GRA 230 Study Guide - Reinforcement, Voicemail, Chapter 27

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Chapter one - three goals: achieve them and win. Business success derives from the ability to say what you do in the marketplace and then do what you say in the shop. Competent sales activity can be divided into 2 categories: Event-based: event purchases such as buying cars, dinning room furniture, refrigerators, and other durable goods depend upon the successful conclusion of infrequent sales opportunities, because they are not frequently bought. Maybe once every decade: sales success depends on the salesperson closing deal right away, they don"t rely on business relationships between individuals, they rely on critical things like brand names, location, and price. Information is more than half the battle. Your customers may be less loyal than you would like but, at least you can take steps to shore up your profitable accounts before a competitor identifies them as low-hanging fruit. Since it is cost effective to increase business with existing accounts, focus on growth.