Download - Overview of Selling
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1Overview of
Selling
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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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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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1Personal Selling – Defined
An important part of marketing that relies heavily on ______________________ between buyers and sellers to
initiate, develop, and enhance customer relationships.
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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 ______.
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1Customer Value
The customer’s perception of what they get for what they have to give up.
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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.
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1Transaction-Focused Selling
vs. Trust-Based Relationship Selling
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1Transaction-Focused Selling
vs. Trust-Based Relationship Selling
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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
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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
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1Continued Evolutionof Personal Selling
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1Contributions of Personal Selling:
Salespeople and Society
• Salespeople help __________________.
• Salespeople help with the _________ of innovation.
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1Contributions of Personal Selling:
Salespeople and the Employing Firm
• Salespeople _________________.• Salespeople provide market research
and customer feedback.• Salespeople become _____________in
the organization.
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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.
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1Ethical Dilemma
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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.
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1Stimulus Response Selling
Simple indesign; assumes conditionedresponse improves likelihood of success; a risky and unreliable strategy.
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1Mental States Selling
Assumes buyercan be led through mental states; promotes one-way communication; a risky and unreliable strategy.
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1Ethical Dilemma
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1Need Satisfaction Selling
Interact with buyer to determine existing needs; present solutions to needs; solutions limited to seller’s products.
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1Problem Solving Selling
Interact with buyer to determine existing and potential needs; present multiple solutions not limited to seller’s products.
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1Consultative Selling
The process of helping customers reach their
strategic goals by using the products,
services, and expertise of the
selling organization.
________________________
________________
_______
_________
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1The Sales Process - Overview
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1Role Play