Description
Personal Selling which is an important concept in Sales Management.
Personal Selling
Setting the Stage
UPS Builds Trust and Long-Term Customer Relationships
1. What does Carl Strenger, a UPS Vice President, mean by a “consultative discussion” with the customer? 2. When teaming up with UPS Capital sales personnel, what is the focus of the overall sales strategy?
Personal Selling – Defined
Personal selling refers to personal communication with a an audience through paid personnel of an organization or its agents in such a way that the audience perceives the communicator’s organization as being the source of the message.
Evolution of Personal Selling
Peddlers selling door to door . . . served as intermediaries Selling function became more structured
1800s 1900s 2000s st century, selling continues to develop, As we begin Post-Industrial the 21 Industrial War and Modern becomingRevolution more professional and more relational Revolution Depression Era
Business organizations employed salespeople
Selling function became more professional
Contributions of Personal Selling: Salespeople and Society
• Salespeople help stimulate the economy
• Salespeople help with the diffusion of innovation
Contributions of Personal Selling: Salespeople and the Employing Firm
• Salespeople generate revenue • Salespeople provide market research and customer feedback • Salespeople become future leaders in the organization
Contributions of Personal Selling: Salespeople and the Customer
• Salespeople provide solutions to problems • Salespeople provide expertise and serve as information resources • Salespeople serve as advocates for the customer when dealing with the selling organization
Transaction-Focused vs. Relationship Focused
Transaction-Focused
• • Short term thinking Making the sale has priority over most other considerations Interaction between buyer and seller is competitive Salesperson is selfinterest oriented
Relationship-Focused
• • Long term thinking Developing the relationship takes priority over getting the sale Interaction between buyer and seller is collaborative. Salesperson is customer-oriented
•
•
•
•
Classification of Personal Selling Approaches
• • • •
Stimulus Response Selling Mental States Selling Need Satisfaction Selling Problem Solving Selling
Stimulus Response Selling
Salesperson Provides Stimuli
Buyer Responses Sought
Continue Process until Purchase Decision
Mental States Selling
Attention
Interest
Conviction
Desire
Action
Need Satisfaction Selling
Uncover and Confirm Buyer Needs
Present Offering to Satisfy Buyer Needs
Continue Selling until Purchase Decision
Problem Solving Selling
Define Problem
Generate Alternative Solutions
Evaluate Alternative Solutions
Continue Selling until Purchase Decision
Consultative Selling
Business Consultant
The process of helping customers reach their strategic goals by using the products, service, and expertise of the selling organization.
Strategic Orchestrator
Long-term Ally
The Sales Process: An Overview
Selling Foundations
Initiating Customer Relationships
Selling Strategy
Developing Customer Relationships
Enhancing Customer Relationships
The Sales Process: Selling Foundations
In order to be successful in today’s global business environment, salespeople must have a solid relationship building foundation. They must: Be Trustworthy
Behave Ethically
Understand Buyer Behavior Possess Excellent Communication Skills
The Sales Process: Selling Strategy
In order to be successful in today’s global business environment, salespeople must also think and act strategically. The must develop strategies for:
Each Sales Call
Each Customer Their Sales Territories
Each strategy is related to the other
The Sales Process
Initiating Customer Relationships
Developing Customer Relationships
Enhancing Customer Relationships
• Prospecting Sales Presentation Delivery • Preapproach through Follow-up, Earning Customer Commitment Adding Value • Presentation Planning Self-leadership, and Teamwork • Approaching the Customer
doc_849399270.ppt
Personal Selling which is an important concept in Sales Management.
Personal Selling
Setting the Stage
UPS Builds Trust and Long-Term Customer Relationships
1. What does Carl Strenger, a UPS Vice President, mean by a “consultative discussion” with the customer? 2. When teaming up with UPS Capital sales personnel, what is the focus of the overall sales strategy?
Personal Selling – Defined
Personal selling refers to personal communication with a an audience through paid personnel of an organization or its agents in such a way that the audience perceives the communicator’s organization as being the source of the message.
Evolution of Personal Selling
Peddlers selling door to door . . . served as intermediaries Selling function became more structured
1800s 1900s 2000s st century, selling continues to develop, As we begin Post-Industrial the 21 Industrial War and Modern becomingRevolution more professional and more relational Revolution Depression Era
Business organizations employed salespeople
Selling function became more professional
Contributions of Personal Selling: Salespeople and Society
• Salespeople help stimulate the economy
• Salespeople help with the diffusion of innovation
Contributions of Personal Selling: Salespeople and the Employing Firm
• Salespeople generate revenue • Salespeople provide market research and customer feedback • Salespeople become future leaders in the organization
Contributions of Personal Selling: Salespeople and the Customer
• Salespeople provide solutions to problems • Salespeople provide expertise and serve as information resources • Salespeople serve as advocates for the customer when dealing with the selling organization
Transaction-Focused vs. Relationship Focused
Transaction-Focused
• • Short term thinking Making the sale has priority over most other considerations Interaction between buyer and seller is competitive Salesperson is selfinterest oriented
Relationship-Focused
• • Long term thinking Developing the relationship takes priority over getting the sale Interaction between buyer and seller is collaborative. Salesperson is customer-oriented
•
•
•
•
Classification of Personal Selling Approaches
• • • •
Stimulus Response Selling Mental States Selling Need Satisfaction Selling Problem Solving Selling
Stimulus Response Selling
Salesperson Provides Stimuli
Buyer Responses Sought
Continue Process until Purchase Decision
Mental States Selling
Attention
Interest
Conviction
Desire
Action
Need Satisfaction Selling
Uncover and Confirm Buyer Needs
Present Offering to Satisfy Buyer Needs
Continue Selling until Purchase Decision
Problem Solving Selling
Define Problem
Generate Alternative Solutions
Evaluate Alternative Solutions
Continue Selling until Purchase Decision
Consultative Selling
Business Consultant
The process of helping customers reach their strategic goals by using the products, service, and expertise of the selling organization.
Strategic Orchestrator
Long-term Ally
The Sales Process: An Overview
Selling Foundations
Initiating Customer Relationships
Selling Strategy
Developing Customer Relationships
Enhancing Customer Relationships
The Sales Process: Selling Foundations
In order to be successful in today’s global business environment, salespeople must have a solid relationship building foundation. They must: Be Trustworthy
Behave Ethically
Understand Buyer Behavior Possess Excellent Communication Skills
The Sales Process: Selling Strategy
In order to be successful in today’s global business environment, salespeople must also think and act strategically. The must develop strategies for:
Each Sales Call
Each Customer Their Sales Territories
Each strategy is related to the other
The Sales Process
Initiating Customer Relationships
Developing Customer Relationships
Enhancing Customer Relationships
• Prospecting Sales Presentation Delivery • Preapproach through Follow-up, Earning Customer Commitment Adding Value • Presentation Planning Self-leadership, and Teamwork • Approaching the Customer
doc_849399270.ppt