Marketing Chapters 5-8
How does networking work for salespeople?
1. Connecting 2. Communicating 3. Cooperating
What three things are required in order to have data analysis provide you with useful, intuitive information?
1. Have a question that needs answering 2. Need to choose between different options 3. Believe that showing information in a quantitive fashion would increase clarity or motivate audiences to act
Sales force automation can help increase a salesperson's effectiveness in at least two distinct ways. Discuss each one and give an example to illustrate
1. Improved Communication(ex: remote work or telework) is a work arrangement in which employees do not commute to a central place of work 2. Increased productivity and production(ex: Sales apps-portability in sales intelligence)
The six-step telephone track for making appointments includes:
1. Introduce yourself and your company 2. Provide a tangible benefit 3. Personalize the call 4. Take the pressure off the call 5. Overcome resistance 6. Request an appointment
What is the six-step framework for making a telephone presentation?
1. Introduce yourself and your company 2. Take the curse off the call 3. State the purpose of the call 4. An interest-capturing statement 5. Overcome resistance 6. Request an appointment
What are the important sources for obtaining the information about a prospect?
1. Mergers 2. Personal changes 3. Changing product lines 4. Advertising plans 5. Online, TV, and Magazine Ads 6. Sales Training
What are the ten prospecting techniques listed in this chapter and which ones you should use most often?
1. Referrals 2. Centers of Influence 3. Social Media 4. Group Prospecting 5. Strategic Calling 6. Email and Direct Mail 7. Current Customers 8. Business and Civic Groups 9. Networking 10. Websites
What is a backup style and what is its importance to the salesperson
A backup style is the versatility to adapt to a prospects behavioral style. Otherwise known as behavioral flexibility and its important to a salesperson to have this because it abides an escalation in miscommuncation or a conflict
Whats a center of influence?
A person who believes in what you are selling, is influential with a number of people who are potential customers, and is willing to give you names of these people and help you qualify them
Networking
A valuable source of new prospects for salespeople who are willing to share info about their customers or clients. It's all about connecting, communicating, and cooperating
Never attempt to
Adopt a style that is an insincere imitation of the prospect. Take the lead in finding common ground with the prospect. Practice and use psychological reciprocity.
Low Assertiveness and High Responsiveness
Amiable
What social style is known to free delegate tasks and are recognition motivated?
Amiable
Low Assertiveness and Low Responsiveness
Analytical
What social style is associated with excellent planning skills and a tendency to be risk-averse
Analytical
If the prospect asks you to describe your position over the telephone, how would you handle the situation?
Be brief and thorough, your main purpose is to schedule an appointment
What limits the effectiveness of fear and incentives as motivating forces?
Both are external and temporary because they don't care from the "self"
In what way may a telephone call to request an appointment serve to qualify the prospect?
By calling to schedule an appointment it qualifies the prospect by making them more inclined to consider your product and assess whether or not its the right fit for them
What is one way to use Twitter to find new prospects?
By using their search function to attack industry-specific keywords to Twitter users who may be interested in what you're offering
Social media is aw ay for sales people and companies to
Connect with others in their business, as well as customers and prospects. Relating through social media is another aspect of the overall sales relationship between salesperson and customers
Gender differences require
Diverse ways of thinking and using our behavioral relationships. Adjust to different gender styles to enhance communication
What are the steps to follow in pre-approach planning?
Do your research to find out about the prospect and develop a purpose for the call, linked to a potential client benefit. Set a goal, know what you want to accomplish and how you plan to do it. Rehearse
High Assertiveness and Low Responsiveness
Driver
Recognizing typical behavioral cues makes it possible to classify people quickly into one of four basic personality styles:
Driver, Expressive, Amiable, or Analytical
Suppose that you telephone to make an appointment with a prospect. When the assistant answers, you say "Mr. Steele, please, Joan Gray calling." If the secretary responds "May I ask the nature of your call?" What answer would you give? If you give your answer, and are then told that Mr. Steel is too busy to see you, what do you say then?
Explain the nature of the call is to set up a meeting with Mr. Steele by making an appointment. If Mr. Steele is too busy to see me then say thank you and provide with something to entice them says and follow up
High Assertiveness and High Responsiveness
Expressive
Name at least four social media sites that are popular today. What are the main uses of each site?
Facebook, Instagram, Snapchat, Tinder = To get to know the users personal information
All motivation comes primarily from one of three sources:
Fear, Incentive, and attitude. Fear and incentives uses as motivating forces are limited in effectiveness because they depend on someone else as the source. Attitude motivation is internal and permanent
After the call:
Follow up with prospect who agreed to an appointment and with those who did not
What would you do about product knowledge if you were hired to sell a highly technical product for which you have little background or understanding?
Gain the proper product knowledge needed to sell the product
Knowledge of behavioral styles is useful tool for
Gaining insight into the thinking of buyers. The model uses the assertiveness and responsiveness dimensions of behavior to assess an individual's social style
Explain how goal setting affects self-motivation
Goal setting creates desire-one of the most powerful emotions operating in human experience
What is meant by assertiveness and responsiveness as dimensions of behavioral style?
Is to help make it possible to develop a map of what others are doing or saying. Nonsertive=asking, Assertive=telling, Non-responsive=controlled, Responsive=emotional
How does a personal goal program produce self confidence? What is the value of self confidence to salespeople?
It creates desire, self-confidence to salespeople provides a workable plan for achieving success in selling
What ways can social media be used in the pre approach with potential customers?
It means that potentially qualified prospects have to be among your friends, networks, and followers
What are the advantages of using attitude as a basics of motivation?
It's a state of mind, internal, permanent
What characteristics make a qualified prospect?
M- Money A- Approachable D-Desire (Created by the seller) D-Decision Maker (Difficult with business) E-Eligible N - Need (Do you have the right product for the prospect)
Make sure prospects pass the
MADDEN test
Amiable (Strengths and Weaknesses)
Negative: Conformist, Reserved, Dependent, Unsure Positive: Supportive, Respectful, Dependable, Agreeable
Analytical (Strengths and Weaknesses)
Negative: Critical, Indecisive, Picky, Stuffy Positive: Orderly, Serious, Persistent, Vigilant
Expressive (Strengths and Weaknesses)
Negative: Manipulative, Undisciplined, Reacting, Excitable Positive: Personable, Simulating, Dramatic, Enthusiastic
Driver (Strengths and Weaknesses)
Negative: Pushy, Tough-Minded, Dominating, Harsh Positive: Determined, Thorough, Decisive, Efficient
A related tool for communication is
Neurolinguistic programming (NLP), which uses observation of eye cues and typical predicate words to discover the particular perceptual field a person is using at a given time
Incentive motivation
Produce motivated activity by offering incentives
Preparing for success in a sales career includes three areas of special importance
Product knowledge, sales force automation, and motivation and goal setting
What is a referral? How do you get referrals?
Prospecting whose given a seller info, a home of a prospect given to the seller. You ask for referrals
Two of the most effective prospecting methods
Referrals and centers of influence.
What information do you need about a prospect before you call to request an appointment for a sales interview?
Review account histories, assess product needs, plan a sales presentation to address the identified concerns of the prospect, and set call objectives
Social media provides a powerful new way to
Seek out, discover, and attract new qualified prospects
Save the detailed description of your product and its benefits for
The actual face to face meeting
What advantages and disadvantages does calling for an appointment present in regard to the first impression you make on the prospect?
The advantage is you can come off as confident which portrays as honesty. The disadvantage is if you sound weak and tentative then the prospect will view you as dishonest
What contribution can business school courses make to success in selling? How much academic working sales or marketing in necessary to guarantee success in professional selling?
The contribution business school courses can make to success in selling is to guide you on the right path for the knowledge required to be successful in the field. Not much academic work in necessary, a lot is on the job training
Product knowledge includes knowledge of
The entire industry or field and specific knowledge about your product a service
How does your skill in prospecting exert a direct effort on your ability to close a sale?
The key to selling is to locate qualified prospects in advance-before you need them
Name at least four areas of product knowledge that are important for salespeople.
The product services available, manufacturing, performance, distribution, company, info, etc
Explain this statement: The strengths of a particular behavioral style are the source of that style's typical weaknesses
The strengths of the style are beneficial when dealing with people of familiar behavioral style, but when dealing with other styles they will be less effective and cause miscommunication
Are there any "absolute truths" in the ways that women and men will always behave in a business situation?
There are no "absolute truths"
What is the advantage of having referrals from your clients?
They'll feel good about giving you names and are more inclined to giving you more names
Fear Motivation
To protect from danger, harm, or self-destruction
Does the company that hires you have any responsibility for preparing you for sales success? If so, what specific types of knowledge, information or other input is the company's responsibility.
Yes, product knowledge, performance, manufacturing, distribution, company, service, and competion
What advantage does knowledge of the competition's offerings provide for the salesperson?
You are reminded of the good points of your own product and what makes it unique. You can stress those areas where your product excels and effectively gain a lasting advantage over your competition. Product, service, source, and people superiority
Who should be in control of the flow of the pre approach telephone call? How do you make sure control is in the proper hands?
You should and by proper planning
How long should a prospect's name remain in your prospecting system?
You should keep the prospects name in the database because they have the potential to get you more prospects
Versatility is
Your ability to adjust your own personal pace and priorities to facilitate interaction with a person of another style
Use the power of analytics to analyze:
Your sales results in order to improve a possible even determine where to spend more of your prospecting efforts
Positioning refers to the place
a product occupies in customers minds relative to competing offerings
Successful goal setting begins with
crystallized thinking about what is important to you, then developing a plan of action with deadlines for achievement
Preparing and preparation are
essential to securing an appointment for a personal sales interview
Keep the telephone discussion focused solely on
getting the appointment
Your pre-approach planning may utilize cold calls designed to
meet the prospect and request an appointment, an email to introduce yourself and your company, contact through social media, or a telephone call to request an appointment
A classification system will help you:
methodically catalog your prospects as Class A,B, or C prospects. Such a system will save you time and frustration
Sales force automation and technology tools increase your
personal productivity, communications, capabilities, and transaction-processing efficiency
The attempt to set up a sales interview is a mini sale in which
the product is a line sales interview, and the purpose of the phone call is to cell then prospect on the idea of granting that interview
