MKT 504 Chapter Notes - Chapter 6: Lead Generation, Cold Calling, Active Listening
Document Summary
Finding out facts about the buyer"s existing situation. Least powerful of the spin questions (most people ask to many) Eliminate unnecessary questions by doing your homework. Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation. Implication questions asking about the consequences or effects of a buyer"s problems, difficulties or dissatisfactions. Need payoff questions asking about the value or usefulness of a proposed solution. Help the buyer to understand the value of solving the problem. A questioning system that uses a logic based funnelling sequence of questions beginning with broad and generalized inquiries designed to identify and assess the buyer"s needs. Transition social listening little concentration or cognition serious listening requires concentration and cognition. Depicts active listening as a four step sequence of sensing, interpreting, evaluating, and responding. Isn"t easy and often includes a lot of rejection. The characteristics of a firm"s best customers or the perfect customer.
