Charles M. Futrell,
Texas A&M University
| attention | The first step in the prospect's mental steps. From the moment a salesperson begins to talk, he or she should try to quickly capture and maintain the prospect's attention.
(See 204)
|
 |
|
|
| conviction | In the conviction step of the prospect's mental steps, the salesperson should strive to develop a strong belief that the product is best suited to the prospects' specific needs. It is established when no doubts remain about purchasing the product.
(See 205)
|
|
|
|
| creative problem-solvers | A person with the ability to develop and combine nontraditional alternatives in order to meet specific needs of the customer.
(See 196)
|
|
|
|
| customer benefit plan | A plan that contains the nucleus of information used in the sales presentation.
(See 201)
|
|
|
|
| customer profile | Relevant information regarding the firm, the buyer, and individuals who influence the buying decision.
(See 200)
|
|
|
|
| desire | The third step in the prospect's mental steps. It is created when prospects express a wish or want for a product.
(See 205)
|
|
|
|
| interest | The second step in the prospect's mental steps. It is important for the salesperson to capture the prospect's interest in the product. If this link is completed, prospects usually express a desire for the product.
(See 204)
|
|
|
|
| preapproach | Planning the sales call on a customer or prospect.
(See 197)
|
|
|
|
| prospect's mental steps | In making a sales presentation, quickly obtain the prospect's full attention, develop interest in your product, create desire to fulfill a need, establish the prospect's conviction that the product fills a needs, and finally, promote action by having the prospect purchase the product.
(See 203)
|
|
|
|
| purchase or action | The final step in the prospect's mental steps. Once the prospect is convinced, the salesperson should plan the most appropriate method of asking the prospect to buy or act.
(See 205)
|
|
|
|
| sales call objective | The main purpose of a salesperson's call to a prospect or customer.
(See 198)
|
|
|
|
| sales call planning | The process of preparing to approach a prospect attempting to make a sale.
(See 198)
|
|
|
|
| sales presentation | The actual presentation of the sales message to the prospect.
(See 203)
|
|
|
|
| strategic | Programs, goals, and projects of great importance.
(See 195)
|
|
|
|
| strategic customer relationship | A formal relationship between the seller and customer with the purpose of being a joint pursuit of mutual goals.
(See 195)
|
2002 McGraw-Hill Higher Education