MKG 325 Lecture Notes - Lecture 1: Problem Solving, Active Listening, Communication
Document Summary
Suggested readings: (cid:710)spin selling(cid:711) by neil rackham & (cid:710)the challenger sale(cid:711) by matthew dixon and brent adamson. Marketing tool that focuses on interpersonal interactions between buyers and sellers. To initiate, develop, and enhance customer relationships. Requires salespeople to earn trust, meet customer needs, and contribute to the creation, communication, and delivery of customer value. *exhibit 1. 1 comparison of transaction-focused traditional selling with trust-based. Customer value: customer"s perception of what they obtain in exchange for what they have to give up in return. Sales dialogue: series of conversations between buyers and sellers to forge a relationship for: Uses truthful, non manipulative tactics to satisfy long-term needs. Adaptive selling: ability of salespeople to change their sales message based on the current situation. Stimulus response selling: various stimuli elicit predictable responses. Continued affirmation: series of questions arranged to make the customer say yes to them, until he/she says yes to the entire sales pitch.