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Learning Objectives 1. Describe the role of personal selling in marketing. 2. Discuss the key roles of salespeople as financial contributors, change agents, communication agents, and customer value agents. 3. Explain the trust-based relationship selling process and how it differs from transactional selling
Learning Objectives 4. Understand the concept of selling strategy with its key elements of customer value and alternative personal selling approaches. 5. Explain adaptive selling and five alternative approaches to selling: stimulus response, mental states, problem solving, needs satisfaction, and consultative. 6. Discuss the future themes in sales professionalism: complexity, collaboration, and accountability
Personal Selling – Defined Personal selling refers to interpersonalcommunication between a buyers and sellers to initiate, develop, and enhance customer relationships. Personal selling is critical component of most business-to-business marketing activities.
Companies with Large Salesforces Source: “America’s 500 Largest Sales Forces,” Selling Power, October 2007, pp. 61-64
Types of Sales Jobs • Products vs. Services • Industrial vs. Consumer • Hunters vs. Farmers • Missionary Salespeople • Detailers • Merchandisers
Financial Contributors Change Agents Communication Agent Customer Value Agent Key Roles of Salespeople
Customer and Market Knowledge Coordination (manage internal networks) Efficiency Strategic Alignment (understanding and contributing to customer’s strategic goals) Trustworthiness Criteria for Adding Customer Value
Selling Foundations • Customer/market knowledge • Trust and ethics • Sales skills Developing Customer Relationships • Engaging prospects and customers through sales dialogue and presentations • Co-creating and validating customer value • Earning customer commitment Enhancing Customer Relationships • Building value through post-sale follow up • Assessing value and relationship performance • Creating new value opportunities • Increasing customer value through self-leadership and teamwork Initiating Customer Relationships • Strategic prospecting • Assessing the prospect’s situation • Discovering prospect’s needs • Planning value-based sales dialogue and presentations • Activating the buying process Selling Strategy Based on Customer Needs and Value • Sales messages • Selling approaches • Sales territory • Each customer • Each sales call Creating and communicating customer value Continually increasing customer value Understanding customer value Trust-Based Relationship Selling Process
High Consultative selling Problem solving needs satisfaction Level of adaptive selling Mental states Stimulus response Low Low High Focus on buyer’s needs and strategic priorities Classification ofPersonal Selling Approaches
Problem Solving Selling SPIN Questions
The Future of Sales Professionalism Sales organizations must successfully address: An increasingly complex business environment A greater reliance on collaboration Greater accountability for actions and results
Salesforce Response toComplexity Issues Sales must become more strategic Sales organizations must become learning organizations Complement initial training with ongoing sales training Sales specialists for specific customer types Develop multiple sales channels such as major accounts programs and electronic networks Recruiting and developing salespeople who understand diverse cultures, languages,and business practices
Salesforce Response to Collaboration Issues Implement cross-functional programs to foster communication and cooperation Sales managers should build trust with salespeople; ensure that salespeople know how to manage themselves and play a leadership role when required Focus on trust-based relationship selling; train salespeople in problem-solving, conflict resolution, and how to recover from service failures
Salesforce Response to Accountability Issues Appropriate use of sales technology Lower-cost contact methods, e.g., telemarketing for some customers Implementing more effective sales organization structures Ensure that salespeople know the ethical and legal framework for their markets, including cultural and global market variations
Sales Career Insights Advantages of a Career in Sales Employment Security Compensation - Often Tied to performance Job Variety – It’s Never Boring Advancement Opportunities Immediate Feedback Independence