13. Personal Selling - Direct Mark... (Chapter 18)

Terms in this set (11)

1. Prospect and qualify is identifying potential customers (prospecting) and then determining whether the prospect has the potential to become a customer (qualifying).

2. Pre-Approach - During the pre-approach or research stage the salesperson is seeking information on the key decision makers, company business practices, current suppliers and other information that will be helpful in the sales process. There are several sources of information that the salesperson can turn to including Dun and Bradstreet, Hoovers, and Lexisnexus. Some of the best sources of information are non-competing salespeople who have dealt with the company in the past.

3. Approach - The approach stage is where the salesperson contacts the prospect to schedule a sales call. This stage is not about making the sale per se, as the main focus is gaining access to the prospect for a sales presentation.

4. Sales Presentation - The sales presentation is where the salesperson can show the prospect the benefits of using the product or service. One key element of the sales presentation is building a relationship with the prospect. This can be accomplished by finding out information about the buyer (looking around their office for clues helps). The salesperson should also be asking questions about the needs or problems that the prospects company is facing. By doing so, the salesperson has the opportunity to show how the product can deliver the solution.

5. Overcome Objections - Buyers will most likely express objections as a means of not making a purchase decision. These can be based on price (too high), quality, existing supplier, etc. A good salesperson will have already determined the best approach in overcoming the prospects objections.

6. Close the Sale - Addressing a buyer's objections moves the sales process to the point where the salesperson asks for the order. There are many methods for moving the prospect to saying yes, including giving the buyer an option such as "would you like that in red or blue?" or asking "how many cases would you like?"

7. Follow-up - After the delivery has been made the salesperson should contact the buyer to determine if the order was received as expected. This reinforces to the buyer that the salesperson is truly looking to build a relationship.
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