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Communication Methods
Made
Persuasion
Practice by a salesperson designed to influence the buyers decision,
not manipulate it
Manipulation
Practice by a salesperson to eliminate or reduce the buyers choice
unfairly
Users
Manufacturing personnel for OEM products and capital equipment
Do not make the ultimate purchase decision
Initiators
Start the buying process
Could be an executive making a decision
Influencers
Directly or Indirectly provide information
Economic influencer: Concerned about the financial aspects of a
decision
Technical influencer: Makes sure the technical requirements are met
Gatekeepers
Control the flow of information and limit the alternatives considered
Ensure that purchases are consolidated under one contract
Reduce costs and increase quality
Deciders
Make the final choice
For straight rebuys the purchasing agent usually selects the vendor
and place the order
Lifecycle Costing
A method for determining the cost of equipment or suppliers over their
useful lives
Prospect
A lead that is a good candidate for buying what the salesperson is
selling
Lead
A potential prospect; a person or organization that may have the
characteristics of a true prospect
Impression Management
Activities in which salespeople engage to affect and manage the
buyers impression of them
Managing first impression
Situation Questions
General data-gathering questions about background and current facts
Problem Questions
Questions about specific difficulties, problems, or dissatisfactions that
the prospect has
Implication Questions
Questions that logically follow one or more problem questions;
designed to help the prospect recognize the true ramifications of the
problem
5 Types of Objections
Related to needs
Related to the product
Related to the source
Related to the price
Related to time
Effective Response Methods
Direct denial
Indirect denial
Compensation method
Referral method
Revisit method
Acknowledge method
Postpone method
Buying Signals
Nonverbal cues given by the buyer that indicate the buyer may be
ready to commit; also called closing cues
Probing Method
Using a series of probing questions to discover the reason for the
hesitation
Competing Mode
Assertive and uncooperative
Pursuing own goals and objectives at the expense of the other party
Accommodating Mode
Unassertive and highly cooperative
Focus on the needs and desires of the other party
Avoiding Mode
Refers to individuals who do not attempt to fulfill their own needs or
the needs of others
Do not strive for a win-win agreement or any agreement
Compromising Mode
Applies to people in the middle, in terms of cooperativeness and
assertiveness
Attempts to arrive at a win-win solution
Lowballing
Occurs when one party intentionally underestimates or understates a
cost
Solo Exchanges
Bother the buyer and the seller pursue their own self-interests
No future business
Functional Relationships
Long-term market exchanges characterized by behavioral loyalty
Relational Partnerships
Buyer and seller have a close personal relationship
Marked by open, and honest communication
Partners trust each other and worry about small details
Not necessarily strategic but provides flexibility
Strategic Partnerships
Long-term business relationships
Partners make significant investments to improve the profitability of
both parties
Partners have gone beyond trusting each other
Expansion
Involves efforts by both parties to investigate the benefits of a longterm relationship
Commitment
Dissolution
Can occur at any time in the relationship process, though it doesnt
necessarily have to occur at all
Expansion
Generate reorders
Upgrade
Full-line sell
Cross-sell
Commitment
Secure complete commitment from both companies
Manage change
Dissolution
Limited relationships
Failure to monitor competitors or industry
Complacency
Change Agent
Person who is a cause of change in an organization
Champion
Person who works for the buying firm in the areas most affected by the
proposed change and works with the salesperson for the success of the
proposal