【正文】 2022 by Harcourt, Inc. 1 Relationship of Optimized Solutions, Trust, and Cooperation (Figure ) Low High Mutual Cooperation Low High Mutual Trust Competitive and Defensive Outes (Win/Lose or Lose/Win Optimized and Synergistic Solutions (Win/Win) Compromise Solutions Copyright 169。 2022 by Harcourt, Inc. 1 Effective SelfLeadership Stage Four: Tapping Technology and Automation ? Computers – Siebel Systems – Proximity ? Inter and World Wide Web – Inter – Intras and Extras ? Pagers and Cell Phones ? Voice Mail ? HighTech Sales Support Offices Copyright 169。 80% of sales) Annual of calls = 48 “ B” Accounts Medium potential accounts (80% of accts。 2022 by Harcourt, Inc. 1 Effective SelfLeadership Stage Two: Territory Analysis and Account Classification Territory Analysis Who are prospective buyers? Where are they located? What and why do they buy? Who has the authority to buy, who influences the buying decision? What is the probability of selling this account? What is the potential share of account that might be gained? Copyright 169。 Plans Tapping Technology amp。 2022 by Harcourt, Inc. 1 Five Sequential Stages of SelfLeadership (Figure ) Setting Goals amp。 picking at items ? Tapping feet ? Poor eye contact ? Glancing at watch ? Blank stare Copyright 169。 Legs Eyes amp。 2022 by Harcourt, Inc. 1 Verbal Communication: Giving Information ? Understanding the Superiority of Pictures over Words ? Impact of Grammar and Logical Sequencing Copyright 169。 2022 by Harcourt, Inc. 1 Funneling Sequence of ADAPT Techniques for Needs Discovery (Figure ) ? Broad bases and general facts describing situation ? Nonthreatening as no interpretation is requested ? Openend questions for maximum information Assessment Questions ? Questions probing information gained in assessment ? Seeking to uncover problems or dissatisfactions that could lead to suggested buyer needs ? Openend questions for maximum information Discovery Questions ? Show the negative impact of a problem discovered in the discovery sequence ? Designed to activate buyer’s interest in and desire to solve the problem. Activation Questions ? Projects what life would be like without the problems ? Buyer establishes the value of finding and implementing a solution Projection Questions ? Confirms interest in solving the problem ? Transitions to presentation of solution Transition Questions Copyright 169。 2022 by Harcourt, Inc. 1 Verbal Communication: SPIN Questioning System ? Situation Questions – solicits general background information and descriptions of the buyer’s existing situation – ―Who are your current suppliers?‖ – ―Do you typically purchase or lease?‖ – ―Who is involved in the purchasing decisions?‖ Copyright 169。 2022 by Harcourt, Inc. 1 Verbal Communication: Questioning Types of Questions Classified by Strategic Purpose ? Probing Questions ? Evaluative Questions ? Tactical Questions ? Reactive Questions – refer to or directly result from information previously provided by the other party. – “You mentioned that … Can you give me an example of what you mean?” – “That is interesting. Can you tell me how it happened?” Copyright 169。 2022 by Harcourt, Inc. 1 Verbal Communication: Questioning Types of Questions Classified by Amount and Specificity of Information Desired ? Openend or Nondirective Questions – free response What happens when…? How do you feel…? Describe the… ? Closedend Questions – response limited to a few words. – Are you… – How many… – How often… ? Dichotomous/MultipleChoice Questions – directive forms of questioning – Which do you prefer, the ____ or the ____? Copyright 169。 2022 by Harcourt, Inc. 1 Sales Ethics Image of Salespeople NonCustomerOriented Behavior ? Pushy ? Hard Sell ? Fast Talking ? High Pressure Copyright 169。 2022 by Harcourt, Inc. 1 Knowledge Bases Help Build Trust and Relationships (Figure ) Industry Service Product Competition Company Price/ Promotion Technology Market/ Customer Possible Knowledge Bases Copyright 169。 2022 by Harcourt, Inc. 1 Buyers define trust using terms such as: ? Openness ? Dependability ? Candor ? Honesty ? Confidence ? Security ? Reliability ? Fairness ? Predictability 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 y M o d i f i e d R e b u y N e w T a s kN e w n e s s o f P r o b l e m o r N e e d Low M e di um H i ghI 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 l M ode r a t e M a x i m umI n f o r m a t i o n S e a r c h M i ni m a l Li m i t e d E x t e ns i v eC 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 one Li m i t e d E x t e ns i v eM 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 l M ode r a t e La r geF i n a n c i a l R i s k s Low M ode r a t e H i ghCopyright 169。 2022 by Harcourt, Inc. 1 Types of Purchasing Decisions Buying Situation ? Straight Rebuy Buying Situation – Routinized Response Behavior ? Modified Rebuy Buying Situation – Limited Problem Solving ? New Task Buying Situation – Extensive Problem Solving Copyright 169。 2022 by Harcourt, Inc. 1 Phase Six Evaluation of Proposals and Selection of Supplier Phase Seven Selection of Order Routine Phase Eight Performance Evaluation and Feedback Copyright 169。 2022 by Harcourt, Inc. 1 Phase Two Determination of Characteristics of the Item and the Quality Needed Phase Three Description of Characteristics of the Item and the Quality Needed Phase Four Search for and Qualification of Potential Sources