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Marketing Essentials - Ch 14
Based on the 2009 text (the orange book).
Terms in this set (13)
Words 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.
Objections related to need usually occur when the customer does not have an immediate need for the item or wants the item but does not truly need it.
Objections based on the product itself concertn things such as construction, ease of use, quality, color, size, or style.
Objections based on source often occur because of negative past experiences with the firm or brand.
Objections based on price are more common with expensive merchandise.
To restate something in a different way.
Involves recommending a different product that would satisfy the customer's needs.
Bring the objection back to the customer as a selling point.
A technique that permits the salesperson to acknowledge objections as valid yet still offset them with other features and benefits.
Involves using a previous customer or another neutral person who can give a testimonial about the product.
THIS SET IS OFTEN IN FOLDERS WITH...
Marketing Essentials - Ch 24
Marketing Essentials - Ch 1
Marketing Essentials - Ch 26
Marketing Essentials - Ch 2
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