MKT 100 Lecture Notes - Lecture 27: Product Demonstration, Trade Association, Retail

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Yanina Chevtchouk

Document Summary

Used in b2b than b2c bc b2b has high cost products and be cmplicated so longer time period from initiaiting buying process than actually making a purchase. Idetifying, prospecting and screening: identifying prospects and qualifying them. Sources used to idenitfy potential buyers: past and current customers, trade association and industry directories, leads from distributors and supplies. Key function of a sales person: constanyl network to identify prospects. Then qualify: are they willing to buy, do they have the resources to buy, do they have the authority to buy? o. Needs of customers in terms of issues, problems they"re facing and solutions they want through this product. This way, sales person can customize the presentation to speak directly to customer distribution. The smarter the person sounds, the more favourable the reciepient will be. o. Presentation: must be desgined to atrract attention, hold interest and arouse desire.