chapter 2 - selling skills and strategies

8/2/2019 Chapter 2 - Selling Skills and Strategies

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Sales Management

Prof. Tejas Fadia


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Selling and buying styles

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1 2 3 4 5 6 7 8 9

Concernforthecusto

mers

(1,9) People Oriented

I am customers friend,

I want to understand him and

respond to his feelings and

interests so that he will like me. It is

the personal bond that leads him to

purchase from me.

(5,5) Sales technique Oriented

I have tried an effective routine for

getting a customer to buy. It

motivates through a blended

personality and product emphasis

(1,1) Take it or Leave it

I place the product before the

customer and it sells itself as and

when it comes.

(9,1) Push the product Oriented

I take challenge of the customer

and hard sell him, polling on all

the pressure it takes to make him

buy

(9,9) Problem Solving Oriented

I consult with the customer so as to

inform myself of all the needs in his

situation that my products can satisfy.

We work towards a sound purchase

decision on his part, which yield him

the benefits he expects from it.


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Selling situations

Sales task and function

Maintenance selling

Developmental selling


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Selling skills

Selling Skills

Listening Skills

Conflict management and

resolution skills

Negotiation

and bargaining

skills

Problem

solving skills

Effective

communication

skills


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Communication process

Noise

Channel

Feedback

Intended

Message

Sent Message

Encoding

Perceived

Message

Received

Message

Decoding

Sender Receiver


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Communication process Contd.

Managing body language:

Personal Appearance

Posture

Gestures

Facial Expressions Eye Contact

Space Distancing


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Process of listening

Attendance

Interpretation

Evaluations

Remembrance

Response Action


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Levels of listening

Feedback

Paraphrasing

Emphatic listening

Clarifications

Active Listening

Barriers to Listening !


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Conflict management skills

Models of conflict

Components of conflict

The conflict resolution process:- lumping

- avoidance

- coercion

-meditation

- conciliation

- arbitration

- adjudication

- negotiation


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Stage I

Potential

opposition or

Incompatibility

Stage II

Cognition &

Personalization

Stage III

Intentions

Stage IV

Behaviour

Stage V

Outcomes

Antecedent

Conditions

Communication

Personal

Variables

Structure

Perceived

Conflict

Felt Conflict

Conflict handling

Intentions

Competing

CollaborationCompromising

Avoiding

Accommodating

Overt Conflict

Partys

behaviour

Othersreaction

Increasedgroup

performance

Decreased

group

performance

Conflict management process


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Negotiation skills

Situation and timing for negotiations

Formulation for a bargaining strategy

The theory and strategy of principle

negotiations

- separate the people from the problem

-focus on interests, not on positions

- invent options for mutual gains

- insist on objective criteria


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Problem solving skills

Habit I: be proactive

Habit 2: begin with an end in mind

Habit 3: put first things first

Habit 4: think winwin

Habit 5: seek first to understand, then to

be understood

Habit 6: synergize

Habit7: renewal


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Define the problem

Generate alternative solutions

Decide the solution

Implement the solution

Evaluate the solution

Problem solving processProblem solving process


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Problem

Definition

Techniques

Find out origin of

the problem

Explore theproblem

Present

desired state

analysis

Evaluate

problemstatement

Statement

and

Restatement

Dunkersdiagram

Problem definition techniques

1

2

3

5

4

6


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Dunkers diagramDunkers diagram

Achieve the desired state

Possible path to the desired state

Path 1 Path 2 Path 3

Solutions to implement & paths to desired solutions

Solution 1Solution 2 Solution 3

General Solution

Functional Solution

Specific Solution


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Perceived problems

Re Statement

Re Statement

Final problem Statement

Relax

Constraints

Make an

Opposite

Statement

Generalize

Statement restatement techniqueStatement restatement technique


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Components of a decision on the

future course of action

Components of a decision on the

future course of action

Situation analysis

Problem analysis

Past

What is the fault

Decision analysis

Potential problem

Analysis

Future

How to prevent future

faults?


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Decision on the best

solution

Approval

Planning

Carry through

Follow up

Evaluation

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Solution implementation processSolution implementation process

chapter 2 - selling skills and strategies

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