'People who buy products will always dislike customer-focused sales techniques compared to product-focused or competition sales techniques.' To what extent do you agree with this statement? Use examples of research you have studied to support your answer.

Mark scheme

Marking points from the official mark scheme (Feb/Mar 2018). The mark or mark type is shown in brackets.

1. Marks: use generic levels of response in table C.
2. Syllabus: selling the product: sales techniques: customer/competitor/product focused.
3. Most likely (any other appropriate responses should be credited):
4. Answer depends... The larger the buyer's firm and the higher the level of the buyer's authority equate to preference for customer-focused. The smaller and less authority prefer product-focused. Individual people buying a product may well be different.
5. Competition and product-focused:
6. Competition: every buyer the same; salesperson already knows their needs. No need to ask questions. Influences buyer with examples of other customers.
7. Product focused: aims to educate the buyer – creates a need to buy the product. Persuasion based on attributes and performance of the product – emphasising technical details of the product.
8. Customer-focused:
9. A customer's problems are viewed as unique and salesperson will address these individual needs.
10. Salesperson actively engages the buyer; is a consultant rather than a persuader.
11. Salesperson seeks information and input from the buyer.