CHAPTERTHREE.ppt

FROM THE INTERNET
Psycho Selling Skills--Getting Inside Your Prospect’s Head </psycho.htm>
PERSONAL SELLING PROCESS
Overcoming Objections LSCPA Approach to Overcoming Objections: – Listen to the buyer’s feelings – Share the concerns without judgment – Clarify the real issue with questions – Problem solve by presenting
PERSONAL SELLING PROCESS
Precall Planning--”What am I going to say?”
– Implications for managers
»how to structure the presentation »product, competitive, industry information »increase rep confidence
PERSONAL SELLING APPROACHES
PROBLEM SOLVING (PROBLEMSOLUTION) SELLING
– The salesperson defines a customer problem that may be solved by various alternatives.
PERSONAL SELLING PROCESS
Prospecting
– External Sources
»Direct Inquiries »Referrals »Directories »Cold Canvassing
– Internal Sources
PERSONAL SELLING PROCESS
PERSONAL SELLING APPROACHES
Stimulus-Response Selling Need Satisfaction Selling Problem Solving Selling
PERSONAL SELLING APPROACHES
STIMULUS RESPONSE SELLING
ATTITUDES ABOUT SELLING
“Sales people are born and not made.” “Sales people must be good talkers.” “Selling is a matter of knowing the right techniques or tricks.” “A good salesperson can sell ice to an Eskimo.” “People generally do not want to buy.”
Service and Follow-up
– Entering Orders – Installation of Product – Training – Handling Billing Problems
FROM THE INTERNET
“Basic Selling Skills Questionnaire” </quizes/BSQ.html>
– Ask prospect directly – Observe business facilities – Ask other company salespeople – Ask current customers – Ask competitors
PERSONAL SELLING PROCESS
PERSONAL SELLING PROCESS
The Approach
– Securing Appointments – Establishing Rapport
PERSONAL SELLING PROCESS
“Why is the approach important?”
– It can help capture the buyer’s attention – It can help to establish a harmonious
– Key personnel – Buying routines/purchasing process – Present supplier(s)/volumes purchased – Future plans
PERSONAL SELLING PROCESS
Precall Planning--”Where can I find information?”
CHAPTER THREE
Personal Selling
PURPOSES OF SELLING
Introducing Innovation to Markets Conveying Information Acting as Intelligence Agent Solving Customer Problems
options/solutions
– Ask for action to determine commitment
PERSONAL SELLING PROCESS
Closing
– Alternative Choice – Summary Close
PERSONAL SELLING PROCESS
Precall Planning--”What am I going to say?”
– The Sales Mix Model
»Presentation Pace »Presentation Scope »Depth of Inquiry »Two-way Communication »Visual Aids
»Introductory Approach »Assessment Approach »Product Approach »Consumer Benefit Approach »Referral Approach
PERSONAL SELLING PROCESS
Need Discovery
– Ascertain buyer benefits – Types of questions: permission, fact finding,
PERSONAL SELLING PROCESS
Precall Planning--”What do I want to accomplish?”
– determine information on historical inventory levels.
– determine who is involved in the purchasing decision.
TRAITS OF “WINNING SALES PEOPLE”
Desire to succeed Continually seek self-improvement Accept responsibility Have mental toughness
PERSONAL SELLING AND THE MARKETING MIX
“Consultative Selling” “Adaptive Selling”
PERSONAL SELLING PROCESS
PRETRANSACTIONAL PHASE (Prospecting, Qualifying, Precall Planning) TRANSACTIONAL PHASE (Approach, Needs Discovery, Presentation, Handling Objections, Closing) POSTTRANSACTIONAL PHASE (Service and Follow-up)
Qualifying
– Qualified candidates have a need, have the authority to buy, and can afford to buy
PERSONAL SELLING PROCESS
Precall Planning
– What do I want to accomplish? – What do I know about the prospect? – Where can I find information? – What am I going to say?
PERSONAL SELLING POSITIONS
Sales Support Personnel (Missionaries) New Business (Pioneers and Order Getters) Existing Business (Order Takers) Direct to Consumer Sales Combination Sales Positions
– arrange for a follow-up meeting – agreement to a trial-run purchase
PERSONAL SELLING PROCESS
Precall Planning--”What do I know about the prospect?”
– Size of business/products sold/markets served
Price, Product, Place, and Promotion
– Advertising, Sales Promotion, Public Relations, and Personal Selling
PERSONAL SELLING IS CUSTOMER ORIENTED
LLING