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Personal Selling: Approaches and Process

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CLASSIFICATION OF PERSONAL SELLING APPROACHES

Stimulus-Response Selling
Continue Process until Purchase Decision

Salesperson Provides Stimuli

Buyer Responses Sought

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CLASSIFICATION OF PERSONAL SELLING APPROACHES

Mental-States Selling Attention Interest Desire Action

Conviction

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CLASSIFICATION OF PERSONAL SELLING APPROACHES

Need-Satisfaction Selling
Uncover and Confirm Buyer Needs Present Offering to Satisfy Buyer Needs Continue Selling until Purchase Decision

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CLASSIFICATION OF PERSONAL SELLING APPROACHES

Problem Solving Approach to Selling
Continue Selling until Purchase Decision

Define Problem

Generate Alternative Solutions

Evaluate Alternative Solutions

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CLASSIFICATION OF PERSONAL SELLING APPROACHES

Consultative Selling
The process of helping customers reach their strategic goals by using the products, service, and expertise of the selling organization.

Three Primary Roles:

Strategic Orchestrator Business Consultant Long-term Ally

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Sales Process Model

Salesperson Attributes Initiating Customer Relationships Developing Customer Relationships Enhancing Customer Relationships

Selling Strategy

The Sales Process

The sales process is increasingly being viewed as a relationship management process
Developing trust between customer and salesperson is an essential part of this process (via salesperson attributes) Recognizing and providing for the customer's needs is another part of this process The version of the sales process covered here suggests that salespeople must have certain attributes to develop trust in their customers and that salespeople should adapt their selling strategy to fit the situation

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Salesperson Attributes
Customer Oriented Honest Dependable Competent Likable

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Selling Strategy
Sales Territory
Each Customer Each Sales Call

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Initiating Customer Relationships

Prospecting Methods
External Sources:
Referral Approach Community Contact Contact Organizations Introduction Approach Noncompeting Salespeople Cultivate Visible Accounts

Internal Sources:
Examine Records Inquiries to Advertising Phone/Mail Inquiries

Personal Contact:
Personal Observation Cold Canvassing

Miscellaneous:
Hold/Attend Trade Shows Bird Dogs Sales Seminar

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Initiating Customer Relationships

Screening Criteria
Compatibility Accessibility Eligibility Authority Profitability

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Initiating Customer Relationships

Prospecting Issues
Which method works best? Cold-call reluctance Teleprospecting

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Initiating Customer Relationships

Pre-call Planning
Preapproach
Gathering information about the prospect that will be used to formulate the sales presentation

Sales Presentation Planning

Decide on presentation format Decide on sales mix

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Sales-Presentation Formats
Canned Sales Presentation
Pros
Logical Complete Minimizes sales resistance by anticipating prospects objections Can be used by an inexperienced salesperson

Cons
Unable to tailor message to the prospect Does not handle interruptions well Hard to use with broad product line May alienate buyers

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Sales-Presentation Formats
Organized Sales Presentation
Organizes the key points into a planned sequence that allows for adaptive behavior
Feedback from buyer is encouraged

Con
Requires a salesperson with more product knowledge and selling experience

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Sales-Presentation Formats
Sales Proposal
Used in competitive bidding situations and when dollar value of sale is large Pros
Written word is usually accepted as being more credible Technical information, pricing data, and perhaps a timetable are available for review

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Sales Mix Model

Presentation Pace

Presentation Scope

Prospect

Depth of Inquiry

Two-Way Communication

Use of Visual Aids

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Approaching the Customer

Getting the appointment Starting the sales call

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Developing Customer Relationships

Sales Presentation Delivery
Build Credibility Achieve Clarity Address Customer Concerns

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Developing Customer Relationships

Gaining Customer Commitment

Avoid high-pressure sales techniques Seek commitment if prospect has voiced no concerns Seek commitment if prospect concerns have been adequately addressed Avoid early and often mentality Suggest a specific course of action

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Relationship Enhancement Activities

Entering orders Expediting orders Installing the product or service Training customer personnel Resolving complaints Correcting billing errors