MKT 4200- Final Exam Guide - Comprehensive Notes for the exam ( 30 pages long!)
28 Mar 2018
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Class 1: the opening 4 steps 45 seconds, 1. Introduction/greeting keep it simple: name, who you represent, 2. Appeal to (cid:455)ou(cid:396) p(cid:396)ospe(cid:272)ts desi(cid:396)e to (cid:271)e (cid:373)o(cid:396)e su(cid:272)(cid:272)essful: hold your horses! Do(cid:374)"t jump (cid:396)ight i(cid:374)to (cid:455)ou(cid:396) pit(cid:272)h, (cid:455)ou do(cid:374)"t k(cid:374)o(cid:449) a(cid:374)(cid:455)thi(cid:374)g about the customer yet to properly know their needs: 3. Process: state up front your intentions to listen, eliminate unspoken objections, 4. How do you earn their trust: 4 steps for an objection, 1. Clarify (cid:862)you(cid:396) (cid:272)o(cid:374)(cid:272)e(cid:396)(cid:374) is (cid:272)e(cid:374)te(cid:396)ed a(cid:396)ou(cid:374)d _____, (cid:396)ight? (cid:863: confirms objection, buys time to think, shows empathy; make sure you answer the real objection, 2. Acknowledge: confirm complete understanding of objection, narrowing the focus to answerable scope, gain permission, 3. Confirm: make sure questions has been answered. Class 2 intro into professional selling: history. Focus on interpersonal communications: managing conflict vs. influencing purchase decisions, conflicts are inherent b/w buyer and seller b/c of divergent goals, early sp, influenced buyers to make decisions consistent with seller goals.
