Sales Management Personal Selling: Theories of Buyer-Seller Dyads Sales management portfolio Evolution of personal selling Classification of Personal Selling Approaches Bottoms up approach to sales management Dyad- buyer seller interaction Theories of personal selling Simulation models Third Lecture CONTENTS & COVERAGE
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Sales ManagementPersonal Selling: Theories of Buyer-Seller Dyads
Sales management portfolioEvolution of personal selling
Classification of Personal Selling ApproachesBottoms up approach to sales management
Dyad- buyer seller interactionTheories of personal selling
Simulation models
Third Lecture
CONTENTS&
COVERAGE
Sales Management : Diversified Portfolio
1. Planning, direction and control of personal selling
2. Recruiting, training, assigning, supervising, motivating & rewarding the sales force
3. Deciding on targets, quotas, budgets, territories, servicing, etc
4. Coordination with top management, marketing team & channel members
5. Strategic decision support for the marketing team in:• Market feed back• Sales plan & targets• Product planning• Channel selection & distribution planning • Promotional plan & advertising
Personal Selling – Defined
Personal selling
refers to building
lasting professional relationship
between the
buyer and seller
IndustrialRevolution
Post-IndustrialRevolution
War andDepression
ModernEra
1800s1800s 1900s1900s 2000s2000s
Evolution of Personal Selling
Selling function became more
structured
Selling function became more
structured
Peddlers selling door to door . . . served as intermediaries
Peddlers selling door to door . . . served as intermediaries
Business organizations employed salespeopleBusiness organizations employed salespeople
Selling function became more professional
Selling function became more professional
As we begin the 21st century, selling continues to develop,becoming more professional and more relational
As we begin the 21st century, selling continues to develop,becoming more professional and more relational
• Buyer’s needs (or problems) receive major attention and sales person has the role in meeting buyer’s requirement and total satisfaction( find solution)
• Through interaction the sales person is expected to read psychology of the buyer facilitating his buying decision.
• Buying formula (stages of thinking process involved in buyer’s purchasing decision)
Ascertain the Need
Offer the Product…..Adequacy/pleasant feeling Trade name.... Adequacy/pleasant feeling
Purchase….
Satisfaction/ dissatisfaction
Buying habits are
influenced by the impact of
Advertisement&
person selling skillsof
sales person
Buyer Oriented Theory
Toyota Corolla New Honda City
Third theory: Behavioral equation based on stimulus response
Stimulus Response Model: Based on buying behavior & purchasing decision process
Four essential elements of the stimulus response model :
1. Drive: strong internal stimuli that impels the buyer’s response
2. Cue : This stimuli about the product may come from advertising, sales person or conversation with some friend
3 Response: What the buyer does
4. Reinforcement : Reinforces buyer‘s decision to respond