Module 8 • Planning the sales presentation (Pre-approach) 4. Types of information needed
The information the salesperson collects will depend on the prospect’s position, his need and the problem that exists. If the prospect is an individual with a specific personal need, the information is directed at the person as an individual. If the prospect is not buying the product for himself but on behalf of a business, for example Mr Peters is the so-called buyer (Module 13) of the Dairy Department of Shoprite, the necessary information must be gathered not only about the individual, Mr Peters, acting on behalf of the company, but also about the different aspects of the company, Shoprite.
4.1 Personal information
Personal information about the individual is collected, whether he is buying the product for his own use or for a business. In the first instance, the salesperson will concentrate more on personal information, while in the second instance certain personal information will be supplemented with information on the company.
Personal information that salespeople collect for the qualification and preparation for the approach and the sales presentation, includes the following: • The prospect’s name, surname and title • Age and date of birth • Home address and private telephone number • Educational background • Marital status and family details • Social contacts/circles • Reputation • Membership of organisations and societies • Profession and position • Interests, hobbies and recreation • The need and ability to pay • Authority to buy • The best time for an appointment • Additional personal information.
4.1.1 Name, surname and title
Make sure that the names and surname are correctly spelled and that you have used the correct pronunciation. The salesperson must also find out what the prospect’s title is, because people are very particular about their titles, for example doctor, professor, etc.
4.1.2 Age and date of birth
The age of the prospect plays an important role in the preparation for the sales presentation. It can provide clues to a person’s buying motives. Younger and older persons have different needs, interests, aspirations and buying motives, for example: • A 75-year-old man buys a car for safety and economy. • A 25-year-old man buys a car for speed and image.
It is important to know the prospect’s date of birth, because if the salesperson congratulates him on his birthday, it will show his personal interest in the prospect. For example, many car dealerships send out an SMS to customers on their birthdays.
67
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130
