sales management 3 personal selling:
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Sales Management 3
Personal Selling:
Approaches and Process
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Personal Selling Approaches
Stimulus Response Selling
Mental States Selling
Need Satisfaction Selling
Problem-Solving Selling
Consultative Selling
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Stimulus Response Selling ISimplest:Salesperson provides the stimuli
using words and actions.Stimuli: statements, questions, actions,
audio-video aids, demonstrationsResponses: favorable reactions, eventual
purchaseContinued Affirmation:
prospect keeps saying “yes”Often used in telemarketing
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Stimulus Response Selling II
AdvantagesLogical structure (easily canned)Easy to anticipate objectionsInexperienced salespeople can
quickly learn to use.
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Stimulus Response Selling III
DisadvantagesNot effective if prospect wants to talk.Requires salesperson to dominate “pitch”Lack of flexibilityInterruptions by prospect may disrupt flow
and effectiveness of presentationBest if used in simple situations
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Mental States Selling IAIDA
AKA “Formula Approach”Assumes that every buyer is same and
takes them through same mental states or steps in the buying process. AIDA
Attention Interest Desire Action
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Mental States Selling IIAIDA
AdvantagesLike stimulus-response, highly structured
sales presentation.Forces salesperson to plan/practice
presentation.Helps salesperson recognize that timing is
important and that LISTENING is necessary to recognize which stage the buyer is in at a given point in time.
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Mental States Selling IIIAIDA
DisadvantagesIt is difficult to recognize the stage
that the buyer is in.At times prospect may be in multiple states
simultaneously, or switching back and forth.Not a customer-oriented method.
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Need Satisfaction Selling
Uncover and confirm buyer’s needsPresent offering to satisfy buyer’s needsContinue selling until purchase decision
Need to really probe: Ask good questionsGood starting point for a ProfessionalWhat Lytle might call “Level 2”
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Problem-Solving Selling
Extension of Need-SatisfactionBeyond identifying needs to developing
alternative solutions to satisfy needs.Your product may not be the best option.Can take a lot of time.Most successful in technical industrial
sales situations.
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Consultative Selling
Helping customers achieve their strategic goals via your products, services, expertise
Three RolesStrategic OrchestratorBusiness ConsultantLong-Term Ally
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Sales Process
Initiating Customer RelationshipsProspectingPrecall PlanningApproaching Customer
Developing Customer RelationshipsSales Presentation DeliveryGaining Customer Commitment
Enhancing Customer Relationships
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Initiating Customer Relationships
ProspectingLocatingScreening
Precall Planning: Do your homeworkApproaching the Customer
Sales Presentation PlanningSales Presentation FormatSales Mix Model
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Sales Mix ModelPresentation PacePresentation ScopeDepth of InquiryTwo-Way CommVisual Aids
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Developing Customer Relationships
Sales Presentation DeliveryBuilding Credibility
Personal Behavior/Appearance: ProfessionalismKnowledge: Product, Customer, CompetitionSales Techniques: No Gimmicks
Achieving ClarityCoping with Questions/Objections
Gaining Customer Commitment
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Enhancing Customer Relationships
Starts with a close. THEN SERVICE!!!!!Enter/Expedite OrdersFollow upHelp during installationTrainingWarranty ServiceBuild Trust; Develop Reliance
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Reliant