1Overview of

Selling

1Learning Objectives

Define personal selling and describe its unique characteristics as a marketing communications tool.

Distinguish between transaction-focused traditional selling and trust-based relationship selling, with the latter focusing on customer value and sales dialogue.

Describe the evolution of personal selling from ancient times to the modern era.

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L 2

L 3

1Learning Objectives

Explain the contributions of personal selling to society, business firms, and customers.

Discuss five alternative approaches to selling.

Describe the three primary roles fulfilled by consultative salespeople.

Understand the sales process as a series of interrelated steps.

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L 7

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1Personal Selling – Defined

An important part of marketing that relies heavily on ______________________ between buyers and sellers to

initiate, develop, and enhance customer relationships.

1Trust-Based Relationship Selling

Requires that salespeople earn customer ______ and that their selling _______ meets customer needs and contributes to the creation, communication, and delivery of customer ______.

1Customer Value

The customer’s perception of what they get for what they have to give up.

1Importance of Sales Dialogue

• Allows for more thorough qualifying.• Demonstrates sincere interest in the prospective

customer.• Helps Determine prospective customer’s unique

needs.• Ensures ____________

presentation of value-added solutions.

• Promotes open_____________ andsatisfaction feedback.

Sales Dialogue: business conversation between buyers& sellers thatoccur as salespeople attemptto initiate, develop, & enhance customer relationships.

1Transaction-Focused Selling

vs. Trust-Based Relationship Selling

1Transaction-Focused Selling

vs. Trust-Based Relationship Selling

1

IndustrialRevolution

Post-IndustrialRevolution

War andDepression

ModernEra

1800s 1900s 2000s

Evolution of Personal Selling

Selling function became more structured

Peddlers selling door to door . . . served as

intermediaries

Business organizations employed salespeople

Selling function becoming more

professional

1Evolution of Personal Selling

(The past several decades)

Canned Sales Presentation: sales presentations that include scripted sales calls, memorized presentations, and automated presentations.

Sales Professionalism: a customer-oriented approach that uses truthful, non-manipulative tactics to satisfy the long-term needs of both the customer and the selling firm.

From reliance on

To greater focus on

1Continued Evolutionof Personal Selling

1Contributions of Personal Selling:

Salespeople and Society

• Salespeople help __________________.

• Salespeople help with the _________ of innovation.

1Contributions of Personal Selling:

Salespeople and the Employing Firm

• Salespeople _________________.• Salespeople provide market research

and customer feedback.• Salespeople become _____________in

the organization.

1Contributions of Personal Selling:

Salespeople and the Customer

• Salespeople _______________to problems.• Salespeople provide expertise and serve as

information resources.• Salespeople serve as ________ for the customer

when dealing with the selling organization.

1Ethical Dilemma

1Alternative

Personal Selling Approaches

• Stimulus Response Selling• Mental States Selling• Need Satisfaction Selling• Problem Solving Selling• Consultative Selling

Adaptive Selling: the ability of a salesperson to alter his/her sales messages and behaviors during a sales presentation or as they encounter different sales situations and different customers.

1Stimulus Response Selling

Simple indesign; assumes conditionedresponse improves likelihood of success; a risky and unreliable strategy.

1Mental States Selling

Assumes buyercan be led through mental states; promotes one-way communication; a risky and unreliable strategy.

1Ethical Dilemma

1Need Satisfaction Selling

Interact with buyer to determine existing needs; present solutions to needs; solutions limited to seller’s products.

1Problem Solving Selling

Interact with buyer to determine existing and potential needs; present multiple solutions not limited to seller’s products.

1Consultative Selling

The process of helping customers reach their

strategic goals by using the products,

services, and expertise of the

selling organization.

________________________

________________

________

________

1The Sales Process - Overview

1Role Play