Module 01 4 E


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Module 01 4 E

  1. 1. Module One<br />Overview of Personal Selling<br />
  2. 2. Learning Objectives<br />1. Describe the evolution of personal selling from ancient times to the modern era.<br />2. Explain the contributions of personal selling to society, business firms, and customers.<br />3. Distinguish between transaction-focused traditional selling and trust-based relationship selling.<br />
  3. 3. Learning Objectives<br />4. Discuss five alternative approaches to selling.<br />5. Describe the three primary roles fulfilled by consultative salespeople<br />6. Understand the sales process as a series of interrelated steps.<br />
  4. 4. Key Thoughts<br />Selling has been around since there were goods to trade.<br />The role of the salesperson has evolved . . . becoming more professional.<br />Salespeople play an important role in creating and maintaining a strong economy.<br />Salespeople are solution providers.<br />Sales is a process focusingon initiating, developing, and enhancing customer relationships.<br />
  5. 5. Personal Selling – Defined<br />Personal selling is an organizational function that creates, communicates, and delivers value to customers and manages customer relationships in ways that benefit both the organization and its stakeholders.<br />
  6. 6. 1800s<br />1900s<br />2000s<br />IndustrialRevolution<br />Post-IndustrialRevolution<br />War andDepression<br />ModernEra<br />Evolution of Personal Selling<br />Selling function became more structured<br />Peddlers selling door to door . . . served as intermediaries<br />Business organizations employed salespeople<br />Selling function became more professional<br />As we begin the 21st century, selling continues to develop,<br />becoming more professional and more relational<br />
  7. 7. Contributions of Personal Selling: Salespeople and Society<br />Salespeople help stimulate the economy<br />Salespeople help with the diffusion of innovation<br />
  8. 8. Contributions of Personal Selling: Salespeople and the Employing Firm<br />Salespeople generate revenue<br />Salespeople provide market research and customer feedback<br />Salespeople become future leaders in the organization<br />
  9. 9. Contributions of Personal Selling: Salespeople and the Customer<br />Salespeople provide solutions to problems<br />Salespeople provide expertise and serve as information resources<br />Salespeople serve as advocates for the customer when dealing with the selling organization<br />
  10. 10. Transaction-Focused vs. Relationship Focused <br /><ul><li>Short term thinking
  11. 11. Making the sale has priority over most other considerations
  12. 12. Interaction between buyer and seller is competitive
  13. 13. Salesperson is self-interest oriented
  14. 14. Long term thinking
  15. 15. Developing the relationship takes priority over getting the sale
  16. 16. Interaction between buyer and seller is collaborative.
  17. 17. Salesperson is customer-oriented</li></ul>Transaction-Focused<br />Relationship-Focused<br />
  18. 18. Classification ofPersonal Selling Approaches<br />Stimulus Response Selling<br />Mental States Selling<br />Need Satisfaction Selling<br />Problem Solving Selling<br />
  19. 19. Stimulus Response Selling<br />Continue Process until Purchase Decision<br />Salesperson <br />Provides <br />Stimuli<br />Buyer<br />Responses<br />Sought<br />Simple in design; assumes conditioned response improves likelihood of success; a risky and unreliable strategy.<br />
  20. 20. Mental States Selling<br />Assumes buyer can be led through mental states; promotes one-way communication; a risky and unreliable strategy.<br />Attention<br />Interest<br />Conviction<br />Desire<br />Action<br />
  21. 21. Need Satisfaction Selling<br />Present Offering to Satisfy Buyer Needs<br />Continue Selling until Purchase Decision<br />Uncover and Confirm Buyer Needs<br />Interact with buyer to determine existing needs; present solutions to needs; solutions limited to seller’s products.<br />
  22. 22. Problem Solving Selling<br />Continue<br />Selling<br />until<br />Purchase<br />Decision<br />Generate<br />Alternative<br />Solutions<br />Evaluate<br />Alternative<br />Solutions<br />Define<br />Problem<br />Interact with buyer to determine existing and potential needs; present multiple solutions not limited to seller’s products.<br />
  23. 23. Consultative Selling<br />Business Consultant<br />The process of helping customers reach their strategic goals by using the products, service, and expertise of the selling organization.<br />Strategic Orchestrator<br />Long-term Ally<br />
  24. 24. The Sales Process: An Overview<br />Selling Foundations<br />Developing Customer <br />Relationships<br />Initiating Customer <br />Relationships<br />Enhancing Customer Relationships<br />Selling Strategy<br />
  25. 25. Be Trustworthy<br />Behave Ethically<br />Understand Buyer Behavior<br />Possess Excellent Communication Skills<br />The Sales Process: Selling Foundations<br />In order to be successful in today’s global business environment, salespeople must have a solid relationship building foundation. They must: <br />
  26. 26. The Sales Process: Selling Strategy<br />Each Sales Call<br />Each Customer<br />Each strategy is related to the other<br />Their Sales Territories<br />In order to be successful in today’s global business environment, salespeople must also think and act strategically. The must develop strategies for: <br />
  27. 27. The Sales Process<br />Developing Customer <br />Relationships<br />Initiating Customer <br />Relationships<br />Enhancing Customer Relationships<br />Adding Value through Follow-up, Self-leadership, and Teamwork<br /><ul><li> Prospecting
  28. 28. Preapproach
  29. 29. Presentation Planning
  30. 30. Approaching the Customer
  31. 31. Sales Presentation Delivery
  32. 32. Earning Customer Commitment</li></li></ul><li>Module One – Appendix<br />Sales Careers<br />
  33. 33. Characteristics of Sales Careers<br />Job Security<br />Advancement Opportunities<br />Immediate Feedback<br />Prestige<br />Job Variety<br />Independence<br />Compensation<br />
  34. 34. Job Security<br />Selling skills are readily transferable from industry to industry….and the need for good salespeople will never go away.<br />Accordingly, good salespeople have opportunities within and across industries.<br />
  35. 35. Advancement Opportunities<br />Salespeople are familiar with the market, the customers, and the products. In addition, good salespeople have great interpersonal skills.<br />These attributes help to make salespeople good candidates for leadership in the organization. <br />
  36. 36. Immediate Feedback & Prestige<br />Customer responses to the salesperson’s efforts are typically immediate…providing the salesperson performance feedback and the opportunity to adjust “on the fly.”<br />The role of the professional salesperson is not well known by the general public and is eclipsed by negative stereo types . . . but that is slowly changing.<br />
  37. 37. Job Variety and Independence<br />Professional selling is rarely the same from day-to-day. The word “routine” doesn’t apply.<br />Usually, salespeople are accountable for attaining certain goals…how they get there is up to them. There is no “time-clock” and no taskmaster.<br />
  38. 38. Compensation<br />Good salespeople usually earn an income well above the national average. Many salespeople earn six figure incomes (or higher).<br />Income is most often tied directly to performance.<br />
  39. 39. Sales Support<br />Promote or Otherwise Support a “Pull-Through” Strategy<br />Missionary Salespeople<br />Detailers<br />Support the Salesperson’s Efforts<br />Technical Support<br />Installation <br />
  40. 40. Other Defining Characteristics<br />The primary focus of the selling activities<br /><ul><li>Generate new accounts
  41. 41. Maintain existing accounts
  42. 42. Combination</li></ul>Where the selling conducted<br /><ul><li>Inside
  43. 43. Outside</li></ul>How the selling conducted<br />Telephone<br />Field<br />
  44. 44. Characteristics of Successful Salespeople<br /><ul><li>Empathy
  45. 45. Ego Drive
  46. 46. Ego Strength
  47. 47. Motivation
  48. 48. Ethical Behavior
  49. 49. Interpersonal Communication Skills</li>