View
31
Download
1
Category
Preview:
DESCRIPTION
ppt on personals selling approaches and process
Citation preview
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (1)
3
Module 3Module 3 Personal Selling:Personal Selling:
Approaches and ProcessApproaches and Process
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (2)
3
CLASSIFICATION OF PERSONAL CLASSIFICATION OF PERSONAL SELLING APPROACHES SELLING APPROACHES
Stimulus-Response Selling(Figure 3.1)
Salesperson Provides Stimuli
BuyerResponses
Sought
ContinueProcess
untilPurchaseDecision
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (3)
3
CLASSIFICATION OF PERSONAL CLASSIFICATION OF PERSONAL SELLING APPROACHES SELLING APPROACHES
Mental-States Selling
• Attention
• Interest
• Desire
• Action
Conviction
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (4)
3
CLASSIFICATION OF PERSONAL CLASSIFICATION OF PERSONAL SELLING APPROACHES SELLING APPROACHES
Need-Satisfaction Selling(Figure 3.2)
Uncover andConfirm
BuyerNeeds
PresentOffering to
Satisfy BuyerNeeds
ContinueSellinguntil
PurchaseDecision
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (5)
3
CLASSIFICATION OF PERSONAL CLASSIFICATION OF PERSONAL SELLING APPROACHES SELLING APPROACHES
Problem Solving Approach to Selling(Figure 3.3)
DefineProblem
GenerateAlternativeSolutions
ContinueSellinguntil
PurchaseDecision
EvaluateAlternativeSolutions
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (6)
3
CLASSIFICATION OF PERSONAL CLASSIFICATION OF PERSONAL SELLING APPROACHESSELLING APPROACHES
Consultative Selling
• Strategic Orchestrator• Business Consultant• Long-term Ally
The process of helping customers reach their strategic goals by using
the products, service, and expertise of the selling organization.
Three Primary Roles:
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (7)
3
Sales Process ModelSales Process Model(Figure 3.4)
SalespersonAttributes
SellingStrategy
InitiatingCustomer
Relationships
DevelopingCustomer
Relationships
EnhancingCustomer
Relationships
The Sales Process• The sales process is increasingly being
viewed as a relationship management process– Developing trust between customer and salesperson
is an essential part of this process (via salesperson attributes)
– Recognizing and providing for the customer's needs is another part of this process
– The version of the sales process covered here suggests that salespeople must have certain attributes to develop trust in their customers and that salespeople should adapt their selling strategy to fit the situation
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (9)
3
Salesperson Attributes
• Customer Oriented• Honest• Dependable• Competent• Likable
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (10)
3
Selling Strategy
• Sales Territory
• Each Customer
• Each Sales Call
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (11)
3
Initiating Customer RelationshipsInitiating Customer Relationships Prospecting Methods
(Exhibit 3.3)
• External Sources:– Referral Approach
– Community Contact
– Contact Organizations
– Introduction Approach
– Noncompeting Salespeople
– Cultivate Visible Accounts
• Internal Sources:– Examine Records– Inquiries to Advertising– Phone/Mail Inquiries
• Personal Contact:– Personal Observation– Cold Canvassing
• Miscellaneous:– Hold/Attend Trade Shows– Bird Dogs– Sales Seminar
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (12)
3
• Compatibility• Accessibility• Eligibility• Authority• Profitability
Initiating Customer RelationshipsInitiating Customer Relationships Screening Criteria
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (13)
3
Initiating Customer RelationshipsInitiating Customer Relationships Prospecting Issues
• Which method works best?
• Cold-call reluctance
• Teleprospecting
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (14)
3
Initiating Customer RelationshipsInitiating Customer Relationships Pre-call Planning
• Preapproach– Gathering information about the prospect that will be
used to formulate the sales presentation
• Sales Presentation Planning– Decide on presentation format
– Decide on sales mix
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (15)
3
Sales-Presentation FormatsSales-Presentation Formats Canned Sales Presentation
• Pros– Logical
– Complete
– Minimizes sales resistance by anticipating prospects objections
– Can be used by an inexperienced salesperson
• Cons– Unable to tailor
message to the prospect
– Does not handle interruptions well
– Hard to use with broad product line
– May alienate buyers
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (16)
3
Sales-Presentation FormatsSales-Presentation Formats Organized Sales Presentation
• Organizes the key points into a planned sequence that allows for adaptive behavior– Feedback from buyer is encouraged
• Con– Requires a salesperson with more product
knowledge and selling experience
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (17)
3
Sales-Presentation FormatsSales-Presentation FormatsSales Proposal
• Used in competitive bidding situations and when dollar value of sale is large
• Pros– Written word is usually accepted as being more
credible– Technical information, pricing data, and
perhaps a timetable are available for review
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (18)
3
Sales Mix ModelSales Mix Model(Figure 3.5)
PresentationPace
PresentationScope
Depth ofInquiry
Use ofVisual Aids
Two-WayCommunication
Prospect
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (19)
3
Approaching the CustomerApproaching the Customer
• Getting the appointment
• Starting the sales call
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (20)
3
Developing Customer RelationshipsDeveloping Customer RelationshipsSales Presentation Delivery
• Build Credibility
• Achieve Clarity
• Address Customer Concerns
1
Copyright © 2000 by Harcourt, Inc. All rights reserved. (21)
3
Developing Customer RelationshipsDeveloping Customer RelationshipsGaining Customer Commitment
• Avoid high-pressure sales techniques
• Seek commitment if prospect has voiced no concerns
• Seek commitment if prospect concerns have been adequately addressed
• Avoid “early and often” mentality
• Suggest a specific course of action
Recommended