Personal Selling Midterm

John Brown quote

To sell what John Brown buys you have to see the world through John Brown’s eyes

Selling starts with knowledge

People knowledge (90-95%), product knowledge (5-10%)

Driver

push the rules, objectives

Influencer

push the rules, relationship

Analytical

conservative, objectives

Amiable

conservative, relationship

drivers

demander, controller

influencers

sociable, expressive

analytical

compliant

amiable

steady, reliable

Most important to buyer

customer service

Want buyer to feel like you’re

with them and not against them

When people receive something free

1. appreciative

2. anticipation

3. expectation

4. entitlement

5. dependency

6. hatred

90% logic

one mistake and people will notice it

efficient vs. effective

Efficient: doing a job with the least amount of resources

Effective: doing the right job with the least amount of resources

In management, you are always __________ for the people who work for you

accountable

Never _______ to someone else and let them get so involved that you can’t fix it

delegate

Never say

Luxury vs premium

Discount vs limited time offer

Buy now vs 3 items left

Few vs limited

Listing features vs sell benefits

Branding secret

Green colors make your product more expensive and more wealthy

Ask your best clients:

What are we doing right?

1-3-1 rule

1 problem, 3 possible solutions, 1 solution you recommend

7-38-55

55% body language

38% tone

7% what you actually say

Why should we go with you?

Reverse it!

What things are you looking for?

Lead with ______ not desperation

value

Plan ahead for __________

objections

Let the client

sell you

Provide _______ , but not too many

options

Don’t let the client 

put you off