CH2 rev.pptx

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    Salespeopleare an effective link between the

    company and its customers to produce customer

    value and company profit by:

    Representing the company to customers Representing customers to the company

    Working closely with marketing

    Sales People

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    Outside salespeople call on customers in the field

    Inside salespeople conduct business from theiroffices and often provide support for the outside

    salespeopleTechnical sales support people

    Sales assistants

    Team selling is used to service large, complex

    accounts

    Types of Sales People

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    Personal Selling

    Personal selling

    1) two-way flow of communication

    2) between a buyer and seller

    3) a face-to-face or real time encounter

    Why are face to face and two-way important?

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    Personal Selling can include:

    Face-to-face communication

    Telephone communication

    Video or Web conferencing

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    Provides a detailed explanationor demonstration of product

    Message can be varied to fit the

    needs of each prospective customer

    Can be directed to specificqualified prospects

    Instant feedback

    Personal persuasion can be usedA good salesman can getyou to buy ice in winter

    Advantages of Personal Selling

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    When to Use Personal Selling

    Customers are concentrated

    There are few customers

    Product is technically complex

    Product is custom made

    Product has a high value

    Selling image, not product

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    Creating Value Through Salespeople

    Relationship Selling

    building ties to the customer, based on a

    salespersons attention and commitment to

    customer needs over time.

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    The Personal Selling Process

    The goal of the personal selling process is

    to get new customers and obtain orders

    from them

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    The Personal Selling Process

    Prospecting

    Qualifying

    Pre- Approach

    Approach

    Presentation

    Objection Handling Closing

    Follow up

    Steps in the Personal Selling Process

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    The Personal Selling Process

    Prospectingidentifies qualified potential

    customers through referrals from:

    Customers

    Suppliers

    Dealers Internet

    Steps in the Personal Selling Process

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    The Personal Selling Process

    Qualifyingis identifying good customers and

    screening out poor ones by looking at:

    Financial ability

    Volume of business

    Needs

    Location

    Growth potential

    Steps in the Personal Selling Process

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    The Personal Selling Process

    Pre-approachis the process of learning asmuch as possible about a prospect, includingneeds, who is involved in the buying, and the

    characteristics and styles of the buyers

    Steps in the Personal Selling Process

    Objectives

    Qualify theprospect

    Gather information

    Make an immediatesale

    Approaches

    Personal visit Phone call

    Letter

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    The Personal Selling Process

    Approach is the process where the

    salesperson meets and greets the buyer and

    gets the relationship off to a good start andinvolves the salespersons:

    Appearance

    Opening lines

    Follow-up remarks

    Steps in the Personal Selling Process

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    The Personal Selling Process

    Opening lines should be positive, build

    goodwill, and be followed by key questions

    to learn about the customers needs orshowing a display or sample to attract the

    buyers attention and curiosity

    The most important attribute is for thesalesperson to: listen

    Steps in the Personal Selling Process

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    The Personal Selling Process

    Presentationis when the salesperson tells theproduct story to the buyer, presenting customer

    benefits and showing how the product solves thecustomers problems

    Need-satisfaction approach: Buyers want solutions

    and salespeople should listen and respond with theright products and services to solve customer

    problems

    Steps in the Personal Selling Process

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    The Personal Selling Process

    Pushy Late

    Deceitful Disorganized

    Unprepared

    Steps in the Personal Selling Process

    Goodlisteners Empathetic

    Honest Dependable

    ThoroughFollow-up

    types

    Bad Traits Good traits

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    The Personal Selling Process

    Handling objections is the process where

    salespeople resolve problems that arelogical, psychological, or unspoken

    Steps in the Personal Selling Process

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    The Personal Selling Process

    Closingis the process where salespeople

    should recognize signals from the buyerincluding physical actions, comments, and

    questionsto close the sale

    Steps in the Personal Selling Process

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    The Personal Selling Process

    Follow-up is the last step in which the

    salesperson follows up after the sale toensure customer satisfaction and repeat

    business

    Steps in the Personal Selling Process

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    Adaptive sellinginvolves adjusting

    the presentation to fit the selling

    situation, such as knowing when to

    offer solutions and when to ask for

    more information.

    Adaptive Selling

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    Consultative sellingfocuses on

    problem identification, where the

    salesperson serves as an expert on

    problem recognition and resolution.

    Consultative Selling