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  3. How can a company improve its sales? One of the keys to more effective selling is for a company to first decide on its "sales st

How can a company improve its sales? One of the keys to more effective selling is for a company to first decide on its "sales st

admin2014-02-27  16
问题     How can a company improve its sales? One of the keys to more effective selling is for a company to first decide on 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(可能的主顾)on which to call.
    The "suggestive" approach is tailored more for the individual customer. The salesperson must be in a position to offer 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 of 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. The other skills you can teach. Creativity is innate. It’s something we look for in every employee we hire."
    More and more sales teams are switching from a narrative or suggestive approach to a more consultative strategy. As a result, corporations are looking more at intangibles such as creativity and analytical skills and less at educational background and technical skills.
    "The next century will be about meeting individual customer needs," says Goldfarb. "The days when one size fits all are over."
Which of the following is the best title for the passage?
选项 A、The Power of Persuasion.
B、New Trends in the Sales Industry.
C、Suit Your Tactics to the Customers.
D、The Importance of Creativity in Sales.
答案C
解析 这是一道主旨题。文章指出：对于一个公司来说，更有效销售的一个关键就是首先制订它的“营销策略”：随后具体介绍了“叙述型”销售策略、“建议型”销售策略以及“咨询型”销售策略。随后指出：你不可能运用一个销售建议去满足所有顾客的需要。最后指出：越来越多的销售队伍正在从“叙述型”或“建议型”策略转为“咨询型”的策略；下个世纪将是满足个体顾客需要的世纪。这说明，本文主要讲的是公司的营销策略应该满足顾客的需求。C说“你的策略适合顾客的需求”，这可以表达文章的主题。A，B和D都是文中部分段落的内容，不能表达文章的主题。
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