MRKT 455 Lecture Notes - Lecture 10: The Right Approach, Profit Margin, Prospect New Orleans
Document Summary
Attitude: rapport (relationship) building is key, common for salesperson to experience nerves when contacting a prospect, use creative imagery, picture the worst and the best that can happen, and success. Demonstration openings: the product approach, effective with new product, packaging, etc, engages, encourages participation. Opening with questions: most common opener, multiple questioning approach, customer benefit approach, curiosity approach, opinion approach, shock approach. Technology in the approach: technology can add impact to your presentation, sounds, visuals, touch, don"t rely solely on technology it sometimes fails. Using questions results in sales success: objectives of using question approach techniques, have a prospect tell you about, needs, problems. Three rules for using questions: use easily answered questions, pause or wait for an answer, listen. Is the prospect listening: change tactics, offer the prospect something to hold onto or look at, ask open ended questions. Multiple question approaches: use a multiple approach spin, situation, problem, implication, need-payoff.
