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Sales Management 3

Sales Management 3. Personal Selling: Approaches and Process. Personal Selling Approaches. Stimulus Response Selling Mental States Selling Need Satisfaction Selling Problem-Solving Selling Consultative Selling. Stimulus Response Selling I.

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Sales Management 3

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  1. Sales Management 3 Personal Selling: Approaches and Process

  2. Personal Selling Approaches • Stimulus Response Selling • Mental States Selling • Need Satisfaction Selling • Problem-Solving Selling • Consultative Selling

  3. Stimulus Response Selling I • Simplest:Salesperson provides the stimuli using words and actions. • Stimuli: statements, questions, actions, audio-video aids, demonstrations • Responses: favorable reactions, eventual purchase • Continued Affirmation: prospect keeps saying “yes” • Often used in telemarketing

  4. Stimulus Response Selling II • Advantages • Logical structure (easily canned) • Easy to anticipate objections • Inexperienced salespeople can quickly learn to use.

  5. Stimulus Response Selling III • Disadvantages • Not effective if prospect wants to talk. • Requires salesperson to dominate “pitch” • Lack of flexibility • Interruptions by prospect may disrupt flow and effectiveness of presentation • Best if used in simple situations

  6. Mental States Selling IAIDA • AKA “Formula Approach” • Assumes that every buyer is same and takes them through same mental states or steps in the buying process. AIDA • Attention • Interest • Desire • Action

  7. Mental States Selling IIAIDA • Advantages • Like stimulus-response, highly structured sales presentation. • Forces salesperson to plan/practice presentation. • Helps salesperson recognize that timing is important and that LISTENING is necessary to recognize which stage the buyer is in at a given point in time.

  8. Mental States Selling IIIAIDA • Disadvantages • It is difficult to recognize the stage that the buyer is in. • At times prospect may be in multiple states simultaneously, or switching back and forth. • Not a customer-oriented method.

  9. Need Satisfaction Selling • Uncover and confirm buyer’s needs • Present offering to satisfy buyer’s needs • Continue selling until purchase decision • Need to really probe: Ask good questions • Good starting point for a Professional • What Lytle might call “Level 2”

  10. Problem-Solving Selling • Extension of Need-Satisfaction • Beyond identifying needs to developing alternative solutions to satisfy needs. • Your product may not be the best option. • Can take a lot of time. • Most successful in technical industrial sales situations.

  11. Consultative Selling • Helping customers achieve their strategic goals via your products, services, expertise • Three Roles • Strategic Orchestrator • Business Consultant • Long-Term Ally

  12. Sales Process • Initiating Customer Relationships • Prospecting • Precall Planning • Approaching Customer • Developing Customer Relationships • Sales Presentation Delivery • Gaining Customer Commitment • Enhancing Customer Relationships

  13. Initiating Customer Relationships • Prospecting • Locating • Screening • Precall Planning: Do your homework • Approaching the Customer • Sales Presentation Planning • Sales Presentation Format • Sales Mix Model

  14. Sales Mix Model • Presentation Pace • Presentation Scope • Depth of Inquiry • Two-Way Comm • Visual Aids

  15. Developing Customer Relationships • Sales Presentation Delivery • Building Credibility • Personal Behavior/Appearance: Professionalism • Knowledge: Product, Customer, Competition • Sales Techniques: No Gimmicks • Achieving Clarity • Coping with Questions/Objections • Gaining Customer Commitment

  16. Enhancing Customer Relationships • Starts with a close. THEN SERVICE!!!!! • Enter/Expedite Orders • Follow up • Help during installation • Training • Warranty Service • Build Trust; Develop Reliance

  17. Reliant

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