CHAPTER 1 Prof Selling

7/27/2019 CHAPTER 1 Prof Selling

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1Overview of Selling



1Learning 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 1

L 2

L 3



1Learning 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 7

L 6

L 5



1Personal Selling – Defined

An important part of marketing

that relies heavily on

interpersonal interactionsbetween buyers and sellers to

initiate, develop, and enhance

customer relationships.



1Trust-Based Relationship Selling

Requires that salespeople earn

customer trust and that their

selling strategy meetscustomer needs and

contributes to the creation,

communication, and delivery of

customer value.



1Customer Value

The customer’s perception of what they get for what they

have to give up.



1Importance of Sales Dialogue

• Allows for more thorough qualifying.

• Demonstrates sincere interest in the prospective

customer.

• Helps Determine prospective customer’s uniqueneeds.

• Ensures meaningful

presentation of value-

added solutions.• Promotes open

communication and

satisfaction feedback.

Sales

Dialogue:

business

conversation

between buyers

& sellers that

occur as

salespeople attempt

to initiate, develop, &

enhance customer relationships.



1Transaction-Focused Selling

vs. Trust-Based Relationship Selling



1Transaction-Focused Selling

vs. Trust-Based Relationship Selling



1

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

becoming more

professional



1Evolution of Personal Selling

(The past several decades)

Canned Sales Presentation: sales

presentations that includescripted sales calls, memorized

presentations, and automated

presentations.

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.



1Continued Evolution

of Personal Selling



1Contributions of Personal Selling:

Salespeople and Society

• Salespeople help stimulate the economy.

• Salespeople help with the diffusion of

innovation.




Salespeople and the Employing Firm

• Salespeople generate revenue.

• Salespeople provide market research

and customer feedback.

• Salespeople become future leaders in

the organization.




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.



1Ethical Dilemma



1Alternative

Personal 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 asthey encounter different

sales situations and

different customers.



1Stimulus Response Selling

Simple in

design;

assumes

conditioned

response improves

likelihood of success;

a risky and unreliablestrategy.



1Mental States Selling

Assumesbuyer

can be led

through mental

states; promotes

one-way

communication; a

risky and unreliablestrategy.



1Ethical Dilemma



1Need Satisfaction Selling

Interact with

buyer to

determine

existing needs;

present solutions

to needs; solutions

limited to seller’sproducts.



1Problem Solving Selling

Interact withbuyer to

determine

existing and

potential needs;

present multiple

solutions not

limited to seller’s

products.



1Consultative Selling

The process of helping

customers reach their

strategic goals by usingthe products,

services, and

expertise of the

selling

organization.

StrategicOrchestrator

BusinessConsultant

Long-TermAlly



1The Sales Process - Overview



1Role Play

CHAPTER 1 Prof Selling

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