M03p - Personal Selling Approaches and Process

5/27/2018 M03p - Personal Selling Approaches and Process

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Copyright 2000 by Harcourt, Inc. All rights reserved. (1)

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Module 3Personal Selling:

Approaches and Process


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CLASSIFICATION OF PERSONAL

SELLING APPROACHESStimulus-Response Selling(Figure 3.1)

Salesperson

Provides

Stimuli

Buyer

Responses

Sought

ContinueProcess

until

Purchase

Decision


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SELLING APPROACHESMental-States Selling

Attention

Interest

Desire

Action

Conviction


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SELLING APPROACHESNeed-Satisfaction Selling(Figure 3.2)

Uncover andConfirm

Buyer

Needs

PresentOffering to

Satisfy

Buyer

Needs

ContinueSelling

until

Purchase

Decision


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SELLING APPROACHESProblem Solving Approach to Selling(Figure 3.3)

Define

Problem

Generate

Alternative

Solutions

ContinueSelling

until

Purchase

Decision

Evaluate

Alternative

Solutions


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SELLING APPROACHESConsultative Selling

Strategic Orchestrator

Business Consultant

Long-term Ally

The process of helping customers reach their strategic goals

by using

the products, service, and expertise of the sellingorganization.

Three Primary Roles:


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Sales Process Model

(Figure 3.4)

Salesperson

Attributes

Selling

Strategy

Initiating

Customer

Relationships

Developing

Customer

Relationships

Enhancing

Customer

Relationships


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The Sales Process

The sales process is increasingly beingviewed as a relationship management

process

Developing trust between customer and

salesperson is an essential part of thisprocess (via salesperson attributes)

Recognizing and providing for the customer's

needs is another part of this process

The version of the sales process covered here

suggests that salespeople must have certain

attributes to develop trust in their customers

and that salespeople should adapt their selling

strategy to fit the situation


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Salesperson Attributes

Customer Oriented

Honest

Dependable

Competent

Likable


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Selling Strategy

Sales Territory

Each Customer

Each Sales Call


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Initiating Customer RelationshipsProspecting Methods

(Exhibit 3.3)

External Sources:

Referral Approach

Community Contact

Contact Organizations

Introduction Approach

Noncompeting

Salespeople

Cultivate Visible Accounts

Internal Sources:

Examine Records

Inquiries to Advertising

Phone/Mail Inquiries

Personal Contact:

Personal Observation

Cold Canvassing

Miscellaneous:

Hold/Attend Trade Shows

Bird Dogs

Sales Seminar


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Compatibility

Accessibility

Eligibility

Authority

Profitability

Initiating Customer Relationships

Screening Criteria


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Prospecting Issues Which method works best?

Cold-call reluctance

Teleprospecting


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Pre-call Planning Preapproach

Gathering information about the prospect that will be

used to formulate the sales presentation Sales Presentation Planning

Decide on presentation format

Decide on sales mix


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Sales-Presentation Formats

Canned Sales Presentation Pros

Logical

Complete Minimizes sales

resistance by

anticipating prospects

objections Can be used by an

inexperienced

salesperson

Cons

Unable to tailor

message to theprospect

Does not handle

interruptions well

Hard to use with broadproduct line

May alienate buyers


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Organized Sales Presentation Organizes the key points into a planned

sequence that allows for adaptive

behavior Feedback from buyer is encouraged

Con

Requires a salesperson with more productknowledge and selling experience


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Sales Proposal Used in competitive bidding situations

and when dollar value of sale is large

Pros

Written word is usually accepted as being more

credible

Technical information, pricing data, andperhaps a timetable are available for review


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Sales Mix Model

(Figure 3.5)

Presentation

Pace

Presentation

Scope

Depth of

Inquiry

Use of

Visual Aids

Two-Way

Communication

Prospect


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Approaching the Customer

Getting the appointment

Starting the sales call


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Developing Customer Relationships

Sales Presentation Delivery

Build Credibility

Achieve Clarity Address Customer Concerns


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Developing Customer Relationships

Gaining Customer Commitment

Avoid high-pressure sales techniques

Seek commitment if prospect has voiced

no concerns

Seek commitment if prospect concerns

have been adequately addressed

Avoid early and often mentality

Suggest a specific course of action


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Copyright 2000 by Harcourt Inc All rights reserved (22)

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Relationship Enhancement

Activities Entering orders

Expediting orders

Installing the product or service

Training customer personnel

Resolving complaints Correcting billing errors

Documents

M03p - Personal Selling Approaches and Process