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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
