selling negotiation skills(lecture1)
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8/9/2019 Selling Negotiation Skills(Lecture1)
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Selling/Negotiation Skills
ByProf. V.S. Bhakre
Lecture 1
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LEARNING OBJECTIVES
"To explain characteristics of successful salespeople
" To give tips on how to sell successfully
"To discuss specific selling situations
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SALES TRAINING BASICS
What you need to know about selling
"Define your selling style
" Understand the link between attitude and success
" Understand your role in customer relations
"
Learn communication tools
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MARKETINGEVOLUTION
ProductionOrientation
SalesOrientation
MarketConcept
Capacity
Utilization
EfficiencyCost(?)
Sales
Volume
Promotion
Customer
Profit
PerformanceMarket Share
Improve
EfficiencyQuality
Cost Control
Cut price
IncreasePromotion
Customer
Sensing
Integrated planningContinuous
improvement
Cost
Management
Focus
How to
Compete
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Products somethingthat had
to be sold
to the
Customer
Selling and
Promoting
Profits
Through
Sales Volume
Products to
Fill in Customer
Needs something
That is bought
By the customer
Integrated
Marketing Mix
Profits
Through
Customer
Satisfaction
FOCUS MEANS OBJECTIVES
FOCUS MEANS OBJECTIVES
A. The Selling ConceptB. The Marketing Concept
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SELLING VsMARKETING
SALES MARKETING
1. Sell what u produce
2. Product Important
3. Emphasis on Corporate
Objective profit
4. Short term objectiveProfit Today
5. Sales volume maximization
6. Company orientedSelling efforts
1. Produce what Customer wants
2. Customer Supreme
3. Emphasis on customers need
4. Long Term objectives
5. Profit through Customer
Satisfaction
6. Customer oriented sales efforts
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CONSUMERNEEDSANDMOTIVATION
Needs are the essence of Marketing
Enables to understand and predict Human Behaviour in market place
Need is a state of deficiency which wants to be eliminated
Need always refers to people
Motive is what causes people to act
Motive triggers a behaviour response aimed at satisfying the need for a
while
MOTIVE +ACTION =MOTIVATION
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THE BUYING FUNNEL
Customer Awareness
Brand Awareness
Brand Consideration
Brand Preference
Purchase Intention
Purchase
Customer Loyalty
Customer Advocacy
Handoff
Marketing
Sales
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WHYCUSTOMERS QUIT
1% DIE
3%MOVEAWAY
5% FORM OTHERFRIENDSHIPS
9% FORCOMPETITIVEREASONS
14% BECAUSE OF PRODUCTDISSATISFACTION
68% BECAUSE OFATTITUDE OF INDIFFERENCE ONTHE
PART OFANEMPLOYEE
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MARKETERS JOB IS TO FIND BUYINGMOTIVE
Whom to direct their promotional efforts
Buyer or User
Is the BUYER targeted audience?
Is the Better to appeal for both?
Is the USER targeted audience?
All this through consumer research
Predicting Consumer Behaviour= POSITIVISTS
Understanding consumer behaviour - Interpretivism
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BUYINGMOTIVES
"
We know 6 buying motives which are of equal importance
"Normally the buyer has a whole CLUSTERMOTIVES, but in the
final analysis only one is DECISIVE
"ACUSTOMERwill BUYONCEHISMOTIVE has been
IDENTIFIED and ACTED ON
"Avoid overhasty conclusions
" Let CUSTOMERBUY forHIS REASONS ,NOTYOURS
" To find the BUYINGMOTIVE,ASKQUESTIONS
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BUYINGMOTIVES
Possession 1.Making Gain2.Avoiding
Loss
Pleasure 3.HavingP
leasure/Enjoyment/ Fun 4.Avoiding pain/Worry, problems
PowerApproval 5. Boosting selfSatisfaction
Pride
6.Gaining socialApproval Prestige
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RESEARCHINGURCUSTOMERSMARKETRESEARCH
To get customer value proposition
C.V.P
" Identify customer needs and wants
"Understand the competition
"Analyze market dynamics
--- Needs R Real
--- Wants R Aspirational
"Find needs and not wants
ADVERTISING can often appeal to wants
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MARKETING FUNDAMENTAL
To succeed in Business
" Offer the right product
" To your targeted customers
"At a price thats acceptable to UR customers
" Based on their perception of value
"At a cost that allows you profitable
C.V.P CUSTOMERVALUE PROPOSITION
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THEHARDEST SELLINTHEWORLD
1. Is it L.I.C Policy?
2. Is it used cars?
3. Is it magazine subscriptions door to door?
U would be Wrong the Hardest
YOU SELLING ON YOURSELFThought + Faith Form
4 minute mile For1000YearsNo one believed to run in less than 4 minutes!
THE HARDEST SELL IN THE WORLD
May 6,1954 roger BannisterProved
Impossible was Possible
His Subconscious and Nervous System programmed to carry it out
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