MKTG 451 Lecture Notes - Lecture 8: Nepotism
Document Summary
Give one a picture of the actual conditions vs. the desired conditions. It is your job to point out the opportunities that your prospect is missing. Look for opps/niches that prospect may not have been aware of. Look at prospect"s present situation and his future potential. Goal is to try to uncover or enlarge the prospect"s need gap. The larger the gap the better the chance of making the sale. The ideal versus need should be far apart. This is what gets ppl to buy. Ppl buy to gain distinction or admiration from others. Ppl buy to imitate the success of a peer/competitor. Ppl buy due to concern for health/property/life/freedom reasons. Ppl like new things, even if only slightly different. Person who has control over access to decision maker, usually a secretary or receptionist. Person whose opinion is sought in final decision. How quickly does a prospect want/or can make a purchase (aka- buyer urgency)
