MKT 391 Ch. 6 notes
MKT 391 Ch. 6 notes MKT 391
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This 2 page Class Notes was uploaded by Lindsey Tillett on Monday February 22, 2016. The Class Notes belongs to MKT 391 at Arizona State University taught by John Dietrich in Spring 2016. Since its upload, it has received 56 views. For similar materials see Essentials of Selling in Business at Arizona State University.
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Date Created: 02/22/16
Ch. 6- Planning Sales Presentations and Dialogue Sales dialogue- business conversation between buyers and sellers that takes place over time as salespeople attempt to initiate, develop, and enhance customer relationships 3 types of sales dialogues Sales calls- meeting in person Sales dialogue- Sales presentations 1) Canned: presentations -Scripted, memorized, used all of the time *sales calls & automated presentations -Logically structured and follows A-Z -Does not usually vary from buyer to buyer, should be tested for effectiveness 2) Written: proposals -Complete self-contained sales presentations -Complete & thorough- details! -Thorough customer assessment should take place before proposal is written 3) Organized sales dialogue: presentations -Interactive—addresses concerns -Address individual customer and different selling situations -Allow flexibility to adapt to buyer feedback -Most frequently used format by sales professionals Writing effective proposals Why they fail 1) Too general 2) Too technical 3) Solution looking for problem 4) Wordy- why use 2 words when one will do? 5) Assumes Why they succeed 1) Addresses the problems and challenges 2) Clear and concise scope 3) All the information needed to make a decision 4) Written for ordinary people to understand 5) Information & inspirational (people want to be associated with winners!) Customer value propositions How we bring value How we open doors—opportunities “Why should I spend ‘limited time’ and ‘limited resources’ with you?” Buying Motives- motivation to buy 2 Reasons Rational- economics, quality, best deal Emotional- fear, need for security, status Initiating contact- 4 pointers 1) listen before offering solutions 2) offer solutions based on the need, not what you have! 3) Document progress “so last week you said your concern was….” 4) Talk pricing AFTER solutions are recommended Anticipating objections 2 kinds of objections 1) Questions 2) Objections *try to have at least two people on a sales call GOAL= EARN a commitment
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