Evaluation, Trial, and Closing

Marketing and sales are essential aspects of any business; marketing manages the customer experience, while sales focuses on the customer relationship. In today's quickly changing world, marketing and sales have had to adapt to virtual selling, social media communication, digital marketing, and more. Nevertheless, some things have remained the same, including the need for consistent branding, the focus on the customer, and the collaboration between marketing and sales. This text looks at these issues in depth. Written for marketing and sales professionals and students, Seamless offers expert opinion, academic theory, real-world experience, and practical advice with explanatory graphics and "Dos and Don'ts" lists to educate and guide readers through the marketing, sales, and account management process to business success. Chapter 6 examines how to turn the prospect's awareness into a positive opinion, with sufficient confidence in you, your company, and your solution to give you the order. This is the stage at which many potential complex B2B sales are lost. Managing the customer's detailed assessment of what you are selling is an essential skill that will serve you well and lead to more closed deals. Every potential sale will differ at this stage; so an adaptable, personalized, and tightly managed process is needed. Professional and experienced managers of the sales process will comment on their relevant lessons learned in the field and the chapter draws some conclusions on the most effective approach.

• Market segmentation
• Sales and marketing
• Marketing
• Target markets
• Strategy
• Market research
• Marketing strategy