Selling skills and strategies

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Selling and buying styles

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Selling skills and strategies

  1. 1. © Oxford University Press 2005, All rights reserved. 1 Selling Skills and Strategies
  2. 2. Selling and buying styles (9,9) Problem Solving Oriented I consult with the customer so as to inform myself of all the needs in his situation that my products can satisfy. We work towards a sound purchase decision on his part, which yield him the benefits he expects from it. Concern for sales 2 9 8 7 6 5 4 3 2 1 2 3 4 5 6 7 8 9 Concern for the customers (1,9) People Oriented I am customer’s friend, I want to understand him and respond to his feelings and interests so that he will like me. It is the personal bond that leads him to purchase from me. (5,5) Sales technique Oriented I have tried an effective routine for getting a customer to buy. It motivates through a blended personality and product emphasis (1,1) Take it or Leave it I place the product before the customer and it sells itself as and when it comes. (9,1) Push the product Oriented I take challenge of the customer and hard sell him, polling on all the pressure it takes to make him buy
  3. 3. © Oxford University Press 2005, All rights reserved. 3 Selling situations (What kind of customer is it and what kind of sales approach is required)  Sales task and function: communication, listening, information disseminating negotiation, problem solving etc  Maintenance selling : servicing existing accounts, inventory taking, delivering products  Developmental selling: business development selling
  4. 4. © Oxford University Press 2005, All rights reserved. 4 Selling skills Selling Skills Listening Skills Conflict management and resolution skills Problem solving skills Negotiation and bargaining skills Effective communication skills
  5. 5. Feedback © Oxford University Press 2005, All rights reserved. 5 Communication process Noise Channel Intended Message Encoding Sent Message Perceived Message Decoding Received Message Sender Receiver
  6. 6. © Oxford University Press 2005, All rights reserved. 6 Communication process contd. Managing body language:  Personal Appearance  Posture  Gestures  Facial Expressions  Eye Contact  Space Distancing
  7. 7. Remembrance © Oxford University Press 2005, All rights reserved. 7 Process of listening Attendance/attention Interpretation Evaluations Response Action
  8. 8. Clarifications © Oxford University Press 2005, All rights reserved. 8 Levels of listening Feedback Paraphrasing Emphatic listening Active Listening Barriers to Listening !
  9. 9. © Oxford University Press 2005, All rights reserved. 9 Conflict management skills  Models of conflict  Dollard and Miller model- (approach- approach: both options are equally good but exclusive approach- avoidance: wants to have but avoid it also for some reason avoidance-avoidance: don’t want to have both but has to take one)  Rummel model- (differentiates latent /potential for conflict/ actual conflict Conflict structure- tendency to oppose each other- not delivering Conflict situation- opposite interests- threatening withhold payment Manifest conflicts- action- refusal to pay the buyer/ legal action)
  10. 10. Components of conflict Interests Emotions Values  The conflict resolution process: - lumping - avoidance - coercion - meditation - conciliation - arbitration - adjudication - negotiation
  11. 11. Conflict management process © Oxford University Press 2005, All rights reserved. 11 Stage I Potential opposition or Incompatibility Stage II Cognition & Personalization Stage III Intentions Stage IV Behaviour Stage V Outcomes Antecedent Conditions Communication Personal Variables Structure Perceived Conflict Felt Conflict Conflict handling Intentions Competing Collaboration Compromising Avoiding Accommodating Overt Conflict Party’s behaviour Others reaction Increased group performance Decreased group performance
  12. 12. © Oxford University Press 2005, All rights reserved. 12 Negotiation skills • Situation and timing for negotiations • Formulation for a bargaining strategy • The theory and strategy of principle negotiations - separate the people from the problem - focus on interests, not on positions - invent options for mutual gains - insist on objective criteria
  13. 13. © Oxford University Press 2005, All rights reserved. 13 Problem solving skills • Habit I: be proactive • Habit 2: begin with an end in mind • Habit 3: put first things first • Habit 4: think win–win • Habit 5: seek first to understand, then to be understood • Habit 6: synergize • Habit 7: renewal
  14. 14. Problem solving process © Oxford University Press 2005, All rights reserved. 14 Define the problem Generate alternative solutions Decide the solution Implement the solution Evaluate the solution
  15. 15. Problem definition techniques © Oxford University Press 2005, All rights reserved. 15 Problem Definition Techniques Find out origin of the problem Present &desired state analysis Explore the problem Statement and Restatement Evaluate problem statement Dunker’s diagram 1 2 3 5 4 6
  16. 16. © Oxford University Press 2005, All rights reserved. 16 Dunker’s diagram Achieve the desired state Possible path to the desired state Path 1 Path 2 Path 3 Solutions to implement & paths to desired solutions Solution 1 Solution 2 Solution 3 General Solution Functional Solution Specific Solution
  17. 17. Statement restatement technique © Oxford University Press 2005, All rights reserved. 17 Perceived problems Re Statement Re Statement Final problem Statement Relax Constraints Make an Opposite Statement Generalize
  18. 18. Components of a decision on the future course of action © Oxford University Press 2005, All rights reserved. 18 Situation analysis Problem analysis Past What is the fault Decision analysis Potential problem Analysis Future How to prevent future faults?
  19. 19. Solution implementation process © Oxford University Press 2005, All rights reserved. 19 Decision on the best solution Approval Planning Carry through Follow up Evaluation I M P L E M E N T A T I O N

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