Manning Selling 3ce Ch01
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Transcript of Manning Selling 3ce Ch01
Copyright © 2004 Pearson
Education Canada Inc.1-1
1
Personal Selling Today
Introduction and Overview
CHAPTER
Copyright ©2004 Pearson
Education Canada Inc. 1-2
1CHAPTER Personal Selling Today
Learning Objectives: Describe the contributions of personal selling to today’s
information economy Define “personal selling” and discuss the topic as an extension of
the Marketing concept Describe the evolution of consultative selling from the Marketing
era to present Define strategic selling and name the four broad areas in the
Strategic/Consultative Selling Model Define relationship selling and name the three things that
enhance it Describe how value-added selling strategies enhance the customer
experience
Copyright ©2004 Pearson
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1CHAPTER Personal Selling in the Information Age
INCREASES IN RELATIONSHIP SELLING AND RELATIONSHIP MARKETING
Industrial Economy 1860-1960•Major advances in manufacturing and transportation•Strategic Resource is capital and natural resources•Business is defined by its products and factories
Information Economy 1960-2020•Major advances in information technology•Strategic resource is information•Business is defined by customer relationships•Sales success depends on creating value for customers
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1CHAPTER
Value-Added Selling“Improving the sales process to
create value for the customer. Salespeople add value when they offer better advice and product solutions, carefully manage customer relationships, and provide better service after the sale.”
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1CHAPTER
Personal Selling Defined Personal Selling involves person-to-person
communication with a prospect. It is a process of developing relationships, discovering needs, matching appropriate products to these needs, and communicating benefits through informing, persuading, and reminding.
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1CHAPTER
Personal Selling Philosophy involves Appreciating the value of Personal Selling Adopting the Marketing Concept Becoming a problem solver and partner with
your customers to help them make better buying decisions
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1CHAPTER Strategic/Consultative Selling Model
Strategic Step Prescription
Develop a Personal Selling Philosophy
Value Personal Selling Adopt Marketing Concept Become a Problem
Solver/Partner
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1CHAPTER
Evolution of Personal Selling (1950 to Present)
Sales and Marketing Eras
Selling Emphasis
Marketing Era (Middle 1950’s-1960”s)
Determine needs and wants of target markets and adapt to delivering desired satisfaction. Customer orientation replaces product orientation.
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1CHAPTER
Evolution of Personal Selling (1950 to Present) Sales and Marketing Eras
Selling Emphasis
Marketing Era (Middle 1950’s-1960”s)
Determine needs and wants of target markets and adapt to delivering desired satisfaction. Customer orientation replaces product orientation.
Consultative Selling Era (Late 1960’s-1970’s)
Salespeople becoming diagnosticians of customer’s needs as well as consultants. Mass markets change to target markets.
Copyright ©2004 Pearson
Education Canada Inc. 1-10
1CHAPTER
Evolution of Personal Selling (1950 to Present) Sales and Marketing Eras
Selling Emphasis
Marketing Era (Middle 1950’s-1960”s)
Determine needs and wants of target markets and adapt to delivering desired satisfaction. Customer orientation replaces product orientation.
Consultative Selling Era (Late 1960’s-1970’s)
Salespeople becoming diagnosticians of customer’s needs as well as consultants. Mass markets change to target markets.
Strategic Selling Era (1980’s)
Evolution to a more complex selling environment with greater emphasis on niches. More emphasis on planning.
Copyright ©2004 Pearson
Education Canada Inc. 1-11
1CHAPTER Evolution of Personal Selling (1950 to Present)
Sales and Marketing Eras
Selling Emphasis
Marketing Era (Middle 1950’s-1960”s)
Determine needs and wants of target markets and adapt to delivering desired satisfaction. Customer orientation replaces product orientation.
Consultative Selling Era (Late 1960’s-1970’s)
Salespeople becoming diagnosticians of customer’s needs as well as consultants. Mass markets change to target markets.
Strategic Selling Era (1980’s)
Evolution to a more complex selling environment with greater emphasis on niches. More emphasis on planning.
Relationship Selling Era (1990’s-Present)
Salespeople are encouraged to consider long term, high quality partnerships with customers. Automation and information important.
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1CHAPTER
Strategic Market Plan - Definition A Strategic Market Plan outlines the
methods and resources required to achieve an organization’s goals within a specific target market, taking into consideration all the major functional areas of the business that must be coordinated, such as production, marketing, finance, and human resource management.
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1CHAPTER
Tactics versus Strategies
Tactics are techniques, practices, or methods salespeople use during face-to-face interactions with customers, while strategies are what salespeople employ as a result of pre-call planning to ensure that they call on the right people, at the right time, and with the right tactics to achieve positive results.
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1CHAPTER
Focus on Relationship Selling
Salespeople who have adopted Relationship Selling work hard to build and nourish long term partnerships. They rely on a personal, customized approach to each customer.
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1CHAPTER
Duration of Relationships Insert Figure 1.4 here Duration of Relationships
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1CHAPTER
Integrated Marketing Communications
Insert Figure 1.5 here. Integrated Marketing
Communications
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1CHAPTER Strategic/Consultative Selling Model
Strategic Step Prescription
Develop a Personal Selling Philosophy
Value Personal Selling Adopt Marketing Concept Become a Problem Solver/Partner
Marketing Concept•coordinate all activities•to create satisfied customers•and achieve company goals.
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1CHAPTER Strategic/Consultative Selling Model
Strategic Step Prescription
Develop a Personal Selling Philosophy
Value Personal Selling Adopt Marketing Concept Become a Problem Solver/Partner
Develop a Relationship Strategy
Project positive, professional image Practise communication-style flexing Behave ethically
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Education Canada Inc. 1-19
1CHAPTER Strategic/Consultative Selling Model
Strategic Step Prescription
Develop a Personal Selling Philosophy
Value Personal Selling Adopt Marketing Concept Become a Problem Solver/Partner
Develop a Relationship Strategy
Project positive, professional image Practise communication-style flexing Behave ethically
Develop a Product Strategy Become a product expert Sell benefits Configure value-added solutions
Copyright ©2004 Pearson
Education Canada Inc. 1-20
1CHAPTER Strategic/Consultative Selling Model
Strategic Step Prescription
Develop a Personal Selling Philosophy
Value Personal Selling Adopt Marketing Concept Become a Problem Solver/Partner
Develop a Relationship Strategy
Project positive, professional image Practise communication-style flexing Behave ethically
Develop a Product Strategy Become a product expert Sell benefits Configure value-added solutions
Develop a Customer Strategy Understand customer behaviour Discover customer needs Develop prospect base
Copyright ©2004 Pearson
Education Canada Inc. 1-21
1CHAPTER Strategic/Consultative Selling Model
Strategic Step Prescription
Develop a Personal Selling Philosophy
Value Personal Selling Adopt Marketing Concept Become a Problem Solver/Partner
Develop a Relationship Strategy
Project positive, professional image Practise communication-style flexing Behave ethically
Develop a Product Strategy Become a product expert Sell benefits Configure value-added solutions
Develop a Customer Strategy
Understand customer behaviour Discover customer needs Develop prospect base
Develop a Presentation Strategy
Prepare objectives Develop presentation plan Provide outstanding service
*Strategic/consultative selling evolved in response to increased competition, more complex products, increased emphasis on customer needs, and growing importance of long term relationships.
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1CHAPTER
Create Customer Value
Insert Figure 1.8 here. Create Customer Value