Personal Selling approach

1

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

3

Module 3Module 3 Personal Selling:Personal Selling:

Approaches and ProcessApproaches and Process

1


3

CLASSIFICATION OF PERSONAL CLASSIFICATION OF PERSONAL SELLING APPROACHES SELLING APPROACHES

Stimulus-Response Selling(Figure 3.1)

Salesperson Provides Stimuli

BuyerResponses

Sought

ContinueProcess

untilPurchaseDecision

1


3


Mental-States Selling

• Attention

• Interest

• Desire

• Action

Conviction

1


3


Need-Satisfaction Selling(Figure 3.2)

Uncover andConfirm

BuyerNeeds

PresentOffering to

Satisfy BuyerNeeds

ContinueSellinguntil

PurchaseDecision

1


3


Problem Solving Approach to Selling(Figure 3.3)

DefineProblem

GenerateAlternativeSolutions

ContinueSellinguntil

PurchaseDecision

EvaluateAlternativeSolutions

1


3

CLASSIFICATION OF PERSONAL CLASSIFICATION OF PERSONAL SELLING APPROACHESSELLING APPROACHES

Consultative 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 selling organization.

Three Primary Roles:

1


3

Sales Process ModelSales Process Model(Figure 3.4)

SalespersonAttributes

SellingStrategy

InitiatingCustomer

Relationships

DevelopingCustomer

Relationships

EnhancingCustomer

Relationships

The Sales Process• The sales process is increasingly being

viewed as a relationship management process– Developing trust between customer and salesperson

is an essential part of this process (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

1


3

Salesperson Attributes

• Customer Oriented• Honest• Dependable• Competent• Likable

1


3

Selling Strategy

• Sales Territory

• Each Customer

• Each Sales Call

1


3

Initiating Customer RelationshipsInitiating Customer Relationships Prospecting 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

1


3

• Compatibility• Accessibility• Eligibility• Authority• Profitability

Initiating Customer RelationshipsInitiating Customer Relationships Screening Criteria

1


3

Initiating Customer RelationshipsInitiating Customer Relationships Prospecting Issues

• Which method works best?

• Cold-call reluctance

• Teleprospecting

1


3

Initiating Customer RelationshipsInitiating Customer Relationships 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

1


3

Sales-Presentation FormatsSales-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 the prospect

– Does not handle interruptions well

– Hard to use with broad product line

– May alienate buyers

1


3

Sales-Presentation FormatsSales-Presentation Formats 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 product

knowledge and selling experience

1


3

Sales-Presentation FormatsSales-Presentation FormatsSales 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, and

perhaps a timetable are available for review

1


3

Sales Mix ModelSales Mix Model(Figure 3.5)

PresentationPace

PresentationScope

Depth ofInquiry

Use ofVisual Aids

Two-WayCommunication

Prospect

1


3

Approaching the CustomerApproaching the Customer

• Getting the appointment

• Starting the sales call

1


3

Developing Customer RelationshipsDeveloping Customer RelationshipsSales Presentation Delivery

• Build Credibility

• Achieve Clarity

• Address Customer Concerns

1


3

Developing Customer RelationshipsDeveloping Customer RelationshipsGaining 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

1


3

Relationship Enhancement Relationship Enhancement Activities Activities

• Entering orders

• Expediting orders

• Installing the product or service

• Training customer personnel

• Resolving complaints

• Correcting billing errors

Documents

Personal Selling approach