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Personal Selling
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The process of:Developing customer relationships,
Discovering customer needs,Matching appropriate products withthese needs, and communicatingbenefits.
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H igh Pressure Sellingtrying every means to get the prospect tobuy, regardless of whether it is in the
prospects best interest.
Salesmanship - The art of sellingsomeone something that theydont want, dont need,and certainly cant afford.
Old Attitude towards SellingOld Attitude towards Selling
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IndustrialRevolution
Post-IndustrialRevolution
War andDepression
ModernEra
1800 s1800 s 1900 s1900 s 2 000 s2000 s
Evolution of Personal Selling Selling function
became morestructured
Peddlers selling door to door . . . servedas intermediaries
Business organizationsemployed salespeople
Selling functionbecame moreprofessional
As we begin the 21 st century, selling continues to develop,becoming more professional and more relational
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M odern Selling Philosophy
Based on trust and mutual agreement
Customer-driven
Act as if on customers payroll
After-sales service is key
Professionalism and integrity are essential
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S alesperson focuses on developing a trusting partnership in which the salesperson seeks to provide long-term customer satisfaction bylistening, gathering information, educating, andadding value for the customer.
Relationship S ellingRelationship S elling
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Transaction- vs. Relationship Focused
Transaction-FocusedShort term thinking
M aking the sale haspriority over mostother considerationsInteraction betweenbuyer and seller iscompetitiveSalesperson is self-interest oriented
Relationship-Focused
Long term thinking
Developing therelationship takes priorityover getting the saleInteraction betweenbuyer and seller is
collaborative.Salesperson is customer-oriented
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Th e Sales Process: Selling Foundations
In order to be successful in todays global businessenvironment, salespeople must have a solidrelationship building foundation. They must:
Possess Excellent Communication SkillsPossess Excellent Communication Skills
Understand Buyer Behavior Understand Buyer Behavior
Behave EthicallyBehave Ethically
Be TrustworthyBe Trustworthy
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W hat buyers want from salespeople
K nowledgeEmpathy
OrganizationQuick turnaroundFollow-through
S olutionsPunctuality
Hard work EnergyHonesty
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W hat buyers DON
Twant
L ack of preparationL ack of knowledge
AggressivenessL ack of dependabilityPoor follow-through
PresumptionWalk-ins
Hot air Problem avoidanceL ack of personal respect
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Selling Philosophy of Good Salespeople:
1. Selling is problem solving2. Selling is a caring activity3. A customer is a person to be served , not a
prospect to be sold4. Treat people as human beings , not $ signs5. Be customer driven , not product driven6. Long-term success depends on customers
relations7. Selling is a win-win activity8. Adherence to ethics, mutual trust , and honesty
is essential
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Course Introduction
The foundation of good selling is the desireto help people.
Professional salespeople typically viewthemselves as problem solvers and selling asproblem solving.
People tend to respond better to being treated ashuman beings than as dollar signs.
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Course Introduction
A salesperson is no longer a vendor out to sella product, but rather a consultant out to helptheir customers business.
There is no such thing as soft sell and hardsell, there is only smart sell and stupid sell.
Selling should be a friendly act. It is somethingwe do WITH and FOR people, not TO them.
People dont care what you know until theyknow that you care.
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Course Introduction
Forget about the sales you hope to make andconcentrate on the service you want to render. Themoment peoples attention is centered on service toothers, they become more dynamic, more forceful and
harder to resist. How can you resist someone who istrying to help you solve a problem? . . . Start out eachmorning with the thought, I want to help as manypeople as possible today, instead of I want to make asmany sales as possible today . . .
The object of a salesperson is not to make sales, but tomake customers.
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The Essence of Marketing
The customer first , lastand always !
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Argument -- Discussion
Throws Heat
Throws light
Stems from Ego and closed mind
Open mind
Exchange of IgnoranceExchange of Knowledge
Expression of temper
Expression of LogicTries to prove who is right
Tries to prove What is Right
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