MKG 325 Lecture Notes - Lecture 22: Eye Contact
19 Oct 2017
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Interesting and understandable sales dialogue: verbal support elements, anecdotes, analogies, comparisons, examples, voice characteristics. Types of sales aids: visual materials, electronic materials, product demonstrations. Using sales aid in the presentation: develop multiple aids to create a positive impact. Increase effectiveness by using the spes sequence: s - state the selling point and introduce the sales aid, p - present the sales aid, e - explain the sales aid, s summarize. Proof providers: statistics - facts that lend believability to claims of value and benefit, testimonials - state(cid:373)e(cid:374)ts fro(cid:373) satisfied users of the selli(cid:374)g orga(cid:374)izatio(cid:374)"s produ(cid:272)ts a(cid:374)d ser(cid:448)i(cid:272)es, case histories - testimonials in a story or anecdotal form. Involves salespeople interacting with buyer groups: salespeople should, prepare for tough questions from the buyers, engage in preselling, preselling: presenting the product or service to individual buyers before presenting it to the whole group.
