Approaches to personal sellingPresentation Transcript
Overview of Personal Selling Module Two
1. Describe the evolution of personal selling from ancient times to the modern era.
2. Explain the contributions of personal selling to society, business firms, and customers.
3. Distinguish between transaction-focused traditional selling and trust-based relationship selling.
4. Discuss five alternative approaches to selling.
5. Describe the three primary roles fulfilled by consultative salespeople
6. Understand the sales process as a series of interrelated steps.
Setting the Stage
What does Carl Strenger, a UPS Vice President, mean by a “consultative discussion” with the customer?
When teaming up with UPS Capital sales personnel, what is the focus of the overall sales strategy?
UPS Builds Trust and Long-Term Customer Relationships
Personal Selling – Defined Personal selling refers to personal communication with a an audience through paid personnel of an organization or its agents in such a way that the audience perceives the communicator’s organization as being the source of the message.
Evolution of Personal Selling As we begin the 21 st century, selling continues to develop, becoming more professional and more relational Industrial Revolution Post-Industrial Revolution War and Depression Modern Era 1800s 1900s 2000s Selling function became more structured Peddlers selling door to door . . . served as intermediaries Business organizations employed salespeople Selling function became more professional
Contributions of Personal Selling: Salespeople and Society
Salespeople help stimulate the economy
Salespeople help with the diffusion of innovation
Contributions of Personal Selling: Salespeople and the Employing Firm
Salespeople generate revenue
Salespeople provide market research and customer feedback
Salespeople become future leaders in the organization
Contributions of Personal Selling: Salespeople and the Customer
Salespeople provide solutions to problems
Salespeople provide expertise and serve as information resources
Salespeople serve as advocates for the customer when dealing with the selling organization
Transaction-Focused vs. Relationship Focused Transaction-Focused Relationship-Focused
Short term thinking
Making the sale has priority over most other considerations
Interaction between buyer and seller is competitive
Salesperson is self-interest oriented
Long term thinking
Developing the relationship takes priority over getting the sale
Interaction between buyer and seller is collaborative.
Salesperson is customer-oriented
Classification of Personal Selling Approaches
Stimulus Response Selling
Mental States Selling
Need Satisfaction Selling
Problem Solving Selling
Stimulus Response Selling Salesperson Provides Stimuli Buyer Responses Sought Continue Process until Purchase Decision
Mental States Selling Attention Interest Conviction Desire Action
Need Satisfaction Selling Uncover and Confirm Buyer Needs Present Offering to Satisfy Buyer Needs Continue Selling until Purchase Decision
Problem Solving Selling Define Problem Generate Alternative Solutions Continue Selling until Purchase Decision Evaluate Alternative Solutions
Consultative Selling Long-term Ally The process of helping customers reach their strategic goals by using the products, service, and expertise of the selling organization. Strategic Orchestrator Business Consultant
The Sales Process: An Overview Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships Selling Foundations Selling Strategy
The Sales Process: Selling Foundations In order to be successful in today’s global business environment, salespeople must have a solid relationship building foundation. They must: Possess Excellent Communication Skills Understand Buyer Behavior Behave Ethically Be Trustworthy
The Sales Process: Selling Strategy In order to be successful in today’s global business environment, salespeople must also think and act strategically. The must develop strategies for: Their Sales Territories Each Sales Call Each Customer Each strategy is related to the other
The Sales Process Adding Value through Follow-up, Self-leadership, and Teamwork