Marketing Essentials

Chapter 13: Initiating the Sale

Figures Online Action

Figure 13.1

Finding Out What the Customer Needs
The next time you are in a store where salespeople help you make purchasing decisions—a shoe store, for instance—pay careful attention to the conversations you have during that visit.

Activity
What information does the salesperson casually collect from you? And how is it used? Take notes about the conversations and the lines you hear the most often. Include your observations about nonverbal reactions. Write a short dialog or script based on your notes and observations.