Exam 2: MKTG sales

Once you determine the purpose for the customer's visit what is the next step?

-positive reinforcement: "I can definitely help you with that issue"

Why is understanding the new task buying procedure for organizations important ?

- where the org is in the buying procedure points to how they can be influenced -the sooner the sales rep joins in, the greater influence they have on the buying process

What business related questions should you avoid open with?

-"what brings you in today?" -anything that can be answered with "I am just looking"

•What is the SAFE BOLD framework for a teaching pitch?

-BOLD: big, outperform, leading-edge, difficult to implement -SAFE: small, easily achievable, "follower" ideas, easy to implement .being bold gives you an advantage and to be seen as different to customers

•According to The Challenger Sale what are the characteristic of a Challenger sales rep?

-always has a different view of the world -understands the customers business -loves to debate-pushes the customer

Define curiosity and how you can use it to get/keep someone's attention?

-curiosity: motivation to answer questions and close patterns -highlight some specific knowledge that they might be missing

Explain what the "Rokia" study demonstrates and the take away for sales.

-emotions are more powerful that stats -humanize rather than discussing statistics -focus on how people feel

After positively reinforcing the customer's decision to speak with you what should you do next?

-propose an agenda: is it okay if I ask you a couple of questions so we can determine exactly what you need

Explain the importance of being simple, succinct, and concrete.

-simple: curse of knowledge, if not an expert keep things simple -succinct: everyones favorite topic is themselves, never talk more than 60 to 90 seconds at a time -concrete: concrete things are better remembered

Describe a business handshake

-square up, lean in slightly, and maintain eye contact -your hand should be in the vertical position and matching pressure you receive

•In the 6 steps of the commercial teaching sales approach in which step do you mention your solution?

-step 6: your solution and implementation map

•According to The Challenger Sale what are the characteristics of solution selling?

-supplier viewed as a trusted adviser - boardroom level engagement with customer -provision of strategic insight regarding the customers business

Define surprise and how you can use it to get/keep someone's attention?

-surprise is a non-valence, short-lives and highly arousing emotion -inform the customer of the most surprising claim you can think of about your product or service

Explain what the cable TV study demonstrates and the take away for sales.

-talk in terms of customers interests -use "you" frequently -promise reasonable benefits that your customer can easily imagine themselves enjoying

•According to The Challenger Sale, in order to develop a commercial teaching sales approach you should start with what?

-warmer: building credibility by reading ether minds, demonstrating empathy

What are three things which help ensure a good greeting?

1. Enthusiastic, match their positivity + 15% 2. Pretend that you are greeting an old friend 3. Delay then smile

What is the difference between features, advantages and benefits?

1. features: basic fact about prod/serv 2. Advantage: how your prod/serv could help the customer 3. benefit: how your prod/serv needs explicit need expressed by customer

Two important goals for personal questions are:

1. get the customer talking 2. establish similarity/commonality

•What are the 3 rules of improve and what are the takeaways for sales?

1. hear offers: leave own perspective to inhabit perspective of another. we begin hearing things we may have missed, if we listen we can see that way may look like an objection is actually and offer. 2. say "yes and: it turns it into positivity, and gives you a list of options. 3. make you partner look good: today buyers can go anywhere, they have the ability to tell the world if you made them look bad or good.

Name five different organizational decision-making roles

1. initiator: person w/ idea 2. gatekeeper: flow of info/ access to the group 3. influencer: tries to sway outcome of decision 4. buyer 5. user

What are three types of needs and definition?

1. latent: need that customer is unaware of 2. implied: statements by customer concerning problems or areas of dissatisfaction, "we pay too much" 3. explicit: specific customer wants/desires "we need to cut costs"

What are some other advantages to asking questions?

1. maintain control in convo 2. makes just feel important and avoids over talking 3. increases cognitive elaboration 4. trial closes/check for acceptance 5. helps crystallize other person thinking and make the idea become there's

What are six different types of questions?

1. open vs closed 2. situation: 3. problem 4. implication 5. needs-payoff 6. product preference

What are two advantages of needs pay off questions?

1. reduce objections 2. rehearse for further internal selling

What are the three parts of the buy class framework?

1. straight rebuy: automatic, no search 2. modified rebuy: limited decision making, limited search, few people 3. new task buy: extended decision making, lots of info, serious risk

If you lose the customers attention you should:

1. use customers name and ask a Q 2. ask about customers fav topic 3. go to where the customer's focus was before attempting to reengage

What are some strategies to remember people's names?

1. use their name as soon as possible 2. repeat their name at least 5 times while concentrating on their face 3. Associate their name/ their look. with somebody or something you already know

How can fluency be used in sales?

1.Ask the customer to generate as many reasons in favor of your rivals offerings as possible 2.Stress how easy your product or service is to use and how easy it is to purchase

At what angle should you try and approach a customer?

45 degree

What are some words you should avoid in sales?

Buy Free Sign Contract Monthly payment Objection Pitch Deal Cheaper

Implications are often related to?

B.O.T.C.H: Bottlenecks, other people affected, time lost/wasted, costs, hassles

Define loss aversion. How can loss aversion be used in sales?

People's tendency to prefer avoiding losses to acquiring equivalent gains •Let the customer know what they stand to lose if they don't purchase your product

what should are words you should use in sales instead?

Own No cost Authorize/okay Paperwork/agreement Monthly amount Concern Presentation Special offer Less-expensive

What are needs pay off questions?

Qs that get the customer to tell you the benefits your solution can offer

SPIN Qs example

S: What computer brand are you currently using on campus? P: Are your current computers reliable? I: How are these computer issues affecting your students? N: We offer state-of-the-art antivirus and malware programs for all our computers. How would this improve your students's experience at CSUSM.

Name two "listening strategies" which communicate you are paying attention

active listening, parroting

You can also think of the needs analysis as...

asking questions to understand the customer

Needs pay off questions are composed of two parts. These are:

benefit statements and open ended questions

Between features, advantages, and benefits which is most effective?

benefits

Which is most effective in sales open or closed Qs?

both

•According to The Challenger Sale which rep is the most likely to succeed in small sales?

challenger

•According to The Challenger Sale what is hypothesis base selling?

challenging the status quo

What is the difference between open and closed questions?

close ended Qs can be answered with a yes or no, open cannot

How can social proof be used in sales?

customer testimonials, tell story about someone like your customer that purchased/loved your product

What are situation questions?

data gathering questions about facts and background

What is perceptual contrast?

evaluation of any object is always based on comparison

What is effective in large sales?

explicit needs

What are some body language cues which can communicate attention?

eye contact, open body language, body angle

What is a need?

gap between "what is" and "what should be"

How can reciprocity be used in sales?

going out of your way to assist the customer

How do you convert implied needs to explicit needs

implication Qs

What is scarcity?

insufficient/ shortness of supply

Why is a good greeting important?

its the first impression a customer has of you

How can sacarcity be used in sales?

limited time offer limited supply other interested parties

According to your instructor when should you use open and close any questions?

move from open to close ended Qs as the sale progresses

Are number of situation questions correlated with call success?

no, do you homework and ask the minimum

What is reciprocity?

obligation to give when you receive

After you've conducted a thorough needs analysis how many solutions should you offer to your customer?

offer one solution

•According to Daniel Pink the purpose of a pitch is to:

offer something so compelling that it begins a conversation and brings the other person in as participant, and eventually arrives at an outcome that appeals to both of you

What is authority?

people follow the lead of credible knowledge experts

What is the definition of consistency (foot in the door technique)?

people have a desire to be consistent with that they have already done

How do you uncover implied needs?

problem Qs

According to Neil Rackham what is the most persuasive type of verbal behavior?

questioning

What are problem questions?

questions which explore problems, difficulties and areas of dissatisfaction

•Which step in Challenger Sale methodology is most similar to Daniel Pink's problem identification?

reframe

Why are benefits more effective than advantages in large sales?

rehearses customer fo further internal selling

•According to The Challenger Sale which is the greatest driver of customer loyalty?

sakes experience

•According to Daniel Pink in Chapter 9 what is the most potent and most overlooked method of moving others?

servant selling: make it personal and purposeful

How can consistency be used in sales?

show how prod/solution is consistent with what they have already done (but better)

What does SPIN stand for?

situation, problem, implication, need payoff questions

Are number of implication questions correlated with call success?

strongly kunjed to success in larger sales

Are number of needs pay off questions correlated with call success?

strongly linked to success In large sales

What are implication questions?

take a customers problems and explore its consequences/ effects

Why is important to understand level of associate involvement?

the amount of time you should spend trying to influence associated rather than management

In which part of the small/inside sales process is product knowledge most important?

the needs analysis

What is the needs analysis?

the process of identifying and evaluating needs

Why is it important to understand how organizations make decisions?

understanding the decision process results in better application of influence

•According to The Challenger Sale which is the least relevant to customer loyalty?

value-to-price ratio

What is social proof?

we view behaviors as more normal when we see others performing them as well

Why is understanding who is the fulfilling these roles important for sales?

who you should be influencing and at what time in the buying process

Why should you avoid these words?

words affect how we think and feel

Do first impressions last?

yes

Are the number of problem questions correlated with call success?

yes in small sales, slightly in large sales

Is uncovering implied needs effective in small sales? What about large sales?

yes small sales no large sales

Explain why FFBQ is effective

• Gives a benefit statement to a need and checks for acceptance

How can role projection be used in sales?

•By telling someone they have a positive characteristic (giving them a role) •By reinforcing any positive behavior

What does FFBQ stand for?

•Feature, function (advantage), benefit, question

What is a fluency?

•Good things are easy to do

What is the definition of framing?

•How communicators adjust or arrange words, phrases, images and presentation style for a set purpose.

How do two-sided arguments work to increase persuasion? What is one important thing to remember when using a two-sided argument?

•Increases perceptions of trust •Negative attributes must be related to something positive

How do stories work?

•Mental simulation

What is a two-sided argument?

•Mention both the pros and cons of a particular position

How can framing be used in sales?

•Selling a product vs Helping the customer •Find individual motivators and frame the conversation in terms of what motivates the customer •Negative frame yields risk seeking/ Positive (gain) frame yields risk aversion

How can perceptual contrast can be used in sales?

•Suggest two choices. One which you believe is the best option for the customer and a second to provide a comparison •Do NOT select your top two solutions

What is role projection?

•Telling someone that they have certain positive characteristics