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CHAPTER THREE

CHAPTER THREE

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CHAPTER THREE

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  1. CHAPTER THREE Personal Selling

  2. PURPOSES OF SELLING • Introducing Innovation to Markets • Conveying Information • Acting as Intelligence Agent • Solving Customer Problems

  3. ATTITUDES ABOUT SELLING • “Sales people are born and not made.” • “Sales people must be good talkers.” • “Selling is a matter of knowing the right techniques or tricks.” • “A good salesperson can sell ice to an Eskimo.” • “People generally do not want to buy.”

  4. TRAITS OF “WINNING SALES PEOPLE” • Desire to succeed • Continually seek self-improvement • Accept responsibility • Have mental toughness

  5. PERSONAL SELLING AND THE MARKETING MIX • Price, Product, Place, and Promotion • Advertising, Sales Promotion, Public Relations, and Personal Selling

  6. PERSONAL SELLING IS CUSTOMER ORIENTED SELLING “Consultative Selling” “Adaptive Selling”

  7. PERSONAL SELLING PROCESS • PRETRANSACTIONAL PHASE (Prospecting, Qualifying, Precall Planning) • TRANSACTIONAL PHASE (Approach, Needs Discovery, Presentation, Handling Objections, Closing) • POSTTRANSACTIONAL PHASE (Service and Follow-up)

  8. PERSONAL SELLING PROCESS • Prospecting • External Sources • Direct Inquiries • Referrals • Directories • Cold Canvassing • Internal Sources

  9. PERSONAL SELLING PROCESS • Qualifying • Qualified candidates have a need, have the authority to buy, and can afford to buy

  10. PERSONAL SELLING PROCESS • Precall Planning • What do I want to accomplish? • What do I know about the prospect? • Where can I find information? • What am I going to say?

  11. PERSONAL SELLING PROCESS • Precall Planning--”What do I want to accomplish?” • determine information on historical inventory levels. • determine who is involved in the purchasing decision. • arrange for a follow-up meeting • agreement to a trial-run purchase

  12. PERSONAL SELLING PROCESS • Precall Planning--”What do I know about the prospect?” • Size of business/products sold/markets served • Key personnel • Buying routines/purchasing process • Present supplier(s)/volumes purchased • Future plans

  13. PERSONAL SELLING PROCESS • Precall Planning--”Where can I find information?” • Ask prospect directly • Observe business facilities • Ask other company salespeople • Ask current customers • Ask competitors

  14. PERSONAL SELLING PROCESS • Precall Planning--”What am I going to say?” • The Sales Mix Model • Presentation Pace • Presentation Scope • Depth of Inquiry • Two-way Communication • Visual Aids

  15. PERSONAL SELLING PROCESS • Precall Planning--”What am I going to say?” • Implications for managers • how to structure the presentation • product, competitive, industry information • increase rep confidence

  16. PERSONAL SELLING PROCESS • The Approach • Securing Appointments • Establishing Rapport

  17. PERSONAL SELLING PROCESS • “Why is the approach important?” • It can help capture the buyer’s attention • It can help to establish a harmonious atmosphere • It serves as a good transition to the presentation • It can help in need determination

  18. PERSONAL SELLING PROCESS • The Approach • Types of Approaches • Introductory Approach • Assessment Approach • Product Approach • Consumer Benefit Approach • Referral Approach

  19. PERSONAL SELLING PROCESS • Need Discovery • Ascertain buyer benefits • Types of questions: permission, fact finding, feeling finding, checking

  20. PERSONAL SELLING PROCESS • Presentation Types • Canned • Organized • Tailored

  21. PERSONAL SELLING PROCESS • The Presentation • Focus on Benefits, not just Features • Keep it Simple • Talk the Prospect’s Language • Stress Application • Get the Prospect Emotionally Involved • Seek Credibility

  22. FROM THE INTERNET • Psycho Selling Skills--Getting Inside Your Prospect’s Head • <http://www.pentech.net/psycho.htm>

  23. PERSONAL SELLING PROCESS • Overcoming Objections • LSCPA Approach to Overcoming Objections: • Listen to the buyer’s feelings • Share the concerns without judgment • Clarify the real issue with questions • Problem solve by presenting options/solutions • Ask for action to determine commitment

  24. PERSONAL SELLING PROCESS • Closing • Alternative Choice • Summary Close

  25. PERSONAL SELLING PROCESS • Service and Follow-up • Entering Orders • Installation of Product • Training • Handling Billing Problems

  26. FROM THE INTERNET • “Basic Selling Skills Questionnaire” • <http://www.sales.org/quizes/BSQ.html>

  27. PERSONAL SELLING APPROACHES • Stimulus-Response Selling • Need Satisfaction Selling • Problem Solving Selling

  28. PERSONAL SELLING APPROACHES • STIMULUS RESPONSE SELLING • Manipulate customer to elicit desired responses

  29. PERSONAL SELLING APPROACHES • NEED SATISFACTION SELLING • Presentation is tailored to fit needs of buyer

  30. PERSONAL SELLING APPROACHES • PROBLEM SOLVING (PROBLEM-SOLUTION) SELLING • The salesperson defines a customer problem that may be solved by various alternatives.

  31. PERSONAL SELLING POSITIONS • Sales Support Personnel (Missionaries) • New Business (Pioneers and Order Getters) • Existing Business (Order Takers) • Direct to Consumer Sales • Combination Sales Positions

  32. FROM THE TEXT... • Read pages 96 to 127.