Approaches to personal selling
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Transcript of Approaches to personal selling
Overview of Personal SellingOverview of Personal Selling
Module Two
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Learning ObjectivesLearning Objectives
1. Describe the evolution of personal selling from ancient times to the modern era.
2. Explain the contributions of personal selling to society, business firms, and customers.
3. Distinguish between transaction-focused traditional selling and trust-based relationship selling.
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Learning ObjectivesLearning Objectives
4. Discuss five alternative approaches to selling.
5. Describe the three primary roles fulfilled by consultative salespeople
6. Understand the sales process as a series of interrelated steps.
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Setting the StageSetting the Stage
1. What does Carl Strenger, a UPS Vice President, mean by a “consultative discussion” with the customer?
2. When teaming up with UPS Capital sales personnel, what is the focus of the overall sales strategy?
UPS Builds Trust and Long-Term Customer Relationships
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Personal Selling – DefinedPersonal Selling – Defined
Personal selling refers to personalcommunication with a an audiencethrough paid personnel of anorganization or its agents insuch a way that the audienceperceives the communicator’sorganization as being the sourceof the message.
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
IndustrialRevolution
Post-IndustrialRevolution
War andDepression
ModernEra
1800s1800s 1900s1900s 2000s2000s
Evolution of Personal SellingEvolution of Personal Selling
Selling function became more
structured
Selling function became more
structured
Peddlers selling door to door . . . served as intermediaries
Peddlers selling door to door . . . served as intermediaries
Business organizations employed salespeopleBusiness organizations employed salespeople
Selling function became more professional
Selling function became more professional
As we begin the 21st century, selling continues to develop,becoming more professional and more relational
As we begin the 21st century, selling continues to develop,becoming more professional and more relational
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Contributions of Personal Selling: Salespeople and Society
Contributions of Personal Selling: Salespeople and Society
• Salespeople help stimulate the economy
• Salespeople help with the diffusion of innovation
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Contributions of Personal Selling: Salespeople and the Employing Firm
Contributions of Personal Selling: Salespeople and the Employing Firm
• Salespeople generate revenue
• Salespeople provide market research and customer feedback
• Salespeople become future leaders in the organization
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Contributions of Personal Selling: Salespeople and the Customer
Contributions of Personal Selling: Salespeople and the Customer
• Salespeople provide solutions to problems
• Salespeople provide expertise and serve as information resources
• Salespeople serve as advocates for the customer when dealing with the selling organization
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Transaction-Focused vs. Relationship Focused
Transaction-Focused vs. Relationship Focused
Transaction-FocusedTransaction-Focused Relationship-FocusedRelationship-Focused• Short term thinking• Making the sale has
priority over most other considerations
• Interaction between buyer and seller is competitive
• Salesperson is self-interest oriented
• Long term thinking• Developing the
relationship takes priority over getting the sale
• Interaction between buyer and seller is collaborative.
• Salesperson is customer-oriented
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Classification ofPersonal Selling Approaches
Classification ofPersonal Selling Approaches
• Stimulus Response Selling
• Mental States Selling
• Need Satisfaction Selling
• Problem Solving Selling
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Stimulus Response SellingStimulus Response Selling
Salesperson Provides
Stimuli
BuyerResponses
Sought
Continue Process until
Purchase Decision
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Mental States SellingMental States Selling
Attention Interest Conviction Desire Action
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Need Satisfaction SellingNeed Satisfaction Selling
Uncover and Confirm
Buyer Needs
Present Offering to
Satisfy Buyer Needs
Continue Selling until
Purchase Decision
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Problem Solving SellingProblem Solving Selling
DefineProblem
GenerateAlternativeSolutions
ContinueSelling
untilPurchaseDecision
EvaluateAlternativeSolutions
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Long-term AllyLong-term Ally
Consultative SellingConsultative Selling
The process of helping customers reach their
strategic goals by using the products, service, and expertise of the selling organization.
Strategic OrchestratorStrategic Orchestrator
Business ConsultantBusiness Consultant
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
The Sales Process: An OverviewThe Sales Process: An Overview
Developing Customer
Relationships
Initiating Customer
Relationships
Enhancing Customer
Relationships
Selling Foundations
Selling Strategy
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
The Sales Process: Selling FoundationsThe Sales Process: Selling Foundations
In order to be successful in today’s global business environment, salespeople must have a solid relationship building foundation. They must:
Possess Excellent Communication SkillsPossess Excellent Communication Skills
Understand Buyer BehaviorUnderstand Buyer Behavior
Behave EthicallyBehave Ethically
Be TrustworthyBe Trustworthy
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
The Sales Process: Selling StrategyThe Sales Process: Selling Strategy
In order to be successful in today’s global business environment, salespeople must also think and act strategically. The must develop strategies for:
Their Sales Territories
Each Sales Call
Each Customer
Each strategy is related to the other
Ingram LaForge Avila
Schwepker Jr. WilliamsSales Management:Analysis and Decision Making
Module 2:Overview of Personal Selling
Adding Value through Follow-up, Self-leadership, and Teamwork
The Sales ProcessThe Sales Process
• Prospecting• Preapproach• Presentation Planning• Approaching the Customer
• Sales Presentation Delivery • Earning Customer Commitment
Developing Customer
Relationships
Initiating Customer
Relationships
Enhancing Customer
Relationships