personal selling

Personal Selling

Sales ManagementMarketing 6228

Needs Satisfaction Selling

Personal Selling

Basic Types of Selling Approaches

1. Stimulus-Response

2. Need Satisfaction

3. Problem-Solution

Personal SellingThe Selling Process - Skills Required

Pre-Interaction Interaction Post-Interaction

Skills:• Precall Planning

Skills:•Relating•Need discovery•Advocating•Closing

Skills:•Supporting•Implementing•Dealing with dissatisfaction•Enhancing the relationship

Personal SellingPre-Call Planning

What do I want to accomplish?

What do I know about the prospect?

Where can I find the information?

What am I going to say?

Personal SellingPre-Approach Information Need

1. Business of company?

2. Its products & markets?

3. Actual purchase decision maker?

4. Who handles purchase process?

Personal SellingPre-Approach Information Need

5. Who influences buying?

6. How often is purchase of my product made?

7. Who is competition? How much business with competition?

8. What company plans could affect future need for my product?

Personal SellingPre-Approach Information Need

9. How well is customer satisfied with current supplier?

10. Does this company provide enough business to make visit worthwhile?

11. Is company staff technically informed? Can we help them develop greater expertise?

12. Can we use their products or services in our company?

13. Our top exec know any of their top execs personally?

Personal Selling

1. Reducing Relationship Anxiety

2. Needs Discovery

3. Anticipating Buyer Questions

4. Understanding Buyer Motives

5. Advocating/Handling Concerns

6. Closing the Sale

Interaction Phase

Personal SellingThe Approach: Reducing Relationship Anxiety

Propriety Show buyer respect; dress appropriately

Competence Know your product/service; third-party references

Commonality Common interests, views, acquaintances

Intent Reveal purpose of call, process, and payoff to the buyer

Personal SellingNeeds Discovery

Types of questions

1. Permission Close-ended

2. Fact-finding Factual information

3. Feeling finding Open-ended questions

4. Checking questions Confirm understanding

Personal SellingAnticipate Buyer Questions

1. What are you selling?

2. Why do I need it?

3. Who is your company?

4. How much will it cost?

5. Who else is using it? Are they satisfied?

Personal SellingAnticipate Buyer Questions

6. What kind of person are you?

7. How does your solution compare to alternatives?

8. Is price competitive?

9. Why do I need it now?

10. Your record for support & service?

Personal Selling

Task MotivesProductivity Money

More Output or Quality

Less Cost

More ProfitLess Effort

Buyer Motivations

Personal Selling

Personal Motives

Respect Power

RecognitionApproval

Buyer Motivations

Personal SellingAdvocating Skills

Three Elements of Presentation1. Features Tangible or intangible

2. Benefits Solutions to buyers problems, related to buying motive

3. Evidence Proof benefit will be realized

Personal SellingSales Proposals -- General Format

1. Problem Analysis

2. Solution

3. Product Specifications

4. Cost-benefit analysis

5. Contract

Personal SellingSales Proposals -- Five Quality Dimensions

1. Reliability

2. Assurance

3. Tangibles

4. Empathy

5. Responsiveness

Personal SellingHandling Concerns

Listen to the buyers feelings

Share concerns without judgment

Clarify real issue with questions

Problem-solve present options and solutions

Ask for ACTION to determine commitment

Personal SellingPseudo-Concerns

“I’ll have to talk it over with Frank.”

“I’ll get back to you.”

“I’m too busy right now.”

“Our budget is tight this year.”

“We have no room to store it.”

Personal SellingClosing Techniques

Selling Importance by ProductTechnique Indust. Buyer

Direct Ask for the order in a 1 1straight-forward manner

Summary Summarize the benefits already 2 3covered in the presentation

Single Asks for the order if last 3 4Obstacle obstacle is overcome

Personal SellingClosing Techniques

Selling Importance by ProductTechnique Indust. Buyer

Assumption Assume readiness to buy and 4 2focus on the transaction details

Choice Focus on version to be ordered 5 5

Figure 3-5: Servicing the Sale: The Four Pillars of Sales Support

Supportthe

buyingdecision

Managethe

implemen-tation

Dealwith

dissat-isfaction

Enhancethe rela-

tionship

Sales SupportSales Support

Personal SellingPillars of Sales Support

Support Buying Decision • Reduce buyer anxiety

• Make a follow-up call

• Ask for feedback

Manage the Implementation • Assist w/ approval process

• Introduce support resources

• Monitor & report progress

Personal SellingPillars of Sales Support

Deal with Dissatisfaction • Empathize with the buyer

• Respond to problems -- use objection handling techniques

• Anticipate buyer concerns and expectations

• Reinforce the Benefits

Personal SellingPillars of Sales Support

Enhance the Relationship

• Be a resource for info, help and ideas

• Grow the business internally

• Ask for referrals

• Be available• Arrange continued personal communications• Maintain quality of products/services

• Provide ongoing updates and progress reports