MKTG 451 Lecture 9: MKTG451: Chapter9
Document Summary
Process of taking both your prospect"s and your ideas and arriving at a solution that makes sense to both of you. This is not a pitch but a give and take exchange. This phase is often the most difficult point to reach in entire selling cycle. Time frame to reach the proposal phase can range from immediate to several years. Keep in the mind information exchange t"s. Types of proposals/presentations (canned vs outlined presentations) Building trust and decreasing tension = more time with prospect. Usually in form of memorized sales pitch. Does not lend itself to a customized solution. Often increases tension in selling process and often ends in buyer"s remorse . Very comprehensive in covering each issue that could arise. Usually first to draw a customer or product. Advantages that a customer will enjoy as result of buying a product. Answer question what"s in it for me? . Serves as trigger to persuade customer to purchase a product.
