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Flashcards in Personal Selling Deck (5)
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1
Q

Personal Selling

A

Promotion in the marketing mix

2
Q

Leads

A
  • 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
3
Q

Buying Centre

A

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

4
Q

Identifying needs

A

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?
5
Q

Presenting Solutions

A

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