chapter three personal selling. purposes of selling n introducing innovation to markets n conveying...
TRANSCRIPT
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CHAPTER THREECHAPTER THREE
Personal SellingPersonal Selling
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PURPOSES OF SELLINGPURPOSES OF SELLING
Introducing Innovation to MarketsIntroducing Innovation to Markets Conveying InformationConveying Information Acting as Intelligence Agent Acting as Intelligence Agent Solving Customer ProblemsSolving Customer Problems
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ATTITUDES ABOUT ATTITUDES ABOUT SELLINGSELLING
““Sales people are born and not made.”Sales people are born and not made.” ““Sales people must be good talkers.”Sales people must be good talkers.” ““Selling is a matter of knowing the right Selling is a matter of knowing the right
techniques or tricks.”techniques or tricks.” ““A good salesperson can sell ice to an A good salesperson can sell ice to an
Eskimo.”Eskimo.” ““People generally do not want to buy.”People generally do not want to buy.”
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TRAITS OF “WINNING TRAITS OF “WINNING SALES PEOPLE”SALES PEOPLE”
Desire to succeedDesire to succeed Continually seek self-improvementContinually seek self-improvement Accept responsibilityAccept responsibility Have mental toughnessHave mental toughness
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PERSONAL SELLING AND PERSONAL SELLING AND THE MARKETING MIXTHE MARKETING MIX
Price, Product, Place, and Price, Product, Place, and PromotionPromotion– Advertising, Sales Promotion, Public Advertising, Sales Promotion, Public
Relations, and Personal SellingRelations, and Personal Selling
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PERSONAL SELLING IS PERSONAL SELLING IS CUSTOMER ORIENTED CUSTOMER ORIENTED
SELLINGSELLING““Consultative Selling”Consultative Selling”
““Adaptive Selling”Adaptive Selling”
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
PRETRANSACTIONAL PHASE PRETRANSACTIONAL PHASE (Prospecting, Qualifying, Precall (Prospecting, Qualifying, Precall Planning)Planning)
TRANSACTIONAL PHASE (Approach, TRANSACTIONAL PHASE (Approach, Needs Discovery, Presentation, Handling Needs Discovery, Presentation, Handling Objections, Closing)Objections, Closing)
POSTTRANSACTIONAL PHASE POSTTRANSACTIONAL PHASE (Service and Follow-up)(Service and Follow-up)
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
ProspectingProspecting– External SourcesExternal Sources» Direct InquiriesDirect Inquiries
» ReferralsReferrals
» DirectoriesDirectories
» Cold CanvassingCold Canvassing
– Internal SourcesInternal Sources
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
QualifyingQualifying– Qualified candidates have a Qualified candidates have a needneed, have the , have the
authorityauthority to buy, and can to buy, and can affordafford to buy to buy
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
Precall PlanningPrecall Planning– What do I want to accomplish?What do I want to accomplish?– What do I know about the prospect?What do I know about the prospect?– Where can I find information?Where can I find information?– What am I going to say?What am I going to say?
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
Precall Planning--”What do I want to Precall Planning--”What do I want to accomplish?”accomplish?”– determine information on historical determine information on historical
inventory levels.inventory levels.– determine who is involved in the purchasing determine who is involved in the purchasing
decision.decision.– arrange for a follow-up meetingarrange for a follow-up meeting– agreement to a trial-run purchaseagreement to a trial-run purchase
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
Precall Planning--”What do I know about Precall Planning--”What do I know about the prospect?”the prospect?”– Size of business/products sold/markets Size of business/products sold/markets
servedserved– Key personnelKey personnel– Buying routines/purchasing processBuying routines/purchasing process– Present supplier(s)/volumes purchasedPresent supplier(s)/volumes purchased– Future plansFuture plans
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
Precall Planning--”Where can I find Precall Planning--”Where can I find information?”information?”– Ask prospect directlyAsk prospect directly– Observe business facilitiesObserve business facilities– Ask other company salespeopleAsk other company salespeople– Ask current customersAsk current customers– Ask competitorsAsk competitors
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
Precall Planning--”What am I going to Precall Planning--”What am I going to say?”say?”– The Sales Mix ModelThe Sales Mix Model» Presentation PacePresentation Pace
» Presentation ScopePresentation Scope
» Depth of InquiryDepth of Inquiry
» Two-way CommunicationTwo-way Communication
» Visual AidsVisual Aids
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
Precall Planning--”What am I going to Precall Planning--”What am I going to say?”say?”– Implications for managersImplications for managers» how to structure the presentationhow to structure the presentation
» product, competitive, industry informationproduct, competitive, industry information
» increase rep confidenceincrease rep confidence
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
The ApproachThe Approach– Securing AppointmentsSecuring Appointments– Establishing Rapport Establishing Rapport
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
““Why is the approach important?”Why is the approach important?”– It can help capture the buyer’s attentionIt can help capture the buyer’s attention– It can help to establish a harmonious It can help to establish a harmonious
atmosphereatmosphere– It serves as a good transition to the It serves as a good transition to the
presentationpresentation– It can help in need determinationIt can help in need determination
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
The ApproachThe Approach– Types of ApproachesTypes of Approaches» Introductory ApproachIntroductory Approach
» Assessment ApproachAssessment Approach
» Product ApproachProduct Approach
» Consumer Benefit ApproachConsumer Benefit Approach
» Referral ApproachReferral Approach
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
Need DiscoveryNeed Discovery– Ascertain buyer benefitsAscertain buyer benefits– Types of questions: permission, fact finding, Types of questions: permission, fact finding,
feeling finding, checkingfeeling finding, checking
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
Presentation TypesPresentation Types– CannedCanned– OrganizedOrganized– TailoredTailored
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
The PresentationThe Presentation– Focus on Benefits, not just FeaturesFocus on Benefits, not just Features– Keep it SimpleKeep it Simple– Talk the Prospect’s LanguageTalk the Prospect’s Language– Stress ApplicationStress Application– Get the Prospect Emotionally InvolvedGet the Prospect Emotionally Involved– Seek CredibilitySeek Credibility
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FROM THE INTERNETFROM THE INTERNET
Psycho Selling Skills--Getting Inside Psycho Selling Skills--Getting Inside Your Prospect’s HeadYour Prospect’s Head
<http://www.pentech.net/psycho.htm><http://www.pentech.net/psycho.htm>
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
Overcoming ObjectionsOvercoming Objections LSCPA Approach to Overcoming Objections:LSCPA Approach to Overcoming Objections:– LListen to the buyer’s feelingsisten to the buyer’s feelings
– SShare the concerns without judgmenthare the concerns without judgment
– CClarify the real issue with questionslarify the real issue with questions
– PProblem solve by presenting options/solutionsroblem solve by presenting options/solutions
– AAsk for action to determine commitmentsk for action to determine commitment
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
ClosingClosing– Alternative ChoiceAlternative Choice– Summary CloseSummary Close
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PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS
Service and Follow-upService and Follow-up– Entering OrdersEntering Orders– Installation of ProductInstallation of Product– TrainingTraining– Handling Billing ProblemsHandling Billing Problems
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FROM THE INTERNETFROM THE INTERNET
““Basic Selling Skills Questionnaire”Basic Selling Skills Questionnaire” <http://www.sales.org/quizes/BSQ.html><http://www.sales.org/quizes/BSQ.html>
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PERSONAL SELLING PERSONAL SELLING APPROACHESAPPROACHES
Stimulus-Response SellingStimulus-Response Selling Need Satisfaction SellingNeed Satisfaction Selling Problem Solving SellingProblem Solving Selling
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PERSONAL SELLING PERSONAL SELLING APPROACHESAPPROACHES
STIMULUS RESPONSE SELLINGSTIMULUS RESPONSE SELLING– Manipulate customer to elicit desired Manipulate customer to elicit desired
responsesresponses
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PERSONAL SELLING PERSONAL SELLING APPROACHESAPPROACHES
NEED SATISFACTION SELLINGNEED SATISFACTION SELLING– Presentation is tailored to fit needs of buyerPresentation is tailored to fit needs of buyer
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PERSONAL SELLING PERSONAL SELLING APPROACHESAPPROACHES
PROBLEM SOLVING (PROBLEM-PROBLEM SOLVING (PROBLEM-SOLUTION) SELLINGSOLUTION) SELLING– The salesperson defines a customer problem The salesperson defines a customer problem
that may be solved by various alternatives.that may be solved by various alternatives.
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PERSONAL SELLING PERSONAL SELLING POSITIONSPOSITIONS
Sales Support Personnel (Missionaries)Sales Support Personnel (Missionaries) New Business (Pioneers and Order New Business (Pioneers and Order
Getters)Getters) Existing Business (Order Takers)Existing Business (Order Takers) Direct to Consumer SalesDirect to Consumer Sales Combination Sales PositionsCombination Sales Positions
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FROM THE TEXTFROM THE TEXT......
Read pages 96 to 127. Read pages 96 to 127.