Suppose that, as a salesperson, you know that one of your potential buyers uses the multi-attribute model when making purchase decisions. Before making your proposal, which of the following should you probably try to accomplish?
A) develop a presentation that includes all of the benefits your product has to offer
B) understand your general strengths and weaknesses relative to your competitors
C) understand the weights of relative importance that the buyer will assign to the desired characteristics
D) determine the most efficient way to deliver your proposal

Question

Quizplus · Accepted Answer

Understanding the weights of relative importance that the buyer will assign to the desired characteristics is important when using the multi-attribute model, as it takes into account the importance that the buyer places on each attribute when making a purchase decision. This information can then be used to tailor the sales proposal to address the buyer's specific needs and interests. Developing a presentation that includes all benefits is important, but understanding the weights assigned to the attributes is a more crucial step in using the multi-attribute model. Understanding competition strengths and weaknesses can also be useful, but not as necessary as understanding the weights assigned to attributes. The most efficient way to deliver the proposal is not specifically related to the multi-attribute model.

Suppose That, as a Salesperson, You Know That One of Your