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Marketing Essentials Chapter 14

Terms in this set (13)

1. It is important for a salesperson to use words that are in layman's terms in making a product presentation so that the customer will not be swayed by the salesperson's biases.
2. A salesperson may use jargon during a business to business sales presentation.
3. The goal of a product presentation is to access your customer's needs and buying motives. You then use that information to begin framing your product presentation.
4. When a person objects to purchasing an item, this should be viewed as positive because that gives you the opportunity to present more information to the customer.
5. A salesperson should not allow the customer to resolve objections by themselves. This allows the customer to become pre-occupied with the objection.
6. If a customer objects to buying something because they feel they need to use the money for something else, this objection is based on need.
7. If a customer is trying to read instructions for a product and does not understand them, the sales person could offer to help. The method the sales person is using is questioning method.
8. If a salesperson explains to the customer that he has heard the same objection from other customers, this step in the method of handling objections is called acknowledge.
9. The maximum number of items a salesperson should show a customer at once is 3.
10. Contradiction of a statement is denial.
11. To paraphrasing is to state the meaning of a statement.
12. Language most people can understand is layman's terms.
13. A third party is a neutral person or previous customer.
14. Excuses are reasons for not buying or seeing a salesperson.
15. Jargon is language used with industrial buyers.
16. A list of reasons for not purchasing a product and possible responses to those reasons is called a objection analysis sheet.
17. The method of recommending a different product to a customer is the substitution method.
18. Concerns, hesitations, or doubts are objections.
19. A positive statement about the quality of a product from someone who has used the product is a testimonial.
Essays:
1. What are 5 ways to make the presentation come alive?
Display and handle the product, use sales aids, involve the customer, demonstrate the product, hold the customer's attention
2. What is the four step process for handling objections?
Listen carefully, acknowledge the objections, restate objections, answer objections
3. Please list 3 of the 7 steps of the specialized methods of handling objections. Please explain each method.
Boomerang, substitution, question