exam 1 Flashcards
interpersonal interactions between buyers and sellers to initiate, develop, and enhance customer relationships
professional selling
Requires that salespeople earn customer trust and that their selling strategy meets customer needs and contributes to the creation, communication, and delivery of customer value
trust based selling
The process whereby new products, services, and ideas are distributed to the members of society
diffusion of innovation
the ability of a salesperson to alter his/her sales messages and behaviors during a sales presentation or as they encounter different sales situations and different customers.
adaptive selling
An approach to selling where the key idea is that various stimuli can elicit predictable responses from customers.
stimulus response
Assumes the buying process for most buyers is essentially identical and that buyers can be led through certain mental states, or steps, in the buying process
Mental states selling
Based on the notion that the customer is buying to satisfy a particular need or set of needs. The salesperson is more dependent upon questioning and listening to uncover the buyer’s needs.
need satisfaction selling
An extension of need satisfaction selling that goes beyond identifying needs to developing alternative solutions for satisfying these needs
problem solving selling
The process of helping customers reach their strategic goals:by using the products, services, and expertise of the selling organization
consultative selling
Arranges the use of the organization’s resources to satisfy the customer
strategic orchestrator
Uses external and internal sources to gather expertise on the customer’s business
business consultant
Supports the customer even without the possibility of an immediate sale
long-term ally
the extent of buyers confidence that he or she can rely on the sales persons integrity
trust
The ability, knowledge, and resources to meet customer expectations.
expertise
Predictability of a person’s actions
dependability
Honesty of the spoken word.
It means being upfront with others, especially with regard to issues/factors that may impact those others.
Candor
The act of salespeople placing as much emphasis on the customer’s interests as their own.
customer orientation
A salesperson’s commonalities with other individuals.
Customers generally like to deal with salespeople with whom they can feel a bond.
compatibility
refers to right and wrong conduct of individuals and institutions of which they are a part.
ethics
the features and characteristics that are related to what the product actually does or is expected to do
functional attributes
– A category of product characteristics that refers to how things are carried out and done between the buyer and seller
psychological attributes
The augmented features included in the total market offering that go beyond the buyer’s expectations and have a significant positive impact on customer satisfaction
delighters
refers to the degree to which a person holds opinions about issues and attempts to dominate or control situations by directing the thoughts and actions of others
assertiveness
points to the level of feelings and sociability an individual openly displays
responsiveness
The process by which the salesperson adjusts his/her communication style to fit that of the customers in order to
facilitate effective
communication.
communication style flexing
A collaborative and two-way form of communication that allows buyers and sellers to develop a better understanding of the need situation and work together to co-create the best
response for resolving the
customer’s needs
trust based communication
use open- and closed-end question formats to gain confirmation and to uncover attitudes, opinions, and preferences of customer
evaluative questions
refer to or directly result from information previously provided by the other party.
reactive questions
situational functional social psychological knowledge
5 types of buyer needs
A form developed & distributed to the qualified potential suppliers that helps suppliers develop and submit proposals to provide products as specified by the firm
RFP- request for proposals
Must haves- Functional
delighters- psychological
two- factor model
assertiveness and responsiveness
communication styles
-There the ones that identify a need within the company
initiator
Guide the decision process
- Make recommendations and express preferences
- These are often technical or engineering people
influencer
Will actually use the product being purchased
-they want to know how the product will help them, and how it will affect their job performance
user
The buyer (usually the “boss”) -Has the ultimate responsibility to make the purchase
decider
Negotiate final terms of purchase with the supplier
-Execute the actual purchase
purchaser
Control the flow of information between the vendors/selling and buying center members
gatekeeper
designed to penetrate below generalized or superficial information
probing questions
used to shift or
redirect the topic of discussion
tactile questions
situation questions-current situation
problem questions- current challengers
implication questions- consequences of the problem
need pay off- focus on the solution
SPIN
