MKT 504 Study Guide - Midterm Guide: Sales Process Engineering, Voice Of The Customer, Eye Contact
Document Summary
When a salesperson and buyer meet in person to discuss business. Usually takes place in the customer"s place of business, but also somewhere else (trade show) Comprehensive communications that convey multiple points designed to persuade the prospect or customer to make a purchase. Focus on customer value and only take place after the salesperson has completed the adapt process. Salespeople who attempt to make a sales presentation before building a foundation through sales dialogue risks being labeled as noncustomer oriented and aggressive. They include scripted sales calls, memorized presentations, and automated presentations. Telemarketing industry highly relies on this format. Objections and questions can be anticipated in advance, therefore a response can be formulated to appropriate it. This format highly assumes that all buyers needs and motivations are homogeneous = not a good way of personal selling. Good for narrow product line along with a inexperienced sales force.
