S3 SPM c2 - Sales Managment Personal Selling Salesmanship

8/12/2019 S3 SPM c2 - Sales Managment Personal Selling Salesmanship

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Sales Management, Personal Selling and SalesmanshipRustomjee

Business

School


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Rustomjee

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SchoolObjectives

Personal Selling and Salesmanship

Advertising vs. Personal Selling

Buyer Seller Dyads

Types of Selling Situations

Theories of Selling

Prospecting vs. Leads

Sales Cycle

Sales Resistance

Closing the Sales

2Sales and Promotion Management


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SchoolIntroduction

Sales Management directs Personal Selling

effort which in turn is implemented largely

through Salesmanship

Sales and Promotion Management 3


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SchoolPersonal Selling

Is the art of successfully persuading prospects

or customers to buy products or services from

which they can derive suitable benefits,

thereby increasing their total satisfaction



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SchoolSalesmanship

Is seller-initiated effort that provides

prospective buyers with information and

other benefits, motivating or persuading them

to decide in favour of the sellersproducts and

service.



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Rustomjee

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SchoolPersonal Selling and Salesmanship

Sales personnel have to be psychologists with

some individuals, human computer with

others, counsellors or advisors with still others

and personal friends with others

Personal selling is that sales personnel identify

differences among buyers and pattern

presentations according to individualpeculiarities



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SchoolAdvertising vs. Personal Selling

Advertising is non-personal presentations

The opportunity for interaction is less in

advertising case than in personal selling

Advertising is described as salesmanship in

print



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SchoolBuyer-Seller Dyads

Dyad is a term used to describe a situation

in which two people interact

Research

Franklin Evansselling depends on physical

characteristics, personality and objective factors

of the seller

Henry TosiBuyers initial conditioning withrespect to selling



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SchoolHumour!!



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SchoolDiversity of Personal Selling Situations


Service Selling

DevelopmentalSelling

Mixed Selling


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SchoolTypes of Selling Situations

Group AService selling

Aims to obtain sales from existing customers

whose habits and pattern of thought are already

conducive to such sales

Group BDevelopment Selling

Aims to convert prospects to customers

Group CMixed - basically developmentalselling, but requiring unusual creativity



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SchoolService Selling


1. Insider Order Taker waits on the customer

Exsales clerk behind the neckwear counter in amens store

2. Delivery Salesperson Mainly engages in delivering the product

Experson delivering milk, bread

3. Route or Merchandising Salesperson Operates as order taker but works on the field

Ex - Soap or spice salesperson calling on retailers


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SchoolService Selling


4. Missionary Aims to build good will

Ex - Pharmaceutical company detail person

5. Technical Salesperson Emphasizes on technical knowledge

ExEng. Salesperson who is consultant to client


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SchoolDevelopmental Selling

6. Creative Sales person of tangibles Exautomobiles, encyclopaedias, vacuum cleaners

7. Creative Sales person of intangibles Exinsurance, educational programs



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SchoolMixedDevelopmental but requiring creativity

Political / Indirect/ Back Door

Selling big ticket items

Exlarge order for flour from baking companies

Salesperson Engaged in Multiple Sales

Selling big ticket items to a group

Exlarge software development contract for a financial firm



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SchoolTheories of Selling

AIDASAttention, Interest, Desire, Action,

Satisfaction

Right set of circumstances

Buying formula theory of selling

Behavioural equation theory of selling



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SchoolAIDAS

SecuringAttention

Gaining Interest

Kindling Desire

InducingActions

Building Satisfaction



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SchoolRight Set of Circumstances

We can sum up this theory as Everything was

right for the sale

Particular circumstances prevailing in a given

selling situation can cause the prospect to

respond in a predictable manner



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SchoolBuying Formula

In this theory the buyers needs or problems

receives major attention and the salespersons

role is to help the buyer find solutions



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SchoolBehavioural Equation

Buying behaviour in terms of purchasing decisions

Drives

Innate drivesphysiological needshunger, thirst etc.

Learned drivesstriving for status or social approval

Cues (Weak Stimuli Determine when the buyer willrespond )

Product cueexample stimuli received for product colour,package , weight , price etc

Informational cueextalking to other people

Response is what the buyer does

A reinforcement is any event that strengthens the buyerstendency to make a particular response



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SchoolProspecting

Prospecting is the planning work that looks for ways

to stretch productive selling time and is essentially

eliminating calls on non-buyers



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SchoolProspect vs. Lead

Prospect vs. Lead

A lead is not yet a prospect.

Leads are people who you have some information on, you

think they could potentially be a good fit, needs nurturing,

someone you are cold calling and emailing with relevant

information to get a meeting.

A prospect on the other hand is someone youve had a

meeting or initial conversation with and this person can be

categorized as a good fit. Still needs nurturing and some

coaching but they are engaged and moving through thesales process.



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SchoolLeads, Prospects and Clients



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SchoolSales Pipeline


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SchoolSteps in prospecting

Formulating Prospect Definitions

Searching out potential Accounts

Qualifying prospects and determiningprobable requirements

Relating company products to eachprospects requirements


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SchoolSales Cycle

Prospect for

Leads

Book theAppointment

DetermineClient Needs

Present thesolution

HandleObjections

Close theSale

Deliver / Askfor Leads


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SchoolCold Calling

The solicitation of potential customers whowere not anticipating such an interaction.

Cold calling is a technique whereby a

salesperson contacts individuals who have notpreviously expressed an interest in theproducts or services that are being offered.

Cold calling typically refers to phone calls butcan also entail drop-in visits, such as withdoor-to-door salespeople.


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SchoolVideo

Cold CallingNail in the first 20 seconds


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SchoolSales Resistance

Obstacles to sales

prospect has reasons for not buying

Sales objections

ex Prospects may not recognize the need or may

doubt the appropriateness of the product


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SchoolClosing the Sale

Low pressure saleprospects feel that they

are reaching the buying decision themselves

High pressure salethe main thrust is on the

prospects emotions, so salespersons attempt

to propel prospects into buying decisions.


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SchoolCase

Case: United Airflow Inc. Manufacturer of

Household Appliances - Salesperson's Job


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School

Thank You

Documents

S3 SPM c2 - Sales Managment Personal Selling Salesmanship