Adaptive Selling for Adaptive Selling for Relationship BuildingRelationship Building

Chapter 6Chapter 6

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Important Questions Important Questions AnsweredAnswered

What is adaptive selling?What is adaptive selling? Why is it important for salespeople to Why is it important for salespeople to

practice adaptive selling?practice adaptive selling? What kind of knowledge do salespeople What kind of knowledge do salespeople

need to practice adaptive selling?need to practice adaptive selling? How can salespeople acquire this How can salespeople acquire this

knowledge?knowledge? How can salespeople adapt their sales How can salespeople adapt their sales

strategies, presentations and social styles to strategies, presentations and social styles to various situations?various situations?

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““I’ve learned the importance of I’ve learned the importance of adapting to the specific needs adapting to the specific needs of each customer.”of each customer.”

~Katherine Bowe~Katherine BoweAccount ExecutiveAccount Executive

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Types of PresentationsTypes of Presentations

Three types of presentations salespeople Three types of presentations salespeople use areuse are Standard memorized presentation Outlined presentation Customized presentation

Standard memorised Standard memorised presentationspresentations These are memorised by the sales persons. These are memorised by the sales persons. The The

salesperson presents the same selling points in the salesperson presents the same selling points in the same order to all customers. Some companies insist same order to all customers. Some companies insist that their salespeople memorize the entire that their salespeople memorize the entire presentation and deliver it word for word. Others presentation and deliver it word for word. Others believe that salespeople should be free to make some believe that salespeople should be free to make some adjustments. adjustments. Also called a canned presentation Completely memorized sales talk Ensures salespeople will provide complete and accurate

information Limited effectiveness Standard, memorized presentations can be delivered at low

cost by unskilled salespeople

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Outlined presentationsOutlined presentations

These are prearranged presentations These are prearranged presentations that list the most important sales that list the most important sales points. points. An outlined presentation can An outlined presentation can be very effective because it is well be very effective because it is well organized. organized. Prearranged presentation that usually

includes standard introduction, standard Q&A, and a standard method for getting the customer to place an order

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Customised presentationsCustomised presentations These presentations are based on These presentations are based on

detailed analysis of customer’s needs and detailed analysis of customer’s needs and are prepared carefully and separately for are prepared carefully and separately for various customers as and when the needs various customers as and when the needs come up. come up. The salesperson may bring in The salesperson may bring in specialists to conduct the study. The specialists to conduct the study. The customer recognizes the sales customer recognizes the sales representative as a professional who is representative as a professional who is helping to solve problems, not just sell helping to solve problems, not just sell productsproducts Written and/or oral presentation based on a

detailed analysis of the customer’s needs Allows the salesperson to demonstrate empathy Customized presentations can be very costly,

requiring highly skilled people to analyze the customer’s needs

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Adaptive Selling and Sales Adaptive Selling and Sales SuccessSuccess Adaptive selling is successful as the sales personnel, Adaptive selling is successful as the sales personnel,

each time, change their sales presentations according to each time, change their sales presentations according to the needs during the sales call. This is done to satisfy the needs during the sales call. This is done to satisfy the client; not to be dishonest to win the orders. the client; not to be dishonest to win the orders. An An example of non adaptive selling is using the standard example of non adaptive selling is using the standard memorized presentation, The customized presentation memorized presentation, The customized presentation illustrates adaptive selling because the presentation is illustrates adaptive selling because the presentation is tailored to the specific needs of the customer.tailored to the specific needs of the customer. Adaptive selling forces the salesperson to practice the

marketing concept. The world is made up of diverse people. Salespeople should adapt to the customer’s desire for a specific

type of relationship. Adaptive selling gives salespeople the opportunity to use the

most effective sales presentation for each customer.

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Knowledge and Adaptive Knowledge and Adaptive SellingSelling

A key ingredient in effective selling is knowledge . Salespeople need to know about the products they are selling, the company they work for, and the cus tomers they will be selling to.

Product and Company knowledge Organising knowledge of sales situations and

customers into categories Approaches for developing knowledge

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Product and Company Product and Company knowledgeknowledge

Sales people need to have a good Sales people need to have a good knowledge of their product, their knowledge of their product, their company as well as their competitors. company as well as their competitors. Purchasing agents rate product Purchasing agents rate product knowledge as one of the most important knowledge as one of the most important attributes of good salespeople. Effective attributes of good salespeople. Effective salespeople need to know how products salespeople need to know how products are made, what services are provided are made, what services are provided with the products, how the products with the products, how the products relate to other products, and how the relate to other products, and how the products can satisfy customers' needs. products can satisfy customers' needs.

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PRODUCT KNOWLEDGEKnow everything.

The ProductItself

•External characteristics •How to use •All available options •Adaptability

                                              

Performance•Life expectancy •Tolerance to wear and stress •Maintenance and supplies needed.                                         

Manufacturing •How is it made •Quality control

DistributionChannels

•Distribution strategy. •Pricing policies •Media support •Target markets

ServiceAvailable

•Service policies •Service personnel

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Benefits of Gaining Product Benefits of Gaining Product Knowledge Knowledge

Gives you pride self confidence in the Gives you pride self confidence in the product product

Gives you self assurance Gives you self assurance Allows you to diagnose the customer's Allows you to diagnose the customer's

problems problems Enables better customer service Enables better customer service Gives you an air of competence Gives you an air of competence Can sell to experts and to beginners Can sell to experts and to beginners

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Knowledge of the Competition Knowledge of the Competition Differential Competitive Differential Competitive

AdvantageAdvantageProduct Superiority Service Superiority

• Versatility • Efficiency • Storage • Handling Time • Safety

• Appearance • Design • Mobility • Packaging • Life Expectancy • Adaptability

• Delivery • Inventory • Credit • Training

• Merchandising • Installation • Maintenance

Source Superiority People Superiority

• Time Established • Competitive Standing • Community Image • Location • Size • Financial Soundness • Policies and practices

• Personal knowledge and skill • Knowledge and skill of support people • Integrity and character • Standing in the community • Flexibility of call schedule • Interpersonal skills • Mutual friends • Cooperation

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Organising knowledge of Organising knowledge of sales situations and sales situations and

customers into categoriescustomers into categories Even more important than product and Even more important than product and

company knowledge is detailed company knowledge is detailed information about the different types of information about the different types of sales situations and customers sales situations and customers salespeople may encounter and which salespeople may encounter and which sales presentation works best in each sales presentation works best in each situation. By developing categories, situation. By developing categories, salespeople reduce the complexity of salespeople reduce the complexity of selling and free up their mental capacity selling and free up their mental capacity to think more creatively; they also use to think more creatively; they also use knowledge gained through past knowledge gained through past experiences. The ability to organize experiences. The ability to organize knowledge into categories leads to better knowledge into categories leads to better performance in personal selling. performance in personal selling.

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Approaches for developing Approaches for developing knowledgeknowledge

The approaches for acquiring The approaches for acquiring knowledge areknowledge are Tap the knowledge of sales experts Read manuals and trade publications Ask for feedback on what you are doing Analyse success and failures Develop an intrinsic orientation toward

your work

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Tap the knowledge of sales Tap the knowledge of sales expertsexperts

Companies frequently tap the knowledge Companies frequently tap the knowledge of their best salespeople and use this of their best salespeople and use this knowledge to train new salespeople. The knowledge to train new salespeople. The company developed role plays for each company developed role plays for each sales situation and used them when sales situation and used them when training new salespeople. Such role training new salespeople. Such role playing enabled the new salespeople to playing enabled the new salespeople to experience the variety of situations they experience the variety of situations they would actually encounter on the job. The would actually encounter on the job. The strategies recommended by the top strategies recommended by the top salespeople served as a starting point for salespeople served as a starting point for the trainees to develop their own sales the trainees to develop their own sales methods for handling these situations. methods for handling these situations.

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Read manuals and trade Read manuals and trade publicationspublications

Information about the salesperson's Information about the salesperson's company, its products, and its company, its products, and its competitors is available from many competitors is available from many sources, including company sales sources, including company sales manuals and newsletters, sales meetings, manuals and newsletters, sales meetings, plant visits, and business and trade plant visits, and business and trade publications. Knowledgeable salespeople publications. Knowledgeable salespeople read sales bulletins and announcements read sales bulletins and announcements from their companies and articles in the from their companies and articles in the trade publications about their customers trade publications about their customers and their industries. They ask company and their industries. They ask company employees questions about new employees questions about new programs and products programs and products

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Ask for feedback on what Ask for feedback on what you are doingyou are doing

Frequently the feedback salespeople Frequently the feedback salespeople get from their supervisors focuses on get from their supervisors focuses on performance. However, diagnostic performance. However, diagnostic feedback is much more useful than feedback is much more useful than performance feedback for improving performance feedback for improving performance over the long run. performance over the long run. Diagnostic feedback provides Diagnostic feedback provides information about what someone is information about what someone is doing right and is doing wrong.doing right and is doing wrong.

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Analyse success and Analyse success and failuresfailures

Effective salespeople learn from their Effective salespeople learn from their mistakes, using them to build a greater mistakes, using them to build a greater knowledge base. They also learn from knowledge base. They also learn from their success . After making a sale, they their success . After making a sale, they should analyze what they did to should analyze what they did to achieve success. The performance achieve success. The performance analysis Should focus on sales analysis Should focus on sales strategies used, identifying the specific strategies used, identifying the specific strategies causing the performance and strategies causing the performance and determining weather or how they determining weather or how they should be changed in the future.should be changed in the future.

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Develop an intrinsic Develop an intrinsic orientation toward your workorientation toward your work People can have two types of People can have two types of

orientation towards their job.orientation towards their job. Intrinsic orientation: People in this

category enjoy their work. They find it challenging and fun.

Extrinsic orientation: People in this category view their job as some thing that has to be done to get rewards or to avoid punishment.

When salespeople find their jobs as a When salespeople find their jobs as a challenge and fun, they want to learn challenge and fun, they want to learn how to do it better.how to do it better.

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The Social Style MatrixThe Social Style Matrix The social style matrix is a popular training The social style matrix is a popular training

program that companies use to help sales program that companies use to help sales people adapt their communication styles.people adapt their communication styles.

Dimensions of Social StylesDimensions of Social Styles Assertiveness : The degree to which people have

opinions about issues and publicly make positions clear to others is called assertiveness. They attempt to influence others to accept these beliefs.

Responsiveness: Responsiveness is based on how emotional people tend to get in social situations. Responsive people readily express joy, anger, and sorrow. They appear to be more concerned with others and are informal and casual social situations

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Indicators of AssertivenessIndicators of Assertiveness

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Indicators of Indicators of ResponsivenessResponsiveness

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Relationship between Responsiveness Relationship between Responsiveness and Social Stylesand Social Styles

Contd.

Low responsiveness

High responsiveness

Low

ass

ert

iven

ess

Hig

h a

ssertive

ness

Driver

sExp

ressi

ve

Analytica

ls

Amiabals

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Social Style MatrixSocial Style Matrix

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Suggestions for accurate Suggestions for accurate AssessmentAssessment

Concentrate on the customer's behavior Concentrate on the customer's behavior and disregard how you feel about the and disregard how you feel about the behavior. behavior.

Avoid assuming that specific jobs or Avoid assuming that specific jobs or functions are associated with a social style functions are associated with a social style

Attempt to get customers to reveal their Attempt to get customers to reveal their styles rather than react to your style. Ask styles rather than react to your style. Ask questions rather than making statements. questions rather than making statements.

Test your assessments. Look for clues and Test your assessments. Look for clues and information that may suggest youinformation that may suggest you have have made an incorrect assessment of a made an incorrect assessment of a customer's social style. customer's social style.

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Categories of Social StylesCategories of Social Styles The two dimensions of social style, The two dimensions of social style,

assertiveness and responsiveness, form the assertiveness and responsiveness, form the social style matrix. Each quadrant of the social style matrix. Each quadrant of the matrix defines a social style type. matrix defines a social style type. Drivers are high in assertiveness and low in

responsiveness. Expressives are high in assertiveness and high

in responsiveness. Amiables are high in responsiveness and low in

assertiveness. Analyticals are low in both assertiveness and

responsiveness.

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THE BEHAVIORAL OR SOCIAL THE BEHAVIORAL OR SOCIAL STYLES MODELSTYLES MODEL

Four basic styles based on four functions of human personality

Function Characteristic

DriverDriver[Sensor] [Sensor]

Quick reactions to here and now Quick reactions to here and now sensory input sensory input

ExpressivExpressivee[Intuitive[Intuitive] ]

Imagination and thought Imagination and thought

AmiableAmiable[Feeling] [Feeling]

Emotional and personal Emotional and personal reactions to experiences reactions to experiences

AnalyticaAnalytical l [Thinkin[Thinking] g]

Logically organizing and Logically organizing and analyzing data analyzing data

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DriversDrivers Drivers are high on assertiveness and Drivers are high on assertiveness and

low on responsiveness. Drivers have low on responsiveness. Drivers have learned to work with others only because learned to work with others only because they must do so to get the job done, not they must do so to get the job done, not because they enjoy people. They have a because they enjoy people. They have a great desire to get ahead in their great desire to get ahead in their companies and careers. Drivers are swift, companies and careers. Drivers are swift, efficient decision makers. They focus on efficient decision makers. They focus on the present and appear to have little the present and appear to have little concern with the past or future. To concern with the past or future. To influence a driver, salespeople need to influence a driver, salespeople need to use a direct, businesslike, organized use a direct, businesslike, organized presentation with quick action and presentation with quick action and follow-up. Proposals should emphasize follow-up. Proposals should emphasize the effects of a purchase decision on the effects of a purchase decision on profits.profits.

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Highlights of DriversHighlights of Drivers

Decisive in action and decision making Decisive in action and decision making Likes control; dislikes inaction Likes control; dislikes inaction Prefers maximum freedom to manage Prefers maximum freedom to manage

self and others self and others Cool, independent, and competitive Cool, independent, and competitive

with others with others Low tolerance for feelings, attitudes, Low tolerance for feelings, attitudes,

and advice of others and advice of others Works quickly and impressively alone Works quickly and impressively alone Seeks esteem and self-actualization Seeks esteem and self-actualization Has good administrative skills Has good administrative skills

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ExpressivesExpressives Expressives are high on assertiveness Expressives are high on assertiveness

and high on responsiveness. Warm, and high on responsiveness. Warm, approachable, intuitive, and approachable, intuitive, and competitive, expressives view power and competitive, expressives view power and politics as important factors in their politics as important factors in their quest for personal rewards and quest for personal rewards and recognition. People with an expressive recognition. People with an expressive style focus on the future, directing their style focus on the future, directing their time and effort toward achieving their time and effort toward achieving their vision. They have little concern for vision. They have little concern for practical details. Salespeople need to practical details. Salespeople need to demonstrate how their product will help demonstrate how their product will help the customer achieve personal status the customer achieve personal status and recognition. They prefer and recognition. They prefer presentations with product presentations with product demonstrations and creative graphics demonstrations and creative graphics rather than factual statement and rather than factual statement and technical details.technical details.

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Highlights of ExpressivesHighlights of Expressives

Spontaneous actions and decisions Spontaneous actions and decisions Likes involvement Likes involvement Exaggerates and generalizes Exaggerates and generalizes Tends to dream and get others caught Tends to dream and get others caught

up in those dreams up in those dreams Jumps from one activity to another Jumps from one activity to another Works quickly and excitedly with Works quickly and excitedly with

others others Seeks esteem and group identification Seeks esteem and group identification Has good persuasive skills Has good persuasive skills

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AmiablesAmiables

Amiables are high in responsiveness Amiables are high in responsiveness and low in assertiveness. Close and low in assertiveness. Close relationship and cooperation are relationship and cooperation are important to Amiables. They achieve important to Amiables. They achieve their objective by working with people, their objective by working with people, developing an atmosphere of mutual developing an atmosphere of mutual trust rather than by using power and trust rather than by using power and authority. Sales people may have authority. Sales people may have difficulty determining an Amiables true difficulty determining an Amiables true feeling. Amiables are particularly feeling. Amiables are particularly interested in receiving guarantees about interested in receiving guarantees about a product's performance. They do not a product's performance. They do not like salespeople who agree to undertake like salespeople who agree to undertake activities and then do not follow through activities and then do not follow through on commitments. Salespeople selling to on commitments. Salespeople selling to amiables should stress the product's amiables should stress the product's benefits in terms of its effects on the benefits in terms of its effects on the satisfac tion of employees.satisfac tion of employees.

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Highlights of Amiables Highlights of Amiables

Slow in making decisions or taking Slow in making decisions or taking actions actions

Likes close, personal relationships Likes close, personal relationships Dislikes interpersonal conflict Dislikes interpersonal conflict Supports and actively listens to others Supports and actively listens to others Weak in goal setting and self-direction Weak in goal setting and self-direction Seeks security and identification with Seeks security and identification with

a group a group Has good counseling and listening Has good counseling and listening

skills skills

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AnalyticalsAnalyticals Analyticals are low on assertiveness Analyticals are low on assertiveness

and low on responsiveness. They like and low on responsiveness. They like facts, principles, and logic. Suspicious facts, principles, and logic. Suspicious of power and personal relationships, of power and personal relationships, they strive to find a way to carry out a they strive to find a way to carry out a task without resorting to these task without resorting to these influence methods. Salespeople need to influence methods. Salespeople need to use solid, tangible evidence when use solid, tangible evidence when making presentations to analyticals. making presentations to analyticals. Analyticals are also influenced by sales Analyticals are also influenced by sales presentations that recognize their presentations that recognize their technical expertise and emphasize technical expertise and emphasize long-term benefits. They tend to long-term benefits. They tend to disregard personal opinions. disregard personal opinions. analyticals' loyalty is based on their analyticals' loyalty is based on their feeling that well reasoned decisions do feeling that well reasoned decisions do not need to be reexamined.not need to be reexamined.

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Highlights of Analyticals Highlights of Analyticals

Cautious in decisions and action Cautious in decisions and action Likes organization and structure Likes organization and structure Dislikes involvement Dislikes involvement Asks specific questions Asks specific questions Prefers objective, task-oriented, Prefers objective, task-oriented,

intellectual work intellectual work Wants to be right, so collects much data Wants to be right, so collects much data Works slowly, precisely, and alone Works slowly, precisely, and alone Seeks security and self-actualization Seeks security and self-actualization Has good problem-solving skills Has good problem-solving skills

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Cues for Recognizing Social Cues for Recognizing Social StylesStyles

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Social Styles And Sales Social Styles And Sales PresentationsPresentations

The presentation style depends upon The presentation style depends upon the personality of the sales person and the personality of the sales person and the type of the customer. Effethe type of the customer. Effective ctive selling involves more than selling involves more than communicating a product's benefits. communicating a product's benefits. Sales people must also recognize the Sales people must also recognize the customer's needs and expectations. In customer's needs and expectations. In the sales interaction, salespeople the sales interaction, salespeople should conduct themselves in a manner should conduct themselves in a manner consistent with customer expectations. consistent with customer expectations. Although each customer type requires a Although each customer type requires a different sales presentation, the sales different sales presentation, the sales person's personal social style tends to person's personal social style tends to determine the sales technique he or she determine the sales technique he or she typically uses. typically uses.

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Behavioral Style and Prospect Participation Presenting to each of the four social styles

Driver Expressive

Planning Planning

o Short term results o Your product should show immediate benefits

o Discover their goals and plans at the preapproach o Concentrate on your offering's exclusive aspects o Stress their personal and company benefits

Presenting Presenting

o Personal relationship is not important. o Don't spend too much time on the relationship o Move quickly to a substantial benefit with a payback o Be brief stress the bottom line o Get them involved. Let them lead o Drivers test your mettle. Prepare for a debate. o Answer objections. Don't bluff o Present alternatives. Let the prospect choose o Use an action close.

o They are visionaries, dreamers o Open with innovative suggestions for them to grow o Learn and relate to their "game plan" Lots of questions o Discuss ideas and concepts with respect o Use some showmanship o Don't get into arguments o Ask if they want you to respond to their "blue sky" comments. o Testimonials are important o Let them see how it fits into their plan.

Analytical Amiable

Planning Planning

o Structured. They study everything o Know their business thoroughly o Use facts o Prepare several alternatives

o They want to know you. o They need your enthusiasm o Approach with lots of personal information o Bring testimonials, case studies and third party references o Develop a personal relation ship with the prospect

Presenting Presenting

o Data oriented o Structured approach o Low key, logic based o Be sure that they understand your structure o Emphasize test proven benefits o Visual aides, charts and graphs. "Leave behinds" o Don’t exaggerate or act flamboyantly o Point out positives and negatives of your offering o Use a detailed summary as a close.

o Convince of your sincerity. o They have a hard time saying yes. o Don't sound "canned." o Make it look real informal but well organized o Empathize. Reflect their feelings o Spend time on the relationship during the presentation o Be open and candid o Use an interesting, entertaining style o Assume the sale and move to the next step.

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Customer Expectation based Customer Expectation based on Social styleon Social style

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Style Summary

  Driver Expressive Amiable Analytical

Backup Style Autocratic Attacker Acquieser Avoider

Measures Personal

Values By:Results Applause Security

Accuracy "Being Right:

For Growth Needs to

Listen Check Initiate Decide

Needs climate thatAllows to build

own structureInspires to reach

goalsProvides Details Suggests

Takes time to be Efficient Stimulating Agreeable Accurate

Support theirConclusions and

actionsDreams and

IntuitionRelationships

and feelings

Principles and

thinking

Present benefits that tell

What Who Why How

For decisions give them

Options and probabilities

Testimonials and

incentives

Guarantees and assurances

Evidence and service

Their specialty is Controlling Socializing Supporting Technical

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VersatilityVersatility

The effort people make to increase the The effort people make to increase the productivity of a relationship by productivity of a relationship by adjusting to the needs of the other adjusting to the needs of the other party. party. Versatile salespeople : Those able to

adapt their social styles are much more effective than salespeople who do not adjust their sales presentations. effective salespeople adjust their social styles to match their customers' styles.

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Less Versatile VS More Less Versatile VS More Versatile Versatile

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The Role of KnowledgeThe Role of Knowledge Social style matrix illustrates the Social style matrix illustrates the

importance of knowledge, organised into importance of knowledge, organised into categories, in determining selling categories, in determining selling effectiveness through adaptive style. effectiveness through adaptive style. Sales training based on the social style Sales training based on the social style matrix teaches salespeople the four matrix teaches salespeople the four customer categories, or types (driver, customer categories, or types (driver, expressive, amiable, and analytical). expressive, amiable, and analytical). Salespeople learn the cues for identifying Salespeople learn the cues for identifying them. Salespeople also learn which them. Salespeople also learn which adjustments they need to make in their adjustments they need to make in their communication styles to be effective with communication styles to be effective with each cus tomer type each cus tomer type

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Adjusting Social StylesAdjusting Social Styles

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Alternative Training Systems Alternative Training Systems for Developing Adaptive for Developing Adaptive

Selling SkillsSelling Skills Training methods such as the social style Training methods such as the social style matrix and expert systems are simply a matrix and expert systems are simply a first step in developing knowledge for first step in developing knowledge for practicing adaptive selling.practicing adaptive selling.

Salespeople should avoid rigidly applying Salespeople should avoid rigidly applying the classification rules.the classification rules.

When salespeople prepare for global When salespeople prepare for global assignments, they learn to categorise assignments, they learn to categorise customers according to the culture. Here customers according to the culture. Here it is important to know in detail, theit is important to know in detail, the Expert systems Limitation of training methods

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Expert systemsExpert systems

A computer programme developed to A computer programme developed to assist salespeople to be able to assist salespeople to be able to understand the customers and develop understand the customers and develop effective sales strategies. The computer effective sales strategies. The computer programme mimics a human expert. programme mimics a human expert. The The program contains the knowledge, rules, program contains the knowledge, rules, and decision processes employed by and decision processes employed by experts and then uses these elements to experts and then uses these elements to solve problems, suggest strategies, and solve problems, suggest strategies, and provide advice similar to that of an provide advice similar to that of an expert. expert.

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Limitation of training Limitation of training methodsmethods

Training methods like social style matrix and Training methods like social style matrix and expert systems are a first step in developing expert systems are a first step in developing knowledge for practicing adaptive selling. knowledge for practicing adaptive selling. They They emphasize the need to practice adaptive selling emphasize the need to practice adaptive selling to use different presentations with different to use different presentations with different customers and stimulate salespeople to base customers and stimulate salespeople to base their sales presentations on an analysis of the their sales presentations on an analysis of the customer. But these methods are limited; they customer. But these methods are limited; they present only a few types of customers, and present only a few types of customers, and classification is based on the form of classification is based on the form of communication (the social style), not on the communication (the social style), not on the content of the communication (the specific content of the communication (the specific features and benefits stressed in the features and benefits stressed in the presentation).presentation).

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Features and BenefitsFeatures and Benefits Features Features

The components of your product or service They are the same no matter who uses the

product or service. BenefitsBenefits

Benefits are the value to the customer Translating features into benefits is one of your

most important skills Transitional phrases connect features to benefits

Because .. This lets you … That means … What this gives you …

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Sales Force Automation Sales Force Automation SystemsSystems

Also known as SFA system to support their salespeople. Also known as SFA system to support their salespeople. It has an online collection of information such as policy It has an online collection of information such as policy manuals, sales literature, analyses, price lists and manuals, sales literature, analyses, price lists and product description. It has following categories:product description. It has following categories: Key business issues facing the customerKey business issues facing the customer How can salesperson’s company meet these needsHow can salesperson’s company meet these needs Competitive offerings.Competitive offerings. Most effective sales presentations for a particular customer.Most effective sales presentations for a particular customer.

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Sales Force Automation  - Sales Force Automation  - Computers in SellingComputers in Selling

PersonalProductivity

•Laptops •Pen based computers •Palmtops •Contact Management Software •Mapping programs and GPS •Calendar and scheduling •Geodemographic segmentation •Smart Card Reader

ImprovedCommunication

•E mail •Internet and videoconferencing •Telecommuting

TransactionalProcessing

•Electronic data interchange for order processing •Corporate contact management •Online databases for ordering

Product Positioning

•Marketing strategy built around benefits important to customers. •Emphasis on service •Focusing on the few attributes that really set you apart means you can’t be all things to all people. •Keep an eye on how your competitors are positioning themselves. •Positioning: The Battle for Your Mind

IntegratedMarketing

•A computer system that coordinates the marketing elements and provides feedback for measurement.Using computer databases to coordinate all marketing function •Combining demographic characteristics with geographic variables to develop clusters of similar individuals. •Modules within a firm use common information to deliver communications tailored to the market needs •Account management software facilitates relationship selling because it allows salespeople to match corporate capabilities against the needs of the customer.

Databases •a collection of related records or transactions. •storing customer and prospect information on a computer.

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SummarySummary Extensive knowledge of customer and sales situation types Extensive knowledge of customer and sales situation types

is a key ingredient in effective adaptive selling.is a key ingredient in effective adaptive selling. Experienced salespeople organize customer knowledge into Experienced salespeople organize customer knowledge into

categories.categories. The social style matrix illustrates the concept of developing The social style matrix illustrates the concept of developing

categorical knowledge to facilitate adaptive selling.categorical knowledge to facilitate adaptive selling. The social style matrix is one example of a categorical The social style matrix is one example of a categorical

scheme salespeople can use to improve their knowledge and scheme salespeople can use to improve their knowledge and adaptability.adaptability.

End of Chapter 6End of Chapter 6

Thank youThank you