Study apec 3451 Flash Cards

 
Pile Management Card
apec 3451

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direct duties
1. prospecting
2. pre-call planning
3. building customer relationships
4. attracting customer attention and interest
5. uncovering customer needs
6. making sales presentations
7. handling objections
8. closing the sale
9. servicing accounts
Relationship Buyer Values
likes regular contact, trust, likes full service, wants to spend time chatting
Economic Buyer Values
Shops around, price conscious, shops around, exacting details
Business Buyer Values
Wants full service to meet needs. likes expertise
Levels of Value
-product -> expectations -> value added -> total product/partnership
-delivery of value creates loyalty
-value varies with regard to buyer type:
*Business- bottom-line results, price/value
*Economic- price, efficiency, tailored program
Two types of value
tangible
intangible: image, salesperson's understanding of the consumer "their experience, hopes, dreams, and definition of quality"
-emotions or feelings are involved
Value is linked to
-product or service characteristics
-consumers individual situation
-awareness of product characteristics by consumer
-exceeding expectations - receive more than you pay for
-ideas/visions for business user
Elements in defining value
past experience, current situation, expectations
AIDA
Attention Interest Desire Action
1. need recognition
2. into search
3. examine alternatives
4. choose
5. post purchase eval
Adoption of Technology
-innovators
-early majority
-majority
-laggards
-nonadapters
The Buying decision process
Step 1: need recognition
Step 2: information search
Step 3: examine alternatives
Step 4: Choose
Step 5: Post-Purchase Evaluation
psychographic base
needs motivation, personality, risk tolerance, attitiudes, involvement with purchase
Geographic Base
region, city size, density of area, urban/rural, zip code, climate
Demographic base
age, sex, martial status, education, income, family life cycle, occupation
marketing segmentation bases
-demographic
-geographic
-psychographic
-sociocultural
-benefits sought
-behavioral/use related
-lifestyle
Perception of dealers
-larger the producer, the less important
-more important to crop producers, relative to livestock producers
-less important to those hiring consultants
-more important to brand loyal producers
-relative position little changed since 1998
Experiencer
motivated by self-expression. young, enthusiastic, and impulsive consumers, become enthusiastic about new possibilities. seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. having cool stuff
my VALS primary type and secondary type
Primary: Experiencer
Secondary: Achiever
The Business Buyer
-balance segment, performance segment
characteristics:
bottom-line results, brief to the point, facts and research, appointments, organization, expertise, comparison shopping, considers value package
The Economic Buyer
-Price segment
Focuses on specific attributes such of a product or service such as:
-price
-convenience
-product characteristics
-availability
-time saving
Characteristics:
always consider cost, like to compare price, react quickly, not interested in service, competitive, rely on own information sources, pragmatic, self-reliant
Relationship Buyer
Sub types: convenience segment and service segment
influenced by human characteristics such as:
1. trust
2. personality
3. common style
4. attitude
They like regular contact, want to spend time chatting, trust information sources they know, like informal and formal contact, accept rep and trust rep, may not compare price if trusts, like full-service packages
Buyer Types
1. Relationship
2. Economic
3. Business
wants
people almost always want a product they think they need. Emotions play a big part. 90 percent of the buying decision is based on emotional rather than logical reasoning
self actualization needs
most complex of all. the need for sense of self-worth or personal accomplishments. getting a good feeling from inside yourself, by doing something you believe is important to yourself. fulfilling your needs. provide service not for prestige but because the feel it is important and worthwhile
self-esteem needs
a desire for respect by others and a need to feel important. may be motivated to do something to be noticed by others. buy something that will make them feel more important or more affluent.
the salesperson is helping a customer excell
social
become accepted by others. find enjoyment in belonging to a group. motivated to keep up with the neighbors. "the thing to do" "they buy something because everybody is buying it"
security
once a person is not immediately threatened, they begin to think about safety and security in the future. Aware of how their decision now will affect them in the future.
Less interested in the "latest, best" product and are more interested in the product they can depend on at a low price
physiological needs
most basic need to survive. most fundamental level of needs, or driven by the needs of the body. air, water, food, shelter, warmth, sleep, and sexual fulfillment
Maslow's Hierarchy of Human Needs
1. physiological
2. security
3. Social needs
4. self esteem
5. self actualization
"The economic exchange model"
when you buy a product or a service, they expect to give up something in return. usually exchange money for products and service inputs.
-auction: people pay more money on things they see have a higher value (the external value)
sales qualities (strengths finder)
1. communication
2. competition
3. empathy
4. positivity
5. woo
Challenges of a salesperson
1. travel
2. engage people
3. bad hours
4. being rejected/told no
indirect selling responsibilities
1. handling complaints
2. maintaining customer relations
3. market intelligence
4. maintaining technical competency
5. collection accounts
6. networking
7. trade and public relations
8. office work
9. managing information
Duties of a salesperson
serve as influencers, facilitators, and problem solvers. DIRECT AND INDIRECT
What do people trade price for?
Value
Building block of professional selling
1. code of ethics
2. set of scientific principle
3. body of knowledge
4. systematic procedures
5. common knowledge
Factors influencing buying behavior
1. convenience/location
2. service/information and personal factors
3. price
4. product performance
5. support services
Value Bundles
1. understand the value
2. choose the value
3. create the value
4. extract the value
5. communicate the value
6. deliver the value
selling
the process of helping people across teh information, products and services they need to meet their personal and business goals. in its most general sense, could therefore happen through any access channel, an industry magazine ad, a self-service parts store, or even the internet. Person to person interaction
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