CHAPTER THREE Personal Selling. PURPOSES OF SELLING n Introducing Innovation to Markets n Conveying...

CHAPTER THREECHAPTER THREE

Personal SellingPersonal Selling

PURPOSES OF SELLINGPURPOSES OF SELLING

Introducing Innovation to MarketsIntroducing Innovation to Markets Conveying InformationConveying Information Acting as Intelligence Agent Acting as Intelligence Agent Solving Customer ProblemsSolving Customer Problems

ATTITUDES ABOUT ATTITUDES ABOUT SELLINGSELLING

““Sales people are born and not made.”Sales people are born and not made.” ““Sales people must be good talkers.”Sales people must be good talkers.” ““Selling is a matter of knowing the right Selling is a matter of knowing the right

techniques or tricks.”techniques or tricks.” ““A good salesperson can sell ice to an A good salesperson can sell ice to an

Eskimo.”Eskimo.” ““People generally do not want to buy.”People generally do not want to buy.”

TRAITS OF “WINNING TRAITS OF “WINNING SALES PEOPLE”SALES PEOPLE”

Desire to succeedDesire to succeed Continually seek self-improvementContinually seek self-improvement Accept responsibilityAccept responsibility Have mental toughnessHave mental toughness

PERSONAL SELLING AND PERSONAL SELLING AND THE MARKETING MIXTHE MARKETING MIX

Price, Product, Place, and Price, Product, Place, and PromotionPromotion– Advertising, Sales Promotion, Public Advertising, Sales Promotion, Public

Relations, and Personal SellingRelations, and Personal Selling

PERSONAL SELLING IS PERSONAL SELLING IS CUSTOMER ORIENTED CUSTOMER ORIENTED

SELLINGSELLING““Consultative Selling”Consultative Selling”

““Adaptive Selling”Adaptive Selling”

PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS

PRETRANSACTIONAL PHASE PRETRANSACTIONAL PHASE (Prospecting, Qualifying, Precall (Prospecting, Qualifying, Precall Planning)Planning)

TRANSACTIONAL PHASE (Approach, TRANSACTIONAL PHASE (Approach, Needs Discovery, Presentation, Handling Needs Discovery, Presentation, Handling Objections, Closing)Objections, Closing)

POSTTRANSACTIONAL PHASE POSTTRANSACTIONAL PHASE (Service and Follow-up)(Service and Follow-up)


ProspectingProspecting– External SourcesExternal Sources» Direct InquiriesDirect Inquiries

» ReferralsReferrals

» DirectoriesDirectories

» Cold CanvassingCold Canvassing

– Internal SourcesInternal Sources


QualifyingQualifying– Qualified candidates have a Qualified candidates have a needneed, have the , have the

authorityauthority to buy, and can to buy, and can affordafford to buy to buy


Precall PlanningPrecall Planning– What do I want to accomplish?What do I want to accomplish?– What do I know about the prospect?What do I know about the prospect?– Where can I find information?Where can I find information?– What am I going to say?What am I going to say?


Precall Planning--”What do I want to Precall Planning--”What do I want to accomplish?”accomplish?”– determine information on historical determine information on historical

inventory levels.inventory levels.– determine who is involved in the purchasing determine who is involved in the purchasing

decision.decision.– arrange for a follow-up meetingarrange for a follow-up meeting– agreement to a trial-run purchaseagreement to a trial-run purchase


Precall Planning--”What do I know about Precall Planning--”What do I know about the prospect?”the prospect?”– Size of business/products sold/markets Size of business/products sold/markets

servedserved– Key personnelKey personnel– Buying routines/purchasing processBuying routines/purchasing process– Present supplier(s)/volumes purchasedPresent supplier(s)/volumes purchased– Future plansFuture plans


Precall Planning--”Where can I find Precall Planning--”Where can I find information?”information?”– Ask prospect directlyAsk prospect directly– Observe business facilitiesObserve business facilities– Ask other company salespeopleAsk other company salespeople– Ask current customersAsk current customers– Ask competitorsAsk competitors


Precall Planning--”What am I going to Precall Planning--”What am I going to say?”say?”– The Sales Mix ModelThe Sales Mix Model» Presentation PacePresentation Pace

» Presentation ScopePresentation Scope

» Depth of InquiryDepth of Inquiry

» Two-way CommunicationTwo-way Communication

» Visual AidsVisual Aids


Precall Planning--”What am I going to Precall Planning--”What am I going to say?”say?”– Implications for managersImplications for managers» how to structure the presentationhow to structure the presentation

» product, competitive, industry informationproduct, competitive, industry information

» increase rep confidenceincrease rep confidence


The ApproachThe Approach– Securing AppointmentsSecuring Appointments– Establishing Rapport Establishing Rapport


““Why is the approach important?”Why is the approach important?”– It can help capture the buyer’s attentionIt can help capture the buyer’s attention– It can help to establish a harmonious It can help to establish a harmonious

atmosphereatmosphere– It serves as a good transition to the It serves as a good transition to the

presentationpresentation– It can help in need determinationIt can help in need determination


The ApproachThe Approach– Types of ApproachesTypes of Approaches» Introductory ApproachIntroductory Approach

» Assessment ApproachAssessment Approach

» Product ApproachProduct Approach

» Consumer Benefit ApproachConsumer Benefit Approach

» Referral ApproachReferral Approach


Need DiscoveryNeed Discovery– Ascertain buyer benefitsAscertain buyer benefits– Types of questions: permission, fact finding, Types of questions: permission, fact finding,

feeling finding, checkingfeeling finding, checking


Presentation TypesPresentation Types– CannedCanned– OrganizedOrganized– TailoredTailored


The PresentationThe Presentation– Focus on Benefits, not just FeaturesFocus on Benefits, not just Features– Keep it SimpleKeep it Simple– Talk the Prospect’s LanguageTalk the Prospect’s Language– Stress ApplicationStress Application– Get the Prospect Emotionally InvolvedGet the Prospect Emotionally Involved– Seek CredibilitySeek Credibility

FROM THE INTERNETFROM THE INTERNET

Psycho Selling Skills--Getting Inside Psycho Selling Skills--Getting Inside Your Prospect’s HeadYour Prospect’s Head

<http://www.pentech.net/psycho.htm><http://www.pentech.net/psycho.htm>


Overcoming ObjectionsOvercoming Objections LSCPA Approach to Overcoming Objections:LSCPA Approach to Overcoming Objections:– LListen to the buyer’s feelingsisten to the buyer’s feelings

– SShare the concerns without judgmenthare the concerns without judgment

– CClarify the real issue with questionslarify the real issue with questions

– PProblem solve by presenting options/solutionsroblem solve by presenting options/solutions

– AAsk for action to determine commitmentsk for action to determine commitment


ClosingClosing– Alternative ChoiceAlternative Choice– Summary CloseSummary Close


Service and Follow-upService and Follow-up– Entering OrdersEntering Orders– Installation of ProductInstallation of Product– TrainingTraining– Handling Billing ProblemsHandling Billing Problems

FROM THE INTERNETFROM THE INTERNET

““Basic Selling Skills Questionnaire”Basic Selling Skills Questionnaire” <http://www.sales.org/quizes/BSQ.html><http://www.sales.org/quizes/BSQ.html>

PERSONAL SELLING PERSONAL SELLING APPROACHESAPPROACHES

Stimulus-Response SellingStimulus-Response Selling Need Satisfaction SellingNeed Satisfaction Selling Problem Solving SellingProblem Solving Selling


STIMULUS RESPONSE SELLINGSTIMULUS RESPONSE SELLING– Manipulate customer to elicit desired Manipulate customer to elicit desired

responsesresponses


NEED SATISFACTION SELLINGNEED SATISFACTION SELLING– Presentation is tailored to fit needs of buyerPresentation is tailored to fit needs of buyer


PROBLEM SOLVING (PROBLEM-PROBLEM SOLVING (PROBLEM-SOLUTION) SELLINGSOLUTION) SELLING– The salesperson defines a customer problem The salesperson defines a customer problem

that may be solved by various alternatives.that may be solved by various alternatives.

PERSONAL SELLING PERSONAL SELLING POSITIONSPOSITIONS

Sales Support Personnel (Missionaries)Sales Support Personnel (Missionaries) New Business (Pioneers and Order New Business (Pioneers and Order

Getters)Getters) Existing Business (Order Takers)Existing Business (Order Takers) Direct to Consumer SalesDirect to Consumer Sales Combination Sales PositionsCombination Sales Positions

FROM THE TEXTFROM THE TEXT......

Read pages 96 to 127. Read pages 96 to 127.

CHAPTER THREE Personal Selling. PURPOSES OF SELLING n Introducing Innovation to Markets n Conveying...

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