CHAPTER 14 & 15 MARKETING DYNAMICS STUDY GUIDE

Layman’s terms• words the average

customer can understand.

•Excuses

• -are insincere reasons for not buying or not seeing the salesperson.

• Objections • are concerns,

hesitations, doubts, or other honest reasons a customer has for not making a purchase.

• Objection analysis sheet

• lists common objections and possible responses to them.

•Paraphrase

• restate words in a different way.

• Boomerang method

• brings the objection back to the customer as a selling point.

•Superior point method

• a technique that permits the salesperson to acknowledge objections as valid yet still offset them with other features and benefits.

Third party method• involves using a previous

customer or another neutral person who can give a testimonial about the product.

Name the five buying decisions upon which common objections are based

•Need•Product•Source•price and • time

List the four steps involved in the process for handling customer objections-• listen carefully•acknowledge the objection• restate the objection•answer the objection.

Figuring price per yard

• #7 Math problem, Ch. 14.2, pg. 252

Ch. 14-Thinking critically question # 3 identify the best method for handling these objections:

• a. “This is the smallest TV I”ve ever seen. How can it have a clear picture?”

•Demonstration method, • b. “I didn’t think automatic focus cameras

cost so much”.•Superior point method•

Ch. 14-Thinking critically question # 3 identify the best method for handling these objections:

• c. “I’m not sure I need a copier that enlarges and reduces, especially at $300 more than the basic model.”

• Question method

• D. “Will this nylon and polyester fiberfill vest need to be dry-cleaned?

• Denial method

• e. “These running shoes are so lightweight. Are they definitely for avid runners?”

• -Boomerang

• Closing the sale

• is obtaining positive agreement from the customer to buy.

•Buying signals

• the things customers do or say to indicate a readiness to buy.

Trial close

• is an initial effort to close a sale.

• Which close • encourages a customer to make a decision

between two items• Standing-room only close-• is used when a product is in short supply or

when the price will be going up in the near future.

#7 Math problem

•Ch. 15.2 , pg. 268

Ch.15-Thinking critically question #1 Select the most appropriate closing method and provide your rationale.

• A. “I like this TV, but I don’t have the money with me to buy it today.”

• Service close

• B. “You’ve shown me so many pairs of gloves I like that I can’t make up my mind.”

• which close

• C. “My parents are fussy. What if I buy them this clock and they don’t like it?”-

•service close• • d. “I had a bad experience with my last

computer and am concerned about this one’s reliability.”

•service close