graduation workshops for business students in bus 202 monday - february 9th 10:00 - 11:00ammonday -...
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Graduation WorkshopsGraduation Workshops for Business for Business Students in BUS 202Students in BUS 202
• Monday - February 9th 10:00 - 11:00am Monday - February 9th 10:00 - 11:00am • Tuesday - February 10th 3:30 - 4:30pmTuesday - February 10th 3:30 - 4:30pm• Wednesday - February 11th, 5:30 - 6:30pmWednesday - February 11th, 5:30 - 6:30pm• Thursday - February 12th, 12:30 - 1:30pmThursday - February 12th, 12:30 - 1:30pm• Monday - February 16th, 12:00 - 1:00pmMonday - February 16th, 12:00 - 1:00pm
Customizing the Sales ApproachCustomizing the Sales ApproachAn Expert’s Viewpoint:An Expert’s Viewpoint:
Lisa Gregg, Director of Sales Development for American Express had Lisa Gregg, Director of Sales Development for American Express had this to say about customizing the sales approach: “Depending on the this to say about customizing the sales approach: “Depending on the application, the card may have hundreds of different benefits. A application, the card may have hundreds of different benefits. A supermarket manager has different needs than a client in the furniture supermarket manager has different needs than a client in the furniture business. We wanted to create a message to fit the specific needs of business. We wanted to create a message to fit the specific needs of our customers.” Sales representatives now input specific customer our customers.” Sales representatives now input specific customer information, then the database produces sales materials ranging from information, then the database produces sales materials ranging from industry data sheets to Power Point slides that can be used in the industry data sheets to Power Point slides that can be used in the sales presentation.sales presentation.
ActionAction
Customizing the Sales ApproachCustomizing the Sales ApproachAn Expert’s Viewpoint:An Expert’s Viewpoint:
Customers now receive sales presentations based on their Customers now receive sales presentations based on their unique needs, and American Express has greatly improved the unique needs, and American Express has greatly improved the efficiency of its sales organization.efficiency of its sales organization.
ResultResult
IndustrialIndustrialRevolutionRevolution
Post-IndustrialPost-IndustrialRevolutionRevolution
War andWar andDepressionDepression
ModernModernEraEra
1800s1800s 1900s1900s 2000s2000s
Evolution of Personal SellingEvolution of Personal Selling
Selling function became more
structured
Peddlers selling door to door . . . served as intermediaries
Business organizations employed salespeople
Selling function became more professional
As we begin the 21As we begin the 21stst century, selling continues to develop, century, selling continues to develop,becoming more professional and more relationalbecoming more professional and more relational
Continued Evolution of Personal SellingContinued Evolution of Personal Selling
ChangeChange Salesforce ResponseSalesforce Response
More emphasis More emphasis on improving on improving sales productivitysales productivity
Increased use of technology Increased use of technology Increased use of lower-cost-Increased use of lower-cost-
per-contact methodsper-contact methodsMore emphasis on profitability More emphasis on profitability
objectivesobjectives
Intensified Intensified competitioncompetition
More emphasis on developing More emphasis on developing and maintaining trust-based, and maintaining trust-based,
long-term customer long-term customer relationshipsrelationships
Continued Evolution of Personal SellingContinued Evolution of Personal Selling
ChangeChange Salesforce ResponseSalesforce Response
Demand for in-depth, Demand for in-depth, specialized knowledge specialized knowledge as an input to purchase as an input to purchase decisionsdecisions
Team sellingTeam selling
More emphasis on customer-More emphasis on customer-oriented sales trainingoriented sales training
Contributions of Personal Selling: Contributions of Personal Selling: Salespeople and SocietySalespeople and Society
• Salespeople helpSalespeople helpstimulate the economystimulate the economy
• Salespeople help withSalespeople help withthe diffusion of innovationthe diffusion of innovation
Contributions of Personal Selling: Contributions of Personal Selling: Salespeople and the Employing FirmSalespeople and the Employing Firm
• Salespeople generate revenueSalespeople generate revenue
• Salespeople provide market Salespeople provide market research and customer feedbackresearch and customer feedback
• Salespeople become future Salespeople become future leaders in the organizationleaders in the organization
Contributions of Personal Selling: Contributions of Personal Selling: Salespeople and the CustomerSalespeople and the Customer
• Salespeople provide solutions to Salespeople provide solutions to problemsproblems
• Salespeople provide expertise Salespeople provide expertise and serve as information and serve as information resourcesresources
• Salespeople serve as advocates Salespeople serve as advocates for the customer when dealing for the customer when dealing with the selling organizationwith the selling organization
Contributions of Personal Selling: Contributions of Personal Selling: Buyer PreferencesBuyer Preferences
• Are honestAre honest• Understand general business and economic Understand general business and economic
trends, as well as the buyer's businesstrends, as well as the buyer's business• Provide guidance throughout the sales processProvide guidance throughout the sales process• Help the buyer to solve problemsHelp the buyer to solve problems• Have a pleasant personality and a good Have a pleasant personality and a good
professional appearanceprofessional appearance• Coordinate all aspects of the product and service Coordinate all aspects of the product and service
to provide a total packageto provide a total package
Industrial buyers prefer to deal with salespeople who:
Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches
• Stimulus ResponseStimulus Response• Mental StatesMental States• Need SatisfactionNeed Satisfaction• Problem SolvingProblem Solving• Consultative SellingConsultative Selling
Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches
1.1. Stimulus Response Stimulus Response– The key idea is that various stimuli can The key idea is that various stimuli can
elicit predictable responses.elicit predictable responses.– An example of the stimulus response view An example of the stimulus response view
of selling would be continued affirmation.of selling would be continued affirmation.
“good choice, good choice”
Stimulus Response SellingStimulus Response Selling
Salesperson Salesperson Provides Provides
StimuliStimuli
BuyerBuyerResponsesResponses
SoughtSought
Continue Continue Process until Process until
Purchase Purchase DecisionDecision
Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches
2.2. Mental States Mental States– Assumes the buying process is essentially Assumes the buying process is essentially
identical for most buyersidentical for most buyers– Buyers are led through certain mental statesBuyers are led through certain mental states– AIDAAIDA (attention, interest, desire, and action) (attention, interest, desire, and action)
is this practical?is this practical?
Mental States SellingMental States Selling
AttentionAttention InterestInterest ConvictionConviction DesireDesire ActionAction
Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches
3.3. Need Satisfaction Need Satisfaction– Based on the notion that the customer is Based on the notion that the customer is
buying to satisfy a needbuying to satisfy a need– Salesperson uses questioning, probing Salesperson uses questioning, probing
tactic to uncover important buyer needstactic to uncover important buyer needs
Need Satisfaction SellingNeed Satisfaction Selling
Uncover and Uncover and Confirm Buyer Confirm Buyer
NeedsNeeds
Present Present Offering to Offering to
Satisfy Buyer Satisfy Buyer NeedsNeeds
Continue Continue Selling until Selling until Purchase Purchase DecisionDecision
Classification of Classification of Personal Selling ApproachesPersonal Selling Approaches
4.4. Problem Solving Problem Solving– An extension of An extension of need satisfactionneed satisfaction selling selling– Sometimes competitors’ offerings are Sometimes competitors’ offerings are
included as alternatives included as alternatives how would the how would the competitor’s offerings be referred to?competitor’s offerings be referred to?
Problem Solving SellingProblem Solving Selling
DefineDefineProblemProblem
GenerateGenerateAlternativeAlternativeSolutionsSolutions
ContinueContinueSellingSelling
untiluntilPurchasePurchaseDecisionDecision
EvaluateEvaluateAlternativeAlternativeSolutionsSolutions
extremely rational
Long-term AllyLong-term Ally
5.5. Consultative Selling Consultative Selling
Strategic OrchestratorStrategic Orchestrator
Business ConsultantBusiness Consultant
The process of helping The process of helping customers reach their customers reach their
strategic goals by using strategic goals by using the products, service, the products, service, and expertise of the and expertise of the selling organization.selling organization.
Not just meeting needs or solving problems
The Sales Process: An OverviewThe Sales Process: An OverviewSalespersonAttributes
Developing Developing Customer Customer
RelationshipsRelationships
Initiating Initiating Customer Customer
RelationshipsRelationships
Enhancing Enhancing Customer Customer
RelationshipsRelationships
Selling Selling FoundationsFoundations
Selling Selling StrategyStrategy
Trust, ethics, understanding customers, communication skills
The Sales Process: The Sales Process: Selling FoundationsSelling FoundationsSalesperson
Attributes
Possess Excellent Possess Excellent Communication SkillsCommunication Skills
Understand Buyer BehaviorUnderstand Buyer Behavior
Be Trustworthy and Be Trustworthy and Behave EthicallyBehave Ethically
In order to be successful in today’s global business In order to be successful in today’s global business environment, salespeople must have a solid relationship environment, salespeople must have a solid relationship building foundation. They must: building foundation. They must:
The Sales Process:The Sales Process:Selling StrategySelling Strategy
In order to be successful in today’s global business In order to be successful in today’s global business environment, salespeople must also think and act environment, salespeople must also think and act strategically. They must develop strategies for:strategically. They must develop strategies for:
Their Sales TerritoryTheir Sales Territory
Each Sales CallEach Sales Call
Each CustomerEach Customer
The Sales ProcessThe Sales ProcessSalespersonAttributes
• Prospecting• Pre-approach• Presentation Planning• Approaching the Customer
Developing Developing Customer Customer
RelationshipsRelationships
Initiating Initiating Customer Customer
RelationshipsRelationships
Enhancing Enhancing Customer Customer
RelationshipsRelationships
The Sales ProcessThe Sales ProcessSalespersonAttributes
• Sales Presentation Delivery • Earning Customer Commitment
Developing Developing Customer Customer
RelationshipsRelationships
Initiating Initiating Customer Customer
RelationshipsRelationships
Enhancing Enhancing Customer Customer
RelationshipsRelationships
Adding Value through Follow-up, Self-leadership, and Teamwork
The Sales ProcessThe Sales ProcessSalespersonAttributes
Developing Developing Customer Customer
RelationshipsRelationships
Initiating Initiating Customer Customer
RelationshipsRelationships
Enhancing Enhancing Customer Customer
RelationshipsRelationships
Appendix on CareersAppendix on Careers
• Job securityJob security
• AdvancementAdvancement
• FeedbackFeedback
• PrestigePrestige
• VarietyVariety
• IndependenceIndependence
• Compensation Compensation