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Ema Waldschmidt

MGT 355: Professional Selling

Chapter 7

Due as individual assignment on April 4 (printed and stapled)

Sales Dialogue: Creating and Communicating Value

1.What are the key characteristics of effective sales dialogue?

Plan and practice sales dialogue
Encourage buyer feedback
Create value for the buyer
Communicate value gain
Engage and involve the buyer
Support customer value through objective claims

2.What are the advantages of using response-checks during a sales dialogue?

Check-backs and response-checks are used in sales dialogue to promote buyer interaction with the seller. Sellers use check-backs to encourage customer feedback. Sales people can use responses to understand which benefits the consumer confirms. The type of feedback a buyer gives may allow the seller to determine the level of interest the customer has in the product or services. When a buyer objects the seller, the feedback that the seller initiates afterwards, allows him or her to evaluate how well the situation was handled. An example of a response check could be “Does that answer your concern” or “So is this something that would be valuable to you?”.

3.What is the relationship between confirmed benefits and customer value?

Confirmed benefits are the attributes of a product that a buyer recognizes. The more benefits that a consumer confirms, the more a customer may value what an organization has to offer. To create customer value the salesperson must try to communicate how the buyer’s needs will be met or what opportunities may arise from making a purchase decision. The buyer must understand how features convert to benefits. Not all features have benefits for the buyer and not all features are necessary for a buyer. Features that are confirmed benefits may have more than one benefit for the consumer.

4.How can salespeople make sales dialogue interesting and understandable to buyers?

Verbal support and sales aids can make a sales...
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