Module 3

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Module 3

  1. 1. Transactions and Relationships <ul><li>Transaction Selling </li></ul><ul><li>Selling dominates learning. </li></ul><ul><li>Talking dominates listening. </li></ul><ul><li>Persuading the customer is product-driven and benefits-focussed. </li></ul><ul><li>The goal is to build buyers and sales through persuasion, price, presence, and terms. </li></ul><ul><li>Relationship Creation </li></ul><ul><li>Learning about the customer is intense and dominates selling. </li></ul><ul><li>Listening dominates talking. </li></ul><ul><li>Teaching the customer is need-driven and problem focussed. </li></ul><ul><li>The goal is to build relationships through credibility, responsiveness, and trust. </li></ul>
  2. 2. Personal Selling Buyer’s Task Motives Productivity Money More Output or Quality Less Cost More Profit Less Effort
  3. 3. Personal Selling Buyer’s Personal Motives Respect Power Recognition Approval
  4. 4. Personal Selling <ul><li>The Selling Process </li></ul>Pre-Interaction Interactionl Post-Interaction <ul><li>Skills: </li></ul><ul><li>Precall Planning </li></ul><ul><li>Skills: </li></ul><ul><li>Relating </li></ul><ul><li>Need discovery </li></ul><ul><li>Advocating </li></ul><ul><li>Closing </li></ul><ul><li>Skills: </li></ul><ul><li>Supporting </li></ul><ul><li>Implementing </li></ul><ul><li>Dealing with dissatisfaction </li></ul><ul><li>Enhancing the relationship </li></ul>
  5. 5. Personal Selling Approaches <ul><li>Need Satisfaction </li></ul><ul><ul><li>Customer buys to satisfy some need. </li></ul></ul><ul><ul><li>help buyer identify the need and then offer. </li></ul></ul><ul><li>Problem Solving </li></ul><ul><ul><li>extension of need-based </li></ul></ul><ul><ul><li>develop alternative solutions to satisfy the need . </li></ul></ul><ul><li>Consultative Selling </li></ul><ul><ul><li>Help Customer reach strategic goals through products and expertise of the sales organization. </li></ul></ul><ul><ul><li>Dominantly used in IT industry. </li></ul></ul>
  6. 6. Personal Selling Approaches: ADAPTIVE SELLING <ul><li>Stimulus-response </li></ul><ul><ul><li>actions to produce desired response. </li></ul></ul><ul><ul><li>The “yes” process. (ref: telemarketing) </li></ul></ul><ul><ul><li>Lack of flexibility, Salespersons dominance required. </li></ul></ul><ul><li>Mental States </li></ul><ul><ul><li>Lead the buyer through fixed mental steps. </li></ul></ul><ul><ul><li>Attention, Interest, Desire, Action (AIDA) </li></ul></ul><ul><ul><li>State of prospect difficult to determine. </li></ul></ul>
  7. 7. Servicing the Sale: The Four Pillars of Sales Support Support the buying decision Manage the implemen- tation Deal with dissat- isfaction Enhance the rela- tionship Sales Support
  8. 8. Personal Selling <ul><li>Pillars of Sales Support </li></ul>Support Buying Decision <ul><li>Reduce buyer anxiety </li></ul><ul><li>Make a follow-up call </li></ul><ul><li>Ask for feedback </li></ul>Manage the Implementation <ul><li>Assist w/ approval process </li></ul><ul><li>Introduce support resources </li></ul><ul><li>Monitor & report progress </li></ul>
  9. 9. Personal Selling <ul><li>Pillars of Sales Support - Deal with Dissatisfaction </li></ul><ul><li>Empathize with the buyer </li></ul><ul><li>Respond to problems -- use objection handling </li></ul><ul><li>techniques </li></ul><ul><li>Anticipate buyer concerns and expectations </li></ul><ul><li>Reinforce the Benefits </li></ul>
  10. 10. Personal Selling <ul><li>Pillars of Sales Support - Enhance the Relationship </li></ul><ul><li>Be available </li></ul><ul><li>Arrange continued personal communications </li></ul><ul><li>Maintain quality of products/services </li></ul><ul><li>Provide ongoing updates and progress reports </li></ul><ul><li>Be a resource for info, help and ideas </li></ul><ul><li>Grow the business internally </li></ul><ul><li>Ask for referrals </li></ul>

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