mktg chapter 3

7/31/2019 Mktg Chapter 3

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Approach


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an initial contact with

the prospect.

an act of making contactespecially in a polite way

to ask or offer something.


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is the time from when the

salesperson first sees the

buyer to the beginning ofthe discussion of the

product.


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To build a good relationship with the

prospect

To gain the persons full attention

To generate interest in the product thesalesman is selling


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Telephone contact

The social contact

The business contact


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Provides a quick and inexpensive method of

scheduling an interview.

Tips to improve the telephone voice:1. Bepleasant have a voice with a smile

2. Be expressive vary your tone of voice to

add color and vitality to what you are

saying. Talk neither too fast nor too slow.

3. Be distinct speak clearly and distinctively


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http://www.youtube.com/watch?v=0PhmYXR

IAow

http://www.youtube.com/watch?v=wXzmwRqJk90
http://www.youtube.com/watch?v=0PhmYXRIAowhttp://www.youtube.com/watch?v=0PhmYXRIAowhttp://www.youtube.com/watch?v=wXzmwRqJk90http://www.youtube.com/watch?v=wXzmwRqJk90http://www.youtube.com/watch?v=wXzmwRqJk90http://www.youtube.com/watch?v=wXzmwRqJk90http://www.youtube.com/watch?v=0PhmYXRIAowhttp://www.youtube.com/watch?v=0PhmYXRIAowhttp://www.youtube.com/watch?v=0PhmYXRIAow


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Speak clearly

Give essential information

Dont speak too fast nor too slow

Check the other persons understanding

You can say:

Id like to speak to Mr. Messi if hesavailable, please.

Could I speak to Mr. Tshabalala if possible,

please?


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First impressions lasts


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Your first impression is projected by:

Appearance

Attitude

You only have one chance to makea favorable first impression


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3 areas of conversation that should be

considered in developing a social contact:

1. Comments on here and now conversation2. Compliments

3. Search for mutual acquaintances or

interests


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Converting the prospects attention from the

social contact to the business proposal

** Buyers must like what they see and hear andmust be made to feel that it will be useful to

hear more.


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1. Why is it important to give a good

impression on the first meeting?

2. Share your experience about

meeting somebody for the first

time and how did it go? Was the

outcome positive or negative?


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1. Introductory Approach needed when meeting aprospect for the first time; the most common andleast powerful because it does little to capture theattention and interest of the prospect.

2. Complimentary Approach effective in the

beginning of the interview.3. Referral Approach indicates that another person

will be more impressed with the salesmans goodpoints if these are presented by a third partyrather than by him.

4. Premium Approach using free samples andnovelty items (pens, umbrella, etc).

5. Product Approach useful for new, unique,colorful products or one that has changednoticeably.


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6. Showmanship Approach doing somethingunusual to catch attention and interest.

7. Customer Benefit Approach - point out to the

prospect one benefit of purchasing thesalesmans product.

** advance preparation is the key to achievingsuccess with this approach

8. Curiosity Approach asking a question or makethe prospect curious about the product orservice.

9. Opinion Approach showing value of theprospects opinion/idea and not challenging his

(prospects) expertise .- may reveal the salesmans unexplored

oppotunities and meet even more of prospectsneeds.


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10. Shock Approach uses a questions to make

the prospect seriously think about a subject

related to the salesmans product withoutpressuring the prospect to buy the

salesmans product.

11. Multiple-question Approach used to

make the prospect participate in the salesinterview which quickly develop two-way

communication. Listening to the prospect

may help the salesman determine the

features, advantages, and benefits to beused in the sales presentation.


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4 types of questions

Step 1: Situation questions asking about thegeneral situation of the prospect relating tothe product the salesman is selling.

Step 2: Problem questions asking about theprospects perceived problems, dissatisfaction,or difficulties.

Step 3: Implication question asking about how a

problem affects various related operationalaspects of a home, life, or business.

Step 4: Need-payoff question asking if theprospect has an important, obvious need.


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To obtain information

To develop two-way communication

To increase prospect participation


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The direct question

The non-directive question

The rephrasing questionThe redirect question


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close-ended question

answerable with yes or no

useful in moving a customer toward a

specific topic.


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open ended question (who, what, where,

when, why, or why)

opens 2-way communication

Purpose:

- to obtain unknown or additional info

- to draw out clues to hidden or future needs

and problems

- to leave the situation open for free

discussion


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used to clarify meaning and determine the

prospects needs.


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used to redirect the prospect to selling

points that he (prospect) and the salesman

has agreed on.


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use only questions with anticipated answers

to pause or wait after submitting a question

to allow time for the prospect to respond

to listen to what the prospects say so the

salesman can ask intelligent, meaningful

questions to help determine the needs andexisting problems to know how to solve them


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Meets

Greets

Rapport Builds

Goes through the approach Discusses the product

Discusses the marketing plan

Discusses the business proposition Closes asks for the order


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Follow the Golden Rule by placing the other

persons interest before your self-interest

This will avoid: Losing the Sale

Destroying your business relationship


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draw out - to persuade someone to express

their thoughts and feelings

curious having a strong desire to know

about sth Implication - a possible effect or result of an

action or a decision


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Give at least 1 approach that you think will be

most effective for you in selling your product.

What are you going to do to encourage your

prospect/s to buy your product using this

approach?


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approach to speak to somebody about

something, especially to ask them for sth orto offer to do sth

initial happening at the beginning; first

generate to produce or create sth

limitation a limit on what sb/sth can do orhow good they or it can be

pleasant enjoyable, pleasing or attractive

expressive showing or able to show your

thoughts and feeling distinct easily or clearly heard, seen, felt,

etc

Vitality - lively


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compliment a remark that expresses praise

or admiration of sb

mutual used to describe feelings that twoor more people have for each other equally,

or actions that affect two or more people

equally

convert to change or make sth change fromone form, purpose, system, etc. to another

demonstration an act of showing or

explaining how sth works or is done

survey - an investigation of the opinions,behaviour, etc. of a particular group of

people, which is usually done by asking them

questions


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Draw the product that youwill be presenting in the

class on the 10th

of July.

The actual product will besubmitted as your projectfor Mid-Term.


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mktg chapter 3

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