Chapter 7 Marketing 3410
Keys to effective sales dialogue - correct answer 1. Are planned and practiced by
salespeople
2. Encourage buyer feedback
3. Focus on creating value for the buyer
4. Present value in an interesting and understandable way
5. Engage and involve the buyer
6. Support customer value through objective claims
check-backs or response checks - correct answer questions salespeople use
throughout a sales dialogue to generate feedback from buyer
check-backs commonly employed at two key points - correct answer 1. after specific
feature-benefit sequence in order to confirm the benefit and better assess
prospective buyer's level of interest
2. following response to an objection in order to evaluate the level to which the
salesperson has handled the problem
confirmed benefits - correct answer benefits buyer indicates are important and
represent value
purpose of SPIN/ADAPT - correct answer help salesperson identify confirmed
benefits for the buyer
verbal support - correct answer use of voice characteristics, examples and
anecdotes, and comparisons and analogies to make sales dialogue interesting and
understandable
voice characteristics - correct answer pitch and speed of speech, which salespeople
should vary to emphasize key points
