Overview of Personal Selling Module Two. Industrial Revolution Industrial Revolution Post-Industrial Revolution Post-Industrial Revolution War and Depression.
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Overview of Personal SellingOverview of Personal Selling
Module TwoModule Two
IndustrialIndustrialRevolutionRevolution
Post-IndustrialPost-IndustrialRevolutionRevolution
War andWar andDepressionDepression
ModernModernEraEra
1800s1800s 1900s1900s 2000s2000s
Evolution of Personal SellingEvolution of Personal Selling
Selling function became more
structured
Peddlers selling door to door . . . served as intermediaries
Business organizations employed salespeople
Selling function became more professional
As we begin the 21As we begin the 21stst century, selling continues to develop, century, selling continues to develop,becoming more professional and more relationalbecoming more professional and more relational
Continued Evolution of Personal SellingContinued Evolution of Personal Selling
ChangeChange Salesforce ResponseSalesforce Response
More emphasis More emphasis on improving on improving sales productivitysales productivity
Increased use of technology Increased use of technology Increased use of lower-cost-Increased use of lower-cost-
per-contact methodsper-contact methodsMore emphasis on profitability More emphasis on profitability
objectivesobjectives
Intensified Intensified competitioncompetition
More emphasis on developing More emphasis on developing and maintaining _________, and maintaining _________,
long-term customer long-term customer relationshipsrelationships
Continued Evolution of Personal SellingContinued Evolution of Personal Selling
ChangeChange Salesforce ResponseSalesforce Response
Demand for in-depth, Demand for in-depth, specialized knowledge specialized knowledge as an input to purchase as an input to purchase decisionsdecisions
____________________________
More emphasis on More emphasis on ____________ sales training____________ sales training
Contributions of Personal Selling: Contributions of Personal Selling: Salespeople and SocietySalespeople and Society
• Salespeople helpSalespeople help__________________________________
• Salespeople help withSalespeople help withthe _________________the _________________
Contributions of Personal Selling: Contributions of Personal Selling: Salespeople and the Employing FirmSalespeople and the Employing Firm
• Salespeople _____________Salespeople _____________
• Salespeople provide _________ Salespeople provide _________ and ______________and ______________
• Salespeople become _________ Salespeople become _________ in the organizationin the organization
Contributions of Personal Selling: Contributions of Personal Selling: Salespeople and the CustomerSalespeople and the Customer
• Salespeople ______________ to Salespeople ______________ to problemsproblems
• Salespeople _____________ Salespeople _____________ and serve as information and serve as information resourcesresources
• Salespeople serve as ________ Salespeople serve as ________ for the customer when dealing for the customer when dealing with the selling organizationwith the selling organization
Contributions of Personal Selling: Contributions of Personal Selling: Buyer PreferencesBuyer Preferences
• Are __________Are __________• Understand general business and economic Understand general business and economic
trends, as well as the buyer's businesstrends, as well as the buyer's business• Provide ________ throughout the sales processProvide ________ throughout the sales process• Help the buyer to solve problemsHelp the buyer to solve problems• Have a pleasant personality and a good Have a pleasant personality and a good
professional appearanceprofessional appearance• _________ all aspects of the product and _________ all aspects of the product and
service to provide a total packageservice to provide a total package
Industrial buyers prefer to deal with salespeople who:
Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches
• ______________________________________• ______________________________________• ______________________________________• ______________________________________• ______________________________________
Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches
Stimulus ResponseStimulus Response– The key idea is that various stimuli can The key idea is that various stimuli can
elicit predictable responses.elicit predictable responses.– An example of the stimulus response view An example of the stimulus response view
of selling would be continued affirmation.of selling would be continued affirmation.
Stimulus Response SellingStimulus Response Selling
Salesperson Salesperson Provides Provides ________________
BuyerBuyer____________________
SoughtSought
Continue Continue Process until Process until ____________________________________________
Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches
Mental StatesMental States– Assumes the ____________ is essentially Assumes the ____________ is essentially
identical for most buyersidentical for most buyers– Buyers are led through certain _________Buyers are led through certain _________– AIDA (___________________________)AIDA (___________________________)
Mental States SellingMental States Selling
Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches
Need SatisfactionNeed Satisfaction– Based on the notion that the customer is Based on the notion that the customer is
____________________________________________________________– Salesperson uses questioning, probing Salesperson uses questioning, probing
tactic to ________________________tactic to ________________________
Need Satisfaction SellingNeed Satisfaction Selling
Uncover and Uncover and Confirm Confirm
______________________
Present Present _________ to _________ to
Satisfy Satisfy ______________________
Continue Continue ______ until ______ until _________ _________
DecisionDecision
Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches
____________________________________– An extension of need satisfaction sellingAn extension of need satisfaction selling– Sometimes competitors’ offerings are Sometimes competitors’ offerings are
included as alternativesincluded as alternatives
Problem Solving SellingProblem Solving Selling
DefineDefine__________________
GenerateGenerate________________________________
ContinueContinueSellingSelling
untiluntilPurchasePurchaseDecisionDecision
________________AlternativeAlternativeSolutionsSolutions
Consultative SellingConsultative Selling
The process of helping The process of helping customers reach their customers reach their
strategic goals by using strategic goals by using the products, service, the products, service, and expertise of the and expertise of the selling organization.selling organization.
The Sales Process: An OverviewThe Sales Process: An OverviewSalespersonAttributes
_________ _________ Customer Customer
RelationshipsRelationships
__________ __________ Customer Customer
RelationshipsRelationships
__________ __________ Customer Customer
RelationshipsRelationships
Selling Selling FoundationsFoundations
Selling Selling StrategyStrategy
The Sales Process: The Sales Process: Selling FoundationsSelling FoundationsSalesperson
Attributes
Possess Excellent Possess Excellent Communication SkillsCommunication Skills
Understand Buyer BehaviorUnderstand Buyer Behavior
Be Trustworthy and Be Trustworthy and Behave EthicallyBehave Ethically
In order to be successful in today’s global business In order to be successful in today’s global business environment, salespeople must have a solid relationship environment, salespeople must have a solid relationship building foundation. They must: building foundation. They must:
The Sales Process:The Sales Process:Selling StrategySelling Strategy
In order to be successful in today’s global business In order to be successful in today’s global business environment, salespeople must also think and act environment, salespeople must also think and act strategically. The must develop strategies for:strategically. The must develop strategies for:
The Sales ProcessThe Sales ProcessSalespersonAttributes
• ______________• ______________• ______________• ______________
Developing Developing Customer Customer
RelationshipsRelationships
Initiating Initiating Customer Customer
RelationshipsRelationships
Enhancing Enhancing Customer Customer
RelationshipsRelationships
The Sales ProcessThe Sales ProcessSalespersonAttributes
• ________________________ • ________________________
Developing Developing Customer Customer
RelationshipsRelationships
Initiating Initiating Customer Customer
RelationshipsRelationships
Enhancing Enhancing Customer Customer
RelationshipsRelationships
____________________________, ____________________________
The Sales ProcessThe Sales ProcessSalespersonAttributes
Developing Developing Customer Customer
RelationshipsRelationships
Initiating Initiating Customer Customer
RelationshipsRelationships
Enhancing Enhancing Customer Customer
RelationshipsRelationships
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