【正文】 8 6 48 6 6 36 4 6 24N o n T o x i c 8 6 48 10 6 60 8 6 48S h e l f l i f e i n S t o r a g e 9 6 54 6 6 36 6 6 36O v e r a l l Ev a l u a ti o n S c o r e 430 468 438 P = Pr o d u c t Pe r f o r m a n c e S c o r e s I = R e l a t i v e I m p o r t a nc e o f C ha r a c t e r i s t i cCopyright 169。 2022 by Harcourt, Inc. 1 (Figure ) Complex Mix of Business Buyer Needs Buyers Level of Satisfaction 63% Level of Influence On Buyers’ Satisfaction 37% Level of Influence On Buyers’ Satisfaction Psychological Attributes “ Delighters‖ Functional Attributes “ MustHaves‖ Copyright 169。 2022 by Harcourt, Inc. 1 Types of Purchasing Decisions Three Types of Buying Decisions (Exhibit ) D EC I SI O N T Y PES t r a i g h t R e b u yN e w n e s s o f P r o b l e m o r N e e d LowI n f o r m a t i o n R e q u i r e m e n t s M i ni m a lI n f o r m a t i o n S e a r c h M i ni m a lC o n s i d e r a t i o n o f N e w A l t e r n a t i v e s N oneM u l t i p l e B u y i n g I n f l u e n c e V e r y S m a l lF i n a n c i a l R i s k s LowCopyright 169。 2022 by Harcourt, Inc. 1 Current Developments in Purchasing ? Increasing Use of Information Technology ? Relationship Emphasis on Cooperation and Collaboration ? Supply Chain Management ? Increased Outsourcing ? Target Pricing ? Increased Importance of Knowledge and Creativity Copyright 169。 2022 by Harcourt, Inc. 1 Why is Trust Important? The shift toward relationship selling emphasizes the initiation and nurturing of longterm buyerseller relationships based on mutual trust and valueadded benefits. Copyright 169。 2022 by Harcourt, Inc. 1 Sales Ethics Image of Salespeople Deceptive Practices ? When salespeople give answers when they do not know, exaggerating product benefits, and withholding information may jeopardize future dealings with the buyer. ? Salespeople can create product liabilities by: – Expressed Warranty – Misrepresentation – Negligence Copyright 169。 2022 by Harcourt, Inc. 1 Module 4 Communication Skills Copyright 169。 2022 by Harcourt, Inc. 1 Verbal Communication: Questioning Types of Questions Classified by Strategic Purpose ? Probing Questions ? Evaluative Questions – use open and closedend question formats to gain confirmation and to uncover attitudes, opinions, and preferences of customer. – “How do you feel about…?” – “Do you se the merits of…?” – “What do you think…?” Copyright 169。 Discover Attitudes/Opinions Change Topics or Direct Attention FollowUp Previously Elicited Statements Amount of and Specificity of Information Desired Openend Questions Designed to be Probing in Nature Closedend Questions Designed to be Probing in Nature Dichotomous or Multiplechoice Questions Designed to be Probing in Nature Openend Questions Designed to be Reactive in Nature Closedend Questions Designed to be Reactive in Nature Dichotomous or Multiplechoice Questions Designed to be Reactive in Nature Openend Questions Designed to be Tactical in Nature Closedend Questions Designed to be Tactical in Nature Dichotomous or Multiplechoice Questions Designed to be Tactical in Nature Openend Questions Designed to be Evaluative in Nature Closedend Questions Designed to be Evaluative in Nature Dichotomous or Multiplechoice Questions Designed to be Evaluative in Nature Copyright 169。 2022 by Harcourt, Inc. 1 Verbal Communication: SPIN Questioning System ? Situation Questions ? Problem Questions ? Implication Questions – follow and relate to information from the problem questions assisting the buyer in understanding the potential problems of the current problem and the urgency in resolving it – ―How does this affect profitability?‖ – ―What impact does the slow response of your current supplier have on the productivity of your operation?‖ – ―How would a faster piece of equipment improve productivity and profits?‖ – ―What happens when the supplier is late with a shipment?‖ Copyright 169。 2022 by Harcourt, Inc. 1 Verbal Communication: Using Different Types of Listening ? Social Listening ? Serious Listening – Active Listening – Concentration – Cognition Copyright 169。 2022 by Harcourt, Inc. 1 Common Nonverbal Clusters (Exhibit ) Cluster Name Cluster Meaning Body Posture amp。 legs ? Slight smile ? Good eye contact Defensiveness Defensiveness, skepticism, and apprehension ? Rigid body ? Crossed arms amp。 2022 by Harcourt, Inc. 1 Written Communication: Sales Proposals 5 Common Parts of a Proposal 1. Executive Summary 2. Needs and Benefits Analysis 3. Company Description 4. Pricing and Sales Agreement 5. Suggested Action and Timetable Copyright 169。 Account Classification Development amp。 Evaluation Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Copyright 169。 80% of sales) Annual of calls = 24 Accounts with highest potential (20% of accts。 2022 by Harcourt, Inc. 1 Effective SelfLeadership Stage Two: Account Classification (Exhibit ) Portfolio Model Segments and Strategies Competitive Position Segment 1 Level of Attractiveness Selling Effort Strategy Segment 2 Level of Attractiveness Selling Effort Strategy Segment 4 Level of Attractiveness Selling Effort Strategy Segment 3 Level of Attractiveness Selling Effort Strategy Strong Weak Low High Account Opportunity Copyright 169。 2022 by Harcourt, Inc. 1 Increasing Customer Value through Teamwork ? Internal Partnerships and Teams ? Sales Partnerships ? Marketing Partnerships ? Administrative Support Partnerships ? Shipping and Transportation Partnerships ? Customer Service Partnerships Copyright 169。 20