Overview of personal selling
Download
1 / 20

Overview of Personal Selling - PowerPoint PPT Presentation


  • 248 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 society

Salespeople help stimulate the economy intermediaries

Salespeople help with the diffusion of innovation

Contributions of Personal Selling: Salespeople and Society


Contributions of personal selling salespeople and the employing firm

Salespeople generate revenue intermediaries

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 Customer

  • 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 of CustomerPersonal Selling Approaches

  • Stimulus Response Selling

  • Mental States Selling

  • Need Satisfaction Selling

  • Problem Solving Selling


Stimulus response selling

Continue Process until Purchase Decision Customer

Salesperson

Provides

Stimuli

Buyer

Responses

Sought

Stimulus Response Selling


Mental states selling
Mental States Selling Customer

Attention

Interest

Conviction

Desire

Action


Need satisfaction selling

Present Offering to Satisfy Buyer Needs Customer

Continue Selling until Purchase Decision

Uncover and Confirm Buyer Needs

Need Satisfaction Selling


Problem solving selling

Continue Customer

Selling

until

Purchase

Decision

Generate

Alternative

Solutions

Evaluate

Alternative

Solutions

Define

Problem

Problem Solving Selling


Consultative selling

Business Consultant Customer

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 Customer

Developing Customer

Relationships

Initiating Customer

Relationships

Enhancing Customer Relationships

Selling Strategy

The Sales Process: An Overview


The sales process selling foundations

Be Trustworthy Customer

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 Customer

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 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