1personnel selling

7/28/2019 1Personnel Selling

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SELLING AND SALESMANAGEMENT

Harcourt, Inc.


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,

Objectives

Dr. Rosenbloom

Identify and understand the

critical factors of personal

sellingDiscuss how selling has

evolved

Evaluate the advantages anddisadvantages of sales as a

profession


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Objectives

Dr. Rosenbloom

Describe the selling

environments and types of

personal sellingUnderstand the sales process

Appreciate the tasks and

functions of the salesmanager

Recognize legal/ethical issues


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Direct Sales

Force

Agents

Distributors

Retailers

Integrators Alliances

Advertising

Promotion

Direct Mail

Tele-

marketingInternet

Direct Indirect

Non-Sales Force OptionsSales Force Options

Company

Customers and Prospects

Potential Go-to-Market Participants


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Comparing Various Go-to-Market Alternatives

Advertising

Direct Mail

Internet

Telemarketing

Sales Force

Effectiveness

Efficiency

High Salesper Exposure

Low Costper Exposure


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Personal Selling Defined

Dr. Rosenbloom

A form of person to person

communication in which a

salesperson works withprospective buyer and

attempts to influence

purchase in the direction ofhis or her companys

products or services


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Importance of Personal Selling

Dr. Rosenbloom

Allows the firm to

immediately respond to theneeds of the prospect

Allows for immediate

customer feedbackResults in an actual sale


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Evolution of Personal Selling

Dr. Rosenbloom

Hard sell: Formerly thought customers had to be forcedinto making a purchase

Relationship selling: Now selling requires the

development of a trusting partnership in which the

salesperson seeks to provide long-term customer

satisfaction


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Transaction-Focused vs. Relationship

Focused

Transaction-Focused Relationship-Focused

Short term thinking

Making the sale has

priority over most otherconsiderations

Interaction between

buyer and seller is

competitive

Salesperson is self-interest oriented

Long term thinking

Developing the

relationship takespriority over getting the

sale

Interaction between

buyer and seller is

collaborative. Salesperson is

customer-oriented


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Relationship Selling

Dr. Rosenbloom

WalkerInformatio

n


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Why choose the sales profession?

Dr. Rosenbloom

Employment in sales is growing

Sales positions offer advantages:

Good compensation

Intrinsic reward from helpingcustomers

Flexible in day-to-day activities

High-visibility career track

Limited supervision

Travel opportunities

Increasing responsibilities


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Leading Edge Technology

Dr. Rosenbloom


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Desirable Salesperson Traits

Dr. Rosenbloom

Salesperson

Empathetic

Competitive

Goal-oriented

Adaptive

Customer-

oriented

Enthusiastic

Organized

Self-motivated


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How Salespeople Spend an

Average 46-Hour Work Week


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Selling Environments and Selling

Types

Dr. Rosenbloom

Selling Environments Selling Types

Over-the-counter Order takerOrder getterField Selling Professional salespeopleNational account managersMissionary salespeopleSupport salespeople

Telemarketing OutboundInbound


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Over-the-Counter Selling

Dr. Rosenbloom

Order taker

Order Getter

A salesperson who only processes the purchase that the customer hasalready selected

Retail outlets that are heavily oriented toward self-service


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Over-the-Counter Selling

Dr. Rosenbloom

Order taker

Order Getter

A salesperson who actively seeks to provide information to prospects,

persuade prospective customers, and close sales Personal service oriented stores

May practice suggestion selling


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Dr. Rosenbloom

Field Selling

Help prospective customers to define their needsand then suggest the best means of meeting

those needs, even if that requires suggesting that

the prospects use a competitive product

National account managers

Missionary Salespeople

Support Salespeople

Professional Salespeople


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Dr. Rosenbloom

Field Selling

Highly skilled salespersons who call on key

customers headquarters sites, develop strategicplans for the accounts, make formal

presentations to top-level executives, and assist

with all the product decisions at that level


Professional SalespeopleNational account managers

Support Salespeople


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Dr. Rosenbloom

Field Selling

They do not seek to obtain a direct order from

their customers

Primary goal is to persuade customers to

place orders with distributors or wholesalers


Support Salespeople




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Dr. Rosenbloom

Field Selling

Support the sales force in a number of ways

Technical support salespeople assist with

technical aspects of sales presentations

Merchandisers may set up product displays




Support Salespeople


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Dr. Rosenbloom

Telemarketing

Utilizing the telephone for prospecting, selling,

and/or following up with customers

Outbound: the salesperson uses the telephone

to call customers

Inbound: Firms which have customers calling

the vendor company to place orders (toll-free

phone numbers)

Telemarketing


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a


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The Personal Selling Process

Dr. Rosenbloom

Prospecting Pre-Approach

PresentationHandling

Objections

Approach

Follow-UpNeed

Identification

Gaining

Commitment


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Dr. Rosenbloom

Prospecting

Prospecting involves finding qualified sales leads Qualified sales leads: potential customers that have a

need for the salespersons product, and are able to

buy

Referrals: obtained by the salesperson asking currentcustomers if they know of someone else who might

have a need for the salespersons product

Cold-calling: means contacting prospective customers

without a prior arrangement


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The Ferris Wheelconcept, which is

aimed at supplying an

ongoing list of

prospects, is part of

world sales record

holder Joe Girards

customer strategy

PP

P

P

P

P

PP

P

P

P

P

Referrals Relationship between

customer and sales-

person deteriorates

Friends and

acquaintances

Business failure

Directories New buyer buys from

another source

Trade publications

and trade shows

Acquisitions and mergers

Telemarketing and

advertising

Customer moves

Death of customer

Cold callingCustomer has only a

product

one-time need for

Networking Customer needs changebecause of new technology

P ti Th h


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Prospecting Through

Advertising

Dr. Rosenbloom

Zip Pak


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Referrals

Dr. Rosenbloom

Deloitte & Touche


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Dr. Rosenbloom

Pre-approach

The collection of information about the

potential customer and the customers

company prior to the initial visitResearching the prospect and the company

will assist the salesperson in planning the

initial presentation to the prospective customer


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Asking the Right Questions


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1. Situation Questions

e.g - how many people does your company employ?

- what projects are you involved with at present?

2. Problem Questions

e.g.- are you satisfied with.....?

- what image of quality do you have?

3. Implication Questions

e.g. - what effect might cheaper products have on your

business?

- Are there problems in reliability/compatibility?

4. Need - Payoff Questions

- What effect would specifying higher quality

products have?

- What benefits do you see in using this type ofproduct?


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Dr. Rosenbloom

Approach

The development of rapport with the customer

The chance to make a good first impression The salesperson should adapt to the potential

customers social style


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Social Styles

Dr. Rosenbloom

Analytical Driver

Amiable Expressive

Fact-oriented

Risk TakersRisk Adverse

People-oriented


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Social Styles

Dr. Rosenbloom

Risk

Takers

AnalyticalDriver

Amiable Expressive

Fact-oriented

Risk

Adverse

People-oriented

Very fact-and-detail oriented

Require time to make decisions

Not interested in socializing

The salesperson should inundate the

analytical with facts and figures that can be

supported with documentation


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Social Styles

Dr. Rosenbloom

Risk

Takers

AnalyticalDriver

Amiable Expressive

Fact-oriented

Risk

Adverse

People-oriented

Action-and goal oriented, and makes quick

decisions

Basic facts and not big on socializing

The sales person should provide the bottom-

line information first and then work backward

to fill-in essential details


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Social Styles

Dr. Rosenbloom

Risk

Takers

Analytical Driver

Amiable Expressive

Fact-oriented

Risk

Adverse

People-oriented

A visionary with big ideas for the future but not a detail-

oriented individual

Hesitant to make quick decisions and will seek

consensus from others

Seeks to socialize with the salesperson

The salesperson should provide assurances that will

reduce the amiables feeling of risk


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Social Styles

Dr. Rosenbloom

Risk

Takers

Analytical Driver

AmiableExpressive

Fact-oriented

Risk

Adverse

People-oriented

Loves to socialize and will frequently base the

purchase decision on the relationship with the

salesperson The salesperson should establish a personal

relationship with the expressive by telling anecdotal

stories, by socializing outside the office and by relating

personal information


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Dr. Rosenbloom

Need

Identification

Requires asking probing questions of the

prospective customer to determine needs

The salesperson should ask open-endedquestions

Make sure that the customers needs and

potential concerns are addressed


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Dr. Rosenbloom

Presentation

The focus of the sales presentation is the

salespersons explanation of how the features

of the product provide benefits

Presentation may be flexible or memorized The salesperson should be prepared to

provide documentation for any statements of

fact that are made

S


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Dr. Rosenbloom

Handling

Objections

The salesperson may have failed to provideadequate information, or have not

demonstrated how the product meets the

needs of the prospect

Objection as a sign of interest on the part of

the prospect

Provide information that will ensure the

prospects confidence in making the purchase

Th P l S lli P


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Dr. Rosenbloom

Gaining

Commitment

Commitment is gained when the prospect

agrees to take the action sought by thesalesperson

The salesperson must ask for commitment

Th P l S lli P


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Dr. Rosenbloom

Follow- Up

The salesperson complete any agreed upon

actions

The salesperson should stay in touch after the

sale by writing thank-you notes, clipping and

mailing newspaper articles of interest to the

prospect and calling on the customer to ensure

the customers satisfaction

S tS At Sh lf S li


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SmartSource At-Shelf Sampling (Prospecting)

S tS A di I k
http://www.newsamerica.com/desktopdefault.aspx?tabid=82


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SmartSource AudioInk (Preapproach)

S tS C t
http://www.newsamerica.com/


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SmartSource Carts (Approach)

S tS C M hi


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SmartSource Coupon Machine (Presentation)

S tS El t i Sh lft lk


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SmartSource Electronic Shelftalk (Close)

SmartSource Floortalk (F ll )


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SmartSource Floortalk (Follow-up)
http://www.newsamerica.com/desktopdefault.aspx?tabid=151


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Cont.

AIDAS Theorythis theory is based on the premise that during a sales presentation, the prospect

consciously goes through five different stages: Attention, Interest, Desire, Action

and Satisfaction.

Attention: The salesperson should attract the prospect to his presentationbefore he actually goes into the details of the same.

Interest: He/she should maintain the interest of the prospects throughout the

presentation.

Desire: The next step in the sales process, as per the AIDAS theory, is tocreate a strong desire in the prospects mind to purchase his product.

Action: Once the salesperson has been successful in taking his prospect

through the three stages, as discussed above, he should induce the

prospects into actually buying the product.


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Cont.

Right Set of Circumstances Theory

The advocates of this theory opine that all the circumstances, which led to the

sales, were appropriate or right for the sales to have taken place. In other

words, if the salesperson is successful in securing the prospects attention,

maintaining his interest and inducing his desire to buy the product, sales will

result. Moreover, if the salesperson is highly skilled, he will take control of the

presentation, which would lead to sales.


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Buying Formula TheoryThe buying formula theory is based on the analysis of the sequence of events

that goes on in the buyers mind during the sales presentation. Thus, the theory

emphasises on the factors internal to the prospect and the factors which are

external, i.e., influence of the salesperson on his prospects decision to buy hisproduct. The theory is based on the presumption that the salesperson will take

care of the external factors.

The sequence of events in a prospects mind can be represented as

There are all the chances that a continuous relationship will develop between the

prospect and the salesperson. As a result of sales, the satisfaction will also come

in the sequence. This sequence can be presented as

Need Solution Purchase

SatisfactionPurchaseNeed Solution



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g g

1. Situation Questions

e.g - how many people does your company employ?

- what projects are you involved with at present?

2. Problem Questions

e.g.- are you satisfied with.....?

- what image of quality do you have?

3. Implication Questions

e.g. - what effect might cheaper products have on your

business?

- Are there problems in reliability/compatibility?

4. Need - Payoff Questions

- What effect would specifying higher quality

products have?

- What benefits do you see in using this type of

product?


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Strategic/Consultative Selling Model


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