03.ppersonal selling approches
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Transcript of 03.ppersonal selling approches
THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),
FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia),
MSLIM
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Model that outlines the process for
achieving promotional goals in terms achieving promotional goals in terms
of stages of consumer involvement
with the message.
DDesireesire
AActionction
AAttentionttention
IInterestnterest
AwarenessAwarenessAwarenessAwareness InterestInterestInterestInterest DesireDesireDesireDesire ActionActionActionAction
AdvertisingAdvertisingVery
effective
Very
effective
Somewhat
effective
Not
effective
PublicPublic Very Very Very NotPublicPublic
RelationsRelations
Very
effective
Very
effective
Very
effective
Not
effective
SalesSales
PromotionPromotion
Somewhat
effective
Somewhat
effective
Very
effective
Very
effective
PersonalPersonal
SellingSelling
Somewhat
effective
Very
effective
Very
effective
Somewhat
effective
Internal
factors
CIRCUMSTANCES
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factors
External
factors
Buying behavior Buying decision
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� Summed up as “Everything Was Right for The Sale.”
� Situation Response Theory
� This Theory holds that the particular circumstances
prevailing in a given selling situation cause the prospect in
a predictable way.
� The more skilled the salesperson is in handling the set of
circumstances, the more predictable is the response.
� The set of circumstances includes factors external & internal to
the prospect.
� The salesperson and the remark are external factors.� The salesperson and the remark are external factors.
� Proponents of these theory tends to stress external factors and
the expense of internal factors.
� This is a seller oriented theory: it stresses the importance of the
salesperson controlling the situation.
� Taking a customer for a outing to strike a
deal. Ex. Taking him for a 5 star hotel for a
dinner or lunch and then talk about the deal
Going to star buck or Coffee been for a � Going to star buck or Coffee been for a
discussion
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• The name ‘’buying formula’’ has been given
by E.K. Strong.
• It emphasizes the buyer’s side of the buyer-
seller dyad
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Reduced to its simplest form, the mental processes
involved in a purchase are
Need(or problem) Solution Purchase
After adding the fourth element, it becomes
Need Solution Purchase Satisfaction
After modification in the solution and satisfaction, the
buying formula becomes
Need Product/Service and trade name
Purchase Satisfaction/Dissatisfactionand trade name
After adding adequacy and pleasant feelings, it becomes
Pleasant feelings
NeedProduct/Service and trade name
PurchaseSatisfaction/Dis
satisfaction
Adequacy
� if sales to new prospects are desired, every element in the
formula should be presented.
� developing new uses is comparable to selling to new prospects.
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� Developed using stimuli-response model.
� Sophisticated and advanced version of the “Right set of
circumstances” theory.
Requires 4 essential elementsRequires 4 essential elementsRequires 4 essential elementsRequires 4 essential elements----
1: Drive-A strong internal stimulus.
2: Cues-Weak stimuli when the buyers respond.
o Triggering
o Non-Triggering (specific product-eg. special discounts)
3: Response- What does the buyer do?
4: Reinforcement- Event that strengthens the
buyer’s response tendency.buyer’s response tendency.
B=P*D*K*VB=P*D*K*VB=P*D*K*VB=P*D*K*V
B=Response (e.g. act of buying a product or personalizing a
supplier)supplier)
P=Predisposition (internal response of tendency or force of
habit)
D=Present drive level or the level of motivation
K=value of the product or its potential satisfaction to the buyer
V=Intensity of all cues, triggering and non triggering
� When a product’s potential satisfaction to the
buyer (K) yields rewards, reinforcement occurs.
When P is positive, K is automatically active.� When P is positive, K is automatically active.
� When P and K are positive, customers are more
loyal to the product.
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Uncover and Uncover and Uncover and Uncover and Present Offering Present Offering Present Offering Present Offering
to Satisfy Buyer to Satisfy Buyer to Satisfy Buyer to Satisfy Buyer
Continue Continue Continue Continue
Selling until Selling until Selling until Selling until Uncover and Uncover and Uncover and Uncover and
Confirm Buyer Confirm Buyer Confirm Buyer Confirm Buyer
NeedsNeedsNeedsNeeds
to Satisfy Buyer to Satisfy Buyer to Satisfy Buyer to Satisfy Buyer
NeedsNeedsNeedsNeeds
Selling until Selling until Selling until Selling until
Purchase Purchase Purchase Purchase
DecisionDecisionDecisionDecision
� Need identification
� Need fulfillment
� Need satisfaction
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� Need problem – identify the need behalf of the customer
� Choice problem – help to choose the right offer
� Helping in deciding the choice criteria – helps to select the choice criteria
to obviate the problem
� Product installation – find the best place to install the product in the
customers placecustomers place
� Product choose problem – stand by the customers when he encounters
difficulties on product application
� Product maintenance problems – offers after sales services regularly
� Customer feed back problem – future communication, reporting to the
company etc.
� Problem related to quick damages of defects in products within and
beyond warranty period
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� Eliciting fullest information and queries from both sides
� Reducing doubts from both sides
� Driving out or marginalizing communication barrier
� Handling future problems at ease
� Reducing post purchase anxiety of customers� Reducing post purchase anxiety of customers
� Diminishing media expenditure
� Staving off competitive action
� Meeting future requirement of both side
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� To identify genesis of a buying problem
� To define a buying problem
� To provide alternative solutions to the problem
� To help in evaluating alternative solutions to the � To help in evaluating alternative solutions to the
problem
� To help prospects in selecting a specific solutions i.e.
purchase decision
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� Select team members carefully
� Have an orchestrator. In fact a team leader must act at the helm of the
team, who moderates the team effort
� Stage a pre briefing session
� Hold a debriefing
Be prepared with questions. � Be prepared with questions.
� Keep the number of members to a minimum level
� Successfully answer questions of the customer
� Be flexible in the agenda
� Team members must be at the same wavelength.
� Sell something this should be the goal
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� This is the two way flow of communication
between the buyer and the seller for personal
selling to take place.
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Objectives &
Strategies
Organization
dimension
Economic value added
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Buyer Seller
Structural Positioning
People
Social
Culture
Legal
� The basic notion of personal selling objective and
strategies should be in line with the corporate
objectives and strategies.
� Some of these strategies are as follow� Some of these strategies are as follow
1. Retention strategy
2. Relational marketing
3. Acquisition strategy
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� Location
� Size
� Power structure
Degree of centralization� Degree of centralization
� Organizational orientation
� Risk taking
� Purchase situation
� Types of contract
� Personal relationship
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� This value refer to the worth that the seller
create through products and services that
they manufacture for the buyers. Buyer
receive it as a cost. Buyer will compare it with receive it as a cost. Buyer will compare it with
the perceive value.
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� The formal position of the decision makers in
the buying and selling organization. DMU
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� Human element in personal selling is central
to dyadic relation
1. Interpersonal relationship force to talk
2. Discourse 2. Discourse
3. Convert dissension to acceptance
4. Consolidation or relations
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� Personal selling is a vehicle to establish a
social link between a buyer and a seller. As
selling is basically a human behavior . Social
ingredient and skills for this process is vital ingredient and skills for this process is vital
for a successful long term relationship.
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� This also plays a major role like social in
bridging the organization and society
together by shared values and beliefs. Hence
they are supposedly different between two they are supposedly different between two
organization there for employees should
adopt to the organizational culture which
represent by the products and services they
offer
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� Legal element define and control the
respective rights and obligations of both
buyer and sellers. This is a watch dog of free
and fair business.and fair business.
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Thank you
Thank you
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