Marketing Test 3- Chpt 10

Telephone Contact Practices

- Plan what you will say in advance - politely identify yourself and the company you represent - state the purpose of your call and explain how the prospect can benefit from a meeting - Show respect for the prospects time by telling the person how much time the appointment will take - confirm the appointment with a brief note, email message or letter with date/time/and place

Three Objectives of Approach

- establish rapport and begin building a relationship with customer - capture the customers full attention - generate interest in the product you are selling

Premium Approach

- free sample of product - provide prospect with fitm, such as monthly appointment calendar

Product Demonstration Approach

- give actual product demonstration - use computer or other audio/visual aids to provide "virtual" demonstration

Customer Benefit Approach

- immediately point out at least one benefit of your product - present key benefits in order of importance

Planning the preapproach

- involves consideration of how the relationship -product and customer strategies can enhance the sales presentation

Good Social Contact

- prepare for social contact - initiate social contact - respond to customers conversations - keep the social contact focused on the customer

Question Approach

-Ask direct question -Get prospect thinking about problem your product will solve -Listen to response

Combination Approach

-Use multiple approaches -Provide flexibility

Presentation Objectives

-involve customer in product demonstration - provide value justification in terms of cost reduction and increased revenues -compare and contrast the features

Three Prescriptions to Presentation Strategy

1. establishing objectives for the sales presentation 2. Developing the pre-sale presentation plan needed to meet the objectives 3. renewing ones commitment to providing oustanding customer service

Approach

1st contact with the prospect, either face to face or by telephone. Approach has three objectives.

Survey Approach

An approach whereby the salesperson asks the prospect to answer a few survey questions, the responses to which establish quickly whether the prospect has a need for the salespersons product.

Coping with Sales Reluctance

Be Optimistic, Practice your approach before making contact, recognize its normal to feel anxious about contact, develop a deeper commitment to your goals

Effective Email

Message should tell the reader what you want, and then encourage a response Identify main point in first or second paragraph, meaningful subject line, identify main elements with bold or underline, proofread for errors

Effective Voicemail

Message which is brief and describes benefits that the customer can receive from contacting you. If its a referral state who referred you and why

Referral Approach

customers will be more impressed with your good points if they are presented by a third party rather than by you

Presentation

Three types of need satisfaction presentation strategies are available to adapt sales presentation to the needs of the client. After deciding on strategy the salesperson will carefully plan this.

Close

You must spot clues to do this.

Presentation Strategy

a well conceived plan that includes three prescriptions

Pre-approach

activities that precede the sales call and set the stage for a personalized sales approach, tailored to the specific needs of a prospect involves preparing pre-sale objectives and developing a pre-sale presentation plan key steps in preparing for each sales presentation

Six Step Presentation Plan

after you have background information you can create a "customized pre-sale presentation plan" 1. Approach 2. Needs Discovery 3. Presentation 4. Negotiation 5. Close 6. Servicing Sale

Negotiation

buyer resistance is a natural party of selling process. There are some times barriers and sales people should be skilled in this

Elevator Speech

focuses on the benefit of working with the salesperson and is used to open the door and establish credibility to meet a need.

Servicing Sale

importance of developing a long term value adding relationship with prospect. Rapport is often the outgrowth of this.

Telesales

includes many of the same elements of traditional sales; gathering info. determining needs, prescribing solutions, negotiating objections and closing sales. Not scripted. they are dynamic and unpredictable

Needs Discovery

one of the most critical parts of the selling process. If unable to identify then the sale will most likely be lost

Silent Member

one who can influence buying decision but does not attend presentation

Approach

preparation for the approach that involves making decisions concerning effective way to make a favorable first impression during the initial contact, securing prospects attention and developing prospects interest in the product. Sets the stage for an effective presentation

Team Selling Presentations

require more detailed pre-call plan, each must have a clear understanding of the role he or she will play during the sales call, Objectives should be clearly stated

Agenda Approach

review meeting goals, shows that you value the customer's time, agendas should be flexible

Social Contact-Building Rapport

should lead to credibility which leads to trust. general conversations that occur in social contact should hold the prospects attention and establish a relaxed and friendly atmosphere. comments on here and now observations, compliments, mutual acquaintances or common interests

Action Objective

something that you want the customer to do during the sales presentation: (provide specific financial information, schedule a visit to manufacturing plant, agree to trial use of your product, agree to follow up meeting, or place order) Brings focus to the sales presentation

Adaptive Selling

the belief that every sales call must be tailored to unique needs, wants and concerns of customer

Styeflexing

used to accommodate the needs of a person