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Overview of Selling

Overview of Selling. Learning Objectives. Define personal selling and describe its unique characteristics as a marketing communications tool.

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Overview of Selling

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  1. Overview of Selling

  2. Learning Objectives Define personal selling and describe its unique characteristics as a marketing communications tool. Distinguish between transaction-focused traditional selling and trust-based relationship selling, with the latter focusing on customer value and sales dialogue. Describe the evolution of personal selling from ancient times to the modern era. L L L 1 2 3

  3. Learning Objectives Explain the contributions of personal selling to society, business firms, and customers. Discuss five alternative approaches to selling. Describe the three primary roles fulfilled by consultative salespeople. Understand the sales process as a series of interrelated steps. L 4 L L L 7 6 5

  4. Key Thoughts • Selling has been around since there were goods to trade. • The role of the salesperson has evolved . . . becoming more professional. • Salespeople play an important role in creating and maintaining a strong economy. • Salespeople are solution providers. • Sales is a process focusingon initiating, developing, and enhancing customer relationships.

  5. Personal Selling – Defined An important part of marketing that relies heavily on interpersonal interactions between buyers and sellers to initiate, develop, and enhance customer relationships.

  6. Trust-Based Relationship Selling Requires that salespeople earn customer trust and that their selling strategy meets customer needs and contributes to the creation, communication, and delivery of customer value.

  7. Customer Value The customer’s perception of what they get for what they have to give up.

  8. Importance of Sales Dialogue Sales Dialogue: business conversation between buyers& sellers thatoccur as salespeople attemptto initiate, develop, & enhance customer relationships. Allows for more thorough qualifying. Demonstrates sincere interest in the prospective customer. Helps Determine prospective customer’s unique needs. Ensures meaningful presentation of value-added solutions. Promotes opencommunication andsatisfaction feedback.

  9. Transaction-Focused Sellingvs. Trust-Based Relationship Selling

  10. Transaction-Focused Sellingvs. Trust-Based Relationship Selling

  11. Evolution of Personal Selling 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 becoming more professional

  12. Evolution of Personal Selling (The past several decades) From reliance on Canned Sales Presentation: sales presentations that include scripted sales calls, memorized presentations, and automated presentations. To greater focus on Sales Professionalism: a customer-oriented approach that uses truthful, non-manipulative tactics to satisfy the long-term needs of both the customer and the selling firm.

  13. Continued Evolutionof Personal Selling

  14. Is Sales a Profession? • Knowledge base • Contribution to Society • Defined Culture and Organization • Professional skills • Autonomy • Code of Ethics

  15. Salespeople help stimulate the economy. Salespeople help with the diffusion of innovation. Contributions of Personal Selling: Salespeople and Society

  16. 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

  17. 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.

  18. AlternativePersonal Selling Approaches • Stimulus Response Selling • Mental States Selling • Need Satisfaction Selling • Problem Solving Selling • Consultative Selling Adaptive Selling: the ability of a salesperson to alter his/her sales messages and behaviors during a sales presentation or as they encounter different sales situations and different customers.

  19. Stimulus Response Selling Simple indesign; assumes conditionedresponse improves likelihood of success; a risky and unreliable strategy.

  20. Mental States Selling Assumes buyercan be led through mental states; promotes one-way communication; a risky and unreliable strategy.

  21. Need Satisfaction Selling Interact with buyer to determine existing needs; present solutions to needs; solutions limited to seller’s products.

  22. Problem Solving Selling Interact with buyer to determine existing and potential needs; present multiple solutions not limited to seller’s products.

  23. Consultative Selling The process of helping customers reach their strategic goals by using the products, services, and expertise of the selling organization.

  24. Selling Foundations Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships Selling Strategy The Sales Process: An Overview

  25. The Sales Process - Overview

  26. 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:

  27. Each Sales Call EachCustomer 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:

  28. 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

  29. Sales Careers Module One – Appendix

  30. Characteristics of Sales Careers • Job Security • Advancement Opportunities • Immediate Feedback • Prestige • Job Variety • Independence • Compensation

  31. Job Security Selling skills are readily transferable from industry to industry….and the need for good salespeople will never go away. Accordingly, good salespeople have opportunities within and across industries.

  32. Advancement Opportunities Salespeople are familiar with the market, the customers, and the products. In addition, good salespeople have great interpersonal skills. These attributes help to make salespeople good candidates for leadership in the organization.

  33. Immediate Feedback & Prestige Customer responses to the salesperson’s efforts are typically immediate…providing the salesperson performance feedback and the opportunity to adjust “on the fly.” 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.

  34. Job Variety and Independence Professional selling is rarely the same from day-to-day. The word “routine” doesn’t apply. Usually, salespeople are accountable for attaining certain goals…how they get there is up to them. There is no “time-clock” and no taskmaster.

  35. Compensation Good salespeople usually earn an income well above the national average. Many salespeople earn six figure incomes (or higher). Income is most often tied directly to performance.

  36. Characteristics of Successful Salespeople • Empathy • Ego Drive • Ego Strength • Interpersonal Communication Skills • Enthusiasm

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