Sales Management 3 Personal Selling:  Approaches and Process
Personal Selling Approaches <ul><li>Stimulus Response Selling </li></ul><ul><li>Mental States Selling </li></ul><ul><li>Ne...
Stimulus Response Selling I <ul><li>Simplest:Salesperson provides the stimuli using words and actions. </li></ul><ul><li>S...
Stimulus Response Selling II <ul><li>Advantages </li></ul><ul><ul><li>Logical structure (easily canned) </li></ul></ul><ul...
Stimulus Response Selling III <ul><li>Disadvantages </li></ul><ul><ul><li>Not effective if prospect wants to talk. </li></...
Mental States Selling I AIDA <ul><li>AKA “Formula Approach” </li></ul><ul><li>Assumes that every buyer is same and takes t...
Mental States Selling II AIDA <ul><li>Advantages </li></ul><ul><ul><li>Like stimulus-response, highly structured sales pre...
Mental States Selling III AIDA <ul><li>Disadvantages </li></ul><ul><ul><li>It is difficult to recognize the stage  </li></...
Need Satisfaction Selling <ul><li>Uncover and confirm buyer’s needs </li></ul><ul><li>Present offering to satisfy buyer’s ...
Problem-Solving Selling <ul><li>Extension of Need-Satisfaction </li></ul><ul><li>Beyond identifying needs to developing al...
Consultative Selling <ul><li>Helping customers achieve their strategic goals via your products, services, expertise </li><...
Sales Process <ul><li>Initiating Customer Relationships </li></ul><ul><ul><li>Prospecting </li></ul></ul><ul><ul><li>Preca...
Initiating Customer Relationships <ul><li>Prospecting </li></ul><ul><ul><li>Locating </li></ul></ul><ul><ul><li>Screening ...
Sales Mix Model <ul><li>Presentation Pace </li></ul><ul><li>Presentation Scope </li></ul><ul><li>Depth of Inquiry </li></u...
Developing Customer Relationships <ul><li>Sales Presentation Delivery </li></ul><ul><ul><li>Building Credibility </li></ul...
Enhancing Customer Relationships <ul><li>Starts with a close.  THEN SERVICE!!!!! </li></ul><ul><li>Enter/Expedite Orders <...
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Sales Management 3 Personal Selling:

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