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Select two of the approach strategies (Chapter 6) and develop each one into a one-page dialogue between you and a customer.
The five approach strategies are:
· Referral
· Customer Benefit
· Question
· Assessment
· Product demonstration
· Referral
· Customer Benefit
· Question
· Assessment
· Product demonstration
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Here is an example of a Question dialogue:
Salesperson: I’m Helen Frieda from the ProStaff Company. We exchanged e-mails yesterday. It’s good to finally meet you in person. How are you doing today?
Customer: Helen, it’s good to meet you too. I’m doing well. I appreciate you coming out to our office.
Salesperson: It’s no trouble at all. You have a terrific office location. How long have you been in this space?
Customer: Not long. Our company bought this building two years ago, but just finished the renovations and moved in at the beginning of the year.
Salesperson: From my research, it looks like your staff is growing. Would you say you have made the transition from a small business, to a mid-sized one?
Customer: Absolutely. Our staff has gone from 25 to 150 in the last 6 months.
Salesperson: I know that when businesses grow beyond the start-up phase, many of the employee services you provided yourself can become burdensome. Also, both current and prospective employees expect more benefits from a larger company. Have you found this to be the case?
Customer: You’re right. We have been experiencing some growing pains as we have expanded. With more employees, it takes longer to take care of their needs. Also, we have to offer more benefits in order to stay competitive in the marketplace.
Salesperson: Our company will track and administer your employee health benefits such as health insurance and reimbursement accounts. We work with your HR staff, but can provide a web interface so it is easy for employees to view and even change their health benefits online. Would you be interested in hearing more about the service we offer?
Customer: I would be interested in hearing more about your product, and especially in seeing a demonstration of the web interface.
Salesperson: Great, would you like me to set up a presentation for later this week where others from your company could attend and view the demonstration?
Here is an example of a Question dialogue:
Salesperson: I’m Helen Frieda from the ProStaff Company. We exchanged e-mails yesterday. It’s good to finally meet you in person. How are you doing today?
Customer: Helen, it’s good to meet you too. I’m doing well. I appreciate you coming out to our office.
Salesperson: It’s no trouble at all. You have a terrific office location. How long have you been in this space?
Customer: Not long. Our company bought this building two years ago, but just finished the renovations and moved in at the beginning of the year.
Salesperson: From my research, it looks like your staff is growing. Would you say you have made the transition from a small business, to a mid-sized one?
Customer: Absolutely. Our staff has gone from 25 to 150 in the last 6 months.
Salesperson: I know that when businesses grow beyond the start-up phase, many of the employee services you provided yourself can become burdensome. Also, both current and prospective employees expect more benefits from a larger company. Have you found this to be the case?
Customer: You’re right. We have been experiencing some growing pains as we have expanded. With more employees, it takes longer to take care of their needs. Also, we have to offer more benefits in order to stay competitive in the marketplace.
Salesperson: Our company will track and administer your employee health benefits such as health insurance and reimbursement accounts. We work with your HR staff, but can provide a web interface so it is easy for employees to view and even change their health benefits online. Would you be interested in hearing more about the service we offer?
Customer: I would be interested in hearing more about your product, and especially in seeing a demonstration of the web interface.
Salesperson: Great, would you like me to set up a presentation for later this week where others from your company could attend and view the demonstration?
