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| − | From [[The path to purchase|The path to purchase]] we know that by the time a customer reaches a sales person he/she already:
| + | Chapter 4, Research prior to the sale |
| − | * Has an inkling that it may be time to make a purchase
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| − | * Probably gathered some information on the potential product offerings in the market place and
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| − | * Gone to the effort to come to your place of business
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| − | The chapter continues to define [[Hot button|Hot button]]s, the features that the customer gets exited about. Every product has multiple hot buttons. Sales people need to be very aware of the '''''hot button''''' of their own product.
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| − | In contrast [[Flagging landmines|Flagging landmines]] are defined as a hidden piece of information that, when you stray across it, it carries the danger that it might blow your sale completely away.
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| − | Key points of the chapter:
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| − | * The sales process begins long before the salesperson and they prospective customer shake hands for the first time
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| − | * When you are doing research prior to a sale, nothing you learn is wasted
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| − | * It ain't the customers job to do your research for you!
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| − | * Be clear about what you ''can'' deliver and ask the buyer about his expectations
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| − | * [[Hot button|Hot button]]s create excitement for the product
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| − | * [[Flagging landmines|Flagging landmines]] is a hidden piece of information that may blow up your sale
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| − | * An [[Objection|Objection]] is not a land mine. Landmines are more oblique and harder to surface. Which is why they are so dangerous.
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| | [[Category:howtomakethesale]] | | [[Category:howtomakethesale]] |
Revision as of 19:04, 27 August 2020
Chapter 4, Research prior to the sale
