ch2 rev.pptx
TRANSCRIPT
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Salespeopleare an effective link between the
company and its customers to produce customer
value and company profit by:
Representing the company to customers Representing customers to the company
Working closely with marketing
Sales People
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Outside salespeople call on customers in the field
Inside salespeople conduct business from theiroffices and often provide support for the outside
salespeopleTechnical sales support people
Sales assistants
Team selling is used to service large, complex
accounts
Types of Sales People
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Personal Selling
Personal selling
1) two-way flow of communication
2) between a buyer and seller
3) a face-to-face or real time encounter
Why are face to face and two-way important?
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Personal Selling can include:
Face-to-face communication
Telephone communication
Video or Web conferencing
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Provides a detailed explanationor demonstration of product
Message can be varied to fit the
needs of each prospective customer
Can be directed to specificqualified prospects
Instant feedback
Personal persuasion can be usedA good salesman can getyou to buy ice in winter
Advantages of Personal Selling
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When to Use Personal Selling
Customers are concentrated
There are few customers
Product is technically complex
Product is custom made
Product has a high value
Selling image, not product
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Creating Value Through Salespeople
Relationship Selling
building ties to the customer, based on a
salespersons attention and commitment to
customer needs over time.
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The Personal Selling Process
The goal of the personal selling process is
to get new customers and obtain orders
from them
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The Personal Selling Process
Prospecting
Qualifying
Pre- Approach
Approach
Presentation
Objection Handling Closing
Follow up
Steps in the Personal Selling Process
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The Personal Selling Process
Prospectingidentifies qualified potential
customers through referrals from:
Customers
Suppliers
Dealers Internet
Steps in the Personal Selling Process
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The Personal Selling Process
Qualifyingis identifying good customers and
screening out poor ones by looking at:
Financial ability
Volume of business
Needs
Location
Growth potential
Steps in the Personal Selling Process
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The Personal Selling Process
Pre-approachis the process of learning asmuch as possible about a prospect, includingneeds, who is involved in the buying, and the
characteristics and styles of the buyers
Steps in the Personal Selling Process
Objectives
Qualify theprospect
Gather information
Make an immediatesale
Approaches
Personal visit Phone call
Letter
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The Personal Selling Process
Approach is the process where the
salesperson meets and greets the buyer and
gets the relationship off to a good start andinvolves the salespersons:
Appearance
Opening lines
Follow-up remarks
Steps in the Personal Selling Process
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The Personal Selling Process
Opening lines should be positive, build
goodwill, and be followed by key questions
to learn about the customers needs orshowing a display or sample to attract the
buyers attention and curiosity
The most important attribute is for thesalesperson to: listen
Steps in the Personal Selling Process
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The Personal Selling Process
Presentationis when the salesperson tells theproduct story to the buyer, presenting customer
benefits and showing how the product solves thecustomers problems
Need-satisfaction approach: Buyers want solutions
and salespeople should listen and respond with theright products and services to solve customer
problems
Steps in the Personal Selling Process
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The Personal Selling Process
Pushy Late
Deceitful Disorganized
Unprepared
Steps in the Personal Selling Process
Goodlisteners Empathetic
Honest Dependable
ThoroughFollow-up
types
Bad Traits Good traits
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The Personal Selling Process
Handling objections is the process where
salespeople resolve problems that arelogical, psychological, or unspoken
Steps in the Personal Selling Process
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The Personal Selling Process
Closingis the process where salespeople
should recognize signals from the buyerincluding physical actions, comments, and
questionsto close the sale
Steps in the Personal Selling Process
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The Personal Selling Process
Follow-up is the last step in which the
salesperson follows up after the sale toensure customer satisfaction and repeat
business
Steps in the Personal Selling Process
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Adaptive sellinginvolves adjusting
the presentation to fit the selling
situation, such as knowing when to
offer solutions and when to ask for
more information.
Adaptive Selling
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Consultative sellingfocuses on
problem identification, where the
salesperson serves as an expert on
problem recognition and resolution.
Consultative Selling