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Professional Selling Overview

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To introduce the reader or the learner to the fundamentals of professional selling.

To introduce the reader or the learner to the fundamentals of professional selling.

Published in: Career, Education, Business

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  • 1. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge)Professional Selling Overview
  • 2. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge)Professional Selling OverviewKeyPoints to develop in your own time!Introductory concepts @ OxfordCambridge.Org all for free and free for all.The information gathered here are under KeyPoints format and may be use:- Either to give the reader an overview before deciding for a full scale study of the subject.- Or to guide readers in expanding their knowledge on the given topic.Some recommendations, perhaps:- Identify all the KeyPoints on which you feel a need to expand your knowledge.- Choose a good book or two and/or info from Internet.- And then work towards gaining that knowledge.Please enjoy!
  • 3. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge)Aim of publicationTo introduce the reader or the learner to thefundamentals of professional selling.
  • 4. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge)After developing the KeyPoints outlined in this publication, you shouldmainly be able to:☺ explain the scope of selling☺ describe what sales staff do☺ explain how companies communicate☺ identify the needs of different types of customers☺ explain the steps involved in an organisational buying process☺ identify different types of buying decisionsLearning Objectives
  • 5. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge)After developing the KeyPoints outlined in this publication, you shouldmainly be able to:☺ respond to different types of organisational buyers☺ explain buying motives☺ explain how needs develop☺ deduce what a buyer can afford☺ begin a relationship properly☺ deal effectively with grievances☺ know how to build trustLearning Objectives
  • 6. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge)☺ Defining Personal Selling☺ Buying Processes☺ Customer Needs☺ Cultivating RelationshipsEffective Business Meetings - Sections list
  • 7. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge)☺ Scope of selling☺ Sales activities☺ CommunicationDefining Personal SellingTo explain what personal selling is.
  • 8. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Defining Personal Selling - Highlights☺ After going through these KeyPoints youshould be able to:• discuss the changing role of thesalesperson• discuss organisational learning• describe the activities common to alltypes of sales jobs• discuss the changing role of the salesforce• discuss organisational change• outline the different methods thatorganisations use to communicate withcustomers• discuss the strengths and weaknessesof different communication methods
  • 9. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Defining Personal Selling - Summary☺ Personal selling is an interpersonalcommunication process, that involvessatisfying the needs of customers andbuilding long-term, mutually beneficialrelationships with them.☺ Sales personnel should be able to analyzecustomer needs and effectively explainthese needs to the organisation.☺ Adaptive learning occurs when anorganisation uses knowledge acquired fromthe sales force to improve its currentactivities.☺ Generative learning, on the other hand,occurs when an organisation uses thisknowledge to develop new products.☺ Sales personnel are involved in finding newcustomers, increasing sales to existingcustomers, demonstrating products,negotiating, and writing orders.
  • 10. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Defining Personal Selling - Summary☺ Sales personnel work with other companyemployees to make sure that the productmeets the customers demands.☺ Because the role of the sales force ischanging to accommodate long-termrelations with customers, organisations arechanging their structures.☺ Hierarchies structures tend to bereplaced with flatter, more efficient onesthat focus on core processes such ascustomer relations, and multifunctionalteams are becoming more important inorganisations.☺ Sales personnel work with other companyemployees to make sure that the productmeets the customers demands.
  • 11. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Defining Personal Selling - Summary☺ Because the role of the sales force ischanging to accommodate long-termrelations with customers, organisations arechanging and will change their structures.☺ Hierarchies structures tend to bereplaced with flatter, more efficient onesthat focus on core processes such ascustomer relations, and multifunctionalteams are becoming more important inorganisations.☺ Organisations use marketingcommunications to provide customers withinformation about a product and how itcan be purchased.
  • 12. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Defining Personal Selling - Summary☺ The main methods of marketingcommunications are personal selling,advertising, sales promotion, publicity, andword of mouth.☺ The methods differ in terms of thecontrol, flexibility, and credibility theyoffer, and in terms of their cost to theorganisation.
  • 13. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge)☺ Types of customers☺ Organisational buying concept☺ Organisational buying decisions☺ Selling to organisationsBuying ProcessesTo explain how buying decisions are made in organisations.
  • 14. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Buying Processes - Highlights☺ After completing these KeyPoints youshould be able to:• describe the role of customers who areproducers and re-sellers• describe customers from governmentagencies and institutions as well as thegeneral consumer• describe how Sales personnel negotiatewith customers• describe the buying process• describe new-task decisions• describe straight and modified re-buys• identify the strategies required inorganisational selling
  • 15. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Buying Processes - Summary☺ Customers that Sales personnel encounterinclude producers, resellers, governmentagencies, institutions, and consumers.☺ Producers can act as original equipmentmanufacturers (OEMs) or as end-usersand resellers.☺ Government agencies and institutions suchas churches, hospitals, and colleges haveintricate purchasing procedures that Salespersonnel need to acquaint themselveswith before negotiations can begin.☺ Selling to an organisation requires moreskill than selling to ordinary consumersbecause negotiations are more complex.☺ Sales personnel need to interact with awide variety of people in the customerscompany and coordinate variousdepartments in their own companies.
  • 16. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Buying Processes - Summary☺ The buying process involves recognizingthe need for a product; defining andspecifying the product; soliciting,analyzing, and evaluating proposals fromsuppliers; placing the order; andevaluating performance.☺ It is in the interests of the salespersonto be involved in the early stages of thebuying process and to stay involved in theevaluation of a product for futurebusiness opportunities.☺ A customer makes new-task, straight re-buy, or modified re-buy decisions fordifferent types of products at differentstages of a companys life.☺ These decisions focus on different areasof the buying process and entail differentstrategies on the part of the salesperson.
  • 17. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge)☺ Defining needs☺ How needs developCustomer NeedsTo differentiate between types of buying needs and their roles in large and smallsales.
  • 18. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Customer Needs - Highlights☺ After developing these KeyPoints youshould be able to:• differentiate between business needs,personal needs, and task needs• describe rational and emotional motivesfor buying and how they relate toproduct attributes• describe the differences in customerneeds development in small and largesales• explain the value of implied andexplicit needs as buying signals in smalland large sales• discuss the effect of the valueequation on customers buying decisions
  • 19. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Customer Needs - Summary☺ The awareness of a lack of somethingprovides the initial stimulus to buy. Thislack or shortage - whether tangible orintangible - is called a need.☺ It is often useful to differentiatebetween needs and wants - a want arisesfrom a need.☺ Personal needs satisfy basic humanbehavioral needs, while business needs arethe goods and services required forconducting a business.☺ Task needs are tools and resources thatenable people to do their work.
  • 20. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Customer Needs - Summary☺ Customers base their buying decisions onrational or emotional buying motives, or ona combination of these.☺ Sales personnel need to relate theirproducts to the rational and emotionalneeds of customers at the levels ofproduct features, advantages, andbenefits.☺ Needs develop differently in large andsmall sales.☺ For example, in large sales, customersconsider more closely the risks of wrongbuying decisions.☺ They also must justify their purchasesrationally and tend to involve others intheir buying decisions.
  • 21. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Customer Needs - Summary☺ Implied needs are expressed in the formof problems or difficulties, while explicitneeds are stated as wants or desires.☺ Small sales become more likely whencustomers express many implied needs.☺ To increase the likelihood of large sales,however, Sales personnel need toencourage their customers to voice asmany explicit needs as possible.☺ The value equation - or "value for money"- compares the seriousness of a problemto the cost of its solution.
  • 22. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge)☺ Beginning the relationship☺ Dealing with grievances☺ Handling customer complaints☺ Building trustCultivating RelationshipsTo demonstrate how sales personnel cultivate relationships with customers andclients.
  • 23. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Cultivating Relationships - Highlights☺ After developing these KeyPoints youshould be able to:• describe the value of satisfiedcustomers• explain how to build a relationshipproperly• discuss good after-sales service• discuss how to deal with grievances• explain techniques for establishing thefacts of a customers claim• identify solutions that Sales personnelcan offer customers• discuss the importance of followingthrough with action
  • 24. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Cultivating Relationships - Highlights• discuss ways sales staff candemonstrate dependability• explain how sales staff can provecompetence and customer direction• describe how sales professionals candemonstrate honesty and geniality
  • 25. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Cultivating Relationships - Summary☺ Successful companies can maintain acompetitive edge by developingpartnerships with customers.☺ When customers need to make buyingdecisions, they are more likely to returnto companies with whom they have a goodrelationship.☺ When establishing a good customerrelationship, the salesperson should setrealistic expectations, monitor orderprocessing, and ensure proper use of theproduct.☺ The salesperson may need to providetechnical assistance or training to makesure that the customer is able to use theproduct effectively.☺ Successfully handling complaints at thebeginning of the buyer-seller relationshipis particularly important.
  • 26. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Cultivating Relationships - Summary☺ The salesperson should encourage thecustomer to present his or her problem indetail so that the grievance can be fullyunderstood.☺ Once the nature of a customers problemhas been established, the salespersonshould put forward a solution and explainthe reasons for the action.☺ Following through with action improvescustomer satisfaction and supports thesalespersons previous assurances that thecompany is dedicated to customer service.☺ Trust develops from a combination of fivefactors - dependability, competence,customer direction, honesty, and geniality.
  • 27. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)Cultivating Relationships - Summary☺ Dependability refers to the customersperception of whether or not thesalesperson, the product, and thecompany will meet expectations.☺ Sales personnel can demonstratedependability by fulfilling their promises.☺ Sales personnel demonstrate competenceby showing that they know what they aretalking about and can carry out theirtasks quickly and efficiently.☺ Customer orientation describes the way inwhich a salesperson places the customersneeds above the need to make a sale.☺ Honesty is related to dependability andcompetence; customers tend to rely onSales personnel who are truthful and knowwhat they are talking about.☺ Geniality is conveyed by pleasant andfriendly communication.
  • 28. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge)
  • 29. Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)