MKT 504 Chapter Notes - Chapter 4: Active Listening, Adapt
Document Summary
This chapter addresses the need to better understand and master the art of collaborative, two- way communication. Trust-based communication talking with, rather than at, the customer. A collaboration that allows buyers and sellers to develop a better understanding of the need situation and work together to co-create the best response for resolving the customer"s needs. People and organizations seek out the satisfaction and benefits that certain product features provide. Trust based sales communication is the sharing of meaning between buying and selling parties that results from the interactive process of exchanging information and ideas. There are two ways to dominate the selling conversation: by talking constantly, or maintain a subtle level of control by asking thought-out questions that guide the discussion. Properly crafted questions can build a relationship, and can evoke rich information from the buyer in hopes to satisfy their needs.
