to make a decision on some aspect of the purchase o Assumptive Close: Asking the prospect to consider choices concerning delivery, warranty, or financing terms under the assumption that a sale has been finalized o Urgency Close: Commit the prospect quickly by making reference to the timeliness of the purchase Follow-Up: Solidifying the Relationship o Making certain the customer’s purchase has been properly delivered and installed and difficulties experienced with the use of the item are addressed o Solidifies buyer-seller relationship o Today’s satisfied customers become tomorrow’s qualified prospects/referrals The Sales Management Process
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Sales Plan Formation Sales Plan: A statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed o Three Tasks of Formations: 1.) Setting Objectives o Set for total salesforce and each salesperson o Output related : Focus on dollar/unit sales volume, number of new customers added, and profit o Input related : Emphasize number of sales calls and selling expenses o Behavioral related : Specific to each salesperson, includes product knowledge, customer service satisfaction ratings, and selling/communication skills o Should be precise and measurable o Once accomplished, serve as performance standards for evaluation 2.) Organizing the Salesforce o Basis of: o Geography: Divide into regions, districts, territories, minimizing travel time, expenses, duplication of selling effort o Customer: A different salesforces calls on each separate type of buyer or marketing channel Major Account Management: The practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships; AKA key account management “Customer specialists” o Product/Service : Used when specific knowledge is required to sell a product 3.) Developing Account Management Policies o Account Management Policies: Policies that specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out o Below is an account management policy grid grouping customers according to the level of opportunity and the firm’s competitive sales position
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Sales Plan Implementation o Emphasizes “doing things right” o Three tasks: o Salesforce Recruitment and Selection Job Analysis: A study of a particular sales position, including how the job is to be performed and the tasks that make up the job Job Description: A written document that describes job relationships and requirements that characterize each sales position. Explains: To whom a salesperson reports How a salesperson interacts w/ other company personnel The customers to be called on
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Close Asking for the Customers Order or Business o Obtain a...

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