Download - Personnal Selling
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PersonalSelling
Sales Presentations Formal
Written proposal
Visual aids Support materials
Features/benefits
Involvement -- demonstrations
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Figure 3-5: Servicing the Sale: The Four Pillars of Sales Support
Support
the
buying
decision
Manage
the
implemen-
tation
Deal
with
dissat-
isfaction
Enhance
the
rela-
tionship
Sales Support
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Preinteraction
phase
Interaction
phasePostinteraction
phase
Skills:
Precall planning
Skills:
Relating
Need discovery
AdvocatingClosing
Skills:
Supporting
Implementing
Dealing with dissatisfactionEnhancing the relationship
Chapter 3
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The Selling Process
Pre-Interaction Interactionl Post-Interaction
Skills:
Precall
Planning
Skills:
Relating
Need discovery
Advocating
Closing
Skills:
Supporting
Implementing
Dealing withdissatisfaction
Enhancing the
relationship
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Handling ConcernsListen 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
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Pillars 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
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Pillars of Sales Support
Deal with Dissatisfaction Empathize with the buyer
Respond to problems --
use objection handlingtechniques
Anticipate buyer concerns
and expectations
Reinforce the Benefits
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Pillars 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 updatesand progress reports
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Pre-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?
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Pre-Approach Information Need1. Business of company?
2. Its products & markets?
3. Actual purchase decision maker?4. Who handles purchase process?
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?
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Pre-Approach Information Need9. 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?
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Task Motives
Productivity Money
More Output
or QualityLess Cost
More ProfitLess Effort
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Personal Motives
Respect Power
RecognitionApproval
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Needs DiscoveryTypes of questions
1. Permission Close-ended
2. Fact-finding Factual information
3. Feeling finding Open-ended questions
4. Checking questions Confirm understanding
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Example of companies using personal
selling as their promotional tool
Tupperware
Amway
Avon
PersonalSelling