Overview of Selling. Learning Objectives. Define personal selling and describe its unique characteristics as a marketing communications tool.
Define personal selling and describe its unique characteristics as a marketing communications tool.
Distinguish between transaction-focused traditional selling and trust-based relationship selling, with the latter focusing on customer value and sales dialogue.
Describe the evolution of personal selling from ancient times to the modern era.
Explain the contributions of personal selling to society, business firms, and customers.
Discuss five alternative approaches to selling.
Describe the three primary roles fulfilled by consultative salespeople.
Understand the sales process as a series of interrelated steps.
An important part of marketing that relies heavily on interpersonal interactions between buyers and sellers to initiate, develop, and enhance customer relationships.
Requires that salespeople earn customer trust and that their selling strategy meets customer needs and contributes to the creation, communication, and delivery of customer value.
The customer’s perception of what they get for what they have to give up.
Sales Dialogue: business conversation between buyers& sellers thatoccur as salespeople attemptto initiate, develop, & enhance customer relationships.
Allows for more thorough qualifying.
Demonstrates sincere interest in the prospective customer.
Helps Determine prospective customer’s unique needs.
Ensures meaningful presentation of value-added solutions.
Promotes opencommunication andsatisfaction feedback.
Peddlers selling door to door . . . served as intermediaries
Selling function became more structured
Business organizations employed salespeople
Selling function becoming more professional
From reliance on
Canned Sales Presentation: sales presentations that include scripted sales calls, memorized presentations, and automated presentations.
To greater focus on
Sales Professionalism: a customer-oriented approach that uses truthful, non-manipulative tactics to satisfy the long-term needs of both the customer and the selling firm.
Salespeople help with the diffusion of innovation.Contributions of Personal Selling: Salespeople and Society
Salespeople provide market research and customer feedback.
Salespeople become future leaders in the organization.Contributions of Personal Selling:Salespeople and the Employing Firm
Adaptive Selling: the ability of a salesperson to alter his/her sales messages and behaviors during a sales presentation or as they encounter different sales situations and different customers.
Simple indesign; assumes conditionedresponse improves likelihood of success; a risky and unreliable strategy.
Assumes buyercan be led through mental states; promotes one-way communication; a risky and unreliable strategy.
Interact with buyer to determine existing needs; present solutions to needs; solutions limited to seller’s products.
Interact with buyer to determine existing and potential needs; present multiple solutions not limited to seller’s products.
The process of helping customers reach their strategic goals by using the products, services, and expertise of the selling organization.
Enhancing Customer Relationships
Adding Value through Follow-up, Self-leadership, and Teamwork
Module One – Appendix
Selling skills are readily transferable from industry to industry….and the need for good salespeople will never go away.
Accordingly, good salespeople have opportunities within and across industries.
Salespeople are familiar with the market, the customers, and the products. In addition, good salespeople have great interpersonal skills.
These attributes help to make salespeople good candidates for leadership in the organization.
Customer responses to the salesperson’s efforts are typically immediate…providing the salesperson performance feedback and the opportunity to adjust “on the fly.”
The role of the professional salesperson is not well known by the general public and is eclipsed by negative stereo types . . . but that is slowly changing.
Professional selling is rarely the same from day-to-day. The word “routine” doesn’t apply.
Usually, salespeople are accountable for attaining certain goals…how they get there is up to them. There is no “time-clock” and no taskmaster.
Good salespeople usually earn an income well above the national average. Many salespeople earn six figure incomes (or higher).
Income is most often tied directly to performance.