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Sales Management 3 Personal Selling:
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Sales Management 3 Personal Selling:

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  • 1. Sales Management 3 Personal Selling: Approaches and Process
  • 2. Personal Selling Approaches
    • Stimulus Response Selling
    • Mental States Selling
    • Need Satisfaction Selling
    • Problem-Solving Selling
    • Consultative Selling
  • 3. Stimulus Response Selling I
    • Simplest:Salesperson provides the stimuli using words and actions.
    • Stimuli: statements, questions, actions, audio-video aids, demonstrations
    • Responses: favorable reactions, eventual purchase
    • Continued Affirmation:
    • prospect keeps saying “yes”
    • Often used in telemarketing
  • 4. Stimulus Response Selling II
    • Advantages
      • Logical structure (easily canned)
      • Easy to anticipate objections
      • Inexperienced salespeople can
      • quickly learn to use.
  • 5. Stimulus Response Selling III
    • Disadvantages
      • Not effective if prospect wants to talk.
      • Requires salesperson to dominate “pitch”
      • Lack of flexibility
      • Interruptions by prospect may disrupt flow and effectiveness of presentation
      • Best if used in simple situations
  • 6. Mental States Selling I AIDA
    • AKA “Formula Approach”
    • Assumes that every buyer is same and takes them through same mental states or steps in the buying process. AIDA
    • Attention
    • Interest
    • Desire
    • Action
  • 7. Mental States Selling II AIDA
    • Advantages
      • Like stimulus-response, highly structured sales presentation.
      • Forces salesperson to plan/practice presentation.
      • Helps salesperson recognize that timing is important and that LISTENING is necessary to recognize which stage the buyer is in at a given point in time.
  • 8. Mental States Selling III AIDA
    • Disadvantages
      • It is difficult to recognize the stage
      • that the buyer is in.
      • At times prospect may be in multiple states simultaneously, or switching back and forth.
      • Not a customer-oriented method.
  • 9. Need Satisfaction Selling
    • Uncover and confirm buyer’s needs
    • Present offering to satisfy buyer’s needs
    • Continue selling until purchase decision
    • Need to really probe: Ask good questions
    • Good starting point for a Professional
    • What Lytle might call “Level 2”
  • 10. Problem-Solving Selling
    • Extension of Need-Satisfaction
    • Beyond identifying needs to developing alternative solutions to satisfy needs.
    • Your product may not be the best option.
    • Can take a lot of time.
    • Most successful in technical industrial sales situations.
  • 11. Consultative Selling
    • Helping customers achieve their strategic goals via your products, services, expertise
    • Three Roles
      • Strategic Orchestrator
      • Business Consultant
      • Long-Term Ally
  • 12. Sales Process
    • Initiating Customer Relationships
      • Prospecting
      • Precall Planning
      • Approaching Customer
    • Developing Customer Relationships
      • Sales Presentation Delivery
      • Gaining Customer Commitment
    • Enhancing Customer Relationships
  • 13. Initiating Customer Relationships
    • Prospecting
      • Locating
      • Screening
    • Precall Planning: Do your homework
    • Approaching the Customer
      • Sales Presentation Planning
      • Sales Presentation Format
      • Sales Mix Model
  • 14. Sales Mix Model
    • Presentation Pace
    • Presentation Scope
    • Depth of Inquiry
    • Two-Way Comm
    • Visual Aids
  • 15. Developing Customer Relationships
    • Sales Presentation Delivery
      • Building Credibility
        • Personal Behavior/Appearance: Professionalism
        • Knowledge: Product, Customer, Competition
        • Sales Techniques: No Gimmicks
      • Achieving Clarity
      • Coping with Questions/Objections
    • Gaining Customer Commitment
  • 16. Enhancing Customer Relationships
    • Starts with a close. THEN SERVICE!!!!!
    • Enter/Expedite Orders
    • Follow up
    • Help during installation
    • Training
    • Warranty Service
    • Build Trust; Develop Reliance
  • 17. Reliant

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