Personal Selling: video case Alex Homer, who represents a high-end clothier, calls on Jill Lin, a trial lawyer who needs to spruce up her wardrobe. Read the introduction to this video on p. 27. As you watch, pay close attention to the stages of his consultative sales call: the approach, needs discovery, presentation, negotiation of buyer concerns, and closure. Note how Alex uses adapts each stage of his call to align with Jill’s needs, personality, style, and values. Video Case

Consultative Selling Focus on personal selling Five stages of sales call How does Smith demonstrate Liberty Mutual’s added value to prospect through price? Sales Skill Practice: Role-play, p.389 Video

Creating a Product Solution Become a product expert Know your company Know your competition Add value by translating features into benefits Video