【正文】 ience with your current system?‖ Copyright 169。 2022 by Harcourt, Inc. 1 Verbal Communication: Strategic Application of Questioning ? Generate Buyer Involvement ? Provoke Thinking ? Gather Information ? Clarification and Emphasis ? Show Interest ? Gain Confirmation ? Advance the Sale Copyright 169。 2022 by Harcourt, Inc. 1 Guidelines for Combining Types of Questions for Maximal Effectiveness (Exhibit ) Amount of and Specificity of Information Desired Choice from Alternatives Discussion and Interpretation Confirmation and Agreement Explore and Dig for Details Gain Confirmation amp。 2022 by Harcourt, Inc. 1 Verbal Communication: Questioning Types of Questions Classified by Strategic Purpose ? Probing Questions ? Evaluative Questions ? Tactical Questions – used to shift or redirect the topic of discussion – “Earlier you mentioned that…” – “Could you tell me more about how that might affect…” Copyright 169。 2022 by Harcourt, Inc. 1 Verbal Communication: Questioning Types of Questions Classified by Strategic Purpose ? Probing Questions – designed to perate below generalized or superficial information 1. Requesting Clarification ―Can you share an example of that with me?‖ 2. Encouraging Elaboration ―How are you dealing with that situation now?‖ 3. Verifying Information and Responses ―So, if I understand you correctly… Is that right?‖ Copyright 169。 2022 by Harcourt, Inc. 1 Sales Communication as a Collaborative Process ? Relational Sales Communication – A twoway and naturally collaborative interaction – Allows buyers and sellers to ? Develop a better understanding of the need situation ? Work together to best provide for the customer’s needs Copyright 169。 2022 by Harcourt, Inc. 1 Sales Ethics Image of Salespeople (Exhibit ) Deceptive Practices Deceptive Deceive Hustle Scam Exaggerate Withhold Bluff NonCustomerOriented Behavior Pushy Hard Sell Fast Talking High Pressure Illegal Activities Defraud Con Misuse Company Assets Copyright 169。 2022 by Harcourt, Inc. 1 Sales Ethics Image of Salespeople Illegal Activities ? Defraud ? Con ? Misuse Company Assets Copyright 169。 2022 by Harcourt, Inc. 1 Sales Ethics Image of Salespeople Television, movies, broadway productions, and the popular press have contributed to a negative image of salespeople portraying them as being associated with deceptive, illegal, and noncustomeroriented behavior. Copyright 169。 2022 by Harcourt, Inc. 1 How to Earn Trust Trust Builders (Figure ) Trust Expertise Dependability Representation Competence Compatibility/ Likeability Candor Contribution Customer Orientation Copyright 169。 2022 by Harcourt, Inc. 1 What is Trust? ? Trust answers the questions: – Do you know what you are talking about? – Will you remend what is best for me? – Are you truthful? – Can you and your pany back up your promises? – Will you safeguard confidential information that I share with you? Copyright 169。 2022 by Harcourt, Inc. 1 Module 3 Building Trust Copyright 169。 2022 by Harcourt, Inc. 1 Organizational Buyer Behavior Buying Center ? Initiators ? Users ? Gatekeepers ? Influencers ? Deciders ? Purchasers 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 yN 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 umI 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 eI 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 dC 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 dM 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 eF i n a n c i a l R i s k s Low M ode r a t eCopyright 169。 2022 by Harcourt, Inc. 1 Types of Purchasing Decisions Three Types of Buying Decisions (Exhibit ) D EC I SI O N T Y PEN e w n e s s o f P r o b l e m o r N e e dI n f o r m a t i o n R e q u i r e m e n t sI n f o r m a t i o n S e a r c hC 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 sM u l t i p l e B u y i n g I n f l u e n c eF i n a n c i a l R i s k sCopyright 169。 2022 by Harcourt, Inc. 1 Phase Eight Performance Evaluation and Feedback ? Understanding PostPurchase Evaluation and the Formation of Satisfaction ? The Growing Importance of Salespeople in Buyer’s PostPurchase Evaluation Copyright 169。 2022 by Harcourt, Inc. 1 Phase Eight Performance Evaluation and Feedback ? Understanding PostPurchase Evaluation and the Formation of Satisfaction Copyright 169。 2022 by Harcourt, Inc. 1 Phase Five Acquisition and Analysis of Proposals Employing Buyer Evaluation Procedures to Enhance Selling Strategies ? Modify the Product Offering Being Proposed ? Alter the Buyer’s Beliefs about the Proposed Offering ? Alter the Buyer’s Beliefs about the Competitor’s Offering ? Alter the Importance Weights ? Call Attention to Neglected Attributes Copyright 169。 2022 by Harcourt, Inc. 1 Phase Five Acquisition and Analysis of Proposals Evaluating Suppliers and Products MultiAttribute Model – Assessment of Product or Supplier Performance (P) – Assessing the Relative Importance of Each Characteristic (I) Copyright 169。 2022 by Harcourt, Inc. 1 Complex Mix of Business Buyer Needs (Figure ) Organizational Needs Individual Needs Functional Functional Psychological Psychological Knowledge Knowledge Social Social Situational Situational Copyright 169。 2022 by Harcourt, Inc. 1 The Buying Process (Figure ) Recognition of the Pr