paid personal communication that...

- informs customers

- persuade them to buy

developing a list of potential customers

*networking, word-of-mouth, buying lists

1) Prospecting

2) Preapproach

3) Approach

4) Presentation

5) Handling Objections

6) Close

7) Follow-Up

(Info-Gathering)

Analysis of prospects' needs, current use, attitudes, etc.

- salesperson contacts a prospect

- developing relationships

*(face-to-face: NOTES)

salesperson attracts & holds prospect's interest, ↑ interest in & desire for product

METHODS:

Canned - scripted

Formula-Based - Ask Q's...scripted answers, etc.

Need-Satisfaction - identify needs & fulfill

Features

Advantages

Benefits

*most effective sales presentations

salespersons seeks out prospect's objections

&

addresses them...provide more info & benefits

-  read buying cues

- salesperson asks the prospect to buy

*usually prefaced by trial close - Q's that assume a sale will happen (ex. what color would you like?)

- check-up after sale

- ↓ cognitive dissonance

- get new clients

- ↑ sales from current clients

- support salespeople

- employed by producer

- help producer's customers sell to their own customers

- help a producer's customers promote a product

(ex. in-store product demos)

- give technical assistance to customers

(ex. Geek Squad)

1) Design

2) Recruiting

3) Training

4) Compensation

*objectives, size, product type!!!

1) Territory - specific geographic areas

 2) Product - a group handles a particular type of product

 3) Customer - a group handles a specific customer group (ex. gov, education, etc.)

4) Complex

- expensive to train people

- good salespeople can generate more sales

- improved company image

- etc.

Salary - specific $$$ based on time

Commissions - $$$ based on sales in some time

Combination - Salary + Commission

GOALS:

- match incentives to objectives

-motivate

- Peer Recognition

- Compensation

- Benefits

- etc.