Chapter 3 and 4
Chapter 3 and 4 MKT 353 Personal Selling
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This 3 page Class Notes was uploaded by Samantha Bressler on Friday October 7, 2016. The Class Notes belongs to MKT 353 Personal Selling at College of the Ozarks taught by Mrs. Emily Emery in Fall 2016. Since its upload, it has received 7 views. For similar materials see Personal Selling in Business Administration at College of the Ozarks.
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Date Created: 10/07/16
Chapter Three: Benefit Selling: relating a products benefits to a customer's needs. Make sure to ask questions, so you can figure out what the customer needs FAB: Feature: anything that you can observe about a product Advantage: how does the product perform Benefit: the favorable result that the buyer will receive when buying your product example with tshirt: customer is in construction, need a higher turnover F: blue, 65/35 poly cotton A: breathable=cooler, easy visibility B: Because of the blue shirt and the poly cotton blend allows for breathable and cooler shirt and easier visibility, which allows you a happier workforce and lower turnover. BM: Buying Motive, without this you are lost. list of common psychological buying needs on page 93. LOCATE: Listen: prospects may drop leading remarks Observe: look at prospects; study their surroundings Combine: a skillful salesperson may talk to others, listen to a prospect, probe with questions, make careful observations, and empathize Ask questions: Questions often bring out needs that the prospect would not reveal or does not know. Talk to others: Ask others about a prospect's needs Empathize: look at the situation from the customer's point of view Trial closing: you checking the pulse or attitude of the business or the buyer to make sure they are still on board. Make sure to do it Early and Often. Carl Jung: Selling based on a buyer's personality. Adapt to the customer to help the sell. The thinker style: very direct and detail oriented The Intuitor Style: Imaginative and big dreamers The Feeler style: very people oriented and sensitive to the needs of others The Senser Style: high value on action. They are go go go. Chapter Four: Communication for Relationship Building: What you say verbally is not always what you mean. Nonverbal communication channels: Physical space: Territorial space: the area around the self that a person will not allow another person to enter without consent Intimate space: 2 feet or arm's length. For close friends or family Personal space: the closest zone a stranger or business acquaintance is normally allowed to enter Social space: the normal area used for a sales presentation. 4 to 12 feet Public space: more than 12 feet. used by a salesperson making a presentation to a group of people Space threat: a need to defend their space or territory. Space invasion: when you are invading a persons space. Appearance: always need to be put together. Dress for your area. Blue (confident), white, and red (eye catching). Hand shake: shake hands firmly and look them in the eye Body Language: Acceptance signals: Body angle: leaning forward or upright at attention Face: smiling, pleasant expression, relaxed, eyes examining visual aids, direct eye contact, positive voice tones Hands: relaxed and generally open, perhaps performing business calculations on paper, holding on as you attempt to withdraw a product sample or sales materials, firm handshake Arms: relaxed and generally open Legs: crossed and pointed toward you or uncrossed Voice: voice inflection if they are bored or yawning Caution signals: Body angle: leaning away from you Face: puzzled, little or no expression, averted eyes or little eye contact, neutral or questioning voice tone, saying little, and then asking only a few questions. Arms: crossed, tense Hands: moving, fidgeting with something, clasped, weak handshake Legs: moving, crossed away from you Disagreement signals: body angle: retracted shoulders, leaning away from you, moving the entire body back from you, or wanting to move away. Face: tense, showing anger, wrinkled face and brow, little eye contact, negative voice tones, or sudden silence arms: tense, crossed over chest hands: motions of rejection or disapproval, tense and clenched, weak handshake legs: crossed and away from you Barriers to Communication: differences in perception: do not share a common understanding of information buyer does not recognize a need for product selling pressure: fine line of what is acceptable and turn into annoying into relentless and then too much pressure Information overload: Word vomit, talk about every product instead of narrowing it down to the needs disorganized sales presentation: unprepared sales are very noticeable and can appear unprofessional distractions: there are always distractions, work with them poor listening: when you talk too much. How and what you say: what we say can affect more people than thought Proverbs 15:1 The controlled Talk: think before speaking and always give advice The caring talk: speak truthfully while seeking to encourage conniving talk: filled with wrong motive, gossip, slander, and a desire to twist truth careless talk: filled with lies, salty language, and quicktempered words