Approaches to personal selling


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  • Answers to Questions Carl is referring to UPS salespeople taking the time to learn about their customers’ businesses and developing relationships with key personnel in the customers’ organizations. Finally, they deliver a “bundle of solutions” designed to reduce costs and/or grow revenue depending upon the individual needs of each customer. To build long-term, trust-based relationships.
  • Approaches to personal selling

    1. 1. Overview of Personal Selling Module Two
    2. 2. Learning Objectives <ul><li>1. Describe the evolution of personal selling from ancient times to the modern era. </li></ul><ul><li>2. Explain the contributions of personal selling to society, business firms, and customers. </li></ul><ul><li>3. Distinguish between transaction-focused traditional selling and trust-based relationship selling. </li></ul>
    3. 3. Learning Objectives <ul><li>4. Discuss five alternative approaches to selling. </li></ul><ul><li>5. Describe the three primary roles fulfilled by consultative salespeople </li></ul><ul><li>6. Understand the sales process as a series of interrelated steps. </li></ul>
    4. 4. Setting the Stage <ul><li>What does Carl Strenger, a UPS Vice President, mean by a “consultative discussion” with the customer? </li></ul><ul><li>When teaming up with UPS Capital sales personnel, what is the focus of the overall sales strategy? </li></ul>UPS Builds Trust and Long-Term Customer Relationships
    5. 5. 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.
    6. 6. 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
    7. 7. Contributions of Personal Selling: Salespeople and Society <ul><li>Salespeople help stimulate the economy </li></ul><ul><li>Salespeople help with the diffusion of innovation </li></ul>
    8. 8. Contributions of Personal Selling: Salespeople and the Employing Firm <ul><li>Salespeople generate revenue </li></ul><ul><li>Salespeople provide market research and customer feedback </li></ul><ul><li>Salespeople become future leaders in the organization </li></ul>
    9. 9. Contributions of Personal Selling: Salespeople and the Customer <ul><li>Salespeople provide solutions to problems </li></ul><ul><li>Salespeople provide expertise and serve as information resources </li></ul><ul><li>Salespeople serve as advocates for the customer when dealing with the selling organization </li></ul>
    10. 10. Transaction-Focused vs. Relationship Focused Transaction-Focused Relationship-Focused <ul><li>Short term thinking </li></ul><ul><li>Making the sale has priority over most other considerations </li></ul><ul><li>Interaction between buyer and seller is competitive </li></ul><ul><li>Salesperson is self-interest oriented </li></ul><ul><li>Long term thinking </li></ul><ul><li>Developing the relationship takes priority over getting the sale </li></ul><ul><li>Interaction between buyer and seller is collaborative. </li></ul><ul><li>Salesperson is customer-oriented </li></ul>
    11. 11. Classification of 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>
    12. 12. Stimulus Response Selling Salesperson Provides Stimuli Buyer Responses Sought Continue Process until Purchase Decision
    13. 13. Mental States Selling Attention Interest Conviction Desire Action
    14. 14. Need Satisfaction Selling Uncover and Confirm Buyer Needs Present Offering to Satisfy Buyer Needs Continue Selling until Purchase Decision
    15. 15. Problem Solving Selling Define Problem Generate Alternative Solutions Continue Selling until Purchase Decision Evaluate Alternative Solutions
    16. 16. 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
    17. 17. The Sales Process: An Overview Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships Selling Foundations Selling Strategy
    18. 18. 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
    19. 19. 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
    20. 20. The Sales Process Adding Value through Follow-up, Self-leadership, and Teamwork <ul><li>Prospecting </li></ul><ul><li>Preapproach </li></ul><ul><li>Presentation Planning </li></ul><ul><li>Approaching the Customer </li></ul><ul><li>Sales Presentation Delivery </li></ul><ul><li>Earning Customer Commitment </li></ul>Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships