Selling Theories
SalesmanshipSession 2Sales Management, Personal Selling, and
SalesmanshipSales ManagementPersonal SellingSalesmanship Direct the
personal selling effort Is a means for implementing marketing
programs along with other marketing elements It is the art of
successfully persuading prospects or customers to buy products or
service Management of personal sales force Organizing the sales
effort Controlling the sales effortBroader concept Salesmanship is
one of the skills used in personal selling Advertising vs. Personal
Selling 2Buyer Seller DyadDyad is used to describe a situation in
which two people interact Seller seek to motivate the prospective
buyer to behave favorably towards the seller Nature of the
interaction determines how buyers react The more alike sales
persons and prospects were , the greater the likely hood that a
sales would result Buyer Seller DyadWhen the buyer perceived the
salespersons performance to be similar to his/ her concept of ideal
performance , the number of sources from which purchases were made
was low.The customers perception of what that behavior should be is
a necessary condition for the continuation of dyadic interaction
Buyers initial conditioning with respect to selling Franklin Evans
, Henry Tosi 4Conceptual Model of Salesperson Buyer Dyadic
Relationships
Source : The personal Selling Process Buyer and Seller Dyad
Personal Characteristics ( include personality, values, attitudes,
past experiences etc. )Role requirements ( for example , formal
authority and organizational autonomy) Need and expectations (
interaction between role requirement and personal characteristics)
Choice of strategy ( persuasion, ingratiation , communication of
facts or offers, friendship and other elements
Diversity of Personal Selling Situations Service selling aims to
obtain sales from existing customers whose habits and patterns of
thought are already conducive to such sales.
Development selling aims to convert prospects into customers
Service Selling Inside Order Taker Delivery Salesperson Route or
Merchandising SalespersonMissionary Technical Salesperson
Development Selling Creative Salesperson of Tangibles
Creative Salesperson of Intangibles
Political, Indirect or BackDoor Salesperson
Salesperson Engaged in Multiple Sales
