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CHAPTER THREE

CHAPTER THREE. Personal Selling. PURPOSES OF SELLING. Introducing Innovation to Markets Conveying Information Acting as Intelligence Agent Solving Customer Problems. ATTITUDES ABOUT SELLING. “Sales people are born and not made.” “Sales people must be good talkers.”

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CHAPTER THREE

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  1. CHAPTER THREE Personal Selling

  2. PURPOSES OF SELLING • Introducing Innovation to Markets • Conveying Information • Acting as Intelligence Agent • Solving Customer Problems

  3. ATTITUDES ABOUT SELLING • “Sales people are born and not made.” • “Sales people must be good talkers.” • “Selling is a matter of knowing the right techniques or tricks.” • “A good salesperson can sell ice to an Eskimo.” • “People generally do not want to buy.”

  4. TRAITS OF “WINNING SALES PEOPLE” • Desire to succeed • Continually seek self-improvement • Accept responsibility • Have mental toughness

  5. PERSONAL SELLING AND THE MARKETING MIX • Price, Product, Place, and Promotion • Advertising, Sales Promotion, Public Relations, and Personal Selling

  6. PERSONAL SELLING IS CUSTOMER ORIENTED SELLING “Consultative Selling” “Adaptive Selling”

  7. PERSONAL SELLING PROCESS • PRETRANSACTIONAL PHASE (Prospecting, Qualifying, Precall Planning) • TRANSACTIONAL PHASE (Approach, Needs Discovery, Presentation, Handling Objections, Closing) • POSTTRANSACTIONAL PHASE (Service and Follow-up)

  8. PERSONAL SELLING PROCESS • Prospecting • External Sources • Direct Inquiries • Referrals • Directories • Cold Canvassing • Internal Sources

  9. PERSONAL SELLING PROCESS • Qualifying • Qualified candidates have a need, have the authority to buy, and can afford to buy

  10. PERSONAL SELLING PROCESS • Precall Planning • What do I want to accomplish? • What do I know about the prospect? • Where can I find information? • What am I going to say?

  11. PERSONAL SELLING PROCESS • Precall Planning--”What do I want to accomplish?” • determine information on historical inventory levels. • determine who is involved in the purchasing decision. • arrange for a follow-up meeting • agreement to a trial-run purchase

  12. PERSONAL SELLING PROCESS • Precall Planning--”What do I know about the prospect?” • Size of business/products sold/markets served • Key personnel • Buying routines/purchasing process • Present supplier(s)/volumes purchased • Future plans

  13. PERSONAL SELLING PROCESS • Precall Planning--”Where can I find information?” • Ask prospect directly • Observe business facilities • Ask other company salespeople • Ask current customers • Ask competitors

  14. PERSONAL SELLING PROCESS • Precall Planning--”What am I going to say?” • The Sales Mix Model • Presentation Pace • Presentation Scope • Depth of Inquiry • Two-way Communication • Visual Aids

  15. PERSONAL SELLING PROCESS • Precall Planning--”What am I going to say?” • Implications for managers • how to structure the presentation • product, competitive, industry information • increase rep confidence

  16. PERSONAL SELLING PROCESS • The Approach • Securing Appointments • Establishing Rapport

  17. PERSONAL SELLING PROCESS • “Why is the approach important?” • It can help capture the buyer’s attention • It can help to establish a harmonious atmosphere • It serves as a good transition to the presentation • It can help in need determination

  18. PERSONAL SELLING PROCESS • The Approach • Types of Approaches • Introductory Approach • Assessment Approach • Product Approach • Consumer Benefit Approach • Referral Approach

  19. PERSONAL SELLING PROCESS • Need Discovery • Ascertain buyer benefits • Types of questions: permission, fact finding, feeling finding, checking

  20. PERSONAL SELLING PROCESS • Presentation Types • Canned • Organized • Tailored

  21. PERSONAL SELLING PROCESS • The Presentation • Focus on Benefits, not just Features • Keep it Simple • Talk the Prospect’s Language • Stress Application • Get the Prospect Emotionally Involved • Seek Credibility

  22. FROM THE INTERNET • Psycho Selling Skills--Getting Inside Your Prospect’s Head • <http://www.pentech.net/psycho.htm>

  23. PERSONAL SELLING PROCESS • Overcoming Objections • LSCPA Approach to Overcoming Objections: • Listen to the buyer’s feelings • Share the concerns without judgment • Clarify the real issue with questions • Problem solve by presenting options/solutions • Ask for action to determine commitment

  24. PERSONAL SELLING PROCESS • Closing • Alternative Choice • Summary Close

  25. PERSONAL SELLING PROCESS • Service and Follow-up • Entering Orders • Installation of Product • Training • Handling Billing Problems

  26. FROM THE INTERNET • “Basic Selling Skills Questionnaire” • <http://www.sales.org/quizes/BSQ.html>

  27. PERSONAL SELLING APPROACHES • Stimulus-Response Selling • Need Satisfaction Selling • Problem Solving Selling

  28. PERSONAL SELLING APPROACHES • STIMULUS RESPONSE SELLING • Manipulate customer to elicit desired responses

  29. PERSONAL SELLING APPROACHES • NEED SATISFACTION SELLING • Presentation is tailored to fit needs of buyer

  30. PERSONAL SELLING APPROACHES • PROBLEM SOLVING (PROBLEM-SOLUTION) SELLING • The salesperson defines a customer problem that may be solved by various alternatives.

  31. PERSONAL SELLING POSITIONS • Sales Support Personnel (Missionaries) • New Business (Pioneers and Order Getters) • Existing Business (Order Takers) • Direct to Consumer Sales • Combination Sales Positions

  32. FROM THE TEXT... • Read pages 96 to 127.

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