Can build awareness and preference in the marketplace, repositioning products, and defending them.
Tools include:
Proactive versus reactive approach?
Media relations
Dealing with bad publicity?
Sales
Need to determine salesforce:
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objectives; prospecting, communicating, selling, servicing, information gathering
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strategies: solo, team
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structure: territory (size / shape), product, customer
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size
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compensation: salary, commission, bonus, expenses
Personal selling includes:
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prospecting and qualifying
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preapproach: learn about prospect
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approach: greeting
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presentation: tell the story
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overcoming objections
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closing
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follow-up and maintenance
Importance of negotiations
Standards versus flexibility
Relationship management versus single transaction
Technologies impact on selling? (Knowledge of customer / CRM / flexibility)
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