ENT 526 Chapter 7: MKT 504 Chapter 7 – Sales Dialogue

• School: Ryerson University
• Department: Entrepreneurship and Strategy
• Course: ENT 526
• Professor: Agostino Menna

Document Summary

Chapter 7 sales dialogue: creating and communicating value. Good salespeople are very much like good surgeons in that they are serious un what they do and leave nothing to chance. The keys to effective sales dialogue are: planned and practised by salespeople, encourage buyer feedback, focused on creating value in an interesting and understandable way, engage and involve the buyer, support customer value through objective claims. Salespeople who practise asking questions, getting different responses, and adapting to these responses appropriately are better prepared to be successful in a real sales dialogue. Salespeople must diagnose customer problems before prescribing solutions. The fa(cid:272)t that a prospe(cid:272)t has a (cid:374)eed that (cid:272)a(cid:374) (cid:271)e (cid:373)et (cid:271)y the salesperso(cid:374)"s produ(cid:272)t does (cid:374)ot al(cid:449)ays translate into a purchase. A prospect will buy after concluding that by purchasing the salesperso(cid:374)"s produ(cid:272)t, they (cid:449)ill (cid:271)e (cid:271)etter off. Using questioning seque(cid:374)(cid:272)es like spin or adapt, salespeople (cid:272)a(cid:374) fully u(cid:374)dersta(cid:374)d the (cid:271)uyer"s situation.