Marketing Internship Project...
Transcript of Marketing Internship Project...
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Unit 5 SellingMarketing Internship Project Worksheet
Directions Handling inquiries and building a customer base is part of every salesperson’s job. How would you handle the following customer inquiries about your company’s reusable vinyl wall coverings? Write the script you would use to answer the customer.
1. I think these reusable vinyl wall coverings will damage my walls.
2. My son had a different brand and after moving from one place to another the adhesive no longer worked. How can I be sure your products will perform any better?
3. Can’t I buy these vinyl wall coverings in Kmart and online?
4. Can you use a photo of my son playing basketball to create a personalized reusable vinyl wall covering for me? If yes, how much would that cost and how soon could I get it?
5. My niece is a Yankee Baseball fan. Which Yankee baseball player would you recommend I buy for her?
6. Making a sale is the fi rst step in developing customer relationships. Write a memo to Jan Smith, your superior on what you think the kiosk sales staff could do to foster customer relationships.
7. The company’s vice president of sales wants your opinion on how to market these sports wall coverings to high school and college teams by making use of its current sales force. Prepare notes for your meeting with the vice president of sales. Provide specifi c ideas with lots of details.
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Chapter 12 Selling Overview Discovery Project Worksheet
Directions A career in sales includes knowing industry jargon, which is a specialized vocabulary used by a particular group. Use the clues to solve the puzzle. Write one letter of each answer in each space provided. Then copy the boxed letters in order to create the word that will complete the sentence at the bottom of the page.
• commission • conversion • SEO (search engine optimization)
• lead • prospecting • closing
• consultative selling
1. percentage of sales kept by the salesperson
2. providing solutions to customers’ problems by fi nding products that meet their needs
3. seeking potential customers
4. completing a sale
5. when a non-customer becomes a customer
6. a potential customer
7. inserting often-used key words into web text, ads, HTML code, and meta tags to increase a business’s rankings on search engine
1.
2.
3.
4.
5.
6.
7. (
)
8. A salesperson must have knowledge about the product and understand the customers’ rational and emotional for buying.
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Chapter 12 Selling Overview Discovery Project Evaluation Rubric
Directions Use the Self-Evaluation Guidelines below to assess the content of your Discovery Project. Rate your performance and give yourself a score for each criterion. Then give your answers and this completed Evaluation Rubric to your teacher to evaluate.
Self-Evaluation Guidelines
Exemplary
(10–8 points)
Satisfactory
(7–4 points)
Poor
(3–0 points)
• Includes all of the required content elements
• Very well organized • All details provided • Logical conclusions
supported by research• Presentation of findings
extremely effective and/or appropriate
• Includes some of the required content elements
• Well organized • Many general details provided • Conclusions somewhat logical
and somewhat supported by research
• Presentation of findings somewhat effective and/or appropriate
• Includes few or none of the required content elements
• Disorganized • Few or no details provided • Conclusions illogical and not
supported by research• Presentation of findings
ineffective and/or inappropriate
Criteria Exemplary
(10–8 points)
Satisfactory
(7–4 points)
Poor
(3–0 points)
Student
Score
Teacher
Score
Content
Description of business enterprises researched
Integration of employment requirements for entry and management levels
Integration of pay scales for entry and management levels
Integration of benefits for entry and management levels
Explanation of advantages of selling as a career
Explanation of disadvantages of selling as a career
Description of interesting vs. unappealing aspects of selling
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Chapter 12 Selling Overview Discovery Project Evaluation Rubric continued
Evaluation of selling as personal career choice
Synthesis of research and evaluation
Effective presentation of findings
Total
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Chapter 12 Selling OverviewSection 12.1 The Sales Function
Section Graphic Organizer
Directions In the diagram, write details on Selling the Marketing Concept and Sales Management.
Purpose and Goal
Sales Trends and TechnologySelling and the Marketing Concept
Legal and Ethical Issues
Sales Management
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Chapter 12 Selling OverviewSection 12.1 The Sales Function
Section Outline with Content and Academic Vocabulary
Section OutlineSelling and the Marketing Concept
Purpose and Goal
Sales Trends and Technology
Web Sites and Social Media
Customer Loyalty Programs
Computer Software
Mobile Devices
Partnerships
Sales Management
Company Policies
Training
Compensation and Sales Quotas
Legal and Ethical Issues
Sales Pressure
Sales Contracts
Sales Regulations
Content Vocabularycustomer relationship management (CRM) A system that involves finding customers and keeping them satisfied. (p. 278)
call report A written report that documents a sales representative visit with a customer, including the purpose and outcome of the visit. (p. 281)
sales quota A dollar or unit sales goal set for the sales staff to achieve in a specified period of time. (p. 282)
Academic Vocabularysolidify To make strong or united. (p. 278)
interface To join by means of a computer and any other entity, such as a printer or human operator. (p. 279)
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Chapter 12 Selling OverviewSection 12.1 The Sales Function
Digital Nation Activity: Nike’s Social Network
Directions Visit an athletic apparel company Web site that offers some type of social media opportunities and answer the following questions.
1. In addition to sponsoring a sporting event, what are some other ways athletic apparel companies use social media and social networking?
2. Write a paragraph with your observations.
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Chapter 12 Selling OverviewSection 12.2 Sales Careers
Section Graphic Organizer
Directions In the chart, make three lists that include sales positions, the seven steps of a sale, and the three levels of consumer decision making.
Sales Positions Steps of a SaleCustomer Decision
Making
Retail businesses A - Approach
N - Needs determined
P -
O -
C -
S & R -
Extensive
L
R
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Chapter 12 Selling OverviewSection 12.2 Sales Careers
Section Outline with Content and Academic Vocabulary
Section OutlinePersonal Selling
Types of Sales Positions
Retail Businesses
Industrial and Service Businesses
Telemarketing and Nonprofit
Internet Web Sites and Sales
Steps of a Sale
Customer Decision Making
Extensive Decision Making
Limited Decision Making
Routine Decision Making
A Career in Sales
Sales Career Benefits
Characteristics of Successful Salespeople
Content Vocabularypersonal selling Any form of direct contact between a salesperson and a customer. (p. 285)
organizational selling Sales exchanges that occur between two or more companies or business groups. (p. 285)
cold call A sales visit without an appointment. (p. 285)
telemarketing Telephone solicitation to make a sale. (p. 286)
extensive decision making A type of customer decision making used when there has been little or no previous experience with an item offered for sale. (p. 287)
limited decision making Used when a person buys goods and services that he or she has purchased before but not regularly. (p. 287)
routine decision making A type of customer decision making used when a person needs little information about a product he or she is buying. (p. 288)
Academic Vocabularypre-sold Refers to sales that are due to promotional efforts before a customer comes to a store. (p. 285)
perquisite An incidental benefit awarded for certain types of employment (especially if it is regarded as a right). (p. 289)
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Chapter 12 Selling OverviewChapter Summary
Directions Use this worksheet to take notes as you read the chapter.
• The purpose of selling is to help customers make satisfying buying decisions, with the goal of creating ongoing, profitable relationships.
• Customer relationship management (CRM), a system that involves finding customers and keeping them satisfied.
• Company Web sites, social media, e-mails, and computer software have revolutionized CRM.
• Sales managers plan, organize, and control the sales function, and establish the structure of the sales organization.
• Three forms of customer decision making are extensive, limited, and routine.
• The seven steps of a sale include: approach the customer, determine needs, present the product, overcome objections, close the sale, perform suggestion selling, and build relationships as follow up.
• Salespeople work in retail, industrial, service, telemarketing, and Internet businesses, as well as nonprofit organizations.
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Chapter 13 Beginning the Sales Process Discovery Project Worksheet
Directions A significant part of a company’s marketing plan is an assessment that lists and analyzes the company’s strengths, weaknesses, opportunities, and threats. This process is called SWOT analysis. The questions listed are samples that could be used as part of a company analysis. For each question, explain why it is necessary for a salesperson to know the answer.
Company Analysis1. What is the company’s mission statement?
2. What is the company’s sales history? Are sales increasing or decreasing?
3. What is the company’s reputation and image among consumers?
Customer Analysis4. Who are the customers?
5. What, when, where, and how much do the customers buy?
6. How do customers rate the company on quality, service, and value?
Competition Analysis7. What advantages does the company have over its competitors?
8. Are competitors taking business away from the company? If so, how?
9. What is the company’s market share?
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Chapter 13 Beginning the Sales ProcessDiscovery Project Evaluation Rubric
Directions Use the Self-Evaluation Guidelines below to assess the content of your Discovery Project. Rate your performance and give yourself a score for each criterion. Then give your answers and this completed Evaluation Rubric to your teacher to evaluate.
Self-Evaluation Guidelines
Exemplary
(10–8 points)
Satisfactory
(7–4 points)
Poor
(3–0 points)
• Includes all of the required content elements
• Very well organized • All details provided • Logical conclusions
supported by research• Presentation of findings
extremely effective and/or appropriate
• Includes some of the required content elements
• Well organized • Many general details provided • Conclusions somewhat logical
and somewhat supported by research
• Presentation of findings somewhat effective and/or appropriate
• Includes few or none of the required content elements
• Disorganized • Few or no details provided • Conclusions illogical and not
supported by research• Presentation of findings
ineffective and/or inappropriate
Criteria Exemplary
(10–8 points)
Satisfactory
(7–4 points)
Poor
(3–0 points)
Student
Score
Teacher
Score
Content
Research approach
Description of shoe construction
Description of materials used
Determination of design patent status
Integration of retail price
Explanation of appealing features
Evaluation of competition
Conclusions about original product vs. competitor’s product
Synthesis of research
Effective presentation of findings
Total
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Chapter 13 Beginning the Sales ProcessSection 13.1 Preliminary Activities
Section Graphic Organizer
Directions Write in the preliminary activities associated with the sales process, using the outline.
I. Getting ready to sell
A. Product Knowledge
1. 2. 3.B. C.
II. Feature-Benefit Selling
A. Product Features
1. 2. 3.B. C. D. E. Customer
Buying Motives 1. 2. 3. 4.
III. ProspectingA. Prospecting
Techniques 1. 2. 3.B.
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Chapter 13 Beginning the Sales ProcessSection 13.1 Preliminary Activities
Section Outline with Content and Academic Vocabulary
Section OutlineGetting Ready to Sell
Product Knowledge
Experience
Published Materials and Web Sites
Training
Industry Trends and Competition
Merchandising
Feature-Benefit Selling
Product Features
Basic Feature
Physical Features
Extended Product Features
Customer Benefits
Selling Points
Advantages
Customer Buying Motives
Rational Motives
Emotional Motives
Patronage Motives
Multiple Motives
Prospecting
Prospecting Techniques
Customer Referrals
Cold Canvassing
Employer Sales Leads
Qualifying Prospects
Answers to Questions
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Chapter 13 Beginning the Sales ProcessSection 13.1 Preliminary Activities
Section Outline with Content and Academic Vocabulary continued
product feature Basic, physical, or extended attribute of a product or purchase. (p. 303)
physical feature Tangible attribute that helps explain how a product is constructed. (p. 304)
extended product feature Intangible attribute related to the sale of a product that customers find important. (p. 300)
customer benefit Advantage or personal satisfaction a customer will get from a good or service. (p. 300)
selling point The function of a product feature and its benefit to a customer. (p. 304)
buying motive A reason a customer buys a product. (p. 301)
rational motive A conscious, logical reason for a purchase. (p. 306)
emotional motive A feeling expressed by a customer through association with a product. (p. 302)
patronage motive A reason for remaining a loyal customer of a company. (p. 302)
prospecting Looking for new customers. (p. 307)
prospect A sales lead; a potential customer. (p. 307)
referral A recommendation of another person who might buy the product being sold. (p. 308)
endless-chain method When salespeople ask previous customers for names of potential customers. (p. 304)
cold canvassing The process of locating as many potential customers as possible without checking leads beforehand. (p. 304)
Academic Vocabularyshadowing Spending time in the workplace with someone as he or she goes through a normal workday. (p. 301)
longevity Having a long life or existence. (p. 299)
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Chapter 13 Beginning the Sales ProcessSection 13.1 Initial Steps of a Sale
Green Marketer Activity: Understanding the Green Consumer
Directions Imagine that you are in charge of marketing for a men’s clothing company that is about to launch a “green” organic cotton line. Answer the following question.
1. What would you want to know about your customer base before you could create an effective marketing campaign for this new line? (Explain your answer.)
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Chapter 13 Beginning the Sales ProcessSection 13.2 First Steps of a Sale
Section Graphic Organizer
Directions Write an outline of this section’s content in the chart.
I. The approachA. Approach in organizational
selling 1. 2. a. b.B. Approach in retail selling 1. 2. a. b. c.
II. Determining needsA.B. 1. 2. 3.
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Name _________________________________________ Date _______________ Class ____________
Chapter 13 Beginning the Sales ProcessSection 13.2 First Steps of a Sale
Section Outline with Content and Academic Vocabulary
Section OutlineThe Approach
Organizational Selling
Arrive Early
Greet and Engage Customer
Engaging a Current Customer
Engaging a New Customer
Retail Selling
Timing the Retail Approach
Retail Approach Methods
Greeting Approach
Service Approach
Merchandise or Theme Approach
Determining Needs
When to Determine Needs
How to Determine Needs
Observing
Listening
Questioning
How to Refine Questions
Question Do’s and Don’ts
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Chapter 13 Beginning the Sales ProcessSection 13.2 First Steps of a Sale
Section Outline with Content and Academic Vocabulary continued Academic Vocabularyrapport A feeling of sympathetic and mutual understanding. (p. 311)
astute Marked by practical hardheaded intelligence. (p. 310)
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Chapter 13 Beginning the Sales ProcessChapter Summary
Directions Use this worksheet to take notes as you read the chapter.
• To prepare for a sale, salespeople study products, industry trends, and competition.
• Matching the characteristics of a product to a customer’s needs and wants is feature-benefit selling. Customers may have rational and emotional motives for buying.
• A prospect or lead is a potential customer.
• The approach step of the sale can make or break the sale.
• The three purposes of the approach are to begin a conversation, build a relationship, and focus on the product.
• The three retail sales approaches are service, greeting, and merchandise.
• Determining needs is a step in the sales process that should begin as soon as possible and continue throughout the process.
• Three methods to determine needs are observing, listening, and asking questions.
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Chapter 14 Presenting the Product Discovery Project Worksheet
Directions The goal of a sales presentation is to match customer needs to the features and benefits of a product. Choose a product or service you would like to sell and where you will sell it. Use this organizer to take notes that can help you prepare a sales presentation for that product or service.
1. Display and Handle the Product
2. Demonstrate the Product
3. Explain Product Features Benefits
4. Involve the Customer
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Chapter 14 Presenting the ProductDiscovery Project Evaluation Rubric
Directions Use the Self-Evaluation Guidelines below to assess the content of your Discovery Project. Rate your performance and give yourself a score for each criterion. Then give your answers and this completed Evaluation Rubric to your teacher to evaluate.
Self-Evaluation Guidelines
Exemplary
(20–16 points)
Satisfactory
(15–10 points)
Poor
(9–0 points)
• Includes all of the required content elements
• Very well organized • All details provided • Logical conclusions
supported by research• Presentation of findings
extremely effective and/or appropriate
• Includes some of the required content elements
• Well organized • Many general details provided • Conclusions somewhat logical
and somewhat supported by research
• Presentation of findings somewhat effective and/or appropriate
• Includes few or none of the required content elements
• Disorganized • Few or no details provided • Conclusions illogical and not
supported by research• Presentation of findings
ineffective and/or inappropriate
Criteria Exemplary
(20–16
points)
Satisfactory
(15–10
points)
Poor
(9–0 points)
Student
Score
Teacher
Score
Content
Description of anticipated customer questions/concerns
Integration of customer questions/concerns in training session
Description/rationale for products used in the training session
Demonstration of product presentation skills
Effective presentation of training sessions
Total
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Chapter 14 Presenting the ProductSection 14.1 Product Presentation
Section Graphic Organizer
Directions Use the chart to take notes about how to create an effective product presentation.
Product Presention
Make It Come Alive
Show and Tell
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Chapter 14 Presenting the ProductSection 14.1 Product Presentation
Section Outline with Content and Academic Vocabulary
Section OutlineOrganizing the Product Presentation
Show and Tell
Which Products Do You Show?
What Price Range Should You Offer?
How Many Products Should You Show?
What Do You Say?
Plan the Presentation
Presenting and Demonstrating the Product
Using Displays and Sales Aids
Involving the Customer
Holding the Customer’s Attention
Content Vocabularylayman’s terms Words that the average customer can understand. (p. 322)
Academic Vocabularycollate To assemble in proper sequence. (p. 323)
swatch A sample piece of fabric. (p. 323)
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Chapter 14 Presenting the ProductSection 14.2 Objections
Section Graphic Organizer
Directions Use the chart to take notes about ways to handle objections.
Four-Step Method
Specialized Methods
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Chapter 14 Presenting the ProductSection 14.2 Objections
Section Outline with Content and Academic Vocabulary
Section OutlineUnderstanding Objections
Plan for Objections
Common Objections
Need
Product
Source
Price
Time
Four-Step Process for Handling Objections
Listen Carefully
Acknowledge the Objections
Restate the Objections
Answer the Objections
Specialized Methods of Answering Objections
Substitution
Boomerang
Question
Superior Point
Denial
Demonstration
Third Party
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Chapter 14 Presenting the ProductSection 14.2 Objections
Section Outline with Content and Academic Vocabulary continued
superior-point method A technique of overcoming objections by permitting the salesperson to acknowledge objections as valid, yet still offset them with other features and benefits. (p. 332)
third-party method A technique that involves using another customer or neutral person who can give a testimonial about the product. (p. 333)
Academic Vocabularyparaphrase To express the same message in different words. (p. 330)
compensate To make up for shortcomings or a feeling of inferiority by exaggerating good qualities. (p. 332)
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Chapter 14 Presenting the ProductSection 14.2 Objections
Digital Nation Activity: SEO: Show Me the Content
Directions Read the following paragraph and then answer the following question.Search engine marketing (SEM) is the practice of paying to have a Web site displayed as a sponsored link on search engine results pages for specific keywords or phrases. The more popular or lucrative a keyword, the more the company bids for the sponsored link. Companies then pay for each click they receive.
1. What do you think are the advantages of SEM over traditional display advertising, which serves the same ad to all potential customers?
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Chapter 14 Presenting the ProductChapter Summary
Directions Use this worksheet to take notes as you read the chapter.
• The goal of product presentation is to match a customer’s needs and wants to a product’s features and benefits.
• When selecting products to show, consider customer needs and price range, and limit selection to three items.
• To make your product presentation lively and effective, handle the product with respect, demonstrate product features, involve the customer, and use sales aids.
• Objections are reasons for not buying or doubts that occur during a sales presentation.
• Objections can help clarify a customer’s needs and provide an opportunity to introduce additional selling points.
• Objections are based on five buying decisions: need, product, source, price, and time.
• Four steps for handling customer objections are listen, acknowledge, restate, and answer.
• Seven specific methods for handling objections include substitution, boomerang, question, superior point, denial, demonstration, and third party.
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Chapter 15 Closing the Sale Discovery Project Worksheet
Directions Read the scenarios, and then offer suggestions that would help close each of the sales.
1. Jackie is a sales associate at an appliance store. It is the last day of the month, and she is $100 short of her monthly sales quota. A recent college graduate who just moved into his fi rst apartment has been asking Jackie lots of questions about vacuum cleaners. The customer is having a diffi cult time choosing between a vacuum that is on sale for $119.99 and another model by the same manufacturer for $149.99. While the customer is examining the models, Jackie’s supervisor comes over to tell Jackie to take her break before the store’s busy period starts.
2. Jeff is the type of salesperson who can sell ice to a polar bear. He loves the satisfaction that comes with closing a sale, and he is always looking for products to sell. He can often be found at trade shows and conventions, selling everything from kitchen gadgets to car washing accessories to jewelry cleaner. This time, he is at a booth at a large county fair, selling carpet cleaning products. A crowd has gathered to watch him demonstrate how well the cleaner works on a grease-stained piece of carpet. Jeff can tell that one couple is clearly interested, but they are hesitating about making a purchase.
3. Ronda is a membership director for a small-business advocacy organization. Her job is to convince small business owners to join the organization. The yearly membership fees pay for a variety of products and services that help business owners succeed. Several times a year, she revisits the business owners who have bought memberships to get them to renew their memberships. She is in the offi ce with the owner of an auto body repair shop. He is not interested in renewing his membership.
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Chapter 15 Closing the SaleDiscovery Project Evaluation Rubric
Directions Use the Self-Evaluation Guidelines below to assess the content of your Discovery Project. Rate your performance and give yourself a score for each criterion. Then give your answers and this completed Evaluation Rubric to your teacher to evaluate.
Self-Evaluation Guidelines
Exemplary
(10–8 points)
Satisfactory
(7–4 points)
Poor
(3–0 points)
• Includes all of the required content elements
• Very well organized • All details provided • Logical conclusions
supported by research• Presentation of findings
extremely effective and/or appropriate
• Includes some of the required content elements
• Well organized • Many general details provided • Conclusions somewhat logical
and somewhat supported by research
• Presentation of findings somewhat effective and/or appropriate
• Includes few or none of the required content elements
• Disorganized • Few or no details provided • Conclusions illogical and not
supported by research• Presentation of findings
ineffective and/or inappropriate
Criteria Exemplary
(10–8 points)
Satisfactory
(7–4 points)
Poor
(3–0 points)
Student
Score
Teacher
Score
Content
Integration of research on renovation/redecorating
Explanation/demonstration of sales strategy and techniques
Anticipation of customer questions
Preparation of answers to customer questions
Promotion of do-it-yourself projects
Emphasis on closing the sale
Customer satisfaction strategies
Strategy for follow-up
Collaboration with partners
Effective presentation of role play
Total
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Chapter 15 Closing the SaleSection 15.1 How to Close a Sale
Section Graphic Organizer
Directions Use the chart to identify information you need to know in order to close a sale.
Closing the Sale
Timing
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Chapter 15 Closing the SaleSection 15.1 How to Close the Sale
Section Outline with Content and Academic Vocabulary
Section OutlineClosing Concepts and Techniques
Timing the Close
Buying Signals
Trial Close
Tips for Closing the Sale
Recognize Closing Opportunities
Help Customers Make a Decision
Create an Ownership Mentality
Avoid Threatening Words
Get Minor Agreements
Pace Your Closing
Specialized Methods for Closing the Sale
Which Close
Standing-Room-Only Close
Direct Close
Service Close
The Service Close in Business-to-Business Situations
The Service Close in Retail
Failure to Close the Sale
Maintain a Positive Attitude
In Retail Sales
In Organizational Sales
Feedback
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Chapter 15 Closing the SaleSection 15.1 How to Close the Sale
Section Outline with Content and Academic Vocabulary continued
standing-room-only close A closing method in sales used when a product is in short supply or when the price will be going up. (p. 344)
direct close A method in which the salesperson asks for the sale, when the buying signal is very strong. (p. 348)
service close A closing method in which services that overcome obstacles or problems are explained. (p. 349)
Academic Vocabularycommit To give entirely to a specific activity or cause. (p. 346)
perseverance The act of persisting; continuing or repeating behavior. (p. 350)
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Chapter 15 Closing the SaleSection 15.1 Customer Satisfaction
Green Marketer Activity: TerraCycle™ Grows Greener
Directions A growing number of companies are creating eco-friendly products. Method, The Body Shop, Clorox’s Green Works, and Seventh Generation are just a few of these companies. Research one of these companies and answer the following questions.
1. Briefl y describe the company’s products.
2. How does the product’s packaging refl ect company’s eco-friendly promise?
3. What fi nancial or marketing benefi ts does the company derive from this program?
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Chapter 15 Closing the SaleSection 15.2 Customer Satisfaction
Section Graphic Organizer
Directions Use the chart to summarize key points for suggestion selling and for building a clientele.
Suggestion Selling
Benefits
Rules
Methods
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Chapter 15 Closing the SaleSection 15.2 Customer Satisfaction
Section Outline with Content and Academic Vocabulary
Section OutlineSuggestion Selling
Benefits of Suggestion Selling
Rules for Suggestion Selling
Suggestion Selling Methods
Offering Related Merchandise
Recommending Larger Quantities
Calling Attention to Special Sales Opportunities
Maintaining and Building a Clientele
After-Sales Activities
Order Processing
Departure
Order Fulfillment
Follow-Up
Customer Service
Offering Special Services
E-Mail & Social Media
Online Customer Support
Special Retail Services
Special Vendor Services
Customer Training
Handling Customer Complaints
Planning Future Sales
Keeping a Client File
Evaluate Your Sales Efforts
Content Vocabularysuggestion selling Selling additional goods or services to the customer. (p. 353)
Academic Vocabularyappreciate To recognize with gratitude; be grateful for. (p. 353)
volume The property of something that is great in magnitude. (p. 353)
37Chapter 15 Marketing Essentials Fast Files
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Chapter 15 Closing the SaleChapter Summary
Directions Use this worksheet to take notes as you read the chapter.
• Customer buying signals help a salesperson determine a customer’s readiness to buy.
• Close the sale as soon as the customer is ready to buy.
• Use success in answering objections or presenting a product as an opportunity to close.
• Help customers make a decision and create an ownership mentality.
• Four specialized methods for closing a sale include: the direct close, the which close, the standing-room-only close, and the service close.
• Suggestion selling helps generate sales revenue and create satisfied customers.
• Three specialized suggestion-selling methods include the following: offering related merchandise, or cross-selling; selling larger quantities, or up-selling; and calling attention to special sales opportunities.
• After-sales activities are important for maintaining and building a clientele. They include order processing, departure, order fulfillment, follow-up, customer service, keeping client files, and evaluating sales efforts.
38 Chapter 15 Marketing Essentials Fast Files
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Chapter 16 Using Math in SalesDiscovery Project Worksheet
Directions Math touches many areas of sales, including the use of cash registers, handling money, understanding taxes, and verifying purchase orders. Circle the letter of the wrong answer from the lists that follow each statement.
1. All cash registers, from the simplest to the most complex, perform all of these functions except:
a. Record sales b. Prevent theft c. Store cash and sales documents d. Provide receipts
2. The following statements about U.S. currency are true except: a. Genuine currency has tiny red and blue fi bers embedded throughout b. The border scrollwork may be blurred and indistinct c. The portrait on a genuine bill appears lifelike and stands out distinctly. d. The fi ne-line printing on the border of a genuine bill is clear and unbroken.
3. Salespeople can enter transaction data into an electronic cash register all of these ways except:
a. Optical scanning b. Electronic wand entry c. Voice recognition d. Manual key entry
4. The following statements about sales tax are true except: a. Sales tax rates are the same in all states. b. A sales tax is a percentage fee imposed by the government on the retail price of an
item or service. c. Consumers pay the cost of sales taxes d. Legislation is periodically considered that would establish an Internet sales tax
collection system.
5. All of the following elements are contained in a purchase order except: a. Item number b. Quantity c. Description d. Coupon for the next purchase
6. Current trends in conducting and recording sales transactions include all of the following except:
a. point-of-sale (POS) system b. radio frequency identifi cation (RFID) c. adding machines d. self-service checkouts
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Chapter 16 Using Math in SalesDiscovery Project Evaluation Rubric
Directions Use the Self-Evaluation Guidelines below to assess the content of your Discovery Project. Rate your performance and give yourself a score for each criterion. Then give your answers and this completed Evaluation Rubric to your teacher to evaluate.
Self-Evaluation Guidelines
Exemplary
(20–16 points)
Satisfactory
(15–10 points)
Poor
(9–0 points)
• Includes all of the required content elements
• Very well organized • All details provided • Logical conclusions
supported by research• Presentation of findings
extremely effective and/or appropriate
• Includes some of the required content elements
• Well organized • Many general details provided • Conclusions somewhat logical
and somewhat supported by research
• Presentation of findings somewhat effective and/or appropriate
• Includes few or none of the required content elements
• Disorganized • Few or no details provided • Conclusions illogical and not
supported by research• Presentation of findings
ineffective and/or inappropriate
Criteria Exemplary
(20–16
points)
Satisfactory
(15–10
points)
Poor
(9–0 points)
Student
Score
Teacher
Score
Content
Research/observation results
Identification of math used in sales
Explanation of specific uses of math in sales
Evaluation of personal math skills
Effective presentation of skit/role play
Total
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Chapter 16 Using Math in SalesSection 16.1 Sales Transactions
Section Graphic Organizer
Directions Use the chart to list six types of retail sales transactions.
Types of Retail Sales Transactions
1. Cash or Check 2. 3.
4. 5. 6.
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Chapter 16 Using Math in SalesSection 16.1 Sales Transaction
Section Outline with Content and Academic Vocabulary
Section OutlineTypes of Retail Sales
Cash or Check Sales
Sales Checks
Math Skills for Handwritten Sales Checks
Debit Card Sales
Advantages of Debit Card Payments
Credit Card Sales
Credit Card Payment on the Internet
Credit Card Payment Costs to the Merchant
How Are Credit Card Payments Processed?
Getting Credit Authorization
Recording Credit or Debit Card Sales
Layaway Sales
On-Approval Sales
Cash on Delivery Sales
Sales Tax
Who Pays Sales Tax?
Sales Tax on the Internet
Returns, Exchanges, and Allowances
Handling Sales Tax for Return or Exchange Transactions
Shipping Charges
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Chapter 16 Using Math in SalesSection 16.1 Sales Transaction
Section Outline with Content and Academic Vocabulary continued
allowance Partial return of a sale price for merchandise the customer has kept, for example if there is a defect. (p. 370)
Academic Vocabularytransfer To move from one place to another. (p. 372)
area A part of a structure having some specific characteristic or function. (p. 369)
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Chapter 16 Using Math in SalesSection 16.1 Sales Transactions
Digital Nation Activity: Making Online Purchases Safe
Directions Personally identifiable information is any information that can be used to identify, find, or contact a person. Many Web sites collect personally identifiable information. Research the issue of personally identifiable information and answer the following questions.
1. What counts as personally identifi able information?
2. Why do Web sites collect it, and what do they do with it?
3. Should Web users be concerned about sites that collect personally identifi able information? Why or why not?
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Chapter 16 Using Math in SalesSection 16.2 Cash Registers
Section Graphic Organizer
Directions Use the chart to list three methods of entering information into an electronic cash register and three safeguards against theft.
Electronic Cash Registers
Methods of Entering Information 1. 2. 3.
Safeguards Against Theft/Counterfeiting 1. 2. 3.
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Name _________________________________________ Date _______________ Class ____________
Chapter 16 Using Math in SalesSection 16.2 Cash Registers
Section Outline with Content and Academic Vocabulary
Section OutlineCash Registers and Their Main Functions
The Electronic Cash Register
Entering Data into an Electronic Cash Register
Universal Product Codes
Current Trends
Integration of Point-of-Sale Information
Radio Frequency Identification
The Cash Drawer
Cash Drawer Arrangement
Opening Cash Fund
Making Change
Using a POS System
Using a Non-POS System
Sales Tally
Theft and Counterfeiting
New Currency Design
Content VocabularyUniversal Product Code (UPC) A combination barcode and number used to identify a product and manufacturer that must be on every item sold by the manufacturer. (p. 374)
point-of-sale system A combination of a cash register with a computer, making it possible to capture information about the transaction at the time of sale and apply it to different functions. (p. 379)
till The cash drawer of a cash register. (p. 379)
opening cash fund A limited amount of money in the cash register at the beginning of business. (p. 380)
Academic Vocabularyautomatically In a mechanical manner; by a mechanism. (p. 377)
concentrate To direct one’s attention on something. (p. 382)
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Chapter 16 Using Math in SalesSection 16.3 Purchasing, Invoicing, and Shipping
Section Graphic Organizer
Directions Use the chart to list six types of information needed to complete a purchase order or invoice.
Information Needed
Purchase Order Invoice
1. Item number
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Name _________________________________________ Date _______________ Class ____________
Chapter 16 Using Math in SalesSection 16.3 Purchasing, Invoicing, and Shipping
Section Outline with Content and Academic Vocabulary
Section OutlinePurchase Orders
Invoices
Dating Terms
Shipping
Parcel Post
Cash on Delivery (COD)
Delivery Arrangements
Content Vocabularypurchase order (PO) A legal contract between a buyer and seller that lists the quantity, price, and description of the products ordered, along with the terms of payment and delivery. (p. 381)
invoice Itemized list of goods that includes prices, terms of sale, total, taxes and fees, and amount due. (p. 382)
terms for delivery The final delivery arrangement made between the buyer and seller. (p. 382)
free-on-board (FOB) A delivery arrangement that means the price for goods includes delivery at the sellers’ expense to a specified point and no farther. (p. 382)
Academic Vocabularyoverseas In a foreign country. (p. 382)
tradition A specific practice of long standing. (p. 382)
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Chapter 16 Using Math in SalesChapter Summary
Directions Use this worksheet to take notes as you read the chapter.
• Sales transactions may be cash sales, debit card sales, credit card sales, layaway sales, on-approval sales, COD sales, returns, exchanges, and allowances.
• Sales tax and shipping charges are normally added to the total price of the products sold.
• Many retail businesses use electronic cash registers linked to computers as a point-of-sale (POS) system.
• Electronic cash registers display the amount of change to be returned to the customer.
• A purchase order includes the item number, quantity, description, unit, unit cost, and total (or extension) for each item ordered.
• When filling an order, a vendor prepares an invoice with the delivered merchandise.
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Unit 5 Selling Marketing Internship Project Evaluation Rubric
Directions Use the Self-Evaluation Guidelines below to assess the content of your Marketing Internship Project. Rate your performance and give yourself a score for each criterion. Then give your answers and this completed Evaluation Rubric to your teacher to evaluate.
Self-Evaluation Guidelines
Exemplary
(10–8 points)
Satisfactory
(7–4 points)
Poor
(3–0 points)
• Includes all of the required content elements
• Very well organized • All details provided • No grammatical errors • Creatively designed and
executed
• Includes some of the required content elements
• Well organized • Many general details provided • Few grammatical errors • Neatly keyed or handwritten
• Includes few or none of the required content elements
• Disorganized • Few or no details provided • Many grammatical errors • Typos or illegible handwriting
Criteria Exemplary
(10–8 points)
Satisfactory
(7–4 points)
Poor
(3–0 points)
Student
Score
Teacher
Score
Content
Knowledge of the sales process and effective selling techniques
Knowledge of reusable wall graphics products and customers
Completeness of sales training plan, including rubric
Sample dialogue for each step of the sale
Suggested sales aids
Proper use of marketing terminology
Mechanics
Logical organization and continuity of presentation
Level of detail
Speaking and listening skills; appropriate visual aids (oral)
Neatness, legibility, spelling, and grammar (written)
Total
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Answer Key Marketing Essentials Fast Files 51
Answer Key
(2) Sales staff should ask for the customer’s e-mail address so product updates and promotions can be delivered online on a regular basis.
7. Accept all reasonable ideas. Sample answer: To get started initially, the current sales force could contact the athletic directors and athletic booster clubs in high schools and colleges in their territories. The proposal could be to create reusable vinyl wall coverings of teams for sale to team members, families, friends, and fans. Additional sales could be made of individual players in action by hiring a photographer to take those shots with the intention of selling them as wall coverings.
Chapter 12 Discovery Project Worksheet 1. commission
2. consultative selling
3. prospecting
4. closing
5. conversion
6. lead
7. SEO (search engine optimization)
8. motives
Chapter 12 Discovery Project Evaluation RubricStudents can use the Self-Evaluation Guidelines to assess the content of their Discovery Projects. Students should rate their own performance and give themselves a score for each criterion.
Section 12.1 Graphic OrganizerSee page 55 for a reproducible graphic organizer worksheet with answers.
Section 12.1 Digital National ActivitySample answer: In addition to user-generated reviews, shoe site zappos.com offers multiple views of products in every available color; online live chat; prominently advertised free shipping (including return shipping); the ability to add products to a list of favorites; a
Unit 5 Marketing Internship Project ActivityAnswers will vary. Sample answers:
1. Our adhesive is better quality than our competitors and we offer a money back guarantee. Let me demonstrate how our products perform on this sample wall (sales aid).
2. If you look at our Facebook page (use computer to show customer) you will see all these positive comments from customers regarding how well our product performs when moving it from place to place.
3. You cannot buy our brand in Kmart. However, we do have our own Web site where you can make online purchases. Let me give you my card, which has our Web site address.
4. Yes, we can use your photo to create a personalized wall covering. If you have the digital version, you can e-mail me (give business card) or just leave the photo you have with me now. The price depends on the size you want. It takes approximately one week for personalized wall coverings to be delivered.
5. One of the most popular players is Derek Jeter, the Yankees’ team captain.
6. Accept all reasonable ideas. Below is a sample answer.
TO: Jan Smith
FROM: Student’s name
DATE: current date
RE: Kiosk Customer Relationship Building
Building a customer base is important for repeat sales, so I have several ideas that may help the kiosk sales staff that endeavor. (1) All kiosk sales personnel should have business cards that they can give to customers which include information to keep in contact with the company (i.e. Web site, Facebook, Twitter, phone numbers).
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Answer Key Marketing Essentials Fast Files52
Answer Key
notifi cation feature that tells users when new styles from a favorite brand are added to the site; and a feedback mechanism to report errors in product descriptions.
Section 12.2 Graphic OrganizerSee page 56 for a reproducible graphic organizer worksheet with answers.
Chapter 13 Discovery Project Worksheet Answers will vary. Sample answers:
1. Salespeople need to understand what they are representing to customers. This includes the company’s goals and values.
2. Customers may ask about the sales history so they know they are purchasing a reliable product or service; their confidence in the product or service may be influenced on how well it sells.
3. A sale can be made or broken based on a company’s reputation or image, so the salesperson needs to be aware how consumers view the company.
4. Customers want to know who their peers are. For example, a small business owner may be more inclined to become a chamber of commerce member if other companies he or she respects are members.
5. Salespeople need to know what, when, where, and on whom they need to focus their efforts.
6. Salespeople can use feedback, such as how customers rate the company’s quality, service, and value, to persuade potential new customers.
7. Customers are likely to ask why they should choose one company over the other, so salespeople need to have this information readily available.
8. If competitors are taking business away from the company, the salespeople need to be able to react and make adjustments in their techniques and strategies.
9. Salespeople must know the market share of their own company and of competitors so they can be aware of any potential opportunities created by changes in a competitor’s financial situation.
Chapter 13 Discovery Project Evaluation RubricStudents can use the Self-Evaluation Guidelines to assess the content of their Discovery Projects. Students should rate their own performance and give themselves a score for each criterion.
Section 13.1 Graphic OrganizerSee page 57 for a reproducible graphic organizer worksheet with answers.
Section 13.2 Graphic OrganizerSee page 58 for a reproducible graphic organizer worksheet with answers.
Section 13.2 Green Marketer ActivityYou would want to know as much about your customers and their needs as possible, including their demographics and psychographics, what percentage of customers are “dark green” and “light green,” what their motivation might be for buying organic (environmental commitment, health concerns, fashion statement), and whether they are willing to pay extra for organic products.
Chapter 14 Discovery Project Worksheet Answers will vary depending on product or service selected. Sample answer for a juicer for sale at a home and garden trade show:
1. Display the juicer in an attractive home-kitchen setting; keep a supply of fresh and appealing fruits and vegetables; make sure the area stays clean and inviting; handle the product and the food in a professional manner
2. Show customers how to prepare the fruits and vegetables; demonstrate how to operate and clean the juicer.
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Answer Key Marketing Essentials Fast Files 53
Answer Key
3. Explain the benefits of consuming fresh juice; tell parents that their kids will enjoy drinking healthy fruit drinks; emphasize ease of use and quiet operation; tell customers about the recipes and other products included with purchase.
4. Allow customers to use the juicer and taste the drinks; provide customers with brochures and samples.
Chapter 14 Discovery Project Evaluation RubricStudents can use the Self-Evaluation Guidelines to assess the content of their Discovery Projects. Students should rate their own performance and give themselves a score for each criterion.
Section 14.1 Graphic OrganizerSee page 59 for a reproducible graphic organizer worksheet with answers.
Section 14.2 Graphic OrganizerSee page 60 for a reproducible graphic organizer worksheet with answers.
Section 14.2 Digital Nation ActivityThe breakthrough advantage of SEM is that ads are specifi cally targeted to users’ interests, which increases the likely match between customer and seller. Advertisers’ sites get clicks from users who are looking for exactly the product or service they offer.
Chapter 15 Discovery Project Worksheet Answers will vary. Sample answers:
1. Jackie could see if another associate is available to take over. This way, even if Jackie loses the commission, the sale could still occur and the customer would be satisfied. A better option would be for Jackie to ask her supervisor to postpone her break until after the busy period.
2. Jeff could let the couple try the product themselves; he could ask them what kind of carpet stains they have at home, such as those made by kids, pets, food,
mud, and so on, and then explain how his product can help them specifically; he could offer incentives, such as free sponges or coupons for other products.
3. Ronda should find out why he is not interested—is it a financial issue, a philosophical issue, or something else? She should explain the benefits of membership, and reiterate why he joined in the first place. She could emphasize the challenges that businesses face, and explain that his membership contributes to the success of all small businesses. She could also offer him a lower rate than the year before.
Chapter 15 Discovery Project Evaluation RubricStudents can use the Self-Evaluation Guidelines to assess the content of their Discovery Projects. Students should rate their own performance and give themselves a score for each criterion.
Section 15.1 Graphic OrganizerSee page 61 for a reproducible graphic organizer worksheet with answers.
Section 15.2 Graphic OrganizerSee page 62 for a reproducible graphic organizer worksheet with answers.
Section 15.2 Green Marketer ActivitySample answer: The Body Shop promotes its reputation of being a steward of good health and the environment and has recently partnered with Earth Aid. The Method antibacterial, antiviral, and antimicrobial products are registered bythe Environmental Protection Agency. These products give the companies the ability to market themselves as environmental leaders. They gain some fi nancial benefi t because green companies have become more popular and acceptable with consumers.
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Answer Key Marketing Essentials Fast Files54
Answer Key
Chapter 16 Discovery Project Worksheet 1. b
2. b
3. c
4. a
5. d
6. c
Chapter 16 Discovery Project Evaluation RubricStudents can use the Self-Evaluation Guidelines to assess the content of their Discovery Projects. Students should rate their own performance and give themselves a score for each criterion.
Section 16.1 Graphic OrganizerSee page 63 for a reproducible graphic organizer worksheet with answers.
Section 16.1 Digital Nation ActivityE-mail address, full name, driver’s license number, social security number, and credit card number are considered by most sources to be personally identifi able information. Other information that may be personally identifi able when combined with other data includes IP address, birthday, age, and city of residence. Web sites collect this information in order to process customers’ orders and communicate with them, but they may also collect it for marketing purposes or for sale to affi liated companies and list brokers. Many people are concerned about the collection of personal information because of the potential for identity theft and because of an increasing loss of anonymity.
Section 16.2 Graphic OrganizerSee page 64 for a reproducible graphic organizer worksheet with answers.
Section 16.3 Graphic OrganizerSee page 65 for a reproducible graphic organizer worksheet with answers.
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Graphic Organizer Answer Key
Chapter 12 Selling OverviewSection 12.1 The Sales Function
Graphic Organizer Answer
Directions In the diagram, write details on Selling the Marketing Concept and Sales Management.
Purpose and Goal
Sales Trends and TechnologySelling and the Marketing Concept
Legal and Ethical IssuesSales Management
Web Sites & Social Media
Customer Loyalty Programs
Computer Software
Mobile Devices
Partnerships
Sales Pressure
Sales Contracts
Sales Regulations
Company Policies
Training
Compensation & Sales Quotas
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Graphic Organizer Answer Key
Chapter 12 Selling OverviewSection 12.2 Sales Careers
Graphic Organizer Answer
Directions In the chart, make three lists that include sales positions, the seven steps of a sale, and the three levels of consumer decision making.
Sales Positions Steps of a SaleCustomer
Decision Making
Retail businesses A - Approach
N - Needs determined
P -
O -
C -
S & R -
Extensive
L
R
Industrial businesses
Service businesses
Telemarketing fi rms
Nonprofi t organizations
Internet companies
Present the product
Overcome objections
Close the sale
Suggestion selling & Build relationships
imited
outine
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Graphic Organizer Answer Key
Chapter 13 Beginning the Sales ProcessSection 13.1 Preliminary Activities
Graphic Organizer Answer
Directions Write in the preliminary activities associated with the sales process, using the outline.
I. Getting Ready to Sell
A. Product Knowledge
1. 2.
3.B.
C.
II. Feature-Benefit Selling
A. Product Features 1. 2. 3.
B. C. D. E. Customer Buying
Motives 1. 2. 3. 4.
III. ProspectingA. Prospecting
Techniques 1.
2. 3.
B.
Experience
Published Materials and Web Sites
Training
Industry Trends and Competition
Merchandising
Basic Features
Physical Features
Extended Product Features
Customer Benefi ts
Selling Points
Advantages
Rational Motives
Emotional Motives
Patronage Motives
Multiple Motives
Customer Referrals
Cold Canvassing
Employer Sales Leads
Qualifying Prospects
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Graphic Organizer Answer Key
Chapter 13 Beginning the Sales ProcessSection 13.2 First Steps of a Sale
Graphic Organizer Answer
Directions Write an outline of this section’s content in the chart.
I. The approachA. Approach to organizational
selling 1. 2. a.
b.B. Approach in retail selling 1. 2. a. b. c.
II. Determining needsA.B. 1. 2. 3.
Arrive early
Greet and engage customer
Engaging a current customer
Engaging a new customer
Timing the retail approach
Retail approach methods
Greeting approach
Service approach
Merchandise or theme approach
When to determine needs
How to determine needs
Observing
Listening
Questioning
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Graphic Organizer Answer Key
Chapter 14 Presenting the ProductSection 14.1 Product Presentation
Graphic Organizer Answer
Directions Use the chart to take notes about how to create an effective product presentation.
Product Presentation
Make It Come Alive
Show and TellDisplay and handle product
Involve the customer Sales aids
Demonstrate
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Graphic Organizer Answer Key
Chapter 14 Presenting the ProductSection 14.2 Objections
Graphic Organizer Answer
Directions Use the chart to take notes about ways to handle objections.
Four-Step Method
Specialized Methods
Superior Point
Denial
Demonstration
Third Party
Restate the Objections
Answer the Objections
Listen Carefully
Acknowledge the Objections
Substitution
Boomerang
Question
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Graphic Organizer Answer Key
Chapter 15 Closing the SaleSection 15.1 How to Close a Sale
Graphic Organizer Answer
Directions Use the chart to identify information you need to know in order to close a sale.
Closing the Sale
Timing
Closing
Decisions Ownership Mentality
Agreements
Methods
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Graphic Organizer Answer Key
Chapter 15 Closing the SaleSection 15.2 Customer Satisfaction
Graphic Organizer Answer
Directions Use the chart to summarize key points for suggestion selling and for building a clientele.
Suggestion Selling
Benefi ts
Rules
Methods
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Graphic Organizer Answer Key
Chapter 16 Using Math in SalesSection 16.1 Sales Transactions
Graphic Organizer Answer
Directions Use the chart to list six types of retail sales transactions.
Types of Retail Sales Transactions
1. Cash or Check 2. 3.
4. 5. 6.
Debit
On-approvalLayaway
Credit card
Cash-on-delivery
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Graphic Organizer Answer Key
Chapter 16 Using Math in SalesSection 16.2 Cash Registers
Directions Use the chart to list three methods of entering information into an electronic cash register and three safeguards against theft.
Electronic Cash Registers
Methods of Entering Information1.
2.
3.
Safeguards Against Theft/Counterfeiting1.
2.
3.
Optical scanning
Close cash drawer between transactions
Electronic wand entry
Lock drawer when leaving it
Manual key entry
Become familiar with currency
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Graphic Organizer Answer Key
Chapter 16 Using Math in SalesSection 16.3 Purchasing, Invoicing, and Shipping
Graphic Organizer Answer
Directions Use the chart to list six types of information needed to complete a purchase order or invoice.
Information Needed
Purchase Order Invoice
1. Item number 1. Prices of goods
2. Quantity 2. Terms of sale
3. Description 3. Total
4. Unit 4. Taxes
5. Unit cost 5. Fees
6. Total 6. Amount due
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