Personal selling and sells ManagementPresented By Sandeep Gunjan |Varun Rai
Understand Sales Person Company Salesperson CustomerSales people work on the boundary between a company and its customer.To the company sales people are voice of customer.To the customer , sales person is the physical embodiment of the company.
Types of salespeople Mayer and Greenberg (1964) suggestsSales people must have two basic qualities Empathy and Ego.Empathy: allows sales person to treat customers problems as their own.Ego: drives enables salespeople to persist even after experiencing failure.
Who fits whereAccording to Narayndas and Weinstein (2005) most of thesalespeople fall under hunter and farmers. Sales people
Hunters Are persuasive in nature , have strong sense of urgency and, are adept at bouncing back from rejection.Theses sales people are better forSourcing and qualifying nee leadsObtaining appointmentsDelivering presentation that address customers concernsNegotiating and securing new business
Hunters Are empathetic, consistent ,and adept at developing relationships.These people are better suited forEstablishing and maintaining long term relationshipsProviding expert adviceNetworking within customers to find new leadsNegotiating and securing new business with existing customers
Sales process 1. Understanding customers need 2. Identifying and building needs 3. Transaction selling 4. Major account selling
1. Understanding customers needs. The first step in selling is understanding the customer need. It is useful to develop a sense of what a customer might be looking for before sale calls are made. This involves two steps 1. Turning product features into customers benefits 2. Turning customers benefits into product features
2. Identifying and building needs Is salesperson can offer some thing to customer. If some thing can be offered ,the salesperson proceeds by helping the prospects
3. Transaction Selling Mayer and Greenberg (1964) suggests Salesperson has limited time to make pitch to a customer . The salesperson has limited need to make quick judgment as to whether the customer is really interested in buying , Why customer is interested in buying , Weather salesperson has product that can satisfy those needs and hoe focused the customer is on price
4. Major account selling Open the selling process Qualify the prospects Develop the sales strategy Organize the justification Make the presentation Coordinate recourses and personnel Close the sale Nature and account relationship
Sales Management 1. Aligning objectives 2. Defining the sales organization 3. Managing sale people - Capability - Control - Coverage - Cost - Conflict
Aligning Objectives Since, sales people need to treat their customers problem as their own. It is easy for them to lose the sight of their own company’s strategic goal Steps for Aligning Objectives First step in aligning objectives is for the company to define what it wants to accomplish. After defining its primary strategic goal , the company turns to define the role that individual sales people should pay in attaining them.
Defining The sales strategy 5 Factors Capability: weather the company has ability to create sales force with necessary skills to meet the customers needs. Control: Direct sales force provide companies with more control over how they interact with customers . Selling directly allows companies to:- keep their customer list private, deliver consistent massage, ensure loyalty and product expertise. Coverage: companies commonly use outside agents to reach a greater part of the market . Outside agents can provide access to :- new types of selling to selling skills , new type of customers, broader geographic region Cost: Conflict: