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