Personal Selling

Question 1

Personal Selling

Answer 1

Promotion in the marketing mix

Question 2

Leads

Answer 2

• Narrowing down contacts - qualified leads
  
  • Then a Sales Pitch is conducted to introduce your company and see if they can meet your needs
  • Eventually leads to deals
  • Conversion rate- how many leads result in deals
    HIT rate- what percent of pitches result in a deal

Question 3

Buying Centre

Answer 3

Gatekeepers:
- those who control the flow of information (and materials) into the buying center

Influencers:
- those who influence the decision process directly or indirectly by providing information and criteria for evaluating alternative buying actions

Deciders:
- those with authority to choose among alternative buying actions

Buyers:
- those with formal responsibility and authority for contracting with suppliers

Users:
- those who the purchased product and services

Question 4

Identifying needs

Answer 4

Situation

• What’s your position?
• Who are your current suppliers?
• Other than yourself, who are the key decision makers?

Problem

• What are the key challenges you’re facing?
• How do these challenges manifest themselves?
• What kinda of obstacles are your facing?

Implications

• What effect does this (problem) have?
• What does this (problem) mean for your overall vision and targets?
• What would happen if you did nothing?

Need-payoff

• What kind of solution would best fit your current needs?
• What sort of benefits would you see if something was done about this?
• What would we have to do to “wow” you?

Question 5

Presenting Solutions

Answer 5

Feature
- this car has an A/C

Advantage
- You will be able to adjust the temperature

Benefit
- You will feel comfortable when driving in summer