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SALES MANAGEMENTSALES MANAGEMENTBuyers ± Seller Dyads

The buyer-seller interactions are DYADS by socialists. A salesman and the prospective

buyer when interact are an example of ³buyer-seller dyad´. THE DICTIONERYMEANING OF DYAD IS ³A PAIR OF UNITS TREATED AS ONE´.

 An advertisement by a company, which motivate the buyers to buy the products is

another example of ³buyer seller dyad´.

Salesman-customer 

Role & characteristics Personal characteristics

Personal affiliation

Needs and expectations  Adjustments

Choice of Strategy Negotiation

 Adapt

Exchange

Experiences forming good or bad notions giving repeat salesOr no orders for future

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SALES MANAGEMENTSALES MANAGEMENTProspecting

THE SELLING PROCESS

Prospecting

It is efficient organisation of TIME and VISIT

The organisation of planned or scheduled visits of the sales persons so that optimum

results are obtained with every visit of the person

They try avoiding wastage of time and money spent in traveling to the customers

who are not likely to be buyers (by either not visiting or by fixing appointments in

advance so that the waiting / idle time is minimal)

The 4 steps in prospecting are;

1. Searching out potential accounts - Trade directories

- Business magazines

- References

2. Relating company products to each prospect¶s requirements

3. Qualifying prospects and determining probable requirement

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SALES MANAGEMENTSALES MANAGEMENTProspecting

4. Formulating prospect definitions - Is the buyer willing

- Financial capability- Authority to buy / or 

influence buying decisions

These steps may also be classified as Pre-approach, Approach, Needs

Identification and Presentations

Sales Resistance/Handling ObjectionsThe prospects show signs of resistance which may be real or imagined and may

show objections.

The sales persons therefore need to be skilled, prepared to face such resistances,

be ready with and have complete knowledge of all mix elements, to successfully

make a sale.

The resistances may be following types;

1. Obstacles to sales

2. Sales objections

Closing Sales

Implementation and follow up

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SALES MANAGEMENTSALES MANAGEMENTProspecting

Diversity of Personal SellingThe diversity may be Service or Development Selling

Service Selling may be selling to existing customers while Developmental

selling is to convert prospectus into customers

The grouping may be as under 

 A. Service selling

i. Inside order taker (call center people selling on phone)

ii. Delivery salesman

iii. Route / Merchandising salesman

iv. Missionary

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SALES MANAGEMENTSALES MANAGEMENTProspecting

B. Developmental selling

i. Creative salesperson of Tangible

ii. Creative salesperson of Intangibles

C. Developmental selling with unusual creativity

i. Commodity selling to someone for applications for other customers ±plastics granules/steel selling companies develop applications and

then give to processors for manufacturing item for others

ii. Engaged in multiple sales ± needs to make presentations to many

departments / ministry for selling aircraft

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SALES MANAGEMENTSALES MANAGEMENTTheories of selling

THEORIES OF SELLING

While some experts say that selling is an art, many also believe that it is

science. In actual practice, it is a combination of both.

AIDAS Theory of Selling

Securing Attention

Gaining Interest

Kindling Desire

Inducing Actions

Building Satisfaction

³RIGHT SET OF CIRCUMSTANCES´ Theory of Selling

The circumstances internal and external both, when handled properly, by the

skill of the salesmen, result in sales.

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SALES MANAGEMENTSALES MANAGEMENTTheories of selling

³BUYING FORMULA´ Theory of Selling ± ³buyer oriented´

Need------Solution------Purchase-------Satisfaction

In this the buyers¶ needs are important and the salesman must try to help

buyer find a solution to the problems

³BEHAVIORAL EQUATIONS´ Theory of Selling

The four essential elements of the learning process in this stimulus-response

model are;

Drive ± could be due to physiological needs or social needs

Cues ± the cues may be µTriggering¶ or µNon-triggering¶. Triggering

cues may activate purchases while non triggering may operate at any

other time and may be sometime informational

Response ± what the buyer does

Reinforcement ± when the buy action is reinforced