Personal Selling Module Two
A MANAGER SHOULD AT A MINIMUMHAVE COMPETENCY IN, AND BE KNOWLEDGEABLE OF, THE AREAS OF HIS REPONSIBILITY.
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 The Evolution of Personal Selling As we begin the 21st century, selling continues to develop, becoming more professional and more relational
Change Salesforce Response More emphasis on developing and maintaining trust-based, long-term customer relationships Intensified competition Increased use of technology Increased use of lower-cost-per-contact methods More emphasis on profitability objectives More emphasis on improving sales productivity The Continuing Evolution of Personal Selling
Change Salesforce Response Demand for in-depth, specialized knowledge as an input to purchase decisions Team selling More emphasis on customer-oriented sales training Continued Evolution
A FUNCTIONAL UNDERSTANDING OF THE PERSONAL SELLING PROCESS IS ESSENTIAL. THERE ARE EIGHT BASIC STEPS IN THE PERSONAL SELLING PROCESS
THE FIRST STEP #1PROSPECTINGGENERATE LEADS SOURCES OF LEADS • CUSTOMER REFERALS • ‘IN HOUSE’ REFERALS • REFERAL AGENCIES • NETWORKING • DIRECTORIES • COLD CANVASING • FOLLOW YOUR COMPETITION • QUALIFY LEADS • ESTABLISH • NEED • ABILITY TO BUY • READY TO BUY
#2 PRE APPROACHPLANNING THE SALE • AQUIRE AS MUCH INFO ABOUT THE CALL AS IS POSSIBLE • SET AN OBJECTIVE FOR THE CALL • USE ADAPTIVE SELLING
#3 THE APPROACH • CHECK PERSONAL HYGENE, DRESS • ESTABLISH RAPPORT (MOOD, ENVIRONMENT, TIME OF DAY) • HAND SHAKE, EYE CONTACT • LIMITED SMALL TALK • USE SAMPLE OR BROCHURE AS LEAD-IN
#4 NEED ASSESSMENT SITUATIONAL QUESTIONS: SO HOW MANY TIMES HAS IT BROKEN DOWN?? PROBLEM DISCOVERY QUESTIONS: HAS SERVICE/REPAIR BEEN ADEQUATE? PROBLEM IMPACT QUESTIONS: IF IT BROKE DOWN HALF AS MUCH WOULD THAT MAKE A DIFFERENCE? CONFIRMATIONARY QUESTIONS: MAY I TELL YOU ABOUT AN AFFORDABLE SOLUTION TO THIS …
REMEMBER! THE SEQUENCE MATTERS: • DON’T USE OVERKILL • GET CONCURRANCE AND • PROCEED TO NEXT STAGE
#5 THE PRESENTATION • FEATURES – CHARACTERISTICS OF THE PRODUCT OR SERVICE. • ADVANTAGES – HOW THE FEATURE ENHANCES PRODUCT PERFORMANCE • BENEFITS – DESCRIBE HOW THESE ADVANTAGES WILL HELP THE BUYER (IE. SOLVE HIS PROBLEM). • PRODUCT DEMONSTRATIONS – LAPTOPS, BROCHURES PREPARED SALES PRESENTATIONS (DOG & PONY SHOWS) HAVE LIMITED APPLICATION (TOO INFLEXIBLE)
DEVELOPING PRESENTATIONS • K.I.S.S. (Keep It Simple Stupid) • TALK THE PROSPECTS LANGUAGE • STRESS PRODUCTS APPLICATION TO CLIENT’S SPECIFIC NEED. • ESTABLISH & MAINTAIN CREDIBILITY.
#6 MEETING OBJECTIONS • LISTEN • CLARIFY • RESPECT / EMPATHIZE • RESPOND
PRICE OR VALUE OBJECTIONS • (WORTH THE COST) • OFFER PRICE/VALUE COMPARISON OF ALTERNATIVE SOLUTIONS • OR COST OF NOT DOING IT!
PRODUCT SERVICE OBJECTIONS • CASE HISTORIES • DEMONSTRATION • TRIAL • TESTIMONIALS
HIDDEN OBJECTIONS • KEEP ASKING QUESTIONS TO TRY AND ISOLATE THE OBJECTION INVALID OBJECTIONS • DISARM • HUMOUR
#7 GAIN COMITTMENT • PLAN REALISTIC OBJECTIVES FOR EACH CALL • ASK FOR COMMITMENT CLOSES ASSUMPTIVE SPECIAL-OFFER SUMMARY CLOSE
#8 FOLLOW UP BE THERE AT THE TIME OF DELIVERY! THE FIRST STEP IN BUILDING CUSTOMER LOYALTY
Always remember… • On average it takes four calls to ‘close’ a sale. • Each call costs an average of $ 225.00
Buyers prefer to deal with salespeople who: • Are honest • Understand general business and economic trends, as well as the buyer's business • Provide guidance throughout the sales process • Help the buyer to solve problems • Have a pleasant personality and a good professional appearance • Coordinate all aspects of the product and service to provide a total package
WHERE THE BUYER IS AT Mental States • Assume the buying process is essentially similar for most buyers • Often Buyers CAN BE led through certain mental states • AIDA (attention, interest, desire, and action)
THE BUYER’S PATH Attention Interest Conviction Desire Action
A BUYER’S NEED STATE Need Satisfaction • Based on the notion that the customer is buying to satisfy a need (once they realize they have one!) • Salesperson uses questioning, probing tactic to uncover / illustrate important buyer needs
Continue Selling until Purchase Decision Generate Alternative Solutions Evaluate Alternative Solutions Define Problem Problem Solving SellingOFTEN THE SALE SOLVES A PROBLEM THAT THE BUYER HAD
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
Be Trustworthy and Behave Ethically Possess Excellent Communication Skills Understand Buyer Behavior SUCCESFUL SELLING ~ SELLING SUCCESS Salesperson Attributes To be successful in today’s business environment, salespeople must have a solid relationship building foundation. They must:
Don’t let the term “Relationship Selling” miss lead you… The “relationship” is not a personal one, though it may evolve to be – It isbusiness based and initiated & built solely from superior products & services. Selling on friendship alone is dead. (see Death of a Salesman)
Arthur Miller's 'Death of a Salesman' … the American dream of success … was in serious trouble for Willy Loman … He believed in the myth that success was based on popularity, personality and personal attractiveness. "Be liked and you will never want." and ". . . personality always wins the day."
Their Sales Territory Each Customer Each Sales Call Selling Strategy In order to be successful in today’s business environment, salespeople must also think and act strategically. The must develop strategies for:
Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships • Prospecting • Pre-approach • Presentation Planning • Approaching the Customer The Sales Process -1 Salesperson Attributes
Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships • Sales Presentation Delivery • Earning Customer Commitment The Sales Process -2 Salesperson Attributes
Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships Adding Value through Follow-up, Self-leadership, and Teamwork The Sales Process - 3 Salesperson Attributes
A Brief Review of Personal Selling The Nature (Levels) Of Personal Selling • Provider – takes order & delivers • Persuader - minor persuasion • Prospector – pro-active solicitation • Problem solver – finds best fit for customer’s needs • Procreator – creates best fit for customer’s needs.
New Roles Symbiotic relationship thru expertise • Surveying – increase knowledge of customers (expert) • Mapmaking – plan solutions for customer & sell same. • Guiding – ID opportunities & solutions for customer. • Fire starting – engage & direct customers to desired solution.
Personal Selling Responsibilities • Locating perspective customers (prospecting) • Qualified leads decision-maker, etc. • Determining customer’s needs / wants. • Recommending asolution. • Show product / service attributes. • Close the sale – hardest part. • Follow up & service
Evaluating the Personal Selling Effort • Based on sales criteria. • % growth / area • New accounts • New account types • New lines / packages
Criteria for Evaluating Personal Selling • Level & quality of trade / competitive feedback. • Level & quality of trade / consumer acceptance of promo materials & mechanics. • Programme implementation – the quality & quantity of promo presentation, execution / merchandising.
Advantages of Personal Selling • Facilitate two-way interaction • Tailoring the message. • Fewer distractions • Involvement in the decision process – consultative selling. • Source of research info. – Firm’s eyes & ears.
Disadvantages of Personal Selling • Inconsistent messages • Sales / marketing conflicts (corp. Politics) • High cost • Poor reach • Potential ethical problems SR’s do anything to get the sale.
Relationship Marketing • An organization’s effort to develop a long term, cost-effective link with customers • For mutual benefit.
Purchase decisions are not always rationally based.