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Overview of personal selling

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  • 1. Overview of Personal Selling
  • 2.
    • Give a specific example of each of the personal selling approaches you have experienced salespeople use. Discuss the pros and cons of each approach
  • 3.
    • Give you any positive or negative words that come to mind when you say the word “salespeople”
  • 4. 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.
  • 5. 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
  • 6. Contributions of Personal Selling: Salespeople and Society
    • Salespeople help stimulate the economy
    • Salespeople help with the diffusion of innovation
  • 7. 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
  • 8. 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
  • 9. 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
  • 10.
    • “ What does it take to develop a good relationship?”
  • 11.
    • why salespeople fail
    Why salespeople fail ?
  • 12. Classification of Personal Selling Approaches
    • Stimulus Response Selling
    • Mental States Selling
    • Need Satisfaction Selling
    • Problem Solving Selling
  • 13. Stimulus Response Selling Salesperson Provides Stimuli Buyer Responses Sought Continue Process until Purchase Decision
  • 14. Mental States Selling Attention Interest Conviction Desire Action
  • 15. Need Satisfaction Selling Uncover and Confirm Buyer Needs Present Offering to Satisfy Buyer Needs Continue Selling until Purchase Decision
  • 16. Problem Solving Selling Define Problem Generate Alternative Solutions Continue Selling until Purchase Decision Evaluate Alternative Solutions
  • 17. 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
  • 18. The Sales Process: An Overview Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships Selling Foundations Selling Strategy
  • 19. 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
  • 20. 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
  • 21. The Sales Process
    • Sales Presentation Delivery
    • Earning Customer Commitment
    Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships
  • 22.
    • Provide salesperson behaviors that you might perceive to be unethical
  • 23. Role Play
    • Form groups of 3 or 4
    • Choose a product with which you are familiar to sell in the business-to-business market
    • Two or three students can act as a team to sell the product, while the other plays the role of buyer
    • List the elements involved in developing customer relationships and gaining customer commitment
  • 24. Thank You