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  3. How can a company improve its sales? One of the keys to more effective selling is for a companV to first decide 0n its“sales str

How can a company improve its sales? One of the keys to more effective selling is for a companV to first decide 0n its“sales str

admin2014-02-28  99
问题 How can a company improve its sales? One of the keys to more effective selling is for a companV to first decide 0n its“sales strategy”．In other words，what is the role of the sales person? Is the salesperson’s job narrative，suggestive，or consultative?
    The“narrative”sales strategy depends on the salesperson moving quickly into a standard sales presentation．His or her pitch highlights the benefits for the customer of a particular product or service．This approach is most effective for customers whose buying motives are basically the same and is also well suited to companies who have a large number of prospects on which to call．
    The “suggestive”approach is tailored more for the individual customer．The salesperson must be in a position to 0flfer alternative recommendations that meet a particular customer’s needs-One key aspect of the suggestive approach is the need for the salesperson to engage the buyer in some sort 0f discussion．The salesperson can then use the information gleaned from the customer to suggest an appropriate product or service．
     “We tell our salespeople to be like wine stewards，”says Mindy Sahlawannee，a corporate sales trainer．“the wine steward first checks to see what food the customer has ordered and then opens by suggesting the wine that best complements the dish．Most companies who use a narrative strategy should be using a suggestive strategy．Just like you can’t drink red wine with every dish，you can’t have one sales recommendation to suit all customers．”
    The final strategy demands that a company’s sales staff act as“consultants”for the buyer．In this role，the salesperson must acquire a great deal of information about the customer．They do this through market research，surveys，and face-to-face discussions．Using this information，the salesperson makes a detailed presentation tailored specifically to a customer’s needs．
     “Good sales‘consultants’，”says Alan Goldfarb，president of Ad Pro，Inc.，“are the people who use a wide range of skills including probing，listening，analysis，and persuasiveness．The best sales‘consultants’，however，are the ones who can‘think outside the box’and use their creativity to present a product and close the sale”．
Mindy compares salespeople to wine stewards because they both______．
选项 A、have to close the sale
B、offer customer-tailored service
C、make a living by their persuasive skills
D、have to offer recommendations constantly
答案B
解析 根据题干信息Mindy和wine stewards定位在文章第四段。由Mindy Sahlawannee的话可知，销售人员和餐厅服务员的共同点是他们都需要让自己提供的服务符合顾客的需求。故B项为正确答案。其他三项均属于无中生有，故排除。
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