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Marketing case study - Essay Example

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Summary to essay on topic "Marketing case study"
Sales presentation is the critical point in which the prospect should decide and makes a commitment. The decision is important –…
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Marketing case study
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Download file "Marketing case study" to see previous pages... The closing technique used by Frank was appropriate and suitable to the given situation because as he had made strong selling points, Abby showed certain objections and tentative questions (“Trial Close,” n.d.). It was also because Frank May wanted to steer the conversation in the right track, to know his real prospect (Paterson,
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When the time the customer had come up into a decision, the commitment had been obtained (“Closing techniques,” n.d.). The future close is a closing technique wherein the closing of the transaction could be in a future date, like “How much time to you need to think about it Abby? … I know you can’t decide right now, what do you think?” Another method is adjournment close, which basically refers to the consideration of time being offered for the prospect to think, like “Being the senior purchasing director of Moor International, I know this decision is very relevant to you, I’ll give you time to consider about this. Can I count to it?” Conditional close is about giving conditions when objection occurred from the prospect in order to make a purchased of the product/service, like “The 50% I guess is only an estimation, if I can figure out the exact percentage of site that needs the scanner, will you choose our product?”
A. Selling benefits not features – Frank’s performance was unsatisfactory for he was actually selling the features of the company and not the benefits the prospect can get. He said they had built the finest engineering staff over the past 5 years, what’s in it for Moore? He should refer on what the system can do for Moor because the expenditure can be justified by the benefits but not on the function.
B. Using trial closes – The performance was good for he successfully performed the trial close technique with Abby. He responded on the objections and immediately closed the conversation. The good performance in using the trial close method made by Frank increased his performance.
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