6 - 1 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process...

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ChapterChapter66

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Why personalselling?

Adaptiveselling

Sellingprocess

Usingstrategies

Role ofknowledge

Social stylematrix

Customerexpectations

Versatility

Strengths/weaknesses

Alternativesystems

Terminology

Some questions answered inSome questions answered inChapter 6Chapter 6

What is adaptive selling?

Why is it important for salespeople to practice adaptive selling?

What kind of knowledge do salespeople need to practice adaptive selling?

How can salespeople acquire this knowledge?

How can salespeople adapt their sales strategies, presentations, and social styles to various situations?

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Adaptiveselling

Sellingprocess

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Personal sellingPersonal selling

Personal selling is the most expensive form of communicating with customers, yet firms use it anyway.

Why?

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Adaptiveselling

Sellingprocess

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Role ofknowledge

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Adaptive sellingAdaptive selling

Salespeople practice adaptive selling when they use different sales presentations for different customers and alter their sales presentation during a sales call based on the nature of the sales situation.

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Being adaptiveBeing adaptive

Is your behavior different at a restaurant if you are there with your best friends than it is when you’re there with your parents?

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Ability to customize the messageAbility to customize the message

Standardmemorized

presentation

Outlinedpresentation

Customizedpresentation

Ability to customizethe message

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The selling processThe selling process

Buildingcredibility

Makingadjustments

Identifying or reiteratingbuyer’s needs

Making a goodimpression

Relating featuresto benefits

Assessing thebuyer’s reactions

Securing acommitment

In which stage of the selling process is the ability to customize the message the least important?

1

2

3

4

5

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Should salespeople adopt one of these Should salespeople adopt one of these strategies and use it on all customers?strategies and use it on all customers?

Increase the rating of your product

Decrease the rating of the competitor’s product

Increase importance weight

Decrease importance weight

Add new characteristics

1.Yes2.No

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Buyers want the salesperson to Buyers want the salesperson to understand their businessunderstand their business

“Do your homework. … Know ahead of time what we’re up against in the market, what we’re trying to do. If I offer to show you around, jump at the chance. Or, better yet, ask me yourself.”

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Knowledge makes it easier Knowledge makes it easier to practice adaptive sellingto practice adaptive selling

Knowledge is organized into categoriesProduct and company knowledge

Greater knowledge more flexibility

Each category consists ofMethod of classifying customer (categorical)

Approach to selling the customer (procedural)

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Approaches for developing knowledgeApproaches for developing knowledge

Tap knowledge from experts

Read company materials and trade publications

Use market research information

Ask for feedback

Analyze successes and failures

Develop an intrinsic orientation toward your work

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Social style matrixSocial style matrix

Analytical

Amiable Expressive

Driver

Exhibit 6.4

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Cues for recognizing social stylesCues for recognizing social styles

AnalyticalAchievement awards on wallOffice is work-oriented, showing much activityConservative dressLikes solitary activities (e.g., reading, individual sports)

Amiable

Driver

Expressive

Exhibit 6.5

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AmiableOffice has friendly, open atmospherePictures of family displayedPersonal mementos on the wallDesk placed for open contact with peopleCasual or flamboyant dressLikes solitary activities (e.g., reading, individual sports)

Analytical Driver

Expressive

Exhibit 6.5

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ExpressiveMotivational slogan on the wallOffice has friendly, open atmosphereCluttered, unorganized deskDesk placed for open contact with peopleCasual or flamboyant dressLikes group activities (e.g., politics, team sports)

Analytical Driver

Amiable

Exhibit 6.5

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Exhibit 6.5

DriverAchievement awards on the wallNo posters or slogans on office wallsCalendar prominently displayedFurniture placed so contact with people is across the deskConservative dressLikes group activities (e.g., politics, team sports)

Analytical

ExpressiveAmiable

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Social style matrix:Social style matrix:customer expectationscustomer expectations

DriverAtmosphere: Businesslike

Interview Pace: Quick

Information provided: Salesperson’s qualifications; value of product

ExpressiveAtmosphere: Open, friendly

Interview Pace: Quick

Information provided:What salesperson thinks; whom s/he knows

AnalyticalAtmosphere: Open, honest

Interview Pace: Deliberate

Information provided: Evidence of salesperson’s expertise in solving problems

AmiableAtmosphere: Businesslike

Interview Pace: Deliberate

Information provided: Evidence that salesperson is trustworthy, friendly

Exhibit 6.6

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DriverSalesperson should provide:

Documented evidence, stress results

Presentation of benefits: What product can do

ExpressiveSalesperson should provide:

Recognition and approvalPresentation of benefits:

Who has used this product

AnalyticalSalesperson should provide:

Evidence that salesperson has analyzed the situation

Presentation of benefits:How product can solve the problem

AmiableSalesperson should provide:

Evidence that salesperson is trustworthy, friendly

Presentation of benefits:Why product is best to solve problem

Exhibit 6.6

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DriverAssistance to aid decision-

making:Explanation of options and probabilities

ExpressiveAssistance to aid decision-

making:Testimonials

AnalyticalAssistance to aid decision-

making:Evidence and offers of service

AmiableAssistance to aid decision-

making: Guarantees and assurances

Exhibit 6.6

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Indicators of versatilityIndicators of versatility

Exhibit 6.7

Less versatileLimited ability to adapt to other’s needs

Specialist

Well-defined interests

Sticks to principles

Predictable

Looks at one side of an issue

More versatileAble to adapt to other’s needs

Generalist

Broad interests

Negotiates issues

Unpredictable

Looks at many sides of an issue

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Adaptive behaviorsAdaptive behaviors

Less adaptive“I’ll tell you how it

should be done.”

“I’m right.”

“It’s always been done this way.”

“You’re wrong.”

“Take me or leave me.”

More adaptive“Let’s discuss it.”

“I see your point. We’ll do it your way.”

“I’m always looking for new ideas.”

“I want to understand.”

“How can I accommodate you?”

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Exhibit 6.8

Reducing assertiveness

Ask for customer’s opinion

Acknowledge merits of customer’s viewpoint

Listen without interruption

Be more deliberate; don’t rush

Let customer direct flow of conversation

Increasing assertiveness

Get to the point

Don’t be vague or ambiguous

Volunteer information

Be willing to disagree

Take a stand

Initiate conversations

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Reducing responsiveness

Become businesslike

Talk less

Restrain enthusiasm

Make decisions based on facts

Stop and think

Increasing responsiveness

Verbalize feelings

Express enthusiasm

Pay personal compliments

Spend time on relationships rather than business

Socialize, engage in small talk

Use nonverbal communication

Exhibit 6.8

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Strengths / weaknessesStrengths / weaknesses

1. amiable2. analytical3. driver4. expressive

The best social style for a salesperson is:

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Adaptiveselling

Sellingprocess

Usingstrategies

Role ofknowledge

Social stylematrix


Versatility


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Social style matrix:Social style matrix:strengths and weaknessesstrengths and weaknesses

DriverStrengths:

Strong-willed, independent, practical, decisive, efficient

Weaknesses:Pushy, severe, tough, dominating, harsh

ExpressiveStrengths:

Enthusiastic, ambitious, stimulating, dramatic, friendly

Weaknesses:Manipulative, undisciplined, egotistical, excitable, reacting

AnalyticalStrengths:

Industrious, persistent, serious, exacting, orderly.

Weaknesses:Critical, indecisive, stuffy, picky, moralistic

AmiableStrengths:

Supportive, respectful, willing, dependable, agreeable

Weaknesses:Conforming, unsure, pliable, dependent, awkward

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Alternative categorization systemsAlternative categorization systems

Buzzota and LeftonWarm-Hostile

Dominant-Submissive

Manning and ReeceDominance

Sociability

AlessandraSupporting-Controlling

Direct-Indirect

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Any questions about the terminology?Any questions about the terminology?

Adaptive selling

Amiable

Analytical

Assertiveness

Customized presentation

Diagnostic feedback

Driver

Expert system

Expressive

Extrinsic orientation

Intrinsic orientation

Outlined presentation

Performance feedback

Responsiveness

Social style matrix

Standard memorized presentation

Versatility

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Adaptiveselling

Sellingprocess

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Role ofknowledge

Social stylematrix


Versatility


Alternativesystems

Terminology

6 - 1 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process...

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