Professional Selling Test 1 (2023/2024) Rated A

Professional Selling Test 1 (2023/2024) Rated A customer strategy carefully conceived plan to maximize customer responsiveness. - a dimension in this strategy is to achieve a better understanding of the customer's buying needs and motives. consumer buyer behavior buying behavior of individuals and households who buy goods and services for personal consumption. types of consumer buying situations habitual, variety-seeking, complex buying business organization buyer behavior:B2B the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others. types of organizational buying situations: new task buy: salespeople rely on consultative selling skills. straight rebuy: salespeople constantly monitor satisfaction modified rebuy: salespeople can provide service/anticipate changes Maslow's Hierarchy of Needs: Physiological: food, shelter Security: free from danger Social: identification with social groups Esteem: desire to feel worthy in eyes of others self-actualization: need for mastery, self-fulfillment role expectations associated with position Reference groups categories of people you see yourself belonging to social class group with similar values, interests, lifestyles. culture influences of group with common language, environment, also subcultures. buying motives an aroused need, drive, or desire that stimulates behavior to satisfy the aroused need. four basic motive types: emotional, rational, patronage, and product emotional motives acts based on passion or sentiment. - emotion appeals common - if a salesperson can "connect" they have an advantage. Rational Motives -acts based on reason or judgement. relatively free of emotion. -salespeople gather, interpret, and disseminate customer-specific information Patronage Motives -buy from a particular firm -past experience positive -relevant elements: superior service, product selection, competent sales staff product motives buyer believes one product is superior to others. -preferences for specific brands; quality, price, design/enginerring transactional process buyers: salespeople can eliminate any unnecessary costs or delays relational process buyers: salespeople focus attention on needs. awareness/help customer evaluate prospect: a potential customer that meets the qualification criteria established by your company prospecting: process of identifying potential customers prospect base: made up of current customers and potential customers networking -making and profiting from personal connections. networking guidelines: * meet as many people as you can * what is it about you that interests them *do not do business while networking * offer business card *edit contacts and conduct follow-ups 3 types of networks * networking within your organization. * networking within your industry *networking outside your industry major differences of partnering roles in building relationships: 1. Focus Of The Communication 2. Salesperson Objective 3. Unit Of Analysis personal selling: person-to-person communication with a prospect to present information about a product or service it is a process: * developing relationships * matching products with need * communicating benefits Value-Added Selling: a series of creative improvements within the sales process that enhance the customer experience, improve the customer's business, and deliver revenue for the organization. Relationship Strategy: -well-thought-out plan for establishing, building, and maintaining relationships * primary goal = rapport, trust, and mutual respect. Product Strategy: plan that helps salespeople make correct decisions concerning selection and positioning of products to meet customer needs. *begins with thorough product knowledge. * use feature-benefit analysis approach Customer Strategy: plan that results in maximum responsiveness for customer's needs * collection & analysis of specific information for each customer Presentation Strategy: Plan that includes: * Sales presentation objective(s) * Presentation plan to meet objectives Pre-sale planning ensures organization, improved outcomes, & helps with adaptability. Communication-Style Bias - most frequently occurring form of bias. - develops when we have connect with another whose communication style is different from our own. Improving Relationship Skills first goal: understand your own preferred communication style second goal:develop greater understanding and appreciation for different styles. third goal: manage selling relationships by adapting style (style-flexing) Communication Versatility: describes one's ability to minimize communication-style bias. responsiveness continuum: the readiness with which a person outwardly displays emotions or feelings and develops relationships task oriented: control feelings, prefer solitude, more reserved, more formal. people oriented: express feelings, prefers interaction, more outgoing, more informal cues for analytical style: seems indecisive attention to detail persistent in questioning likes solitary activity cues for driver style: "show me the bottom line results" -takes business/task initiative -may give the impression of not listening -likes to maintain control expects efficiency expressive style traits: -appears quite active -takes social initiative -encourages informality - expresses emotional opinions Amiable Style Traits: "please show concern for me and my problems" -appears to be quiet and reserved -listens attentively -tends to avoid use of power -makes thoughtful decisions in deliberate manner -prefers to gain consensus on decisions transactional selling: -buyers aware of needs, focus on price. - relationship strategy secondary relationship selling: -salesperson listens, defines problem, solves. -impact of the relationship is important product strategy a well-conceived plan that emphasizes becoming a product expert, selling benefits, and configuring value-added solutions feature data, facts, or characteristics of your product or service benefit whatever provides the customer with a personal advantage or gain -general benefits -specific benefits positioning involves: activities of a salesperson interred to create a certain concept of the product in the customer's mind. differentiation: customer's perception of dissimilarity between your product and that of your competitors product positioning options: -new vs. established (mature) products - price strategies -value-added product attributes include: quality, durability, reliability, performance, packaging flexibility, warranty, brand. company attributes: reputation, industry leadership, facilities, ease of doing business, distribution channels, ordering convenience, returns, credits salesperson attributes: knowledge, expertise, responsiveness, pricing authority, customer orientation, honesty/integrity, follow-through, presentation skills. the total product concept: generic product, expected product, value-added product, potential product (picture in book) generic product: basic product you are selling, describes product category... example: every ritz-carton hotel offers guest rooms, meeting rooms, and other basic hotel services. expected product: everything that meets the customer's minimal expectations beyond generic product ex: every ritz-carton offers not only guest rooms- but the rooms are upscale and luxurious. value-added product: salesperson offers customers more than they expect. example: every ritz-carton recalls your newspaper preference, wake-up time, and that you require wireless internet access. potential product: what remains to be done, what is possible, anticipating customer's future needs. ex: every ritz-carton plans to offer complete services for business meetings. customer jobs: What are your customers trying to get done? 1. functional: perform a specific task. 2. social: want to gain status 3. personal: seek a specific emotion