Marketing 357 - Exam 2 Questions AND Correct Answers
1st step of the research stage and what's it used for -
✔✔Background probes
-use to determine customer's situation
3 steps of confirmation stage - ✔✔1)Test understanding
-Listen, ask ?s, make statements
-Summarize conversation around customer's problem (just
high points)
-Confirm you're on right track
2)Any other concerns?
-Simple, natural step
-Get customer to open up
-If you built rapport earlier on, very easy step
3)Commit to change
-Trial close
-Get them to commit to changes
""Would you like to look at some alternatives?"
"Do you think it would be worthwhile to spend some time
looking at solutions?"
"Do you want to fix it?"
, Good news: customer says "yes" then the most difficult aspect
of selling is behind you -committed and want to talk more
Bad news: customer says "no" then you have to move back to
the analysis stage - the customer has just given you a major
objection
3 steps of Maintenance stage - ✔✔1)Review Logistics
-make sure there aren't any issues with delivery, service, or if
you've fallen short on any promises made
-Either everything is great, or everything is NOT great
-Better to bring this up rather than wait for customer to
2)Review the Solution
-Important
-Review all problems uncovered and the plans to solve them
step by step
3)Review the change
-Review how the problems are being solved step by step
-How is the program going?
-How is the product working?
Additional thoughts on Specification stage - ✔✔-You can't
solve constraints
1st step of the research stage and what's it used for -
✔✔Background probes
-use to determine customer's situation
3 steps of confirmation stage - ✔✔1)Test understanding
-Listen, ask ?s, make statements
-Summarize conversation around customer's problem (just
high points)
-Confirm you're on right track
2)Any other concerns?
-Simple, natural step
-Get customer to open up
-If you built rapport earlier on, very easy step
3)Commit to change
-Trial close
-Get them to commit to changes
""Would you like to look at some alternatives?"
"Do you think it would be worthwhile to spend some time
looking at solutions?"
"Do you want to fix it?"
, Good news: customer says "yes" then the most difficult aspect
of selling is behind you -committed and want to talk more
Bad news: customer says "no" then you have to move back to
the analysis stage - the customer has just given you a major
objection
3 steps of Maintenance stage - ✔✔1)Review Logistics
-make sure there aren't any issues with delivery, service, or if
you've fallen short on any promises made
-Either everything is great, or everything is NOT great
-Better to bring this up rather than wait for customer to
2)Review the Solution
-Important
-Review all problems uncovered and the plans to solve them
step by step
3)Review the change
-Review how the problems are being solved step by step
-How is the program going?
-How is the product working?
Additional thoughts on Specification stage - ✔✔-You can't
solve constraints
