Personal SellingAnticipate Buyer Questions

1. What are you selling?2. Why do I need it?3. Who is your company?4. How much will it cost?5. Who else is using it? Are they satisfied?6. What kind of person are you?7. How does your solution compare to alternatives?8. Is price competitive?9. Why do I need it now?10. Your record for support & service?

Figure 3-6: Who’s Spending Money on SFA

Pharmaceuticals/health

Autos/heavy equipment

Computer/software

Consumer products

Telecommunications

Insurance

Media/entermainment

80%

67%

65%

64%

59%

58%

56%

IndustryPercentage of firms spending money

on SFA

Figure 3-5: Servicing the Sale: The Four Pillars of Sales Support

Supportthe

buyingdecision

Managethe

implemen-tation

Dealwith

dissat-isfaction

Enhancethe rela-

tionship

Sales SupportSales Support

Preinteractionphase

Preinteractionphase

Interactionphase

Interactionphase

Postinteractionphase

Postinteractionphase

Skills:•Precall planning

Skills:•Precall planning

Skills:•Relating•Need discovery•Advocating•Closing

Skills:•Relating•Need discovery•Advocating•Closing

Skills:•Supporting•Implementing•Dealing with dissatisfaction•Enhancing the relationship

Skills:•Supporting•Implementing•Dealing with dissatisfaction•Enhancing the relationship

Chapter 3

Personal SellingSales Presentations

° Formal• Written proposal• Visual aids• Support materials

° Features/benefits

° Involvement -- demonstrations

Personal SellingThe Selling Process

Pre-Interaction Interactionl Post-Interaction

Skills:• Precall Planning

Skills:•Relating•Need discovery•Advocating•Closing

Skills:•Supporting•Implementing•Dealing with dissatisfaction•Enhancing the relationship

Personal SellingHandling Concerns

Listen to the buyers feelings

Share concerns without judgment

Clarify real issue with questions

Problem-solve present options and solutions

Ask for ACTION to determine commitment

Personal SellingPseudo-Concerns

“I’ll have to talk it over with Frank.”

“I’ll get back to you.”

“I’m too busy right now.”

“Our budget is tight this year.”

“We have no room to store it.”

Personal SellingClosing Techniques

Selling Importance by ProductTechnique Industrial Consumer

Direct Ask for the order in a 1 1straight-forward manner

Summary Summarize the benefits already 2 3covered in the presentation

Single Obstacle Asks for the order if last 3 4last obstacle is overcome

Assumption Assume readiness to buy and 4 2focus on the transaction details

Choice Focus on version to be ordered 5 5

Personal SellingPillars of Sales Support

Support Buying Decision • Reduce buyer anxiety

• Make a follow-up call

• Ask for feedback

Manage the Implementation • Assist w/ approval process

• Introduce support resources

• Monitor & report progress

Personal SellingPillars of Sales Support

Deal with Dissatisfaction • Empathize with the buyer

• Respond to problems -- use objection handling techniques

• Anticipate buyer concerns and expectations

• Reinforce the Benefits

Personal SellingPillars of Sales Support

Enhance the Relationship

• Be a resource for info, help and ideas

• Grow the business internally

• Ask for referrals

• Be available• Arrange continued personal communications• Maintain quality of products/services

• Provide ongoing updates and progress reports

SURVEY OF COMPUTER BENEFITS

SAMPLE: 24 Companies voted best sales forces in

their respective industries

RESULTS:

» 18 of 24(75%) are computerized» Benefits:

Improved sales productivity

Efficiency

Customer service

Information more accessible

Reduces administrative chores

» Acceptance: Most sales people have

taken to PCs enthusiastically

SURVEY OF COMPUTER BENEFITS

SAMPLE: 24 Companies voted best sales forces in

their respective industries

RESULTS:

» 18 of 24(75%) are computerized» Benefits:

Improved sales productivity

Efficiency

Customer service

Information more accessible

Reduces administrative chores

» Acceptance: Most sales people have

taken to PCs enthusiatically

Personal SellingPre-Call Planning

What do I want to accomplish?

What do I know about the prospect?

Where can I find the information?

What am I going to say?

Personal SellingPre-Approach Information Need

1. Business of company?2. Its products & markets?3. Actual purchase decision maker?4. Who handles purchase process?5. Who influences buying?6. How often is purchase of my product made?7. Who is competition? How much business with competition?8. What company plans could affect future need for

my product?

Personal SellingPre-Approach Information Need

9. How well is customer satisfied with current supplier?

10. Does this company provide enough business to make visit worthwhile?

11. Is company staff technically informed? Can we help them develop greater expertise?

12. Can we use their products or services in our company?

13. Our top exec know any of their top execs personally?

Personal SellingThe Approach: Reducing Relationship Anxiety

Propriety Show buyer respect; dress appropriately

Competence Know your product/service; third-party references

Commonality Common interests, views, acquaintances

Intent Reveal purpose of call, process, and payoff to the buyer

Personal Selling

Task Motives

Productivity Money

More Output or Quality

Less Cost

More ProfitLess Effort

Personal Selling

Personal Motives

Respect Power

RecognitionApproval

Personal SellingNeeds DiscoveryTypes of questions

1. Permission Close-ended

2. Fact-finding Factual information

3. Feeling finding Open-ended questions

4. Checking questions Confirm understanding

Personal SellingSales Proposals -- General Format

1. Problem Analysis

2. Solution

3. Product Specifications

4. Cost-benefit analysis

5. Contract