464 APPENDIX 3 Part Three Understanding Your Customer's Buying Strategy SALES MEMORANDUM 2A To: Association Account Salesperson From: T. J. McKe, Sales Manager Re: Erin Adkins Account-phone call from customer (Call 2, Discovering a Customer's Buying Strategy) Frin Adkins from the YWCA, whom you called on recently, left a message for you to stop in about a program they are planning. Congratulations making that first call sodfectively. Apparently, yo estashed pood relationship As we discussed in your program, your call objectives for this ales call should be foc 1. Reestablish your relationship 2. Discover specific information about Frisbuying condities (the walls who, when, and what price Bodil, so we can custom fita program for them 3. Set up an appointment to present your solution Aho, as we discussed, your presentation plan for this call should include (see Chapter 8 und 11): 1. In advance of your meeting, prepare general survey questions to gather facts about your customer's buying situatice and to achieve your call objectives 2. During your meeting, we confirmation questions to clarify and confirm Frins and your own perception of cach buying condition. Later, use specific survey questions to discover any special buying problems. 3. During your sales meeting, write down each of Frin's buying conditions. 4. To end your first meeting, use your not to construct a summary-confirmation question to clarify and confirm all six of Fren's buying conditions. 5. Schedule a callhack appointment to make your presentative and present your propal Good luck! GENERAL SURVEY QUESTIONS F C NOTES ON BUYING CONDITIO pe: Noodsamalt