2. 外语
  3. •Reed the following article about personal selling. •For each question 15- 20, mark one letter (A, B, C or. D) on your Answer Sh

•Reed the following article about personal selling. •For each question 15- 20, mark one letter (A, B, C or. D) on your Answer Sh

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问题 •Reed the following article about personal selling.
•For each question 15- 20, mark one letter (A, B, C or. D) on your Answer Sheet for the answer you choose.
                                      Personal Selling
     Personal selling is a process of informing potential buyers about and persuading them to purchase a product. It is the most flexible of all promotional methods because it allows marketers to communicate specific information that might trigger a purchase. Of all the promotional activities, only personal selling can zero in on a prospect and attempt to persuade the prospect to make a purchase. Although personal selling has a lot of advantages, it is one of the most costly forms of promotion. A sales mil on an industrial customers in the U.S. can cost as much as $ 200or $ 300. Many products require personal selling in order for the company to achieve sales results. A company must employ effective salespeople to describe a product’s advantages and benefits to compete with the sales forces of competing firms. Professional salespeople are professional communicators. They know their companies, their products, competitors, customers, and themselves. Many factors affect a marketer’s selection of the type of salesperson to employ. The product’s complexity, the type of market, and the general nature of distribution in a particular industry are all important considerations. Three distinct salespersons are order takers, creative salespersons, and support salespersons.
     Order takers are salespeople who execute sales for customers who have already decided to buy the product from a particular organization. Their major role is to make sure that suppliers are adequate and there are no problems in the purchase. Inside order takers are located in sales offices and receive orders by mail or telephone. Outside order takers many engage in some important sales functions for the corn- party by encouraging customers to increase the size o[ their orders or reminding them to purchase certain products. In many firms, order takers generate the majority of sales.
        Creative salespersons are involved in informing and persuading a prospect to buy a product. The creative salesperson tries to increase the firm’s sales by finding new customers and encouraging old customers to purchase. A key role of the creative salesperson is to find new prospects and convert them into customers. Products such as automobiles, insurance, furniture, and appliances require the skill of creative salespeople to maintain sales levels.
     Support salespersons facilitate and assist in the selling function but usually do not take orders. They are used in markets where educating the customer, building good will, and providing service are important for supporting the overall sales volume of the company. Technical salespersons, for example, are support salespersons who provide engineering and other types of technical assistance. They help with product application, specific system design, and provide technical information about how a product will function best under particular environments or situations. Technical salespersons are often used for computers, machinery and equipment, and steel and chemicals.
       Prospecting. The first step in personal selling is to identify potential buyers of the product that is being sold. This can be done by examining directories or trade lists that identify people who use various types of products. The salesperson concentrates his or her efforts on prospects who have needs and wants, financial ability, and authority to purchase the product.
      Approaching. The salesperson finds and analyzes information about prospects’ needs and desires for products. The information helps the .salesperson approach the potential customer. There are different types of approaches. Using a referral, the salesperson explains to the prospect that an acquaintance or some other person has indicated that the prospect might be interested in the product. Using cold canvassing, the salesperson calls on potential customers without any prior notice or referral.
Presenting. After making the approach, the salesperson must make a presentation to get the prospect’s attention and to persuade the prospect to buy the product. In making the presentation, it is important for the salesperson to use stimulating methods. Demonstrating the product and using visual aids such as a videotape or slides can assist greatly in the presentation. The salesperson should demonstrate what the product can do and the benefits associated with it.
      Handling objections. Objections are reasons mentioned by the prospect for not buying the product. One of the best ways for a salesperson to handle an objection is to try to anticipate and counter it before it is expressed. Doing this is risky, however, because the salesperson may bring up an objection that the prospect had not thought of. At any rate, objections should be dealt with immediately when they arise. A good salesperson does not dodge objections but find out what the objections are and tries to deal with them. A successful sale may depend on how well the salesperson handles objections.
      Closing. Closing is asking the prospect to buy the product. It is an important step in personal selling because a customer may actually be reluctant to volunteer to purchase a product. Prospects usually need some encouragement or persuasion to make a purchase decision. This is the salesperson’s last spurt and determines whether the sale will be consummated. A trial close involves asking questions that assume the customer is going to buy the product, its purpose is to get answers to identify objections. The trial close indicates what decision is going to be made. Trial closing questions relate to matters such as delivery dates and model colors.
       Following up. A good salesperson follows up on a successful sale to make sure the customer is satisfied with the purchase. The salesperson may check to see whether the product was delivered on time and whether the buyer got exactly what he or she wanted. Waiters and waitresses often ask "How was your dinner?" This is a follow-up question to make sure that customers are leaving satisfied. Only a satisfied customer will return; therefore, the follow-up is necessary for the salesperson to have repeat business. The follow-up helps develop rapport with the buyer and ensure an ongoing relationship.  
Of these selling steps, which plays a more critical role in a successful sale?
选项 A、Approaching.
B、Prospecting.
C、Presenting.
D、Handling objections.
答案D
解析
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