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MAR 4403 Talk Track Information to Building Rapport Essay

MAR 4403 Talk Track Information to Building Rapport Essay

MAR 4403 Talk Track Information to Building Rapport Essay


I’m the seller of Knowbe4 a security awareness product and the buyer is sam Smith who is a General Manager Williams Automotive Group Honda Store. You can find the rest of the details in the PDF. I will also upload the rubric.

Atalk track is the process a seller plans to take a prospect through during a sales call. The goal of the talk track is to prepare for the sales meeting by thinking through how you would like the sales conversation to progress. It is common that there is more material in the talk track than what is used in a sales meeting. This is because a seller does not know for certain everything a seller may want to know or what additional needs may be discovered during the sales meeting.

For this assignment follow the rubric for the meeting and provide key phrases, data, and positioning to support the sale. Prepare the material for Round 3 in the case. You may use any of the information in the case and any supplemental information as well.

The talk track must include:

  • What information will you use to build rapport. (5 points)
  • What do you believe to be the prospect’s needs (5 points)
  • Create a list of the quantified benefits of the solution. Show your work in an excel spreadsheet similar to what we discussed in the review. The case includes multiple potential areas of value from cost savings and risk avoidance. Identify these areas then conduct an internet search to find the cost of an event. Then multiple the conversion by the item you pulled from the case. For instance, if you were thinking about something where you had an increased potential to get sick you would quantify the benefit of not getting sick with something like the following. The item is the row and they you use conversion items you research to convert the value into dollars. Companies commonly have more good ideas than they have money or resources so they must prioritize the projects. They do this with a common denominator of dollars. (50 points)Avoid getting sick Doctors visit Rx Not missed work Total $50 $25 $15*8 = $120/ day $195 one day
  • In the end value is usually related to helping a company make money, save money, or comply with an internal or external mandate. There are multiple items in the case that describe value. There are the items about job satisfaction that would translate into employee turnover, there are facts on threat detection improvement that would translate into reduced risk of breaches and data loss. A quick internet search will return values you can use to convert these values to dollars. As a marketer we make educated guesses. The more objective and referenceable the data the more believable it is. Think about what it would cost to replace an employee, how long would the team have reduced manpower, what problems are created when you have too few people. For threat detection, what is the cost of a data breach, what would happen if the company had a ransomware attack, and the company was unable to access any of its systems. The cost and pain of problems are Implications in SPIN Selling. The Need Pay-off are the positive things that happen when problems are eliminated or prevented from occurring. The Implications and Need Pay-off are two sides of the same item. An easy way to remember Implications and Need Pay-off is to think about the problem then consider the happy and sad things about it.
  • Identify the visual aid(s) you will use in the presentation. For instance, include the web address or describe the graphics you will create. (10 points)
  • Identify how you will address each of the following objections (20 points)
  • Sam does not have time to talk.
  • Sam already has vendors for all these things.
  • Sam does not need more vendors.
  • Sam doesn’t have authority for this purchase.
  • Your close justification (10 points)

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