MKTG 451 Lecture 3: Chapter3TensionManagement
Document Summary
Causes of personal tension in selling situations. Pressure to make sale on 1st visit. Cold calls telemarketing/phonethon (trying to get 1 or 2 out of. Normal tension that exists between two interacting ppl. Caused by how ppl handles selves and others. Caused by preferences in closeness & self-disclosure. Most function best/most productive within a range of tension known as comfort zone . Too much or too little can negatively impact productivity. Constantly be measuring customers comfort zone during sales call. ***want a little tension (tension you feel before playing in a sports game--makes you better) Example: go in for one tire bc needs one tire; then he convinces him to get more and better tires for his daughter in bad weather. Fix flat to the new ideal is his daughters life is in his hands. Expand the need gap (1 to 4) Ideal and actual farther away, then chance of buying goes up.
