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Date Created: 02/03/15
1 Introduction to Personal Selling a b c Perceptions Snakes Thieves Dishonest i If you do someone a favor they ll tell three people if you do someone a disservice they ll tell 10 people ii People tend to remember the negative and controversial Why History and Barriers i Late 19th century industrial revolution mass production along w wealth to pay for it 3 decades of 20th century Great Depression due to Stock Market Crash l Same ammt of goods but no money 1930 1970 Dark Ages of Prof Selling ii No homogenous sales person organization so you can t reach every one at the same time iii No barriers to entry People practicing when they never should ve been doing it Can it be changed i Yes but it will take generations to change public perception 2 Selling and Salespeople a b c Why learn about it i Everyone sells ii Role in Mktg Communications 1Conduits btwn companies and clients and they are3 the faces of the companies iii Role in Mktg Mix What do they do i Sell Hunters out for the Kill ii Service Actively service clients Farmers working towards the harvest iii Provide Informationljl From companies to clients and vice versa Describing Sales Jobs i New vs Continuing Sell to new clients make the most money Sell to existing clients ii Order Takers vs Order Makers Behind the Cash Register vs Small Business Owner iii Products vs Services Sell products or services One good at one will be bad at the other iv Field vs Inside Go to no overhead vs Come to clients v Consumer vs Business To end user vs to reseller d e 1 Characteristics of Successful Salespeople i Motivated aExternally money power recognition blnternally Set of standards above expected i Do better in life iiA lot of externals work for them ii Dependable aWord must be bond bUnder promising and over delivering iii Ethical iv Customer and Product Knowledge v Flexible aWorld is not perfect vi Communication Skills aComplex concept and breaks it down so everyone understands it Emotionally Intelligent aAnticipate behavior before it happens vii Born vs made l Mostly made Rewards 0 Independence aControl your own calendar bEverybody wishes they were selfemployed but those who are selfemployed who can t manage time will work for somebody who knows how to ii Responsibility aMidde mgt gets red when responsible you manage your own income iii Financial aNo limit as to how much you can make iv Sales Management aTypically not great salespeople If you are truly great you cant tell somebody how to do something 3 In Class Company Case Justin Diamond takes a Sales Course 4 Video Roerig and Wallace 1 Building Partnering Relationships 6 Types of Relationships 1Market Exchanges Worst kind 711 90 miles from home at 2 am when we are starving 2Functional When we attach ourselves to vendors 3Strategic So strong that you act as if you re on payroll 2 Partnerships a Characteristics of Successful Relationships 1Trust DCCHL i Dependable iiCompetent iii Customer Oriented empathy iv Honest v Likeable 2Open Communication Tell anything without fear of repercussion 3Common Goals Similar Interests 4Commitment to Mutual Gain 5Organizational Support More people beli9eve in it than just the parties 3 Evolution of Personal Selling 1Production People will buy if its available 2Product People will buy based on the features available 3Sales People will buy based on the ammt of advertising None of these three 4Marketing Total mkt split up into target markets and then you cater to each Still want the sales but doing it the hard way 4 Partnering Don t care if all buy fewer clients but better service 5 lnClass Company CasesNew BuyerOld Account amp One Too Many 6 Video How NOT to Sell 1 Ethical Issues in Selling Why the Dilemma Typically brings out the worst in you a Relationships With Customers 1Deception Lying and Omission hiding the truth 2Bribes Gifts and Entertainment If somebody buys from you because of what you give them you don t have a client you have a temporary customer i 3 Rules to Entertainment 1 Be physically present 2 Check your industry to see max ammt allowed to spend 3 Use common sense 3Special Treatment Unethical for one client to bene t directly at the expense of another client 4Con dential Information If you divulge con dential info to anyone your business will die slowly 5Backdoor Selling It is unethical to establish a relationship with a company and then try to go around it Honor the relationship you set b Relationships Within the Company 1Expense Accounts Stupid to lie about an expense account at a company a Auditors in every company with incentive to catch you b Nobody should go into sales to make money by stealing from your corp c You eventually let it slip 2Reporting WorkTime Activities It is dangerous to lie about what you do at work a Time can t be replaced b Loss of trust 3Switching Jobs i Employeremployee relationship You are not allowed to contact your previous clients from last job a 3 Exceptions i Selfemployed ii Partner in rm w equity iii Individual Contractor Barbers ii Never bad mouth previous employers iii Re ects on your decisionmaking skills iv Not their job to follow you you broke your word c Relationships With Colleagues 1Sexual Harassment i lllegal 2nCI fastest growing form of litigation You re done you don t come back You have to be out of your mind Do not date people you go to work with unless you plan to quit or marry 2Taking Advantage of Other Salespeople i Treat people the way you would want to be treated People will hire others w their same ethics d Relationships With Competitors 1Treat with respect and admiration Focus on what you can do as opposed to what they cannot do Never punish the person punish the behavior 2 lnClass CaseTom Winger 3 Video Cases 1 2 1 Buying Behavior and the Buying Process Derived vs Direct Demand Secondary demand behind it Tires and Cars a Businesses buy using derived demand consumers buy using direct demand b Steps in the Buying Process 1Recognizing a Need or a Problem 2De ning the Type of Product Needed 3Deveoping Product Speci cations 4Searching for Quali ed Suppliers 5Acquiring and Analyzing Proposals 6Evaluating Proposals and Selecting a Supplier 7Placing an Order and Receiving the Product 8Evaluating Product Performance c Types of Organizational Buying Decisions 1New Task New product new vendor 2Straight Rebuy same product same vendor 3Modi ed Rebuy Change to one but not other d Buying Center 1User User of product 2ln uencer Not on payroll but assists in decisionmaking 3Gatekeeper Controls ow of info to decision makers 4Decider Formal or informal buying authority e VideoTrade Show Video 2 parts Introduction to Personality Types Nobody can agree on how many there are There are 4 in this class Everybody has a dominant trait and all 4 personality types are represented equally across society a Analytical Uses logic and reason the most least emotional Likes s and s Acct Finance Engineering Most sciences b Amiable Believe more in the relationship than anything else They will piggyback on your con dence and recommendations nurses non pro ts teachers caretakers The fact that you believe it is enough Give up trust the quickest and quickest to take it back c Steady Relater Moved by status and image Has to be newest fastest best Most competitive of types Heavily in uenced by celebrities Loneliness is worst fate Most athletics and externally motivated salespeople d Driver Moved by being in control and not wasting time Immediate answers to immediate questions w no uff Nobody is born a driver Was an amiable who experienced loss of faith or loss of trust When you gain drivers respect the shell will disappear Most CEO s are Drivers 2 How People Interpret Information a Visually quotI don t believe youquot You have to show what you re talking about by drawing it out b Auditory Paint word pictures Test Tell long joke or story no trouble then auditory if they break then visual c Kinetically Touching or feeling not worth discussing 3 Communication Principles a Verbal Messages i Use of Words aCharacteristics i Abstract or concrete ii Emotional or Neutral iii bPainting Word Pictures i Take an image from their mind and place it into yours so you feel like you re experiencing it ii cTaioring Words to the Customer i Visual See iiAuditory Hear announce mention ii Voice Characteristics aSpeech Rate average person speaks and listens 140 words per minute until you gure out how fast they re listening it is better to speak too fast than too slow bLoudness Nothing more beautiful than natural voice in setting You have to be loud enough for the people in the back to hear you c In ection Monotone Not boring but human brain looks for variety If you don t change tone they go to sleep Message destroyed Get in the habit of changing your tone dArticulation Words that are different to pronounce slow down and hit every syllable iii Questions aOpenended Cannot be answered w yes or no or alternative measures Use why to collect info Every time an open ended question is asked we climb up the mountain but if you ask more than 3 in a row it requires stamina by the speaker bCosedEnded Only yes or no or alternative of choice Use quotare is didquot to con rm info 1 Open lets you climb and closed seas off your position More than 3 in a row it becomes an interrogation c Leading Question you already know the answer to don t ask questions you already know the answer to dSpacing Combo of open and closed never asking more than 3 in a row of each type iv Listening aReactive Hear something then respond bProactive 1 Hear whats being said 2 Filter out important info 3 Formulate response v Repeating lnfo Word for word no changes vi Clarifying lnfo Take somebody s words and put them in your personality type Don t do it Clarify sienty don t take pause vii Summarizing lnfo Summarize to build emotion viii ix Silences There are 3 cocks aActua amount of sience 130 bHow long it appears for salesperson Forever c How long it appears for person who went quiet A few seconds 1 NonVerbal Communication Things you can read in others a Body Language Works 90 of the time Positive or Negative If not saidneutra the opposite of both negative and positive is necessarily positive or negative Analytical ones Hate it 1Body Angle Rocking back and forth N and S is very positive E W is negative Leaning forward is positive Leaning back is negaUve 2Face Eyes are window to the soul When people are interested eyes get bigger pupils will dilate Looking straight at you they are passively receiving info Turns head or eyes to right examining logic head or eyes to the left Emotion head straight down they are intensely concentrating Blushes Anger or embarrassment Tightness in cheek jawline neck anger 3Arms Greater arm movement stronger opinion arms crossed most negative form of body language Make them take a visual 4Hands Open and relaxed palms positive clenched fists negaUve 5Legs Men and women no skirts uncrossed legs positive crosses body at angle negative cross legs neutral b Sending Messages NonVerbally 1Face Smile Naturally 2Eye Contact Sign of respect need to make eye contact No eye contactsketchy 3Hand Movements Don t point at your audience you can gesture but don t point at human beings 4Posture Matching Copy body language to create zone of friendship 1 Do not match bad body language 2 Don t try to catch up 3 Don t be selfconscious about it lt ll become a part of you 5Handshakes and Touching Never extend rst Let them dictate to you how they want to be greeted More things can go wrong than right Be careful with touching 2 Appearance Dress like your clients works well when you see only 1 person a day Dress professionally neutral should not be tracking your massage in either direction If you have multiple customers default to most conservative 3 Income Exercise Real Estate 300000 1Average commsale 5000 2Closing Ratio 10 3Wks Worked 50 b Ann lncome hrs worked 300000 50 6000 c Answer 1 Avg commsale 6000 5000 12 d Answer 2 Closing Ratio 12 10 12 appointments a week Never ask quotHows businessquot Ask quotHow did you get startedquot 4 lnClass CasesCoffee Delight Staples Cablevision 5 Videos 1 Prospecting a 1 out of 3 every 3 friendship Referrals Existing client introduces you to another client referrals 1 new client Transfer of trust and b COI Centers of In uence people who have not bought from you but in a position to introduce you Real Estategt Developers brokers anybody who comes in contact with the buyers and sellers are a LEAD groupgt group of noncompeting professionals who exchange names b 1 out of 10 Net 21 names2 new clients c Networking Groups of people who gather together for a common purpose ii Tips goom Meet monthly happy hour or social All charge dues fees etc Multiple committees Different levels of membership price ranges There are two types of people 1 those there to drink and date and 2 those where this is part of their prospecting plan Organizations i Only join orgs you believe in you will eventually have a bad rep if you re only there for business ii Limit of orgs you join 2 is appropriate iii Join the committees especially new membership committee because it gives you exposure to new people iv Join at highest nancial level v Be patient Might take 2 years to get new client and its 1 out of 50 How to handle yourself i Make a new friend at every event at least ii Do not discuss business EVER you can t control where it goes iii Answer w personalized mission statement Bene t statement of what you do for a living Don t go into anything more detailed than your business statement iv After you get card jot down things about person that warms up convo when you call them d Mailings 1 out of 100 you wouldn t even net a good client e Cold Calling Art of calling people unannounced Varies by industry but effectiveness of 1 out of 250 people gt builds acceptance of rejection 2 Approaches For Developing Knowledge 1 a Tap the Knowledge of Sales Experts a Has to be a high s salesperson the best is the one w the most b Do it for a long period of time hard to have lucky decades b Read Read 30 minutes a day on something related to industry or competition no bias to learn something and steal good ideas c Ask For Feedback on What You Are Doing but not from those who love you d Analyze Successes and Failures you learn more from failures you have to ask yourself why you failed and then never make the same mistake twice Planning the Sales Call a Why Plan To increase productivity and to not waste time b Obtaining Precall Information i NATOIF 6 things in total that you need Nname Aaddress Ttelephone Ooccupation lapproximate income Ffamily status Personal interests or hobbies age where they re from how they got to where they are put through search engine and tuck away interesting facts EQ thPPP39F never say immediately just use as a point or never use but have as leverage c Call Objectives a Visionary Objectives that exceed expectations b Primary Equals expectations c Minimum least I can walk away with ii Paradigm Shift shifting somebody s comfort zones all humans operate in comfort zones and never move more than 10 in any direction Sales Managers responsibilities are to shift other people s comfort zones 2 Stage One Discovery Meeting Meeting should be no more than 1520 minutes wont sell anything wont go over 20 minutes unless asked to do so a Purpose 3 purposes 1 is there a need 2 Single or Multiple needs 3 What s our next step b Components i lntro Ways to say hello a Standard or Normal intro name and company b Referral intro name company and referring source ii Rapport Unprofessional to get to business right away Looking for common ground or a friend in the person you re speaking to i Meet at their office and look at wall or desk to build a conversation from ii Only build sincerely iii Do not build using religion politics or sex iv Only build for 3 to 4 minutes pivot out to your personal mission statement iii Personalized Mission Statement Bene t statement of what you do for a living If you sell a product a Feature Something inherent to the product chair wooden back support weight b Bene t What the feature does chair sturdy light compact iv Survey v Next Step 3 Good Partnerships 50 of a big pie is better than 100 of a small one i Complementary Personalities have to adapt to less ii Orderly Agenda work out in advance who s going to speak about what Nobody steps over each other iii Ego on Shelf Only one of you needs to be liked 1 Discovery Meeting Cont A Survey Exercise Series of Close ended statements or questions to determine a need Determines who the 90 of nonbuyers are Use the licker scale No more than 5 minutes to complete Real not leading No needterminate business side of relationship 2 Stage TwoProfie Meeting from this point a Agenda use an agenda a written list of things to be covered b Purpose 2 purposes i Gather enough info to make a presentation ii Get referrals c Components There are 5 components i Recap discovery meetinggt to bring back emotion ii Thorough and complete factfindgt longest part of meeting 09069 f g Name of all decision makers Budget info Snapshot of where they and where they want to do N now How do you solve for the need now E enjoy What do you enjoy most about the way you currently do it A alter In a perfect world what would you alter or change about it D decision If I show you a more efficient way to solve for the need are you in a position to make a decision iii Set date and time for Stage 3 Strategy iv Referrals and intros v Blank line at end of agenda People hate being lectured to but love being part of the convo No time limit doesn t end until you have enough info to make a presentation 3 Types of Presentations a Standardized Memorized It is the same for everybody never changes a b Cheap and you know what to say not exible Most things of value are not done this way b Outlined Hybrid or combination of SM and customized a b Part is same for everybody then the other part is customized Still relatively inexpensive not custom enough for some c Customized Shelflife of one use a b c d 4 Characteristics of a Beautiful presentations used their materials to make presentation High networth client or heavy competition Costly and time consuming 7502000 and 57 business days Out of 100 99 are outlined Strong Presentation a Keeps the Buyer s Attention Plenty of breaks meet for an hour then 5 6 7 have a break b Improves Buyer s Understanding but not to the point where they can sell it themselves c Helps Buyer Remember What Was Said This is easy when you use the right personality type d Offers Proof of Salesperson s Assertions Assertion have conviction in beliefs which translates to through to the listener e Creates a Sense of Value value is the residue of effective time management Characteristics of a Good Prospect a Need must have a need professional presenters are those who present to nonclients b Affordability If they can t afford your product there s no point c Authority All decision makers must be present w no exceptions quotThe worst thing I could ever do to you is make you do your job and mine at the same timequot Can t want it more for them than they want it themselves d Favorably Approached No dogs no phones no babiesgt all destroy emotional rhythm e Eligibility If they cant qualify then they cant get it Tools and Aides Visual ToolsCharts Analytical if you have a bad message good visuals wont do anything for you Message is always key a Models Samples and Gifts Kinetic b Catalogs and Brochures It is perfect has no defects you have raised the stakes and must internalize the C and B c Testimonials 2 drawbacksgt 1 written by somebody of highest credibility 2 Not written for purpose at hand d ElectronicDVD Tapes PowerPoint good for Visuals podcast for Auditory Stage 3Strategy Meeting only present to those who you know are going to buy a Purpose Implement product or service and get referrals b Components 6 of them a Recap pro le meeting bring back emotion b Assess each need and make a recommendation go through every need and 1st is to do nothing last option is your recommendation make sure you re complete and thorough c Steps for quali cation and implementation get signature and payment d Date and Time for Stage 4 Con rmation Referrals and lntros Blank line things they would like to add Tth c Next Step l Responding to Objections Positive in sales means they re paying attention Human beings guided by fear of change and procrastination 1 When a Setting up lnitial Appt Nobody wants to give up home b Presentation proposing something new c Attempting to Obtain Commitment Signature is hard to get d After the Sale Buyers remorse lack of salesperson emotion 2 Common Objections a I Don t Need the Product why I don t have need i Wrong Yes you do Don t get argumentative ii Right What do you feel you don t need about it Try to lter out what they do need b We Never Done it That Way Before Why Fear of change i Wrong You ve been doing it wrong Never punish its time for a change ii Right Proposal is next evolutionary step c Don t Like the Product Why Bad experience with it i Wrong Don t validate ii Right I sense something has happened what happened Listen unbiased don t validate 3 sides to every story and never validate strangers need to unblock d Don t Understand Why Wrong personality i Wrong Stay in same type ii Right Switch to new type e Need More Information Why Wrong learning style i Wrong Stay ii Right Switch f I Don t Like Your Company Why Bad experience i Wrong Don t defend quotThings have changedquot quotI ll take care of itquot ii Right Tell me what happened l ll investigate g I Don t Like You Why Too youngold language i Wrong Everything ii Right If I were removed from picture would you still like to listen to someone in the company h No Money Why No money Wrong payment plan Right quotHow much too much is itquot Sale is numerical Partial productpartial price i Need to Think it Over Why procrastination Wrong What do you think Only 5 95 kill rate Right only if quali cation component quotthinking it over makes sensequot quotI assume you wouldn t be thinking if not seriousquot quotSo far all we ve discussed is 1 scenario of what might happen we need to get an offer to my company to see if you qualifyquot quotWith all due respect my company hasn t been in business for 88 years by accepting everyonequot 3 Preparing to Respond a Positive Attitude b Anticipate Objections prepared answers c Relax Listen Don t lnterrupt let them get it out d Forestall Known Concerns bring it up before they do e Evaluate Objections real or excuse excuse hides objection behind it 4 Response Methods a Direct Denial Hard no for hard objection b Indirect Denial softer no for softer objection c Compensation cannot handle try to minimize in big picture d FFF i Feel I can see how you can feel that way ii Felt Others have felt similarly iii Found Here is what they ve found e Boomerang Objection becomes reason to buy f Postpone Handle objection later in the presentation exactly when l Obtaining Commitment 5 Importance of Closing Old 40 of sales cycle on closing something Correct No more than 10 of sales cycle 6 When to Attempt it a Buyer Comments can close early unless something of material left in presentation Act as if overlooked b Nonverbal Cues Body language suggests that they are ready to buy Same exception 7 How To Successfully Obtain It a Positive Attitude Expect it only be surprised when it doesn t b Let the Customer Set the Pace c Be Assertive Not Aggressive Conviction in beliefs d Sell the Right Item in the Right Amounts Bulls make money bears make money pigs get slaughtered For every 1 above need buyers remorse increases 8 Methods a Quali cation b Yours Vs Ours visual quotYour responsibility is ours is to provide you withquot quotIf you do not live up to your responsibility our responsibility becomes yours againquot 9 PostClosing Behavior to Embrace a No Surprises Act live you ve been there before b Congratulate on the Choice noncheesy way to welcome to the company c Referrals 10 PostClosing Behavior to Avoid a Super Bowl TOO excited comes off as weird and annoying b World s Fastest Human cant wait to get out of there abandon customer service 11 Reasons For Failure a Poor Attitude energy contagious in either direction b Poor Presentation no discovery pro le c Poor Habits time management no written agenda 1 Referrals amportance of Them Extremely effective 1 in 3 ratio a Half of all salespeople don t ask for them Many trigger buyers remorse not productive wait out don t know how to ask b 75 ask for them the wrong way quotDo you know anybody who could help mequot Paralysis by analysis leaving business cards ask for list of names people refer on emotion bMethods a lsolate Faces When building repoir try to narrow list of faces for people to see b Urgency quotHow would you like to do what I do for a livingquot quotIf you did who would be the rst 5 people you would contact immediately without hesitationquot c Letterman List from 5 to 1 2 Stage 4Confirmation Meetinggt After sale 30 minutes aPurpose Deliver or install product or service and to get referrals bComponents a 1 Review what they purchased b 2 Ensure the initial use of the product c 3 Create systems for reordering d 4 Set up a review schedule e 5 Referrals and introductions f 6 Blank line 3 Stage 5Review Meeting aPurpose a 1 See what has happened since we last met b 2 To anticipate changes going forward c 3 Get referrals bComponents a How often Every three months in rst year every 6 months in 2ncl year and once a year thereafter b Account classificationgt Break up clients into categories and give letter grades based on need for face to face Agt mandatory Bgt should Cgt f2f or letter Dgt letter Egt over the phonevery subjective and has risks 4 Managing Your Career a Understanding Your Needs a Structure how much do you actually need If you need a lot of structure sales is not for you b Motivation Externally or lnternally c Stress How do you handle stress both situational and felt What You Have to Offer a Skills things you acquire but can lose b Knowledge things you learn but can stop learning and get left behind c Qualities things unique only to you The Com pa ny a Their Needs Even though market leader is good look at the journey b What They Have to Offer from mission statement If you have trouble understanding then red ag Resumes one side on one page keep fonts normal and easy to read no objective statement if you have to do it change it every time special skills make sure they re special do not put references by name and have 4 just in case for every personality type don t put GPA on resume unless 40 pretend its virtual document with story after every click lnterviews a Stress f Formal Negotiating b Panel multiple interviews a collect everyone s business cards before it begins to write name correctly in thank you note but really its to gure out who s who and what their personality type is b Always a leader one who asks the fewest amount of questions Focus goes to leader c Group multiple applicants a nothing social gauging in convo and how you behave yourself resist temptation to follow fast starter ask open ended questions and read the people around you d Prepare for both the the company and the interviewer if possible e Do not alter yourself physically f Never arrive late g Never arrive more than 20 minutes early h 3 safe questionsgt 1 what do you like most about your job 2 what are your greatest challenges 3 how d you get started if interviewer speaks more than 50 of the time you will get hired FollowUp 1 Are You A Good Negotiator a Exercise bPanning For the Negotiation Session a Location should be neutral b Time Allotment Tuesday through Thurs morning are best days c Negotiation Objectives i Target what you hope to accomplish ii Minimum least you can accept iii Opening initial proposal c Individual Behavior Patterns C d e a Competing highly assertive highly uncooperative b Accommodating highly unassertive highly cooperative Avoiding highly unassertive highly uncooperative not reach agreement Compromising middle of both ass and coop partially satisfying both sides Collaborating highly assertive highly cooperative dig into each issue and try to max both sides dWinLose Negotiators a Good Guy Bad Guy Routine 2 salespersons working together one highly exible the other highly uncooperative b Lowballing one side gives impression they are done negotiating but in fact they re still negotiating c Emotional Outbursts gets you in a position to say quotDo you need helpquot fake emotion to get concession d Budget Limitation Tactic Budget Bogey minimize price in the big picture when in reality it s the only picture e Browbeating take away somebody s enthusiasmself respect at the beginning of the negotiation eHow to Handle WinLose Strategies a Detach Yourself don t say a word Give yourself time to think replacing emotion with logic b Acknowledge Their Position and Then Respond make them repeat their behavior word for word c Build Them a Bridge take some of the good of what they said and incorporate it into nal solution d Warn But Don t Threaten a threat is what will happen if you don t get your way A warning is what will happen if they do get their way 2 videos Joint work video 2 salespeople selling to 2 prospects The decider is Tom Driver and Visual Doesn t respond to charts another visual is necessary Responds to list and denotes time in weeks Dennis and Roody are the two salespeople but Dennis is the one that speaks this meeting because Tom is a Driver Fred Hernandez video Fred selling to Dr Walters Personality type for Dr Walters is Amiable Need to make sure auditory and not visual by asking openended questions to get her away from visual
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