3. Sales Call Objective (must require customer action): (continued) Section 4: Linking Buying Motives, Benefits, Support Information, and other Reinforcer Methods 4. Linking Buying Motives, Benefits, Support Information, and other Reinforcement Methods. (Repeat for each influencer who will be involved in the upcoming sales call.) A. Buying Motives: What is most important to the prospect(s) in making a purchase decision? Rational motives include economic B. Specific Benefits Matched C. Information D. Where appropriate, to be stressed are arranged support claims methods for to Buying Motives: Benefits needed to in priority order (sequence to be followed unless for each benefit. reinforcing verbal content (Audio/ Visual, collateral issues such as quality, cost, service capabilities, and the strategic priorities of the prospect's company. Emotional Each benefit should motives include fear, status, prospect feedback during the presentation indicates an alternative sequence). material, illustrations, testimonials, etc.). correspond to one or more buying motives. and ego-related feelings. List all relevant buying motives in order of importance. 1. 2. 3. 4.
3. Sales Call Objective (must require customer action): (continued) Section 4: Linking Buying Motives, Benefits, Support Information, and other Reinforcer Methods 4. Linking Buying Motives, Benefits, Support Information, and other Reinforcement Methods. (Repeat for each influencer who will be involved in the upcoming sales call.) A. Buying Motives: What is most important to the prospect(s) in making a purchase decision? Rational motives include economic B. Specific Benefits Matched C. Information D. Where appropriate, to be stressed are arranged support claims methods for to Buying Motives: Benefits needed to in priority order (sequence to be followed unless for each benefit. reinforcing verbal content (Audio/ Visual, collateral issues such as quality, cost, service capabilities, and the strategic priorities of the prospect's company. Emotional Each benefit should motives include fear, status, prospect feedback during the presentation indicates an alternative sequence). material, illustrations, testimonials, etc.). correspond to one or more buying motives. and ego-related feelings. List all relevant buying motives in order of importance. 1. 2. 3. 4.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
Related questions
Question
Transcribed Image Text:Section 3: Sales Call Objective
3. Sales Call Objective (must require customer action):
(continued)
Section 4: Linking Buying Motives, Benefits, Support Information, and other Reinforcement
Methods
4. Linking Buying Motives, Benefits, Support Information, and other Reinforcement Methods.
(Repeat for each influencer who will be involved in the upcoming sales call.)
A. Buying Motives: What is
most important to the
prospect(s) in making a
purchase decision? Rational
motives include economic
issues such as quality, cost,
service capabilities, and the
strategic priorities of the
prospect's company. Emotional Each benefit should
motives include fear, status,
and ego-related feelings. List
all relevant buying motives in
order of importance.
B. Specific Benefits Matched C. Information D. Where
appropriate,
to be stressed are arranged support claims methods for
reinforcing verbal
content (Audio/
Visual, collateral
material,
illustrations,
testimonials, etc.).
to Buying Motives: Benefits needed to
in priority order (sequence
to be followed unless
for each
benefit.
prospect feedback during
the presentation indicates
an alternative sequence).
correspond to one or more
buying motives.
1.
2.
3.
4.
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Follow-up Question
COMPANY FOREVER 21
WRITE THE Customer Value Proposition (A brief statement of how you will add value to the prospect’s business by meeting a need or providing an opportunity. Include a brief description of the product or servic)
A. Product/Services that delivers value:
B. Value proposition statement:
Transcribed Image Text:2. Customer Value Proposition: A brief statement of how you will add value to the prospect's
business by meeting a need or providing an opportunity. Include a brief description of
the product or service:
A. Product/Service that delivers value:
B. Value Proposition Statement:
In writing customer value proposition, salespeople should attempt to:
1. Keep the statement fairly simple,
2. Choose the key benefit(s) likely to be most important to the specific customer,
3. Make the value proposition as specific as possible on tangible outcomes,
4. Reflect any product or service dimensions that add value, whether or not they are paid for by the
customer.
5. Promise only what can be consistently delivered.
Example of good customer value proposition:
"ABC Company can improve its market share by a minimum of four percentage points in a one-year
period in its San Francisco and Dallas markets by implementing our customer satisfaction and
retention training for its customer service personnel."
Solution
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