MKTG 4554 Lecture 2: Ch. 1 Lecture Notes
Document Summary
Transaction selling (old way) finding prospects/making presentations salesperson and his/her firm closed sale one-way, salesperson to customer none. Sales is now about creating relationships with people. Huge change that"s just come about in the last 20 years. However, sales in the car industry are typically transactional - you don"t usually form a relationship with that salesperson. Stimulus response selling: the ability of us as sales people to use something to sell to people, telemarketers use this. When they eventually ask you if you want a new credit card or whatever, you are conditioned to say yes: salesperson provides. Need satisfaction selling: based on the notion that the customer is buying to satisfy a particular need or set of needs. The salesperson is more dependent upon questioning and listening to uncover the buyer"s . Problem solving selling: goes beyond identifying needs, involves developing alternative solutions for satisfying those needs.
