Beruflich Dokumente
Kultur Dokumente
P re a p p ro a c h
( P r e c a ll P l a n n i n g )
A p p ro a c h
P a rtic ip a tio n
D e m o n s tra tio n
D ra m a tiz a tio n
P re s e n ta tio n
P e r s u a s iv e C o m m u n ic a tio n
P ro o f
V i s u a li z a t i o n
T ria l C lo s e
D e t e r m in e O b j e c t i o n s
M e e t O b je c tio n s
T ria l C lo s e
C lo s e
F o llo w - u p a n d S e r v ic e
TABLE 11.2
Cold canvassing
Direct mail
Prospect lists
Observation
Leads
Referrals
Orphans
Customers
P ro s p e c t
Pool
O rp h a n s
R e f e r r a ls
C u s to m e rs
L eads
D e te rm in a tio n o f
C a ll O b je c tiv e s
D e v e lo p m e n t o f
C u s t o m e r P r o fi le
D e te r m in a tio n o f
C u s t o m e r B e n e fi t s
D e te r m in a tio n o f
S a le s P r e s e n t a t i o n
Step Two:
Persuasive
Communication
Participation
The Sales
Presentation
Mix
Demonstration Salesperson
Dramatization
Copyright 2001 by Harcourt, Inc. All rights reserved.
Proof
Visual Aids
Stimulus-Response Method
This method assumes that the prospects needs
can be stimulated by exposure to the product or
already have been stimulated because the
prospect has sought out the product.
Some of the methods shortcomings are:
Talks about product features not important to
buyer.
Uses same pitch for different people.
Assumes salesperson is in total control.
Has little prospect participation, making it
difficult to uncover needs.
Copyright 2001 by Harcourt, Inc. All rights reserved.
Formula Method
The salesperson may use a structured series of
steps such as the AIDA approach.
Attention
Interest
Desire
Action
Copyright 2001 by Harcourt, Inc. All rights reserved.
Need-Satisfaction Method
The need-satisfaction method is different from the
stimulus-response and the formula approach in
that it is designed as an interactive sales
presentation.
Types of Objections
Real objections are tangible. Prospects will
sometimes give an excuse to keep objections
hidden. Prospects will usually not purchase until
these hidden objections are answered.
THE CLOSE
Closing is the process of helping people make a
beneficial decision.
Closing Techniques
The compliment
The summary
Minor decision
Assumptive
RESEARCH REINFORCES
CHAPTERS SALES SUCCESS
STRATEGIES
1. Ask questions to gather information and
uncover needs.
2. Recognize when a customer has a real need
and how the benefits of the product or
service can satisfy it.
3. Establish a balanced dialogue with
customers.
Copyright 2001 by Harcourt, Inc. All rights reserved.
RESEARCH REINFORCES
CHAPTERS SALES SUCCESS
continued
STRATEGIES
4. Recognize and handle negative customer
attitudes promptly and directly.
5. Use a benefit summary and an action plan
requiring commitment when closing.
ADAPTING TO GLOBAL
MARKETS
Five rules for successful selling abroad:
1. Be prepared and do your homework.
2. Slow down.
3. Develop relationships and trust before
getting down to business.
4. Learn the language and its nuances, or get
a good interpreter.
5. Respect the culture.
Copyright 2001 by Harcourt, Inc. All rights reserved.