Marketing 1200: CH 10: Approaching the Customer with Adaptive Selling

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c. Initiate closing methods

Initiate closing methods

a.

Initiate conversation by referring to satisfied 3rd party customer

a. Initiate customer contact

Initiate customer contact

c. Initiate demonstration

Initiate demonstration

c. Initiate sales presentation

Initiate sales presentation

2.

Initiate social contact

c. Initiate win-win negotiations

Initiate win-win negotiations

2.

Product Demonstration Approach

Presentation Strategy

A well-conceived plan with 3 prescriptions...

1.

Agenda Approach

a. Anticipate buyer concerns

Anticipate buyer concerns

1.

Approach

2.

Approach

a.

Ask question related to product

a. Build rapport

Build rapport

b. Capture attention

Capture attention

5.

Close

1.

Comments on here-and-now observations

2.

Compliments

4.

Customer Benefit Approach

a.

Customers fill out survey before meeting to determine buyer needs

a. Decide what to demonstrate

Decide what to demonstrate

3.

Demonstration

a. Determine prospect needs

Determine prospect needs

2

Developing a pre-sale presentation plan

b. Developing presentation plan

Developing presentation plan

c. Expansion selling

Expansion selling

a. Follow-through

Follow-through

b. Follow-up calls

Follow-up calls

a.

Gain attention by pointing out benefit of product

c. Generate interest in product being sold

Generate interest in product being sold

a.

Get customer's attention by showing actual product

a.

Giving customer free sample, promo item

4.

Keep the social contact focused on the customer

3.

Mutual acquaintances or interests

4.

Negotiation

a. Plan appropriate closing methods

Plan appropriate closing methods

b. Plan negotiating methods

Plan negotiating methods

1.

Preapproach

7.

Premium Approach

1.

Prepare for the social contact

1

Preparing pre-sale objectives

a. Preparing presale objectives

Preparing presale objectives

2.

Presentation

3

Providing outstanding customer service

5.

Question Approach

b. Recognize closing clues

Recognize closing clues

3.

Referral Approach

3.

Respond to the customer's conversations

b.

Review goals for the meeting

b. Select selling tools

Select selling tools

b. Select solution

Select solution

6.

Servicing the Sale

Action Objective

Something that you want the customer to do during the sales presentation

6.

Survey Approach

a.

Thank the customer for taking the time to meet with you


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