Uploaded byDr.Aravind TS
Buyer Seller Dyad
The document discusses buyer-seller dyads and different types of personal selling situations. It describes the relationship between a salesperson and prospect as a buyer-seller dyad. Personal selling situations are divided into two groups: service selling which includes order takers, delivery salespeople, route salespeople, missionaries, and technical salespeople; and developmental selling which includes creative salespeople of tangibles and intangibles. Recent trends in selling discussed include relationship selling, consultative selling, team selling, and sales force automation.
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Buyer Seller Dyad
- 1. BUYER SELLER DYADAND PERSONAL SELLING SITUATIONS • aravindts.com
- 2. Topics at aglance • To know about buyer seller dyads • Know about the different personal selling situations. • To know the recent trends in selling.
- 3. Buyer Seller Dyad The salesperson and the prospect, interacting with each other
- 4. Conceptual Model ofSales person -Buyer Dyadic
- 5. Diversity of Personal-selling Situations GroupA (Service Selling) 1.Inside Order Taker 2.Delivery Salesperson 3.Route or Merchandising 4.Salesperson 5.Missionary 6.Technical Sales Person Group B (Developmental Selling) 1.Creative Salesperson of Tangibles 2.Creative Salesperson of Intangibles
- 6. Group A (serviceSelling) 1. Inside Order Taker –”waits on” customers; for example, the sales clerk behind the neckwear counter in a men’s store. These jobs are known as technical support staff, sales assistants, telemarketers, and telesales professionals.
- 7. Group A (serviceSelling) 2. Delivery Salesperson – mainly engages in delivering the product; for example, persons delivering milk, bread, or fuel oil.
- 8. Group A (serviceSelling) 3. Route or Merchandising Salesperson – operates as an order taker but works in the field – the soap or spice salesperson calling on retailers is typical.
- 9. Group A (serviceSelling) 4.Missionary – aims only to build goodwill or to educate the actual or potential user, and is not expected to take an order; for example, the distiller’s “missionary” and the pharmaceutical company’s “detail” person.
- 10. Group A (serviceSelling) Technical Salesperson – emphasises technical knowledge; for example the engineering salesperson, who is primarily a consultant to “client” companies.
- 11. Group B (developmentalSelling) 1.Creative Salesperson of Tangibles – for example, salespersons selling vacuum cleaners, automobiles, siding, and encyclopaedia.
- 12. Group B (developmentalSelling) 2. Creative Salesperson of Intangibles – for example. Salespersons selling insurance, advertising services, and educational programs.
- 13. Recent Trends InSelling Relationship selling Regular contacts over an extended period to establish a sustained seller-buyer relationship. The success of tomorrow’s marketers depends on the relationships that they build today Relationships are built upon trust.
- 14. Recent Trends InSelling Consultative Selling Meeting customer needs by listing to them, understanding — and caring about — their problems, paying attention to details, and following through after the sale
- 15. Recent Trends InSelling Team selling is the use of teams made up of people from different functional areas to service large accounts. Useful in sales situations that call for detailed knowledge of new, complex, and ever-changing technologies
- 16. Recent Trends InSelling Sales Force Automation (SFA) Applications of computer and other technologies to make the sales function more efficient and competitive Sales automation (also known as customer asset management and total customer management) implies that technology can be used to speed up previously inefficient operations. Salespeople have access to current, relevant marketing materials, including data sheets, brochures, multimedia presentations, and proposal templates, online.
- 17. Questions Q1. Why isit necessary to understand buyer seller dyad? Q2. What are the different personal selling situations? Q3. What do you mean by Team selling? Q4. Why is relationship selling important? Q5. What do you mean by sales force automation?
- 18.