Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Transcribed Image Text:Week 10 - Asynchronous
Creating a Sales Dialogue
1. CHOOSE TWO (2) existing local company that you will represent as their salespeople.
a. Yes TWO as you will both sell a PRODUCT and a SERVICE.
2. Answer the template from section 1 to section 4.
3. The information in your sales template will be the basis of your presentation for your midterm
requirement.
4. YES midterm examination is based in the information that you will provide from this activity
5. Instruction for midterm will be given soon as the schedule was given THUS FOCUS your
effort in completing the information required in the sales dialogue template.
6. Steps 1- 4 is due on Friday (April 22, 2021) until 6:00pm.
7. BE MINDFUL of my deadline.
8. ENSURE that you don't have the same company as the other student, otherwise your grade
will be divided into 2 – to do this inform the entire section of your subject company in your
GC.
9. FOLLOW the instruction carefully.
For your reference:
Section 1: Prospect Information
EXHIBIT 6.4 Sales Dialogue and Presentation Planning Template
1. Prospect Information
A. Company Name:,
Type of Business:
Key-Person Information
B. Prospect's Name (Key Decision Maker),
Job Title:
C. Other people involved in the purchase decision:
Name(s)/Job Title
Departments
Role in Purchase Decision
Section 2: Customer Value Proposition
CREATE your own value proposition. Make it sure that is NOT A COPY AND PASTE from the net.
Transcribed Image Text:2. Customer Value Proposition: A brief statement of how you will add value to the prospect's
business by meeting a need or providing an opportunity. Include a brief description of
the product or service:
A. Product/Service that delivers value:
B. Value Proposition Statement:
In writing customer value proposition, salespeople should attempt to:
1.
Keep the statement fairly simple,
Choose the key benefit(s) likely to be most important to the specific customer,
Make the value proposition as specific as possible on tangible outcomes,
4. Reflect any product or service dimensions that add value, whether or not they are paid for by the
2.
3.
customer.
5. Promise only what can be consistently delivered.
Example of good customer value proposition:
"ABC Company can improve its market share by a minimum of four percentage points in a one-year
period in its San Francisco and Dallas markets by implementing our customer satisfaction and
retention training for its customer service personnel."
Section 3: Sales Call Objective
3. Sales Call Objective (must require customer action):
(continued)
Section 4: Linking Buying Motives, Benefits, Support Information, and other Reinforcement
Methods
2/3
4. Linking Buying Motives, Benefits, Support Information, and other Reinforcement Methods.
(Repeat for each influencer who will be involved in the upcoming sales call.)
A. Buying Motives: What is
most important to the
prospect(s) in making a
purchase decision? Rational
motives include economic
B. Specific Benefits Matched C. Information D. Where
to Buying Motives: Benefits needed to
to be stressed are arranged support claims methods for
in priority order (sequence
to be followed unless
prospect feedback during
the presentation indicates
an alternative sequence).
appropriate,
reinforcing verbal
content (Audio/
Visual, collateral
material,
illustrations,
testimonials, etc.).
for each
benefit.
issues such as quality, cost,
service capabilities, and the
strategic priorities of the
prospect's company. Emotional Each benefit should
motives include fear, status,
and ego-related feelings. List
all relevant buying motives in
order of importance.
correspond to one or more
buying motives.
1.
2.
3.
4.
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