Description
This is a presentation explaining the personal selling - sales managment.
Personal Selling
?
Sales Management Personal Selling Salesmanship
?
?
Personal Selling------Salesmanship
?
?
Means for implementing marketing programs It encompasses all the factors which a sales person requires to posses and it may include attire, understanding of customer, knowledge of products, problems of salesmanship etc….
?
Art of successfully persuading prospects to buy products for their benefit, thus increasing the total satisfaction of customers.
Salesmanship Personal Selling
Buyer-Seller Dyads
?
Various Situations in which two persons interact----Direct as well as indirect interactions
Service & Developmental Selling
Service selling aims to obtain sales from existing customers whose habits and patterns of thought are already conducive to such sales. Developmental Selling seeks to create customers out of people who do not currently view the salesperson’s company favorably, and who likely are resistant to changing present source of supplies
Service Selling
?
?
?
?
?
Inside Order Taker – Who waits for the customers--- e.g.. sales clerk who manages the counter Delivery Sales PersonRoute or Merchandising Sales PersonOperates as order taker but works in field Missionary- Aims only to build Goodwill Technical Persons- Sales Support functions
Developmental Selling
?
Sales Persons involved in selling of Vacuum Cleaner, automobiles, Insurance, space selling, educational programs, encyclopedias etc..
Developmental Selling (Special Types)
?
Indirect or Back Door Selling- e.g. Sales persons involved in big ticket items with high personalized services OR like Key Account Management
Theories of SellingIs Selling an Art or a Science?
?
AIDAS Theory of Selling “Right Set of Circumstances” Theory of Selling “Buying Formula” Theory of Selling “Behavioral Equation” Theory of Selling
?
?
?
AIDAS Theory of Selling
? ? ?
?
?
A-Attention- Securing Attention I-Interest – Gaining Interest D-Desire – Kindling Desire A-Action – Inducing Actions S- Satisfaction – Building Satisfaction
“Right Set of Circumstances” Theory of Selling
? ? ?
?Everything went Right for that Sale? Situation Response Theory Striking the Deal when the Iron is Hot…
“Buying Formula” Theory of Selling
?
Need or Problem Solution Purchase Satisfaction / Dissatisfaction
?
?
?
“Behavioral Equation” Theory of Selling
? ? ?
? ?
J A Howard came out with a model involving drive, cue, response & reinforcement Drive- Strong Stimuli---based on Maslow’s Hierarchy of Needs Cues- Weak Stimuli that determine when the buyer will respond.—e.g. color, weight, price, advertisement or any other information activating the purchase decision Response Reinforcement- Strengthening the buyer’s decision to purchase….
Howard’s Model
?
?
? ? ? ?
B=P*K*D*V B= Response of the Customer P= Inward response tendency or force of habit D= Present Drive Level K= Incentive Potential or the Value for Money with required Satisfaction V= Intensity of all Cues In case any of the variables is Zero then the purchase will not happen.
?
Broad Sales Process
? ? ?
Prospecting Sales Resistance Closing the Sales
Prospecting
?
Formulating Prospect Definitions- Concept of
Universe & Out of the Tap Customers – Universe, Opportunity Filter, Filtered, Pipeline, Ready to Flow & Out of the Tap
? ?
?
Searching out Potential Accounts Qualifying Prospects & determining probable requirements Relating Company products to each prospect’s requirement
Sales Resistance
?
?
Obstacles to Sales- Place, time, money etc. Objections to Sales- Questions, doubts, probe etc.
Closing the Sales
?
Low Pressure Sales – Does not require extra push to close sales
?
High Pressure Sales – Need extra push to close sales
doc_901289813.ppt
This is a presentation explaining the personal selling - sales managment.
Personal Selling
?
Sales Management Personal Selling Salesmanship
?
?
Personal Selling------Salesmanship
?
?
Means for implementing marketing programs It encompasses all the factors which a sales person requires to posses and it may include attire, understanding of customer, knowledge of products, problems of salesmanship etc….
?
Art of successfully persuading prospects to buy products for their benefit, thus increasing the total satisfaction of customers.
Salesmanship Personal Selling
Buyer-Seller Dyads
?
Various Situations in which two persons interact----Direct as well as indirect interactions
Service & Developmental Selling
Service selling aims to obtain sales from existing customers whose habits and patterns of thought are already conducive to such sales. Developmental Selling seeks to create customers out of people who do not currently view the salesperson’s company favorably, and who likely are resistant to changing present source of supplies
Service Selling
?
?
?
?
?
Inside Order Taker – Who waits for the customers--- e.g.. sales clerk who manages the counter Delivery Sales PersonRoute or Merchandising Sales PersonOperates as order taker but works in field Missionary- Aims only to build Goodwill Technical Persons- Sales Support functions
Developmental Selling
?
Sales Persons involved in selling of Vacuum Cleaner, automobiles, Insurance, space selling, educational programs, encyclopedias etc..
Developmental Selling (Special Types)
?
Indirect or Back Door Selling- e.g. Sales persons involved in big ticket items with high personalized services OR like Key Account Management
Theories of SellingIs Selling an Art or a Science?
?
AIDAS Theory of Selling “Right Set of Circumstances” Theory of Selling “Buying Formula” Theory of Selling “Behavioral Equation” Theory of Selling
?
?
?
AIDAS Theory of Selling
? ? ?
?
?
A-Attention- Securing Attention I-Interest – Gaining Interest D-Desire – Kindling Desire A-Action – Inducing Actions S- Satisfaction – Building Satisfaction
“Right Set of Circumstances” Theory of Selling
? ? ?
?Everything went Right for that Sale? Situation Response Theory Striking the Deal when the Iron is Hot…
“Buying Formula” Theory of Selling
?
Need or Problem Solution Purchase Satisfaction / Dissatisfaction
?
?
?
“Behavioral Equation” Theory of Selling
? ? ?
? ?
J A Howard came out with a model involving drive, cue, response & reinforcement Drive- Strong Stimuli---based on Maslow’s Hierarchy of Needs Cues- Weak Stimuli that determine when the buyer will respond.—e.g. color, weight, price, advertisement or any other information activating the purchase decision Response Reinforcement- Strengthening the buyer’s decision to purchase….
Howard’s Model
?
?
? ? ? ?
B=P*K*D*V B= Response of the Customer P= Inward response tendency or force of habit D= Present Drive Level K= Incentive Potential or the Value for Money with required Satisfaction V= Intensity of all Cues In case any of the variables is Zero then the purchase will not happen.
?
Broad Sales Process
? ? ?
Prospecting Sales Resistance Closing the Sales
Prospecting
?
Formulating Prospect Definitions- Concept of
Universe & Out of the Tap Customers – Universe, Opportunity Filter, Filtered, Pipeline, Ready to Flow & Out of the Tap
? ?
?
Searching out Potential Accounts Qualifying Prospects & determining probable requirements Relating Company products to each prospect’s requirement
Sales Resistance
?
?
Obstacles to Sales- Place, time, money etc. Objections to Sales- Questions, doubts, probe etc.
Closing the Sales
?
Low Pressure Sales – Does not require extra push to close sales
?
High Pressure Sales – Need extra push to close sales
doc_901289813.ppt