math 2

Sell5_PPT_Ch011.pptx

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Overview of Selling

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

Understand sales professionalism as a key driver in the continued evolution of personal selling

Learning Objectives

LEARNING OUTCOMES

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Explain the contributions of personal selling to society, business firms, and customers

Discuss five alternative approaches to selling

6 Understand the sales process as a series of interrelated steps

7 Describe several aspects of sales careers, types of selling jobs, and the key qualifications needed for sales success

Learning Objectives (continued)

LEARNING OUTCOMES

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Personal Selling

Marketing tool that focuses on interpersonal interactions between buyers and sellers

To initiate, develop, and enhance customer relationships

Trust-based relationship selling

Requires salespeople to earn trust, meet customer needs, and contribute to the creation, communication, and delivery of customer value

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1.1 Comparison of Transaction-Focused Traditional Selling with Trust-Based Relationship Selling

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Exhibit

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1.1 Comparison of Transaction-Focused Traditional Selling with Trust-Based Relationship Selling (continued)

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Exhibit

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Customer Value

Customers’ perception of what they obtain in exchange for what they have to give up

Involves addressing questions such as:

Does the salesperson do a good job in helping the customer?

Is the salesperson dependable?

Is the salesperson’s company easy to work with?

Does the sales representative understand the customer’s business and his/her industry?

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Sales Dialogue with a Prospective Customer

Series of conversations between buyers and sellers to forge a relationship for:

Determining the need for further attention

Clarifying the situation and buying processes

Discovering unique needs

Determining priorities

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Sales Dialogue with a Prospective Customer (continued)

Communicating how the sales organization can create and deliver customer value

Negotiating a business deal and earning a commitment from the customer

Making the customer aware of additional opportunities to increase the value received

Assessing sales organization performance to ensure continuous improvement

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Evolution of Professional Selling

Sales professionalism: Customer-oriented approach

Uses truthful, non-manipulative tactics to satisfy long-term needs of the customer and the selling firm

Meets professional criteria of:

Specialized knowledge

Contribution to society

Defined culture and organization of colleagues

Unique set of skills

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Contributions of Personal Selling

Salespeople help in:

Stimulating the economy

Diffusion of innovation: Distribution of new products, services, and ideas to the members of society

Generating revenue and providing feedback through research

Maintaining long-term relationships with customers

Providing expertise and coordinating activities with the selling firm

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Alternative Personal Selling Approaches

Adaptive selling: Ability of salespeople to change their sales messages based on various customer situations

Stimulus response

Mental states

Need satisfaction

Problem solving

Consultative selling

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Stimulus Response Selling

Various stimuli elicit predictable responses

Continued affirmation: Series of questions arranged to make the customer say yes to them, until he/she says yes to the entire sales pitch

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Mental States Selling or Formula Approach

Assumes that the buyers can be led through a series of mental states in the buying process

AIDA: Mental states

Attention

Interest

Desire

Action

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Need Satisfaction Selling

Need satisfaction: Assumes that the customer is buying to satisfy a particular need or set of needs

Involves the salesperson using a probing tactic to uncover important buyer needs

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Problem-Solving Selling

Problem solving: Extension of need satisfaction selling

Involves finding alternative solutions for satisfying buyer needs

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There are 4 rectangular boxes connected by 3 arrows. Starting from the left, the first box contains the text define problem. An arrow originates from this box and points at the next box, which contains the text generate alternative solutions. An arrow originates from this box and points at the next box, which contains the text evaluate alternative solutions. An arrow extends from this box and points at the next, which reads continue selling until purchase decision.

Consultative Selling

Helping customers attain strategic goals by using products, services, and expertise of the selling organization

Role of salespeople

Strategic orchestrator: Arranges the use of the organization’s resources to satisfy the customer

Business consultant: Uses external and internal sources to gather expertise on the customer’s business

Long-term ally: Supports the customer even without the possibility of an immediate sale

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Ethical Dilemma

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1.4 Trust-Based Sales Process

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Figure

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Characteristics of Sales Careers

Occupational outlook

Advancement opportunities

Immediate feedback

Job variety

Independence

Compensation

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Types of Sales Positions

Sales support

Missionary salespeople

Detailer

Technical support salespeople

New business

Pioneers

Order-getters

Existing business

Order-takers

Route salespeople

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Types of Sales Positions (continued)

Nonretail salespeople who remain in their employer’s place of business while dealing with customers

Inside sales

Ranges from temporary salesperson to a highly educated person

Direct-to-consumer sales

Perform multiple functions while staying in the same position

Combination sales jobs

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Skills and Qualifications Required for Successful Salespeople

Active listening

Service orientation

Oral communication skills

Coordination and problem solving

Dependability

Strategic organizational skills

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Skills and Qualifications Required for Successful Salespeople (continued)

Logical reasoning

Written communication skills

Motivation integrity

Initiative

Adaptability

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Key Terms

Personal selling

Trust-based relationship selling

Customer value

Sales dialogue

Sales professionalism

Economic stimuli

Diffusion of innovation

Revenue producers

Adaptive selling

Stimulus response selling

Continued affirmation

Mental states selling

AIDA

Need satisfaction selling

Problem-solving selling

KEY TERMS

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Key Terms (continued)

Consultative selling

Strategic orchestrator

Business consultant

Long-term ally

Sales process

Missionary salespeople

Detailer

Technical support salespeople

Pioneers

Order-getters

Order-takers

Inside sales

Combination sales job

KEY TERMS

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Personal selling relies on interpersonal interactions between buyers and sellers

Trust-based relationship is quite different from traditional selling

Steady increase of complexity in the business world has given rise to sales professionalism

Salespeople can choose alternative personal selling approaches to best interact with their customers

Success in a sales career depends on the individual’s capabilities and his/her career goals

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SUMMARY

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