overview of personal selling
Download
Skip this Video
Download Presentation
Overview of Personal Selling

Loading in 2 Seconds...

play fullscreen
1 / 20

Overview of Personal Selling - PowerPoint PPT Presentation


  • 249 Views
  • Uploaded on

Overview of Personal Selling. Module Two. Learning Objectives. 1. Describe the evolution of personal selling from ancient times to the modern era. 2. Explain the contributions of personal selling to society, business firms, and customers.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Overview of Personal Selling' - paul


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
learning objectives
Learning Objectives

1. Describe the evolution of personal selling from ancient times to the modern era.

2. Explain the contributions of personal selling to society, business firms, and customers.

3. Distinguish between transaction-focused traditional selling and trust-based relationship selling.

learning objectives1
Learning Objectives

4. Discuss five alternative approaches to selling.

5. Describe the three primary roles fulfilled by consultative salespeople

6. Understand the sales process as a series of interrelated steps.

setting the stage
Setting the Stage

UPS Builds Trust and Long-Term Customer Relationships

  • What does Carl Strenger, a UPS Vice President, mean by a “consultative discussion” with the customer?
  • When teaming up with UPS Capital sales personnel, what is the focus of the overall sales strategy?
personal selling defined
Personal Selling – Defined

Personal selling refers to personalcommunication with a an audiencethrough paid personnel of anorganization or its agents insuch a way that the audienceperceives the communicator’sorganization as being the sourceof the message.

evolution of personal selling

Peddlers selling door to door . . . served as intermediaries

Selling function became more structured

1800s

1900s

2000s

IndustrialRevolution

Post-IndustrialRevolution

War andDepression

ModernEra

Business organizations employed salespeople

Selling function became more professional

Evolution of Personal Selling

As we begin the 21st century, selling continues to develop,

becoming more professional and more relational

contributions of personal selling salespeople and the employing firm
Salespeople generate revenue

Salespeople provide market research and customer feedback

Salespeople become future leaders in the organization

Contributions of Personal Selling: Salespeople and the Employing Firm
contributions of personal selling salespeople and the customer
Contributions of Personal Selling: Salespeople and the Customer
  • Salespeople provide solutions to problems
  • Salespeople provide expertise and serve as information resources
  • Salespeople serve as advocates for the customer when dealing with the selling organization
transaction focused vs relationship focused

Short term thinking

  • Making the sale has priority over most other considerations
  • Interaction between buyer and seller is competitive
  • Salesperson is self-interest oriented
  • Long term thinking
  • Developing the relationship takes priority over getting the sale
  • Interaction between buyer and seller is collaborative.
  • Salesperson is customer-oriented
Transaction-Focused vs. Relationship Focused

Transaction-Focused

Relationship-Focused

classification of personal selling approaches
Classification ofPersonal Selling Approaches
  • Stimulus Response Selling
  • Mental States Selling
  • Need Satisfaction Selling
  • Problem Solving Selling
stimulus response selling

Continue Process until Purchase Decision

Salesperson

Provides

Stimuli

Buyer

Responses

Sought

Stimulus Response Selling
mental states selling
Mental States Selling

Attention

Interest

Conviction

Desire

Action

need satisfaction selling

Present Offering to Satisfy Buyer Needs

Continue Selling until Purchase Decision

Uncover and Confirm Buyer Needs

Need Satisfaction Selling
problem solving selling

Continue

Selling

until

Purchase

Decision

Generate

Alternative

Solutions

Evaluate

Alternative

Solutions

Define

Problem

Problem Solving Selling
consultative selling

Business Consultant

The process of helping customers reach their strategic goals by using the products, service, and expertise of the selling organization.

Strategic Orchestrator

Long-term Ally

Consultative Selling
the sales process an overview

Selling Foundations

Developing Customer

Relationships

Initiating Customer

Relationships

Enhancing Customer Relationships

Selling Strategy

The Sales Process: An Overview
the sales process selling foundations

Be Trustworthy

Behave Ethically

Understand Buyer Behavior

Possess Excellent Communication Skills

The Sales Process: Selling Foundations

In order to be successful in today’s global business environment, salespeople must have a solid relationship building foundation. They must:

the sales process selling strategy

Each Sales Call

Each Customer

Each strategy is related to the other

Their Sales Territories

The Sales Process: Selling Strategy

In order to be successful in today’s global business environment, salespeople must also think and act strategically. The must develop strategies for:

the sales process

Developing Customer

Relationships

Initiating Customer

Relationships

Enhancing Customer Relationships

Adding Value through Follow-up, Self-leadership, and Teamwork

  • Prospecting
  • Preapproach
  • Presentation Planning
  • Approaching the Customer
  • Sales Presentation Delivery
  • Earning Customer Commitment
The Sales Process
ad