Week 12: Introduction/Objectives/To-Do

Read ThisIntroduction

Stage 5 (Proof):  A major element of the sales process is the likely buyer resistance that the event salesperson will encounter.  Most prospects are not ready to buy immediately after the sales presentation.  Even though the prospect has been qualified for need, budget, and authority to purchase, concerns may arise.  These concerns include price, concessions, product, space, dates/time and need for the specific offering.  Event salespeople use various techniques to overcome these concerns especially in the negotiation process.  Addressing the concerns in a fashion that respects the prospect's concerns is vitally important in the negotiation process.  When it comes to negotiating, dates, rates, space and concessions become the main concerns.  Furthermore, expect to see revenue managers sit in the negotiation process.  Therefore, event salespeople must work with both the client and the revenue manager to arrive at a win-win situation.

ExploreObjectives (After studying this module, you'll be able to...)

  • Describe why it is important to anticipate buyer resistance
  • Describe why clients raise objections
  • Describe the five sales "stop signs"
  • Describe the negotiation process with the prospect and revenue managers
  • Explain the different types of negotiation techniques one can use to reach an agreement

AssignmentTo-Do...

  • Read Chapter 11
  • Review the Power Point (deck) and understand the concepts
  • Review/Practice the Negotiation Script
  • View the video
  • Complete the assignment:  Sales Trip Planning