Mar-3400 Study Guide - Final Guide: National Accounts, Busy Work, Product Demonstration

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Important!skill!to!be!successful!is!active!listening!
o Take!notes!!
o Write!down!keywords!to!remember!important!topics!said!!
Repeat,!restate,!rephrase,!clarify!and!summarize!!
Must!understand!different!cultures!in!any!profession!!
o Understand!context!of!communications!
§ Written!and!verbal!(words)!
§ Body!language!
§ Other!relationships!
o We!live!in!a!high!low!context!culture!
Types!of!business!relationships!
o Not!every!relationship!is!a!strategic!partnership!
§ Functional!relationships-!do!business!with!other!people!until!something!
goes!wrong!and!find!new!alternative!
§ Partnership-!mutual!benefit!in!doing!business!!
§ Strategic!partnership!
Customer!lifetime!value!
o How!much!do!I!invest!in!this!relationship?!!
o How!much!money!do!I!make!upfront!and!over!the!life!of!the!relationship!and!
how!long!should!the!relationship!later?!
§ Helps!determine!which!companies!should!be!strategic!partners!
§ Should!invest!in!because!there!is!a!lot!of!return!!
Ethics!!
o Define!who!and!what!you!are!and!what!you!stand!for!before!you!need!to!make!
the!tough!decision!
o The!bottom!line!!
o Who!are!you?!Where!are!you!going?!
Characteristics!of!successful!partnerships!
o Mutual!trust!!
§ Dependable!
§ Competence!
§ Customer!orientation!
§ Honesty!
§ Likeability!
o Open!communication!
o Common!goals!
o Trust!is!a!belief!by!one!party!that!the!other!party!will!fulfill!its!obligations!in!a!
relationship!
Buying!decisions!
o Users!
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o Influences-!have!knowledge!about!product!!
o Controller!
o Gatekeeper!
§ Most!powerful!
§ Least!thought!of!
§ Lets!you!get!to!the!other!side!
§ Cant!move!on!until!he’s!on!your!side!!
o Deciders!
o Purchasers!!
Types!of!buying!situations!
o First!time!buying!
§ Need!a!lot!of!research!to!be!done,!if!you’re!being!smart!!
o Rebuying!
o Modified!rebuy!
§ The customer has purchased the product in the past but is looking for new
information
Meeting!Open!
o Approach!
§ Professional!outfit!and!introduction!(show!business!card,!name!and!
company)!
§ Build!rapport!and!credibility!
§ Mention!the!agenda!for!the!meeting!
Purpose!of!meeting!and!what!you!hope!to!accomplish!
§ Transition!to!Needs!ID!
Use!GOALS!
o Needs!ID!
§ GOALS!
General!situation!questions!
Obstacles!(opportunity!or!outlay)!
Accomplishments!
Leverage!
Summary!and!solution!!
§ Be!able!to!recognize!the!different!types!of!questions!
§ “How!do!you!process!payroll?!
General!situation!question!
§ “How!long!does!it!take!you!to!process!payroll?”!
Obstacle!
§ “Could!u!be!doing!something!else!with!that!time?”!“How!much!is!it!
costing!you?”!
Obstacle!and!Outlay!
o Open!ended!questions!get!a!lot!of!information!
§ “What challenges do you face with tracking stylist managing
appointments”
§ “What is currently keeping you from meeting those goals?”
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§ “Explain how you currently manage inventory?”
§ “How are you currently handling your XYZ?”
o Close!ended!questions!get!facts!!!!
GOALS!questions!
o General!condition!
§ Understand!current!situation!
§ Explore!where!they!are!today!
o Obstacles,!opportunities,!outlays!
§ What!challenges!and!problems!keep!customer!from!reaching!ideal!
situation?!
§ Opportunities!they!want!to!take!adv!of!but!cant!for!some!reason!
§ What!do!the!obstacles!cost?!!
o Accomplishments!
§ Where!would!they!like!to!be!in!the!future!
§ Help!understand!ideal!world!
o Leverage!
§ When!customer!needs!to!think!about!an!issue!in!a!new!way!
§ Use!to!help!customers!see!things!in!a!new!light!
o Summary!and!solution!!
§ Transition!from!uncovering!needs!to!services!that!meet!these!needs!
§ Acknowledge!and!summarize!!
§ You!have!a!way!to!solve!their!problem!!
GOALS!
General!condition!
o Explore!current!operations!
o Use!it!at!beginning!of!conversation!
o Tell!us!about!yourself!
o Mistakes:!start!very!narrow!and!asks!questions!immediately!around!the!product!
or!service!they!sell!
§ Ask!product!centered!questions!not!customer!centered!!
o Ask!broad!questions!!
Obstacles,!opportunities!and!outlays!
o How!large!and!important!is!the!customers!pain!that!u!want!to!alleviate!w!ur!
product!or!service!
o What!are!the!problems?!(obstacles)!
o What!would!I!like!to!do!better?!(opportunity)!
o Cost!of!these!issues,!economic!and!emotional!value!(outlays)!
o Mistakes:!forget!to!ask,!don’t!assume,!jump!to!conclusions!!
o Take!time!to!understand!the!real!issues!and!costs!involved!to!tailor!a!solution!
that!is!tangible!
Accomplishments!
o What!the!ideal!situation!is!!
o Where!would!you!like!to!be!in!3-5!years!
o Things!to!help!them!understand!there!is!an!ideal!world!out!there!
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