CHAPTER THREE Personal Selling PURPOSES OF SELLING Introducing

CHAPTER THREE Personal Selling

PURPOSES OF SELLING Introducing Innovation to Markets n Conveying Information n Acting as Intelligence Agent n Solving Customer Problems n

ATTITUDES ABOUT SELLING “Sales people are born and not made. ” n “Sales people must be good talkers. ” n “Selling is a matter of knowing the right techniques or tricks. ” n “A good salesperson can sell ice to an Eskimo. ” n “People generally do not want to buy. ” n

TRAITS OF “WINNING SALES PEOPLE” Desire to succeed n Continually seek self-improvement n Accept responsibility n Have mental toughness n

PERSONAL SELLING AND THE MARKETING MIX n Price, Product, Place, and Promotion – Advertising, Sales Promotion, Public Relations, and Personal Selling

PERSONAL SELLING IS CUSTOMER ORIENTED SELLING “Consultative Selling” “Adaptive Selling”

PERSONAL SELLING PROCESS PRETRANSACTIONAL PHASE (Prospecting, Qualifying, Precall Planning) n TRANSACTIONAL PHASE (Approach, Needs Discovery, Presentation, Handling Objections, Closing) n POSTTRANSACTIONAL PHASE (Service and Follow-up) n

PERSONAL SELLING PROCESS n Prospecting – External Sources » Direct Inquiries » Referrals » Directories » Cold Canvassing – Internal Sources

PERSONAL SELLING PROCESS n Qualifying – Qualified candidates have a need, have the authority to buy, and can afford to buy

PERSONAL SELLING PROCESS n Precall Planning – What do I want to accomplish? – What do I know about the prospect? – Where can I find information? – What am I going to say?

PERSONAL SELLING PROCESS n Precall Planning--”What do I want to accomplish? ” – determine information on historical inventory levels. – determine who is involved in the purchasing decision. – arrange for a follow-up meeting – agreement to a trial-run purchase

PERSONAL SELLING PROCESS n Precall Planning--”What do I know about the prospect? ” – Size of business/products sold/markets served – Key personnel – Buying routines/purchasing process – Present supplier(s)/volumes purchased – Future plans

PERSONAL SELLING PROCESS n Precall Planning--”Where can I find information? ” – Ask prospect directly – Observe business facilities – Ask other company salespeople – Ask current customers – Ask competitors

PERSONAL SELLING PROCESS n Precall Planning--”What am I going to say? ” – The Sales Mix Model » Presentation Pace » Presentation Scope » Depth of Inquiry » Two-way Communication » Visual Aids

PERSONAL SELLING PROCESS n Precall Planning--”What am I going to say? ” – Implications for managers » how to structure the presentation » product, competitive, industry information » increase rep confidence

PERSONAL SELLING PROCESS n The Approach – Securing Appointments – Establishing Rapport

PERSONAL SELLING PROCESS n “Why is the approach important? ” – It can help capture the buyer’s attention – It can help to establish a harmonious atmosphere – It serves as a good transition to the presentation – It can help in need determination

PERSONAL SELLING PROCESS n The Approach – Types of Approaches » Introductory Approach » Assessment Approach » Product Approach » Consumer Benefit Approach » Referral Approach

PERSONAL SELLING PROCESS n Need Discovery – Ascertain buyer benefits – Types of questions: permission, fact finding, feeling finding, checking

PERSONAL SELLING PROCESS n Presentation Types – Canned – Organized – Tailored

PERSONAL SELLING PROCESS n The Presentation – Focus on Benefits, not just Features – Keep it Simple – Talk the Prospect’s Language – Stress Application – Get the Prospect Emotionally Involved – Seek Credibility

FROM THE INTERNET Psycho Selling Skills--Getting Inside Your Prospect’s Head n <http: //www. pentech. net/psycho. htm> n

PERSONAL SELLING PROCESS Overcoming Objections n LSCPA Approach to Overcoming Objections: – Listen to the buyer’s feelings – Share the concerns without judgment – Clarify the real issue with questions – Problem solve by presenting n options/solutions – Ask for action to determine commitment

PERSONAL SELLING PROCESS n Closing – Alternative Choice – Summary Close

PERSONAL SELLING PROCESS n Service and Follow-up – Entering Orders – Installation of Product – Training – Handling Billing Problems

FROM THE INTERNET “Basic Selling Skills Questionnaire” n <http: //www. sales. org/quizes/BSQ. html> n

PERSONAL SELLING APPROACHES Stimulus-Response Selling n Need Satisfaction Selling n Problem Solving Selling n

PERSONAL SELLING APPROACHES n STIMULUS RESPONSE SELLING – Manipulate customer to elicit desired responses

PERSONAL SELLING APPROACHES n NEED SATISFACTION SELLING – Presentation is tailored to fit needs of buyer

PERSONAL SELLING APPROACHES n PROBLEM SOLVING (PROBLEMSOLUTION) SELLING – The salesperson defines a customer problem that may be solved by various alternatives.

PERSONAL SELLING POSITIONS Sales Support Personnel (Missionaries) n New Business (Pioneers and Order Getters) n Existing Business (Order Takers) n Direct to Consumer Sales n Combination Sales Positions n

FROM THE TEXT. . . n Read pages 96 to 127.