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Personal Selling- Midterm Review
Terms in this set (71)
Chapter One: Why Choose a Sales Career?
Why Choose a Sales Career?
What is selling?
In business, personal selling refers to the personal COMMUNICATION of information to PERSUADE a prospective customer to BUY something—a good, service, idea, or something else—that SATISFIES the individual's needs on a personal level, or on a business level when an individual is purchasing for a company.
What are the different types of careers in sales?
- Sales clerks
- Customer service representatives
- Order desk clerks
- Sales representatives
- Senior sales representatives
- Technical sales representatives (Senior)
- Senior account representatives
- Business solutions specialists
- Top sales executives
Why choose a career in sales? List and understand all 7 reasons
Major reasons for choosing a sales career are:
(1) the WIDE VARIETY of sales jobs available
(2) the excitement and freedom of WORKING INDEPENDENTLY
(3) the CHALLENGE of selling
(4) the opportunity for ADVANCEMENT in a company
(5) the FINANCIAL and other REWARDS of a sales career
(6) SERVICE to others
(7) the tremendous sense of ACCOMPLISHMENT.
What does it take to be successful in a sales career?
(1) LOVE of their JOB
(2) WILLINGNESS to WORK hard
(3) need to ACHIEVE success
(4) OPTIMISTIC outlook
(5) KNOWLEDGE of their job
(6) CAREFUL USE of selling time
(7) ability to ASK questions and LISTEN to customers
(8) customer SERVICE
(9) being PHYSICALLY and MENTALLY PREPARED for life and the job
What are levels of relationship marketing?
Transactional selling - LOW
Relationship selling - MEDIUM
Partnering - HIGH!
Transactional selling: customers are sold and not contacted again.
Relationship selling: the seller contacts customers after the purchase to determine whether they are satisfied and have future needs.
Partnering: the seller works continually to improve the customers' operations, sales, and profits.
the first level of selling where customers are sold a product or service and NOT CONTACTED AGAIN
salespeople BUILD A LONGTERM RELATIONSHIP with clients by acting as consultants, partners, and problem solvers
Ethics First . . . Then Customer Relationships
What is ethical responsibility?
Ethical responsibility includes behaviours that are NOT NECESSARILY CODIFIED into law and MAY NOT SERVE the corporation's direct economic interests.
What is social responsibility?
the responsibility to PROFITABLY SERVE employees and customers in an ethical and lawful manner.
What are on organization's main responsibilities? (ELED)
Once a company is aware of its stakeholders, it has four main types of responsibilities:
(4) discretionary- generous philanthropic contributions that offer no monetary return to the company and are not expected.
What influences ethical behavior?
Understand both the individual levels and the organization's role.
employee & the organization itself!
Individual levels (PCP)
"Let's go to the convention on ethics tomorrow."
Preconventional moral development level: an individual ACTS IN HIS OWN BEST INTEREST and thus follows rules to avoid punishment or receive rewards; will break moral and legal laws.
Conventional moral development level: an individual CONFORMS TO THE EXPECTATION OF OTHERS such as family, employer, boss, and society; upholds moral and legal laws.
Principled moral development level: an individual lives by an INTERNAL SET OF MORALS, values, and ethics; these are upheld regardless of punishments or majority opinion.
If the vast majority of people in our society are at the preconventional or conventional levels, it seems that most employees in an organization would feel they must "go along to get along"; in other words, they go along to keep their jobs. At most, they follow only formal policies and procedures.
However, how will sales personnel handle ethical dilemmas? What if there are no policies and procedures pertaining to some sales practices and a person is directed to do something by a superior that appears unethical? It is no wonder that media reports frequently feature unethical business practices; following the hear-no-evil, see-no-evil, speak-no-evil philosophy can simply reinforce a preconventional or conventional organizational climate.
What are the three main ethical areas most frequently faced by salespeople? (SEC)
"Is it ethical to have SEC with other salespeople, employers and customers?"
What are some methods for helping organizations to be more ethically responsive?
1. Top-level managers create an ethical sales climate
2. Only people who have the highest level of integrity, standards, and values should assume leadership positions.
3. An organization's senior managers must develop ethical standards for their businesses and exhibit compliance to these standards. If leadership is shown at this level, the majority of employees will follow that lead.
4. Establish a Code of Ethics
5. Create Ethical Structures- ethics committee and the official ethics ombudsman
The Psychology of Selling: Why People Buy
What is the difference between a need and a want?
Needs are the basic requirements of human life—food and water, shelter, clothing, security, interaction with others, and self-fulfillment.
Wants are not required to sustain life. We are not born with wants—we learn them.
What are some social influences on buying?
A reference group is any group that directly or indirectly affects one's behaviour.
acquiring knowledge or behaviour based on past experiences
Perception- (SOI) info
the process by which a person selects, organizes, and interprets information
the process of allowing only a PORTION of the information revealed to be organized, interpreted, and permitted into awareness
"only a portion perceived"
the ALTERING of information when it is INCONSISTENT with a person's beliefs or attitudes
the act of remembering only the information that supports one's attitudes and beliefs
What are the personality types identified? (Thinker, etc)
The Thinker Style
This person places high VALUE on LOGIC, IDEAS, and systematic inquiry. Completely pre-plan your presentation with ample facts and supporting data, and be precise. Present your material in an orderly and logical manner. When closing the sale be sure to say, "Think it over, Joe, and I'll get back to you tomorrow," whenever the order does not close on the spot.
The Intuitor Style
This person places high VALUE on IDEAS, INNOVATION, concepts, theory, and long-range thinking. The main point is to tie your presentation into the BUYER'S BIG PICTURE. Strive to build the buyer's concepts and objectives into your presentation whenever possible. In presenting your material, be sure you have ample time.
In closing the sale, stress time limitations on acting. A good suggestion is to say, "I know you have a lot to do—I'll go to Sam to get the nitty-gritty handled and get this off the ground."
The Feeler Style
This person places high VALUE on being PEOPLE ORIENTED and sensitive to people's needs. The main point to include in your presentation is the impact on people that your idea will have. The feeler likes to make small talk with you, so engage in conversation and wait for this person's cue to begin your presentation. The buyer will usually ask, "What's on your mind today?" or something similar. Use emotional terms and words, such as, "We're excited about this!"
In your presentation, start with something carried over from your last call or contact. Keep the presentation on a personal note. Whenever possible, get the buyer away from the office (lunch, coffee, etc.) on an informal basis; this is how this person prefers to do business. Force the close by saying something such as, "OK, Kamal, if there are no objections, let's set it up for the next week." Even if the buyer says no, you are not dead. The key with a feeler is to push the decision.
The Senser Style
This person places high VALUE on ACTION. The key point with a senser is to be brief and to the point. Graphs, models, and samples help as the senser can visualize your presentation. With a senser, verbal communication is more effective than written communication.
In presenting, start with conclusions and results and have supporting data to use when needed. Suggest an action plan—"Let's move now"; the buyer has to believe you know what to do.
In closing, give one best way. Have options, but do not present them unless you have to. An effective senser close is, "I know you're busy; let's set this up right now."
According to Social Style Theory, what are the identified buyer's preferred styles?
AMIABLES; These are one of the easiest buyers to get an appointment with, yet one of the most difficult buyers to close. Buyers who use the Amiable style HAVE A STRONG NEED TO BE RECOGNIZED AND VALUED in the negotiating partnership. They place a great emphasis on relationships; therefore, they tend to focus more on feelings and less on facts. They will often begin a negotiation with social conversation that is unrelated to the negotiation. They are trusting, friendly, optimistic, and generally committed to outcomes that benefit both parties.
To build rapport with your Amiable buyer, show genuine respect and care for the prospect and his or her problems. Be sincere, and don't discount personal feelings. Remain positive and solution-oriented. Do not argue or engage in any "head to head" confrontation, which will most likely cause the Amiable to shy away and end the negotiation. Negotiate in a manner that builds trust, and understand that for your Amiable buyer negotiation is more than just business—it is personal. Never say to an Amiable, "Don't take it personally." Use testimonials, stories, and analogies. If you can help your prospect solve a problem he or she has with others, you will have a higher likelihood of success.
Drivers and Amiables are often noted to be at opposite ends of the behavioural style continuum. While Amiables are focused on the relationship,
Drivers are RESULTS-ORIENTED and focused primarily on the BOTTOM LINE. Drivers have a strong concern for positive outcomes and can be ruthless. They tend to be impatient, have little need for detailed information, and want to close the negotiation quickly. Drivers are self-confident, are assertive, and can be aggressive. While both the Amiable and the Driver have a need to achieve a positive outcome, for the Driver, winning is all-important.
Be prepared with a Driver. Know your bottom line. Keep your interactions focused on business. This will help you remain confident, focused, and concise. Remember: "You can tell a Driver, but you can't tell them much, so don't try." Instead, ask questions that allow Drivers to discover solutions and suggest acceptable alternatives. Understand that when negotiating with a Driver, however ruthless your counterpart becomes, from the Driver's perspective it's not personal, just business.
Analyticals appear CAUTIOUS and RESERVED. True Analyticals methodically EXPLORE ALL OPTIONS, leaving no stone unturned in their quest for a fair and economical outcome. Analyticals have a strong need for facts, figures, and details, and won't move forward until they carefully analyze all available data. They tend to process information slowly and may be somewhat withdrawn or unemotional during the negotiation. They are organized, systematic, and approach the negotiation pragmatically, one step at a time.
To build rapport and gain respect from the Analytical, be prepared. Ensure that your research is complete and accurate. Keep your discussions factual and business related. Be honest and ethical, and demonstrate ways in which outcomes will be advantageous in terms of money, time, or resources conserved. When you present information regarding your product or service to an analytical buyer, always present both the pros and cons. Finally, be patient and respect the Analytical's need to process information methodically.
These people care most about PERCEPTIONS, STATUS and APPROVAL are important to Expressives. How they perceive things and how other people perceive them take precedence. They are mostly impulsive, colourful, egocentric, undisciplined, and spontaneous.
Actors, teachers, musicians, artists, art lovers, graphic designers, directors, and comedians often fall into the Expressive category. As an example, these people are often the ones who buy mostly for the sake of prestige of ownership, or to boost their standing in their organization or peer group. They may intentionally flaunt their purchases so that people will notice them.
Ultimately, your presentation or negotiation should show the prospect exactly how your product will make them look good.
What are the types of difficult customers?
Angry types may be power strugglers looking for a way to get the edge. They may also be intimidators—people who use anger to throw others off guard. These two types are usually rewarded for their behaviour by people who want to avoid confrontations with them. You probably can't deflate their anger, but you can stop taking it personally. Remember that angry people generally have self-esteem issues that underlie their hostility.
Complainers will never be happy with any solution. Try to turn the complaint around by asking, "If this solution won't work, what would?" Before you know it, complainers may be solving their own problems.
These people like it when someone makes them feel important by asking questions that acknowledge their experience and qualifications. You might say, "You've been in this business a long time. Tell me how the business has changed over the years. What's the greatest challenge you face now?" That way, you can get lots of valuable information while making them feel appreciated. You'll also be able to offer an intelligent solution that makes sense to them.
Communication for Successful Selling: How to Build Relationships
What is communication? What are the different types?
the act of TRANSMITTING verbal and nonverbal information and understanding between seller and buyer
nonverbal communication- unspoken communication such as physical space, appearance, handshake, and body movement
verbal communication- you talk
What is the salesperson-buyer communication process?
Communication occurs when a sender transmits a message through some type of medium to a receiver who responds to that message. The eight major communication elements are defined as follows:
Source: The source of communication (also called the communicator); in our case, it's the salesperson.
Encoding process: The conversion by the salesperson of ideas and concepts into the language and materials used in the sales presentation.
Message: The information conveyed in the sales presentation.
Medium: The form of communication used in the sales presentation and discussion; most frequently words, visual materials, and body language.
Decoding process: Receipt and translation (interpretation) of the information by the receiver (prospective buyer).
Receiver: The person the communication is intended for; in our case, it's the prospect or buyer.
Feedback: Reaction to the communication as transmitted to the sender. This reaction may be verbal, nonverbal, or both.
Noise: Factors that distort communication between buyer and seller. Noise includes barriers to communication, which we discuss later.
What are the four main types of distances of physical space to consider?
1. intimate space - a spatial zone up to 0.5 metres, about an arm's length from a person's body, that is reserved for close friends and loved ones
2. personal space: - an area 0.5 to 1.5 metres from a person; it is the closest zone a stranger or business acquaintance is normally allowed to enter
3. social space - a zone that is 1.5 to 3.5 metres from a person and is the area normally used for sales presentations
4. public space - distances greater than 3.5 metres from a person
What should you watch for with body language during your presentation to a client? What are the different types identified? (ACD)
acceptance signals - signs that your buyer is favourably inclined toward you and your presentation. Common acceptance signals include:
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.
caution signals - signs that a buyer is neutral or skeptical toward what the salesperson says. Caution signals are indicated by:
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 only asking a few questions.
Arms: Crossed, tense.
Hands: Moving, fidgeting with something, clasped, weak handshake.
Legs: Moving, crossed away from you.
disagreement signals - signs that the prospect does not agree with the presentation or does not think the product is beneficial. Disagreement signals may be indicated by:
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 suddenly silent.
Arms: Tense, crossed over chest.
Hands: Motions of rejection or disapproval, tense and clenched, weak handshake.
Legs: Crossed and away from you.
What are barriers to communication?
- Differences in perception
- Buyer does not recognize a need for product
- Selling pressure
- Information overload
- Disorganized sales presentation
- Poor listening
- Not adapting to buyer's style
1. Differences in perception: If the buyer and seller do not share a common understanding of information contained in the presentation, communication breaks down. The closer a buyer's and seller's perceptions, attitudes, and beliefs, the stronger communication will be between them. Cultural differences are easily misperceived by buyers and sellers. See, for example, the Selling Globally box, "Cross-Cultural Communication" on page 110.
2. Buyer does not recognize a need for product: Communication barriers exist if the salesperson is unable to convince the buyer of a need or that the salesperson represents the best supplier to buy from.
3. Selling pressure: There is a fine line between what is acceptable sales pressure or enthusiasm and what the buyer perceives as a high-pressure sales technique. A pushy, arrogant selling style can quickly cause the prospect to erect a communication barrier.
4. Information overload: You may present the buyer with an excess of information. This overload may cause confusion or perhaps offend, and the buyer will stop listening. The engineer making a presentation to a buyer who is not an engineer may concentrate on the technical aspects of a product, but the buyer may want only a small amount of information.
5. Disorganized sales presentation: Sales presentations that seem unorganized to the buyer tend to cause frustration or anger. Buyers commonly expect you to understand their needs or problems, and to customize your sales presentation to their individual situation. If you fail to do this, communication can fall apart.
6. Distractions: When a buyer receives a telephone call or someone walks into the office, these are distractions. A buyer's thoughts may become sidetracked, and it may be difficult to regain attention and interest.
7. Poor listening: At times, the buyer may not listen to you. This result often occurs if you do all or most of the talking, not allowing the buyer to participate in the conversation.
8. Not adapting to buyer's style: Salespeople who prefer talking to showing should keep in mind that clients may instead prefer to see the product. It is critical for salespeople to use different communication styles for different clients, as discussed in Chapter 3. Most successful salespeople have learned to match their customers' communication styles.
What is persuasion? What are some things you can do to help develop persuasive skills?
Persuasion is the ability to change a person's belief, position, or course of action.
Feedback Guides Your Presentation
Learn how to generate feedback to determine whether your listener has received your intended message. Feedback refers to a recognizable response from the buyer. A shake of the head, a frown, or an effort to say something are all signals to the salesperson. If the salesperson fails to notice or respond to these signals, no feedback can occur, which means faulty or incomplete communication.
Empathy Puts You in Your Customer's Shoes
Empathy is the ability to identify and understand another person's feelings, ideas, and situation. As a salesperson, you need to be interested in what the buyer is saying—not just in giving a sales presentation. Many of the barriers to communication mentioned earlier can be overcome when you place yourself in the buyer's shoes. Empathy is saying to a prospect, "I'm here to help you," or, "Tell me your problems and needs so I can help you." Empathy is also evidenced by a salesperson's display of sincerity and interest in the buyer's situation.
Keep It Simple
The new salesperson was sitting with his boss in a customer's office waiting for the buyer. As they heard the buyer come into the office, the sales manager said, "Remember, a KISS for him." No, he was not saying to give the buyer a kiss but to use the KISS principle, the old selling philosophy of "Keep it simple, salesperson."
An overly complex, technical presentation should be avoided when it is unnecessary. Use words and materials that are understood easily by the buyer. The skilled salesperson can make a prospect feel comfortable with a new product or complex technology through the subtle use of nontechnical information and a respectful attitude.
What is netiquette?
netiquette - proper rules and manners for communicating over the Internet
Sales Netiquette-A Brief Checklist
1. When sending a first-time email, state where you obtained the recipient's email address.
2. Put something meaningful in the subject line.
3. Ensure your name appears professionally in the "from" box.
4. Do not send unsolicited attachments; wait for permission.
5. Use an email letterhead for highly formal correspondence.
6. Create a professional-looking signature for consistency.
7. Use correct grammar and spelling.
8. Don't be the first to use first names. Use formal salutations (Mrs. Smith or Mr. Jones) until your correspondent does otherwise.
9. Stay formal with international emailing until your correspondent indicates otherwise.
10. Be concise!
11. Don't use smileys or emoticons.
12. Don't send junk or include business clients on your "joke" list.
13. Don't send impersonal mass emails (spam).
14. If replying to a message, include in your reply just the section you're replying to, not the entire original.
15. Remember to use empathy; consider how you would feel if you received the email.
How can you use social media to communicate?
Using Social Media to Communicate
Everybody seems to be using social media these days, which is precisely why salespeople should consider using it as part of their sales strategy. Salespeople can use social media to search for new customers, research prospects, network, communicate, and provide customer service. Salespeople are limited only by their own creativity in finding ways to use social media in their sales strategy. There are many social media applications available to salespeople but this text will limit its discussion to some of those that are more commonly used today.
Irene Koehler of Almost Savvy says about using social media, "There are a couple of factors to consider and one often gets more attention than the other, much to the detriment of the reputation of the business and its potential benefits of using social media—strategy and tactics. Strategy includes best practices, objectives, and etiquette. Tactics include tools, and this is where most people jump to first. This is a really bad move. Just because social media provide the technology to do certain things easily online does not mean that these are the right things to do."
What are the three levels of listening?
Whenever people listen, they are at one of three basic levels of listening. Each requires various degrees of concentration by the listener. As you move from the first to the third level, the potential for understanding and clear communication increases.
Marginal listening, the first and lowest level, involves the least concentration, and typically listeners are easily distracted by their thoughts.
Evaluative listening, the second level of listening, requires more concentration and attention to the speaker's words. At this level, the listener actively tries to hear what the prospect says but isn't making an effort to understand the intent.
Active listening is the third and most effective level of listening. The active listener refrains from evaluating the message and tries to see the other person's point of view.
Sales Knowledge: Customers, Products, Technologies
What is sales training?
sales training - the effort put forth by an employer to provide the opportunity for the salesperson to acquire job-related attitudes, concepts, rules, and skills that result in improved performance in the selling environment
What knowledge do you need to build relationships?
Customer service skills
Product knowledge: Know how to communicate both the technical and emotional components of your products.
Sales techniques: Understand the process. From prospecting onward, salespeople must stay up-to-date on best practices and industry developments in terms of technology and technique.
Procedural knowledge: Know how to write up sales reports and contracts, how to arrange for service calls and returned goods, and what your company's policies and procedures are.
Customer service skills: Know how to thank a customer, service his or her account, and invite him or her back. Stay current in exceptional customer service practices.
What is the FAB selling technique? Understand each of these.
FAB selling technique - a technique stressing features, advantages, and benefits of a product
feature - any tangible or intangible characteristic of a product
advantage - the performance characteristic of a product that describes how it can be used or how it will help the buyer
benefit - a favourable result the buyer receives from the product because of a particular advantage that has the ability to satisfy a buyer's need
What is a USP?
unique selling proposition (USP) - a statement about why a prospect should buy from you—it offers a reason why your product or company is both different and better than your competition's.
What are the different types of sales promotions you can use to generate sales? (CT)
consumer or trade
consumer sales promotion - a promotion that includes free samples, coupons, contests, and demonstrations to consumers
trade sales promotion - a promotion that encourages resellers to purchase and aggressively sell a manufacturer's products by offering incentives such as sales contests, displays, special purchase prices, and free merchandise
What technology essentials are required for the modern salesperson?
In addition to desktop and laptop computers, tablets and smartphones are used by salespeople to improve their productivity and connectivity.
Many software programs can help a salesperson increase personal productivity through more efficient data storage and retrieval, better time management, and enhanced presentations.
Automated Sales Plans, Tactics, and Ticklers
Geographic Information Systems
iPods and MP3 players allow salespeople to show data and videos to prospects, as well as to train themselves on product knowledge and selling skills.
Prospecting—The Lifeblood of Selling
What is the sales process? List all steps.
The sales process refers to a sequence of actions by the salesperson that leads toward the customer taking a desired action and ends with a follow-up to ensure purchase satisfaction.
Although many factors may influence how a salesperson makes a presentation in a particular situation, a logical sequence of steps can greatly increase the chances of a sale.
Steps of the sales process:
Prospect pre-App Pre-trial- det-Meet trail-close Follow
What is prospecting?
prospecting - the process of identifying potential customers
What is MAD?
desire to buy
MAD - an acronym for the three questions that determine whether a prospect is a qualified one; a qualified prospect needs the money, authority, and desire to buy
What are some sources for prospecting?
Prospecting requires both creativity and diligence on the part of the salesperson. Sources of prospects can be many and varied or few and similar, depending on the service or good sold. Naturally, people selling different services and goods might not use the same sources for prospects:
A salesperson of oil-field pipe supplies would make extensive use of various industry directories in a search for names of drilling companies.
personal acquaintances and current customers:
A life insurance salesperson would use personal acquaintances and current customers as sources of prospects.
A pharmaceutical salesperson would scan the local newspaper looking for announcements of new physicians and hospital, medical office, and clinical laboratory openings.
announcements of the construction of new grocery stores and shopping centres:
A sales representative for a company such as General Mills or Quaker Oats would watch for announcements of the construction of new grocery stores and shopping centres.
What are referrals?
referral - a person or organization recommended to you by someone who feels that this person could benefit from you or your product
The Pre-Approach—Planning Your Sales Call and Presentation
Why should you plan the sales call?
Planning the sales call is crucial. Although there are numerous reasons for planning the sales call, the most frequently mentioned are:
developing an atmosphere of goodwill between the buyer and seller
generally increasing sales.
How do you determine your sales call objective?
answer one simple question: "If this call is successful, what will result?"
Focus and Flexibility
Writing down your precall objective increases the focus of your efforts and if the precall objective turns out to be inappropriate as the sales call develops, it's easy to switch tactics.
Making the Objective Specific
"What need of this prospect can I serve? Which product or service is best for this account? How large an order should I go for?"
What is SMART?
SMART - objectives that are specific, measurable, achievable, relevant, and time bounded
What is a customer benefit plan?
customer benefit plan - a plan that contains the nucleus of information used in the sales presentation
What is the sales presentation?
sales presentation - the actual presentation of the sales pitch to the prospect.
What are the mental steps your prospect goes through? (Attention, Interest, etc)
From the moment you begin to talk, you have to quickly capture and maintain the prospect's attention. This may be difficult at times because of distractions, pressing demands on the prospect's time, or lack of interest, so carefully plan what to say and how to say it. Since attention-getters have only a temporary effect, be ready to quickly move to Step 2, sustaining the prospect's interest.
Before meeting with prospects, determine their important buying motives. These can be used to capture interest. If you cannot do this prior to your presentation, you may have to determine them at the beginning of your presentation by asking questions. Prospects move into the interest stage if they listen to and enter into a discussion with you. Quickly strive to link your product's benefits to the prospect's needs. If this link is completed, prospects usually express a desire for the product.
Using the FAB formula (Chapter 5), strive to bring prospects from lukewarm interest to a desire for your product. Desire is created when prospects express a wish or want for a product like yours.
To better determine whether the product should be purchased, prospects may have questions for you and may present objections to your product. Plan how you will anticipate prospects' objections and provide information to maintain their desire.
Although prospects may desire a product, they still have to be convinced that your product is best for their needs and that you are the best supplier of the product. In the conviction step, strive to create a strong belief that the product is best suited to the prospect's specific needs. Conviction is established when no doubts remain about purchasing the product from you.
Purchase or Action
Once the prospect is convinced, plan the most appropriate method of asking the prospect to buy or act. If each of the preceding steps has been implemented correctly, closing the sale—asking the prospect to purchase or take some action—is the easiest step in the sales presentation.
What are the four types of sales presentations?
Salespeople work with customers in different ways. As discussed in Chapter 1, salespeople may be involved in transactional, relationship, or partnering selling. Thus, salespeople face a variety of situations, such as:
Salesperson to buyer:
A salesperson discusses issues with a prospect or customer in person or over the phone.
Salesperson to buyer group:
A salesperson gets to know as many members of the buyer group as possible.
Sales team to buyer group:
A company sales team works closely with the members of the customer's buying group.
The salesperson brings company resource people to discuss a major problem or opportunity.
A company team conducts an educational seminar for the customer company about new developments.
What is a group presentation?
At times, you as an individual will meet with more than one decision maker for a group presentation.6 Many group presentation elements are similar to other types of presentations. However, the group presentation, depending on size, may be less flexible than a one-on-one meeting. The larger the group, the more structured your presentation must be to avoid everyone jumping in with feedback and ideas simultaneously. As the salesperson in charge, you can structure the presentation to provide a question-and-answer period at the end of or during the presentation. Ideally, you will have spoken with most or all of the decision makers involved during the analysis phase to determine their needs. The points you discuss will address thoughts they have expressed regarding the problems at hand. In the initial part of the presentation, you should accomplish the following.
8 Kinds Of Farts And The Foods That Make Them
The Silent But Deadly
Cause: Chewing Gum
It may seem an innocent food, but chomping on chewing gum is actually causing those silent but deadly farts that no one wants to admit to. Chewing gum contains sorbitol, an indigestible sugar, that makes air swoop out of your bottom at a fast, but silent rate.
The Outta' Nowhere
Cause: Apples, Peaches, Prunes
Sorbitol also sneaks its way into fruits too. One of these fruity wonders may take you, and your loved ones, by surprise but they will mostly be quiet and not too stinky.
The Musical Toot
Cause: Cereal, Porridge, Bread
Lactose is one of the key ingredients to making big, juicy trumps. Although lactose is mainly in dairy products, it's also present in most breads and cereals. When it's combined with fibre and starch, it creates little gas bubbles in your colon - nice - which, you guessed it, produce tiny little toots. Lovely!
The Gone-Off Milk
Cause: Milk, Ice-Cream, Cheese (basically anything delicious)
As discussed, lactose makes you fart. And if you're going to eat a lot of dairy products, be prepared to do lots of stinky ones. Lactose farts are so pungent, they might even be enough to put you off eating ice-cream. Yes, it is that serious.
The Dutch Oven
Cause: Spicy Curry
Oh, those wild nights out that end up with all 17 of your mates in your local curry house chowing down on the sweetest Korma to the spiciest Vindaloo - good times. But surviving the morning after when you wake up in a haze of your mates' beer and curry farts is something quite different. Especially when Rogan Josh guzzingly Gazza lets rip and holds you down under the quilt to fully breathe it in. That ladies and gentlemen, is what is called the dutch oven.
Cause: Beans (obvs)
"Be a good boy and eat up your beans" said mum. Well how about no, mum, because I don't want to be the one farting my way through assembly, thanks. Beans - which contain a high amount of fibre and raffinose - are very good for you, but don't eat them when you need to be in the presence of other people.
The Nuclear Bomb
Cause: Fast Food
Fast food is rammed full of sugars and fats that make your intestines freak out, gurgle and eventually give-up, producing the most disgusting and feral farts known to man. A true explosion, there's no warning and no telling who is going to make it out alive. Is it worth it for that bit of fried chicken? Yes, of course it is. But spare a thought for your poor body, because something ain't right when it's making that kind of stench.
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