Marketing Essentials Chapter 14, Marketing Essentials - Chapter 15
Terms in this set (42)
Words that the average customer can understand.
Concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase.
Reasons for not buying or not seeing the salesperson.
Objection Analysis Sheet
A document that lists common objections and possible responses to them.
To restate something in a different way.
Involves recommending a different product that would satisfy the customer's needs.
A selling method that converts a customer's objection into a selling point.
A selling technique that permits the salesperson to acknowledge objections as valid, yet still offset them with other features and benefits.
A selling method that involves using a previous customer to other neutral person who can give a testimonial about the product.
What is the goal of the product presentation?
match the customer's needs with appropriate product features and benefits
Describe some guidelines for what to say during the product presentation?
Show no more than three items during a presentation, use highly highly descriptive adjectives and active verbs when describing product features, avoid unclear words such as nice, pretty, and fine.
What are four techniques that will make the product presentation lively and effective?
Displaying and handling the product, demonstrating the product, using sales aids, and involving the customer.
Why are objections important to the sales process?
They give you an opportunity to present more information to the customer.
List the five buying decisions on which common objections are based.
need, product, source, price, time
Explain the process of handling customer objections?
listen carefully, acknowledge the objections, restate the objections, answer the objections.
Name seven specific methods for handling objections.
substitution method, boomerang method, superior point method, third party method, denial method, demonstration method, question method.
technical terms used in business to business sales
used to overcome objections when it is based on misinformation
3 products at a time
how many products should you show a customer at one time
great skill or knowledge
to investigate the accuracy or truth of a statement
very informal language
to reword the meaning of a statement
a neutral person
closing the sale
obtaining an agreement to buy
things customers do or say to indicate a readiness to buy
initial effort to close the sale; even if it doesn't work, you'll learn something from the attempt
encourages a customer to make a decision between two items
used when a product is in short supply or when the price will be going up in the near future
the method in which you ask for the sale
method where you explain services that might overcome obstacles or problems
selling additional good or services to the customer (items that will save them time or money in the long run OR help them enjoy their original purchase more)
customer relationship management
systems that help businesses find customers and keep them satisfied; a means to develop and nurture customer relationships including lead generation, sales support, customer service, and other after-sales activities
after removing a major buying obstacle OR after a dramatic product presentation
creating an ownership mentality
using words such as "you" and "your" in your product or service descriptions, ex. "when your children are riding with you, you will be confident that your car is build with all the best safety features"
things to do when failing to close the sale
invite customer to return again, get feedback if you have a good rapport with the customer, maintain a positive attitude, don't burn bridges to future sales possibilities
benefits of suggestion selling
customer more likely to be pleased with purchase, customers will want to do business with you again, your sales increase, you'll be viewed as successful salesperson, the company benefits because the time and effort involved in a suggestion sale is minimal
rules for suggestion selling
only use AFTER customer is committed to original purchase, make suggestions from customer point of view, make the suggestion definite, show the item you are suggesting, make the suggestion positive
suggestion selling methods
offering related merchandise, recommending larger quantities, calling attention to special sales opportunities
important after-sales activities
order processing, departure, order fulfillment, follow-up, customer service, keeping a client file, evaluate your sales efforts
questions to evaluate your sales efforts
what were the strong points of your sales presentation, what did you do wrong, how could you have improved, what you will do differently in the future, how can you solidify your relationship with the customer at this point
OTHER SETS BY THIS CREATOR
Semester 1 Vocab Review
Marketing Essentials Chapter 14
Marketing Essentials - Chapter 15