Overview of Personal Selling Module Two. Industrial Revolution Industrial Revolution Post-Industrial...

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Overview of Personal Overview of Personal Selling Selling Module Two Module Two

Transcript of Overview of Personal Selling Module Two. Industrial Revolution Industrial Revolution Post-Industrial...

Page 1: Overview of Personal Selling Module Two. Industrial Revolution Industrial Revolution Post-Industrial Revolution Post-Industrial Revolution War and Depression.

Overview of Personal SellingOverview of Personal Selling

Module TwoModule Two

Page 2: Overview of Personal Selling Module Two. Industrial Revolution Industrial Revolution Post-Industrial Revolution Post-Industrial Revolution War and Depression.

IndustrialIndustrialRevolutionRevolution

Post-IndustrialPost-IndustrialRevolutionRevolution

War andWar andDepressionDepression

ModernModernEraEra

1800s1800s 1900s1900s 2000s2000s

Evolution of Personal SellingEvolution of Personal Selling

Selling function became more

structured

Peddlers selling door to door . . . served as intermediaries

Business organizations employed salespeople

Selling function became more professional

As we begin the 21As we begin the 21stst century, selling continues to develop, century, selling continues to develop,becoming more professional and more relationalbecoming more professional and more relational

Page 3: Overview of Personal Selling Module Two. Industrial Revolution Industrial Revolution Post-Industrial Revolution Post-Industrial Revolution War and Depression.

Continued Evolution of Personal SellingContinued Evolution of Personal Selling

ChangeChange Salesforce ResponseSalesforce Response

More emphasis More emphasis on improving on improving sales productivitysales productivity

Increased use of technology Increased use of technology Increased use of lower-cost-Increased use of lower-cost-

per-contact methodsper-contact methodsMore emphasis on profitability More emphasis on profitability

objectivesobjectives

Intensified Intensified competitioncompetition

More emphasis on developing More emphasis on developing and maintaining _________, and maintaining _________,

long-term customer long-term customer relationshipsrelationships

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Continued Evolution of Personal SellingContinued Evolution of Personal Selling

ChangeChange Salesforce ResponseSalesforce Response

Demand for in-depth, Demand for in-depth, specialized knowledge specialized knowledge as an input to purchase as an input to purchase decisionsdecisions

____________________________

More emphasis on More emphasis on ____________ sales training____________ sales training

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Contributions of Personal Selling: Contributions of Personal Selling: Salespeople and SocietySalespeople and Society

• Salespeople helpSalespeople help__________________________________

• Salespeople help withSalespeople help withthe _________________the _________________

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Contributions of Personal Selling: Contributions of Personal Selling: Salespeople and the Employing FirmSalespeople and the Employing Firm

• Salespeople _____________Salespeople _____________

• Salespeople provide _________ Salespeople provide _________ and ______________and ______________

• Salespeople become _________ Salespeople become _________ in the organizationin the organization

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Contributions of Personal Selling: Contributions of Personal Selling: Salespeople and the CustomerSalespeople and the Customer

• Salespeople ______________ to Salespeople ______________ to problemsproblems

• Salespeople _____________ Salespeople _____________ and serve as information and serve as information resourcesresources

• Salespeople serve as ________ Salespeople serve as ________ for the customer when dealing for the customer when dealing with the selling organizationwith the selling organization

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Contributions of Personal Selling: Contributions of Personal Selling: Buyer PreferencesBuyer Preferences

• Are __________Are __________• Understand general business and economic Understand general business and economic

trends, as well as the buyer's businesstrends, as well as the buyer's business• Provide ________ throughout the sales processProvide ________ throughout the sales process• Help the buyer to solve problemsHelp the buyer to solve problems• Have a pleasant personality and a good Have a pleasant personality and a good

professional appearanceprofessional appearance• _________ all aspects of the product and _________ all aspects of the product and

service to provide a total packageservice to provide a total package

Industrial buyers prefer to deal with salespeople who:

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Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches

• ______________________________________• ______________________________________• ______________________________________• ______________________________________• ______________________________________

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Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches

Stimulus ResponseStimulus Response– The key idea is that various stimuli can The key idea is that various stimuli can

elicit predictable responses.elicit predictable responses.– An example of the stimulus response view An example of the stimulus response view

of selling would be continued affirmation.of selling would be continued affirmation.

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Stimulus Response SellingStimulus Response Selling

Salesperson Salesperson Provides Provides ________________

BuyerBuyer____________________

SoughtSought

Continue Continue Process until Process until ____________________________________________

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Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches

Mental StatesMental States– Assumes the ____________ is essentially Assumes the ____________ is essentially

identical for most buyersidentical for most buyers– Buyers are led through certain _________Buyers are led through certain _________– AIDA (___________________________)AIDA (___________________________)

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Mental States SellingMental States Selling

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Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches

Need SatisfactionNeed Satisfaction– Based on the notion that the customer is Based on the notion that the customer is

____________________________________________________________– Salesperson uses questioning, probing Salesperson uses questioning, probing

tactic to ________________________tactic to ________________________

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Need Satisfaction SellingNeed Satisfaction Selling

Uncover and Uncover and Confirm Confirm

______________________

Present Present _________ to _________ to

Satisfy Satisfy ______________________

Continue Continue ______ until ______ until _________ _________

DecisionDecision

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Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches

____________________________________– An extension of need satisfaction sellingAn extension of need satisfaction selling– Sometimes competitors’ offerings are Sometimes competitors’ offerings are

included as alternativesincluded as alternatives

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Problem Solving SellingProblem Solving Selling

DefineDefine__________________

GenerateGenerate________________________________

ContinueContinueSellingSelling

untiluntilPurchasePurchaseDecisionDecision

________________AlternativeAlternativeSolutionsSolutions

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Consultative SellingConsultative Selling

The process of helping The process of helping customers reach their customers reach their

strategic goals by using strategic goals by using the products, service, the products, service, and expertise of the and expertise of the selling organization.selling organization.

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The Sales Process: An OverviewThe Sales Process: An OverviewSalespersonAttributes

_________ _________ Customer Customer

RelationshipsRelationships

__________ __________ Customer Customer

RelationshipsRelationships

__________ __________ Customer Customer

RelationshipsRelationships

Selling Selling FoundationsFoundations

Selling Selling StrategyStrategy

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The Sales Process: The Sales Process: Selling FoundationsSelling FoundationsSalesperson

Attributes

Possess Excellent Possess Excellent Communication SkillsCommunication Skills

Understand Buyer BehaviorUnderstand Buyer Behavior

Be Trustworthy and Be Trustworthy and Behave EthicallyBehave Ethically

In order to be successful in today’s global business In order to be successful in today’s global business environment, salespeople must have a solid relationship environment, salespeople must have a solid relationship building foundation. They must: building foundation. They must:

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The Sales Process:The Sales Process:Selling StrategySelling Strategy

In order to be successful in today’s global business In order to be successful in today’s global business environment, salespeople must also think and act environment, salespeople must also think and act strategically. The must develop strategies for:strategically. The must develop strategies for:

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The Sales ProcessThe Sales ProcessSalespersonAttributes

• ______________• ______________• ______________• ______________

Developing Developing Customer Customer

RelationshipsRelationships

Initiating Initiating Customer Customer

RelationshipsRelationships

Enhancing Enhancing Customer Customer

RelationshipsRelationships

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The Sales ProcessThe Sales ProcessSalespersonAttributes

• ________________________ • ________________________

Developing Developing Customer Customer

RelationshipsRelationships

Initiating Initiating Customer Customer

RelationshipsRelationships

Enhancing Enhancing Customer Customer

RelationshipsRelationships

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____________________________, ____________________________

The Sales ProcessThe Sales ProcessSalespersonAttributes

Developing Developing Customer Customer

RelationshipsRelationships

Initiating Initiating Customer Customer

RelationshipsRelationships

Enhancing Enhancing Customer Customer

RelationshipsRelationships