Overview of personal selling


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Overview of personal selling

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