MKT 504 Chapter Notes - Chapter 8: Sales Process Engineering, Sales
15 May 2015
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Document Summary
Sales resistance: anything the buyer says or does that slows down or stops the buying process. Reasons why: prospects wants to avoid the sales interview, salesperson has failed to prospect and qualify properly, objecting is a matter of custom, prospect resists change, prospect fails to recognize need, prospect lacks info. No need: buyer recently purchased or does not see a need for the product category. Product/service objection: resistance to a product/service in which a buyer does not like the way the product/service looks or feels. Company or source objection: buyer is not familiar with the product"s company or is happy with their current supplier. Price objection: price is too high. Time objection: puts off decision until later. Need: stimulate need awareness through effective questioning (spin, adapt) and present key features and benefits. Product/service: improve fact-finding during early stages of sales cycle to offset perceived downsides and emphasize added value features.
