MKT 203 Study Guide - Final Guide: Esus, Best Alternative To A Negotiated Agreement, Cognitive Dissonance
Document Summary
Chapter 11: determining customer needs with a consultative questioning strategy. Questions x3- effective use of questions is the starting point of the consultative sales process. Adapt and present product solutions that meet those needs. The four-part need-satisfaction model: need discovery: begins with pre-call preparation. Ability to create customer value is affected by: the types of questions you ask, the timing of those questions, and, how you pose them. Spin selling model- multiple question approach using situation, problem, implication, and. Person selling skills model- use effective questions to gather information and build mutual understanding. Facilitate an open exchange: selection of the solution: alespeople a(cid:396)e (cid:374)o lo(cid:374)ge(cid:396) selli(cid:374)g just a (cid:862)p(cid:396)odu(cid:272)t(cid:863); i(cid:374)stead the(cid:455) a(cid:396)e p(cid:396)o(cid:448)idi(cid:374)g a (cid:448)alua(cid:271)le (cid:862)solutio(cid:374)(cid:863) to (cid:272)usto(cid:373)e(cid:396) p(cid:396)o(cid:271)le(cid:373)s. If the sale involves several needs and the satisfaction of multiple buying motives, selection of the solution may: take several days or even weeks and involve the preparation of a detailed sales proposal.
