Professional selling a trust based approach (module 1 and 2)

A Trust-Based ApproachBy: Andrei John Cantilleps

PROFESSIONAL SELLING

Based on the 2nd Edition of the Book with same title of Authors Ingram.LaForge.Avila

Intro Overview of Professional Selling

Part 1

• Module 1: Building Trust and Sales Ethics• Module 2: Understanding Buyers• Module 3: Communication Skills

Foundations of Professional Selling

Part 1

• Module 1: Building Trust and Sales Ethics• Module 2: Understanding Buyers• Module 3: Communication Skills

Foundations of Professional Selling

TRUST

Expertise

DependabilityCandor Customer

Orientation

Compatibility

TRUST BUILDERS

KNOWLEDGE BASES

Industry

Company

Product & Service

Promotion & Price

Market & Customer

Competitor

Technology

TRUST BASES

Areas of Unethical Behavior

SALES ETHICS Deceptive Practices•Deceive•Exaggerate•Scam

Illegal Activities•Defraud•Con•Misuse company assetsNon-Customer-Oriented•Pushy•Hard Sell•High Pressure

Part 1

• Module 1: Building Trust and Sales Ethics• Module 2: Understanding Buyers• Module 3: Communication Skills

Foundations of Professional Selling

Part 1

• Module 1: Building Trust and Sales Ethics• Module 2: Understanding Buyers• Module 3: Communication Skills

Foundations of Professional Selling

TYPES OF BUYERS

Consumer Markets Business Markets

CHARACTERISTICS OF BUSINESS MARKETS Buyer of

Business Markets

BUYING PROCESS

Step 1: Recognition of the Problem

BUYING PROCESS

Step 1: Recognition of the Problem

Situa-tional

Functional

Social

Psycho-logical

Knowledge

Type of Buyer Needs

BUYING PROCESS

Step 1: Recognition of the Problem

Step 2: Determination

of the Characteristics

Step 3: Description of

the Characteristics

Step 4: Search for and Qualification of

Potential Sources

Step 5: Acquisition and

Analysis of Proposal

Procedures for Evaluating Suppliers and Products1.Assessment of Product or Supplier Performance2. Accounting for Relative Importance of Each Characteristics

BUYING PROCESS

Step 1: Recognition of the Problem

Step 2: Determination

of the Characteristics

Step 3: Description of

the Characteristics

Step 4: Search for and Qualification of

Potential Sources

Step 5: Acquisition and

Analysis of Proposal

Employing Buyer Evaluation Procedures to Enhance Selling Strategies1.Modify the Product Offering being proposed2. Alter the Buyer’s Beliefs about the Proposed Offering3. Alter the Buyer’s Belief about the Competitor’s Offering4. Alter the Importance Weights5. Call Attention to Neglected Attributes

BUYING PROCESS

Step 1: Recognition of the Problem

Step 2: Determination

of the Characteristics

Step 3: Description of

the Characteristics

Step 4: Search for and Qualification of

Potential Sources

Step 5: Acquisition and

Analysis of Proposal

Step 6: Evaluating of Proposals and Selection of Suppliers

Step 7: Selection of and

Order Routine

Step 8: Performance Feedback and

Evaluation

COMMUNICATION STYLES

Low Assertiveness• Slow Paced• Cooperative• Avoids taking Risks• Supportive

Low Responsiveness• Task Oriented• Guarded and Cool• Rational• Meticulous Organizer

High Assertiveness• Fast Paced• Competitive• Takes Risks• Takes Charge

High Responsiveness• Relationship Oriented• Open and Warm• Emotional• Unorganized

COMMUNICATION STYLES Amiables

• Relationship Oriented

• Slow Paced

Expressiveness• Relationshi

p Oriented• Fast Paced

Analyticals• Task

Oriented• Slow

Paced

Drivers• Task

Oriented• Fast Paced

High Responsiveness

Low Responsiveness

Low Assertiveness

High Assertiveness

Part 1

• Module 1: Building Trust and Sales Ethics• Module 2: Understanding Buyers• Module 3: Communication Skills

Foundations of Professional Selling

A Trust-Based ApproachBy: Andrei John Cantilleps

PROFESSIONAL SELLING

Based on the 2nd Edition of the Book with same title of Authors Ingram.LaForge.Avila