marketing chaptre
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Prospecting & Qualifying
Pre-approach
Approach
Presentation
Handling Objections
Closing Sale
Follow Up
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Process of identifying the prospective buyers
Diff between Prospects & Suspects
Different ways of identifying the prospects:
-Acquaintance References Method(Friends, Family, Relatives)
-Cold Calling Method(Random Prospecting)
-Center of Influence Method(Influential)
-Personal Observation Method
-Direct Mail/ Telephonic Method(upgrading)
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-Company Records(old existing/lost, new customers)
-News Papers(Tenders, Requests)
- Middle Men
- Other Methods (old sales officer, junior sales officer,
trades, exhibitions, )
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Knowing the prospects likes & dislikes, his needs, preferences,
behavior, economic and societal status etc..
Preparing with the needed information tools, and plans for
approaching to give an effective presentation
Maximum time to be spent on those prospects who are likely to
give larger volume
Spend less time on planning, organizing, report generation etc..
Follow grading of the prospects.
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Stage when the prospect and the
salesman come in contact (face to face)
Opportunity to interact, observe and
understand much better. (Make best use)
Getting the Attention of the
customer/prospect and persuading are
the two main objectives
First Few minutes to impress and grab
a chance to explain further.
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Different methods are suitable for different customers,
products/services
Possibility of starting the approach with one method and ending
it with another
Very common method
Introduces himself based on the same
Uses companys reputation/ Brand name to attract attention
Not suitable to the brands/companies less known
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Making prospect realize that the product/service will benefit him
Ex: Would you like to cut down your electricity bill by 40%
Developing the interest in the customer to know more
New product which is appealing, attractive, best designed, unique
Handing over the product to the prospect to examine and satisfy
himself by having first hand knowledge and complete information
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Using gifts/novelties as door openers
Used to draw attention
Frightening the prospect / making him feel insecure
Useful for products like: life insurance, health & fitness products..
Pamper their egos and make them feel that theyare important
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Surveying needs & preferences of the customer before approaching
Helps in making a focused approach and in making a successful
sales presentation
Asking some question on the related topic at start of the approach
Question to be specific, appropriate and match the requirements of
the prospect
Can be combined with other approaches
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Very important as some times a good presentation is enough to close
a sale Includes the interiors decoration & appearance of the articles
Presenting the product/service
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the product quickly when the product is at eye-
catching location- creates good impression on the prospects andfeeling of importance
Best and neat packaging- does of the selling job
Explain the benefits, features & prices in simple terms
Can present with the help of models, pictures, videos/slides
Try & give an opportunity to the prospect to touch and feel the
product
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Never compare/criticize your products/services with those of
rivals
Show only those product/service of that quality which prospect is
looking for-helps in quick buying decision
Too many varieties confuse & too less varieties makes choice
process difficult
Making the product/service appeal the prospects senses- half the
battle is won
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an exercise to prove the characteristics of the
product
Creates +ve impression on prospects
Highlights attributes of the product- utility, performance, service
and quality
Helps the prospect to verify the points of presentation
Too many varieties confuse & too less varietiesmakes choiceprocess difficult
Avoid getting into any sort of arguments
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Stimulus Response Method
Formula Method
Need- Satisfaction Method
Team Selling Method
Consultative Selling Method
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Also called as Canned Approach- Memorized Sales Presentation
Making a right presentation(stimuli)- getting a favorable
response
Usually presenter doesnt knows much about the needs and
wants of the prospect- Salesperson just presents all the attributes
Another attempt is made to sell if the prospect is not ready to
buy.
Usually used when the product is non-technical- used by door-
to-door sellers, telemarketers
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Objections = Resistance = Opposition
Appears during sales presentation or when the salesperson asks
for a order- Shows prospect has some interest
They should be welcomed- to be answered satisfactorily
Two types of objections can arise: Psychological (hidden) and
Logical (real/practical).
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Asking Questions
Turning an Objection into Benefit
Deny objections tactfully
Third-party certificate &
Compensation
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Listening to the buyers objection carefully. Carefully replacing the
objections into a question and get buyers acceptance of thequestion.
An experienced sales person with +ve attitude can do it.
sometimes objections are incomplete or not correct- carefully deny
either directly or indirectly
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Taking a third-partys experience as an example to convince the
customer.
usually done if the customer has a doubt about quality/
performance
When the objections are valid
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Last step of selling- after answering all the objections
The second and final main objective of making a sales call
Includes receiving order from the prospect on immediate basis
Depends on judgment of opportunity, mood, perception, attitude
Based completely on earlier steps of the process
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Trial Close- Checks the attitude/Asks opinion of the prospect-
before actually closing
Reason for using Trial Close
PRESENTATION CLOSE SALE
TRIAL CLOSE
PositiveNegative
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Examines the product.
Asks another persons opinion
Asks questions
Becomes friendly
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Alternative- Choice Close
Minor Point Close
Assumptive Close
Summary-of-Benefits Close
T-account (or modified T- account) or Balance Sheet Close
Special Offer/ Special Deal Close.
Probability Close
Negotiation Close
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Check Customer OrderDelivery period, address, advance payment
Plan Follow-Up Visit at the Time of Delivery
Account Penetration
Relationship Marketing
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