Overview of Personal Selling Module One
Learning Objectives 1. Describe the evolution of personal selling from ancient times to the modern era. 2. Explain the contributions of personal selling to society, business firms, and customers. 3. Distinguish between transaction-focused traditional selling and trust-based relationship selling.
Learning Objectives 4. Discuss five alternative approaches to selling. 5. Describe the three primary roles fulfilled by consultative salespeople 6. Understand the sales process as a series of interrelated steps.
Setting the Stage UPS Builds Trust and Long-Term Customer Relationships • What does Carl Strenger, a UPS Vice President, mean by a “consultative discussion” with the customer? • When teaming up with UPS Capital sales personnel, what is the focus of the overall sales strategy?
Personal Selling – Defined Personal selling refers to personalcommunication with a an audiencethrough paid personnel of anorganization or its agents insuch a way that the audienceperceives the communicator’sorganization as being the sourceof the message.
Peddlers selling door to door . . . served as intermediaries Selling function became more structured 1800s 1900s 2000s IndustrialRevolution Post-IndustrialRevolution War andDepression ModernEra Business organizations employed salespeople Selling function became more professional Evolution of Personal Selling As we begin the 21st century, selling continues to develop, becoming more professional and more relational
Salespeople help stimulate the economy Salespeople help with the diffusion of innovation Contributions of Personal Selling: Salespeople and Society
Salespeople generate revenue Salespeople provide market research and customer feedback Salespeople become future leaders in the organization Contributions of Personal Selling: Salespeople and the Employing Firm
Contributions of Personal Selling: Salespeople and the Customer • Salespeople provide solutions to problems • Salespeople provide expertise and serve as information resources • Salespeople serve as advocates for the customer when dealing with the selling organization
Short term thinking • Making the sale has priority over most other considerations • Interaction between buyer and seller is competitive • Salesperson is self-interest oriented • Long term thinking • Developing the relationship takes priority over getting the sale • Interaction between buyer and seller is collaborative. • Salesperson is customer-oriented Transaction-Focused vs. Relationship Focused Transaction-Focused Relationship-Focused
Classification ofPersonal Selling Approaches • Stimulus Response Selling • Mental States Selling • Need Satisfaction Selling • Problem Solving Selling
Continue Process until Purchase Decision Salesperson Provides Stimuli Buyer Responses Sought Stimulus Response Selling
Mental States Selling Attention Interest Conviction Desire Action
Present Offering to Satisfy Buyer Needs Continue Selling until Purchase Decision Uncover and Confirm Buyer Needs Need Satisfaction Selling
Continue Selling until Purchase Decision Generate Alternative Solutions Evaluate Alternative Solutions Define Problem Problem Solving Selling
Business Consultant The process of helping customers reach their strategic goals by using the products, service, and expertise of the selling organization. Strategic Orchestrator Long-term Ally Consultative Selling
Selling Foundations Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships Selling Strategy The Sales Process: An Overview
Be Trustworthy Behave Ethically Understand Buyer Behavior Possess Excellent Communication Skills 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:
Each Sales Call Each Customer Each strategy is related to the other Their Sales Territories 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:
Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships Adding Value through Follow-up, Self-leadership, and Teamwork • Prospecting • Preapproach • Presentation Planning • Approaching the Customer • Sales Presentation Delivery • Earning Customer Commitment The Sales Process