CHAPTER 14 & 15 MARKETING
DYNAMICS STUDY GUIDE
Layman’s terms
• words the average
customer can
understand.
• Objections • Excuses
• are concerns,
hesitations, doubts,
or other honest
reasons a customer
has for not making
a purchase.
• -are insincere
reasons for not
buying or not
seeing the
salesperson.
• Objection
• Paraphrase
analysis sheet
• restate words in a
different way.
• lists common objections
and possible responses to
them.
• Boomerang
method
• Superior
point
method
•
• a technique that
permits the
salesperson to
acknowledge
objections as valid
yet still offset them
with other features
and benefits.
brings the objection back to
the customer as a selling
point.
Third party method
• involves using a previous
customer or another neutral
person who can give a
testimonial about the product.
Name the five buying decisions upon
which common objections are
based
• Need
• Product
• Source
• price and
• time
List the four steps involved in the
process for handling customer
objections-
• listen carefully
• acknowledge the objection
• restate the objection
• answer the objection.
Figuring price per yard
• #7 Math problem, Ch. 14.2,
pg. 252
Ch. 14-Thinking critically question # 3
identify the best method for
handling these objections:
• a. “This is the smallest TV I”ve ever seen.
How can it have a clear picture?”
• Demonstration method,
• b. “I didn’t think automatic focus cameras
cost so much”.
• Superior point method
•
Ch. 14-Thinking critically question #
3 identify the best method for
handling these objections:
• c. “I’m not sure I need a copier that enlarges and reduces,
especially at $300 more than the basic model.”
• Question method
•
D. “Will this nylon and polyester fiberfill vest need to be
dry-cleaned?
• Denial method
•
e. “These running shoes are so lightweight. Are they
definitely for avid runners?”
• -Boomerang
• Closing the
sale
• is obtaining positive
agreement from the
customer to buy.
• Buying
signals
• the things customers
do or say to indicate a
readiness to buy.
Trial close
• is an initial effort to close a sale.
• Which close
•
encourages a customer to make a decision
between two items
• Standing-room only close•
is used when a product is in short supply or
when the price will be going up in the near
future.
#7 Math problem
• Ch. 15.2 , pg. 268
Ch.15-Thinking critically question #1
Select the most appropriate closing
method and provide your rationale.
• A. “I like this TV, but I don’t have the
money with me to buy it today.”
• Service close
• B. “You’ve shown me so many pairs of
gloves I like that I can’t make up my
mind.”
• which close
• C. “My parents are fussy. What if I buy them
this clock and they don’t like it?”-
• service close
•
• d. “I had a bad experience with my last
computer and am concerned about this one’s
reliability.”
• service close