6e SM Module02dsi

7/29/2019 6e SM Module02dsi

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Overview of Personal Selling

Module Two


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Ingram LaForge Avila

Schwepker Jr. Williams

Sales Management:

Analysis and Decision Making

Module 2:


Learning Objectives

1. Describe the evolution of personal sellingfrom ancient times to the modern era.

2. Explain the contributions of personalselling to society, business firms, andcustomers.

3. Distinguish between transaction-focusedtraditional selling and trust-basedrelationship selling.


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Sales Management:


Module 2:


Learning Objectives

4. Discuss five alternative approaches to

selling.

5. Describe the three primary roles fulfilled

by consultative salespeople

6. Understand the sales process as a

series of interrelated steps.


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Sales Management:


Module 2:


Setting the Stage

1. What does Carl Strenger, a UPS Vice

President, mean by a consultativediscussion with the customer?

2. When teaming up with UPS Capital

sales personnel, what is the focus of the

overall sales strategy?

UPS Builds Trust and Long-TermCustomer Relationships


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Sales Management:


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Personal Selling Defined

Personal selling refers to personal

communication with a an audience

through paid personnel of anorganization or its agents in

such a way that the audience

perceives the communicators

organization as being the sourceof the message.


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Sales Management:


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Industrial

Revolution

Post-Industrial

Revolution

War and

Depression

Modern

Era

1800s 1900s 2000s

Evolution 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 21st century, selling continues to develop,

becoming more professional and more relational


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Sales Management:


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Contributions of Personal Selling:

Salespeople and Society

Salespeople helpstimulate the economy

Salespeople help with thediffusion of innovation


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Sales Management:


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Salespeople and the Employing Firm

Salespeople generate revenue

Salespeople provide market

research and customer feedback

Salespeople become future

leaders in the organization


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Sales Management:


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Salespeople and the Customer

Salespeople provide solutions to

problems

Salespeople provide expertise andserve as information resources

Salespeople serve as advocates for

the customer when dealing with the

selling organization


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Sales Management:


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Transaction-Focused vs.

Relationship Focused

Transaction-Focused Relationship-Focused

Short term thinking

Making the sale has

priority over mostother considerations

Interaction between

buyer and seller is

competitive

Salesperson is self-interest oriented

Long term thinking

Developing the

relationship takespriority over getting

the sale

Interaction between

buyer and seller is

collaborative. Salesperson is

customer-oriented


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Sales Management:


Module 2:


Classification of

Personal Selling Approaches

Stimulus Response Selling

Mental States Selling Need Satisfaction Selling

Problem Solving Selling


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Sales Management:


Module 2:


Stimulus Response Selling

Salesperson

Provides

Stimuli

Buyer

Responses

Sought

ContinueProcess until

Purchase

Decision


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Sales Management:


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Mental States Selling

Attention Interest Conviction Desire Action


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Sales Management:


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Need Satisfaction Selling

Uncover and

Confirm

Buyer Needs

PresentOffering to

Satisfy

Buyer Needs

ContinueSelling until

Purchase

Decision


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Sales Management:


Module 2:


Problem Solving Selling

Define

Problem

GenerateAlternative

Solutions

Continue

Sellinguntil

Purchase

Decision

EvaluateAlternative

Solutions


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Sales Management:


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Long-term Ally

Consultative Selling

The process of helping

customers reach theirstrategic goals by using

the products, service,

and expertise of the

selling organization.

Strategic Orchestrator

Business Consultant


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Sales Management:


Module 2:


The Sales Process: An Overview

DevelopingCustomer

Relationships

InitiatingCustomer

Relationships

EnhancingCustomer

Relationships

Selling

Foundations

Selling

Strategy


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Sales Management:


Module 2:


The Sales Process: Selling Foundations

In order to be successful in todays global businessenvironment, salespeople must have a solid

relationship building foundation. They must:

Possess Excellent Communication Skills

Understand Buyer Behavior

Behave Ethically

Be Trustworthy


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Sales Management:


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The Sales Process: Selling Strategy

In order to be successful in todays global business

environment, salespeople must also think and act

strategically. The must develop strategies for:

Their Sales Territories

Each Sales Call

Each Customer

Each strategy is

related to the other


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Schwepker Jr WilliamsSales Management:


Module 2:


Adding Value through Follow-up,Self-leadership, and Teamwork

The Sales Process

Prospecting

Preapproach Presentation Planning

Approaching the Customer

Sales Presentation Delivery

Earning Customer Commitment

Developing

CustomerRelationships

Initiating


Enhancing


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