CHAPTER 10: “Oh, How You’d Love to Know!”
What is the most ethical action to take?
A. Take the offered competitor’s bid prices from the perspective
customer. It will save you time and earn you and your company
more money in the long run.
B. Do not take the offered competitor’s bid prices. Not only could it
effect your business, but it is also not fair to your competition. You
need to work for each sale you get.
competitor’s con)dentiality. However, tell your customer that were
he to tell you a “good” number to be at (based on what he knows
about the competitor’s bid), you could get to where you need to be.
CHAPTER 10
BEGIN YOUR PRESENTATION STRATEGICALLY
COMMENTS ON CHAPTER 10 SALES APPLICATION QUESTIONS
1. Use questions to: (A) obtain information; (B) develop two-way
communications; and (C) increase participation.
answer; (3) listen.
2. Statement–“Mr. Buyer, you certainly have a thriving business.”
purchase?”
3. Situation question (see chapter for examples)
Need-Payo6 question
4. A. Direct C. Direct E. Nondirective G.
6. A. Salesperson’s first question is a problem question.
qualifying).
Salesperson’s fifth question is a need-payoff question.
B. Move into the presentations. If you are one of the first three people to
of SPIN.
7. Salesman Cli6 Defee is “telling” not “selling”. He should have asked questions
equipment.
8. Alternatives Ranking Dollar Amount
Sold
(Maximum = $12,000)
A Third -0-
B First $12,000
C Second $ 4,000
Five salespeople profiled in the text ranked the three alternatives, with “B”
Questions are important tools for any salesman. They help uncover needs
and problems, obtain valuable selling information, and qualify the prospect’s
A. This is a weak question because it asks for a “yes” or “no” answer–no
B. This is a good question. It’s direct, well-aimed, and most importantly,
C. This question is adequate, but lacking in some aspects. It’s
open-ended and that’s good–it’ll encourage the prospect to talk.
COMMENTS ON CASES
Case 10-1: The Thompson Company
SUMMARY
1. Alternatives Ranking Dollar Amount
Sold
(Maximum = $4,000)
A Second $1,500
B Third $ 500
C First $4,000
amount of $4,000.
A. This attention-getter is reasonably good because it points out a
benefit to the buyer. Under most circumstances it would capture his
attention. Further, the use of your product in the opener may also
sounds a little humbling to “beg” for a few minutes of time. If your
product is good (and it is!) then you deserve the time to tell your
attention.
Case 10-2: The Copy Corporation
1. The salesperson is “telling” not “selling.” He/she should ask questions
2. Students can be asked for specific examples of questions, such as “Mr. Buyer,
Case 10-3: Electronic O>ce Security Corporation
1. Most students say “Yes” this is a natural dialogue.
2. Most students say “Yes” or “About right.”
Statement 1 — Situation Question.
3 — “ “
5 — “ “
7 — “ “
9 — Problem “
11 — “ “
13 — Implication “
4. Statement 4 — Buyer doesn’t recognize need.
10 — Important need stated but not recognized as something
that could happen.
that could happen.
20 — Important need stated and recognized.
that could happen.
24 — Important need stated and recognized. The
favor.
Situation 26 — Important need stated and recognized.
28 — ” ” ” ” “
6. Alternatives Ranking Dollar Amount
Sold
(Maximum = $8,000)
A Second $1,000
B Third $ 500
amount of $8,000.
A. It is possible to move on into your presentation. The prospect does not
D. Do not do this! You have his attention and interest. Keep on selling!