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Personal Selling

Personal Selling

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Personal Selling

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  1. PersonalSelling 1. What are you selling? 2. Why do I need it? 3. Who is your company? 4. How much will it cost? 5. Who else is using it? Are they satisfied? 6. What kind of person are you? 7. How does your solution compare to alternatives? 8. Is price competitive? 9. Why do I need it now? 10. Your record for support & service? Anticipate Buyer Questions

  2. Figure 3-6: Who’s Spending Money on SFA Percentage of firms spending money on SFA Industry 80% 67% 65% 64% 59% 58% 56% Pharmaceuticals/health Autos/heavy equipment Computer/software Consumer products Telecommunications Insurance Media/entermainment

  3. Figure 3-5: Servicing the Sale: The Four Pillars of Sales Support Sales Support Support the buying decision Manage the implemen- tation Deal with dissat- isfaction Enhance the rela- tionship

  4. Chapter 3 Preinteraction phase Interaction phase Postinteraction phase • Skills: • Relating • Need discovery • Advocating • Closing • Skills: • Supporting • Implementing • Dealing with dissatisfaction • Enhancing the relationship • Skills: • Precall planning

  5. PersonalSelling • Formal • Written proposal • Visual aids • Support materials • Features/benefits • Involvement -- demonstrations Sales Presentations

  6. PersonalSelling The Selling Process Pre-Interaction Interactionl Post-Interaction • Skills: • Precall Planning • Skills: • Relating • Need discovery • Advocating • Closing • Skills: • Supporting • Implementing • Dealing with dissatisfaction • Enhancing the relationship

  7. PersonalSelling Handling Concerns Listen to the buyers feelings Share concerns without judgment Clarify real issue with questions Problem-solve present options and solutions Ask for ACTION to determine commitment

  8. PersonalSelling Pseudo-Concerns “I’ll have to talk it over with Frank.” “I’ll get back to you.” “I’m too busy right now.” “Our budget is tight this year.” “We have no room to store it.”

  9. PersonalSelling Selling Importance by Product TechniqueIndustrialConsumer Closing Techniques Direct Ask for the order in a 1 1 straight-forward manner Summary Summarize the benefits already 2 3 covered in the presentation Single Obstacle Asks for the order if last 3 4 last obstacle is overcome Assumption Assume readiness to buy and 4 2 focus on the transaction details Choice Focus on version to be ordered 5 5

  10. PersonalSelling Pillars of Sales Support • Reduce buyer anxiety • Make a follow-up call • Ask for feedback Support Buying Decision • Assist w/ approval process • Introduce support resources • Monitor & report progress Manage the Implementation

  11. PersonalSelling • Empathize with the buyer • Respond to problems -- • use objection handling • techniques • Anticipate buyer concerns • and expectations • Reinforce the Benefits Pillars of Sales Support Deal with Dissatisfaction

  12. PersonalSelling Pillars of Sales Support Enhance the Relationship • Be a resource for info, • help and ideas • Grow the business internally • Ask for referrals • Be available • Arrange continued personal • communications • Maintain quality of • products/services • Provide ongoing updates • and progress reports

  13. SURVEY OF COMPUTER BENEFITS SAMPLE: 24 Companies voted best sales forces in their respective industries RESULTS: • 18 of 24(75%) are computerized • Benefits: Improved sales productivity Efficiency Customer service Information more accessible Reduces administrative chores • Acceptance: Most sales people have taken to PCs enthusiastically

  14. SURVEY OF COMPUTER BENEFITS SAMPLE: 24 Companies voted best sales forces in their respective industries RESULTS: • 18 of 24(75%) are computerized • Benefits: Improved sales productivity Efficiency Customer service Information more accessible Reduces administrative chores • Acceptance: Most sales people have taken to PCs enthusiatically

  15. PersonalSelling Pre-Call Planning What do I want to accomplish? What do I know about the prospect? Where can I find the information? What am I going to say?

  16. PersonalSelling 1. Business of company? 2. Its products & markets? 3. Actual purchase decision maker? 4. Who handles purchase process? 5. Who influences buying? 6. How often is purchase of my product made? 7. Who is competition? How much business with competition? 8. What company plans could affect future need for my product? Pre-Approach Information Need

  17. PersonalSelling 9. How well is customer satisfied with current supplier? 10. Does this company provide enough business to make visit worthwhile? 11. Is company staff technically informed? Can we help them develop greater expertise? 12. Can we use their products or services in our company? 13. Our top exec know any of their top execs personally? Pre-Approach Information Need

  18. PersonalSelling Propriety Show buyer respect; dress appropriately Competence Know your product/service; third-party references Commonality Common interests, views, acquaintances Intent Reveal purpose of call, process, and payoff to the buyer The Approach: Reducing Relationship Anxiety

  19. PersonalSelling Task Motives Productivity Money More Output or Quality Less Cost More Profit Less Effort

  20. PersonalSelling Personal Motives Respect Power Approval Recognition

  21. PersonalSelling Needs Discovery Types of questions 1. Permission Close-ended 2. Fact-finding Factual information 3. Feeling finding Open-ended questions 4. Checking questions Confirm understanding

  22. PersonalSelling Sales Proposals -- General Format 1. Problem Analysis 2. Solution 3. Product Specifications 4. Cost-benefit analysis 5. Contract