Description
It talks about origin of personal selling. It also talks about the various types : Blind Selling-Portuguese & Andamans, Silent Selling-Non Verbal Signals – No Language, Secretive Selling-Diamond Trade in Golconda, Communicative Selling-Verbal / Non Verbal. It also talks about various models and current trends.
PERSONAL SELLING
ORIGINS
Why Transactions ? Basic Instinct ? – Born salesman Warfare ? Surplus ? Property Ownership ?
TYPES
Blind Selling Portuguese & Andamans Silent Selling Non Verbal Signals – No Language Secretive Selling Diamond Trade in Golconda Communicative Selling Verbal / Non Verbal
PERSONAL SELLING TODAY
Verbal Communication
Sign Language
Body Language Discretion Silence
? ? ? ? ?
DEFINITION
Personal selling is personally communicating information in order to persuade an individual or group to buy something—a good, service, or idea—that satisfies that individual or group’s needs or wants.
CONTEXT
PERSONAL SELLING SITUATIONS
Counter Sales
Door-to-Door
B2B
Channel Sales
COMPARING PERSONAL SELLING WITH…..
Selling without any intermediary
DIRECT SELLING
DIRECT MARKETING
Marketing without any intermediary
BUYER SELLER DYAD
?DYAD Describes a situation where two entities interact.
MODEL OF BUYER SELLER INTERACTION
Agreement Endorse Close
Statement
Indifference Doubt Objection
Probe Offer Evidence Answer Objection
Indifference
Probe Offer Evidence Answer Objection
S
Doubt Objection
SELLING PROCESS
Pre-call Preparation Prospecting Approach Problem Recognition Presentation Handling Resistance Closing Building Relationships
DIFFERENT THEORIES
AIDAS Theory Situation Response or Right Set of Circumstances Theory Buying Formula Theory Behavioral Equation Theory
AIDAS THEORY
Attention Interest
Desire
Action
Satisfaction
SITUATION RESPONSE
Assumes situations determine responses Affected by External & Internal Factors Brings in predictability Sales person in control Seller oriented theory
BUYING FORMULA THEORY
Emphasis on buyer needs
Salesperson to help buyer find a solution
Sequential psychological model
BUYING FORMULA THEORY
Need / Problem Purchase
Product / Service
Satisfaction
Pleasant Feelings
Trade Name
BFT - IMPLICATIONS
Does not recognize the need Can not think of any product/service Trade Name not thought May not be thinking of buying Thinking of competition New Customer New sale to existing user Reinforce Need Associate Associate Facilitate purchase & use Emphasis on trade name Emphasis on all New use
BEHAVIOURAL EQUATION THEORY
B= P KVD
B = Response
P = Force of Habit D = Present Drive level (Motivation) K = Perceived Value V = Intensity of all Cues
PS - ADVANTAGES
Immediate Feedback Pick on cues / Non Verbal Signals
Immediate Adjustment
Engage in dialogue /Rapport Building Builds Long Term Relationships Advantages of Personality
DIS-ADVANTAGES
Can not reach mass markets
Hostile Customers / Confidence can go low. Labor Intensive / Often Very Expensive Individual Dependent Numerous Calls / Time Consuming
PS - WHEN ?
INDUSTRIAL PRODUCTS Relationship, Buying Methods INSTITUTIONAL SELLING Volumes , Buyer Behaviour TECHNICAL SELLING / MISSIONARY SELLING Value, Uncertainty ( ERP ) HIGH INVOLVEMENT PRODUCTS Risk, Uncertainty ( car ) NON COMMODITY SELLING Customization, ( yellow pages )
doc_835061091.ppt
It talks about origin of personal selling. It also talks about the various types : Blind Selling-Portuguese & Andamans, Silent Selling-Non Verbal Signals – No Language, Secretive Selling-Diamond Trade in Golconda, Communicative Selling-Verbal / Non Verbal. It also talks about various models and current trends.
PERSONAL SELLING
ORIGINS
Why Transactions ? Basic Instinct ? – Born salesman Warfare ? Surplus ? Property Ownership ?
TYPES
Blind Selling Portuguese & Andamans Silent Selling Non Verbal Signals – No Language Secretive Selling Diamond Trade in Golconda Communicative Selling Verbal / Non Verbal
PERSONAL SELLING TODAY
Verbal Communication
Sign Language
Body Language Discretion Silence
? ? ? ? ?
DEFINITION
Personal selling is personally communicating information in order to persuade an individual or group to buy something—a good, service, or idea—that satisfies that individual or group’s needs or wants.
CONTEXT
PERSONAL SELLING SITUATIONS
Counter Sales
Door-to-Door
B2B
Channel Sales
COMPARING PERSONAL SELLING WITH…..
Selling without any intermediary
DIRECT SELLING
DIRECT MARKETING
Marketing without any intermediary
BUYER SELLER DYAD
?DYAD Describes a situation where two entities interact.
MODEL OF BUYER SELLER INTERACTION
Agreement Endorse Close
Statement
Indifference Doubt Objection
Probe Offer Evidence Answer Objection
Indifference
Probe Offer Evidence Answer Objection
S
Doubt Objection
SELLING PROCESS
Pre-call Preparation Prospecting Approach Problem Recognition Presentation Handling Resistance Closing Building Relationships
DIFFERENT THEORIES
AIDAS Theory Situation Response or Right Set of Circumstances Theory Buying Formula Theory Behavioral Equation Theory
AIDAS THEORY
Attention Interest
Desire
Action
Satisfaction
SITUATION RESPONSE
Assumes situations determine responses Affected by External & Internal Factors Brings in predictability Sales person in control Seller oriented theory
BUYING FORMULA THEORY
Emphasis on buyer needs
Salesperson to help buyer find a solution
Sequential psychological model
BUYING FORMULA THEORY
Need / Problem Purchase
Product / Service
Satisfaction
Pleasant Feelings
Trade Name
BFT - IMPLICATIONS
Does not recognize the need Can not think of any product/service Trade Name not thought May not be thinking of buying Thinking of competition New Customer New sale to existing user Reinforce Need Associate Associate Facilitate purchase & use Emphasis on trade name Emphasis on all New use
BEHAVIOURAL EQUATION THEORY
B= P KVD
B = Response
P = Force of Habit D = Present Drive level (Motivation) K = Perceived Value V = Intensity of all Cues
PS - ADVANTAGES
Immediate Feedback Pick on cues / Non Verbal Signals
Immediate Adjustment
Engage in dialogue /Rapport Building Builds Long Term Relationships Advantages of Personality
DIS-ADVANTAGES
Can not reach mass markets
Hostile Customers / Confidence can go low. Labor Intensive / Often Very Expensive Individual Dependent Numerous Calls / Time Consuming
PS - WHEN ?
INDUSTRIAL PRODUCTS Relationship, Buying Methods INSTITUTIONAL SELLING Volumes , Buyer Behaviour TECHNICAL SELLING / MISSIONARY SELLING Value, Uncertainty ( ERP ) HIGH INVOLVEMENT PRODUCTS Risk, Uncertainty ( car ) NON COMMODITY SELLING Customization, ( yellow pages )
doc_835061091.ppt