personal selling
TRANSCRIPT
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