a person to person business activity in which a sales person uncovers and satisfies the needs of a buyer to the mutual, long-term benefit of both parties
is a set of people and organizations responsible for the flow of products and services from the producer to the ultimate user
eliminates or reduces the buyer's choice unfairly
is trying to influence the buyer's decision, not force it.
Payments made in return for selling
Free on Board Destination
Seller had title until goods are received at destination
Free on Board Factory
Buyer assumes responsibility in transport
is an assurance by the seller that the products will perform as represented
is an oral or written statement by the seller
is not actually state but it still an obligation defined by law.
Opinion based ex: "this is a top-notch product"
"our service can't be beat!"
Bad/wrong facts being presented ex:
"Mechanically, this oil rig is a 9 on a scale of 10"
unfair/untrue statements about customers products
Require someone to buy Xerox paper cause they bought our copier
Conspiracy and collusion
Before contacting customer split it up. both making high competitors working togethers special promotion incentive funds
A customer purchases a product or service for the first time
a customer buys the same product from the original source
the customer has purchased the product in the past but is looking for new information
Use the product
see initial problem
know the product and influence it
people in key position who control the flow of information. (secretary)
Who makes the decisions
alternative with the best value on the most important attribute is selected
Need to meet a minimum threshold across attributes
Eliminates option that do not meet a minimum cut off value of the most important attribute
4 Stages of a sales call
Preliminaries-Investigating-Demonstrating Capability-Obtaining Commitment
Situation Problem Implication Need-Payoff
What does SPIN stand for?
Neither are better or get you closer to a larger sale
Are closed or open-ended questions better for larger sales?
Date gathering questions (how long have you had your current system?)
Questions about problems, difficulties and dissatisfactions (what problems are you having with your current system?)
Questions about the consequences of a problem (hoe does this downtime impact your bottom line?)
questions that get the customer to tell you how your solution can help them (how do you think a faster system would help you?)
statements by the customer of problems, difficulties, and dissatisfactions
statements by the customer of wants or desires (that your product can satisfy)
Implied improves performance for uncovering implicit, and Large sales are better if Explicit are recovered
For smaller sales what kind of need would you use, and for larger sales?
Advantages (Type A Benefits)
show how a product or service can be used or can help the customer
Benefits (type B benefits)
meets an Explicit Need expressed by the customer