Part 2 Flashcards
Define and provide an example of primary objective, minimum objective, and secondary objective.
Primary Objective: the actual goal you hope to achieve
Ex: get buyer to make a large purchase today
Minimum Objective: the minimum you hope to achieve
Ex: get the buyer to make a small purchase today
Secondary Objective: getting something else out of the sales experience even if it was not one of your goals
Ex: speak to someone else about this or get a tour of the plant
Define focus of receptivity, focus of dissatisfaction, and focus of power. Who is easiest to start with? Hardest?
Most important?
Focus of Receptivity: person who will listen receptively and give the seller needed valuable information→ easiest
Focus of Dissatisfaction: person who is most likely to perceive problems and dissatisfactions → hardest
Focus of Power: the person who is most likely to approve, prevent, and/or influence action → most important
What is impression management and how can it help you in your career?
Impression Management: process where salespeople can manage the buyer’s impression of them
What is ‘Lombardi time’ and why is it a good rule to follow as a salesperson?
Lombardi Time: 15-minute rule
You should always be 15 minutes early. That is considered on time, but do not be any earlier otherwise you throw off the schedule of the person you are meeting with
Define and provide an example of the following opening methods: referral opening, benefit opening, product
opening, complement opening, question opening.
Referral Opening: Tell me about someone who referred you to the buyer
Ex: Jon Smith referred me to you as he thought you could be in need of my product
Benefit Opening: Start by telling some benefit of the product
Ex: This product has five new additional features that can make your life easier
Product Opening: Demonstrate a product feature and benefit as soon as you walk up to a prospect
Ex: Do a product demo to gain interest
Compliment Opening: Compliment the buyer or the buyer’s firm
Ex: That is a very nice suit you are wearing
Question Opening: Start the conversation with a question
Ex: Could you use a tool that increases efficiencies and is easier to use than what you currently have?
What is rapport, and what are a few topics that can be useful in developing rapport with a potential customer? What are some topics to stay away from?
Rapport: close, harmonious relationship founded on mutual trust
Useful topics: current news, hobbies, and mutual friends
Bad Topics: politics, religion
List and define the four components of the SPIN technique? Provide an example of each question.
Situation: ask about facts or explore the buyer’s present situation
Ex: How many people are there at this location?
Problem: ask about specific difficulties, problems, or dissatisfactions the prospect has with the present situation that you can solve with your products and services
Ex: What don’t you like about your current product?
Implication: questions that follow problem questions, designed to help the prospect recognize the true nature of their problems
Ex: what happens if you miss a deadline?
Need Payoff: asking questions about the usefulness of solving a problem
Ex: If I had a product that could be twice as efficient, would that help your business?
What is the most important question to ask just prior to proposing a solution?
Anything else?
Define features and benefits as they relate to a product. What is feature dumping? What is a feature without a benefit
Features: bells and whistles
Benefits: solve problems
Feature Dumping: discussing features that is of no use to the customer
Feature without a Benefit: who cares?
Provide two examples of trial closes
How does this sound to you?
Do you have any questions?
For communication to be effective, how important are each of these categories: non-verbal communication, how you say it, words?
Non-Verbal: 55% (how you look to others)
How you say it: 38% (how you communicate your message)
Words: 7% (what is actually said)
What are four key components to planning a presentation?
- How many people will attend?
- What information they need?
- What type of situation is this?
- Which stage of the buying process are they in?
When is each useful in a presentation: verbal tools, visual tools, testimonials, test results, product demonstrations?
Verbal tools: pictures, stories, humor
Visual tools: graphs, charts, graphics, models, catalogs, brochures, photos
Testimonials: statements written by satisfied user of a product or service
Test Results: conducted by the firm, customer, or third-party organizations
Portfolios: collection of video aids
Product Demonstrations
What are five important things to consider and/or include in a handout?
Keep it short Keep your presentation storyline Use images if you can Add some “further reading” Add contact details
How would you structure a presentation for each of the four social styles? What would you include? What would you not include?
Expressive: Strong, intense colors and lots of photos, cartoons, fancy fonts, and positive images
Analytics: Clean and simple, a list of references, and lots of details
Amiables: With people and a relatively slow-moving
Drivers: Crisp professional visuals with bold lettering to highlight important points
