Professional Documents
Culture Documents
Pg.4
Golden Rule of Personal Selling: unselfishly treating others as you would like to be treated
Traditional, Professional, Golden Rule Salespeople:
Traditional: money, pride, ego
Professional: take care of customers
Golden Rule: service is most important
Success in Selling (SSUCCE):
S – Success begins with love
S – Service to others
U – Use the golden rule of selling
C – Communication ability
C – Charactheristic for the job
E – Excels at strategic thinking
Skills:
Conceptual: thinking and planning abilities
Human: work with other people
Technical: mastery of methods
Golden Rule (Benefits): Customers want to trust you. Unselfishly help person to make a
correct buying decision
Black Box Approach: Stimulus Black Box Response
Stimulus: sales presentation
Black Box: buyer’s hidden mental process
Response: sale/no sale
FAB Selling Technique:
Feature: physical charactheristic
Advantage: performance charactheristic
Benefit: favorable result
Determine Need (LOCATE):
L – Listen
O – Observe
C – Combine
A – Ask question
T – Talk to others
E – Empathize
Incorporate Trial Close (SELL):
S – Show feature
E – Explain advantage
L – Lead into benefit
L – Let customer talk
Consumer Buying Decision Process:
Need arousal
Colleciton of information
Information evaluation
Purchase decision
Postpurchase behavior
CHAPTER 7 -- Prospecting
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Golden Rule (Prospecting): people want to trust the person they buy from and they buy
from the people they know. Ethical service builds relationship and is based upon the truth
Qualified prospects: Money Authority Desire
Prospecting Methods:
Internet prospecting: finding information of individual and/or organization on the web
Cold canvassing: law of average, average sales/call
Referral
Orphan: customer that has been left by its salesperson
Sales lead clubs: meeting with other sales to share leads
Prospect lists: list a prospect criteria, search other database matching with those
Getting published
Public exhibitions and demonstrations
Center of influence: cooperating with people in a community to find prospects
Direct mail
Telephone and telemarketing
Observation
Networking
The prospect pool: lead, referral, orphan, customer
Referral cycle: Preapproach, Presentations, Product delivery, Service and follow-up