professor chip besio cox school of business southern methodist university personal selling and...
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Professor Chip BesioCox School of Business
Southern Methodist University
Personal Selling and Public Relations
Basic Types of Selling Approaches
1. Stimulus-Response
2. Need Satisfaction
3. Problem-Solution
Personal Selling
•Personal Selling – Definition• Direct communications between paid representatives and prospects that lead to purchase orders, customer satisfaction and post-sale service.
•Sales Management – Definition•The planning, implementing and control of personal contact programs designed to achieve the sales and profits of the firm.
Personal Selling
Missionary Salespeople
Sales Engineer
Team Selling
Conference Selling
Seminar Selling
THE MANY FORMS OF PERSONAL SELLINGCUSTOMER SALES SUPPORT PERSONNEL
THE PERSONAL SELLING PROCESS:BUILDING RELATIONSHIPSPROSPECTING
• Prospect
• Lead
• Qualified Prospect
Types of Prospects
Cold Canvassing/Cold Calling
Preapproach Stage
• When to Contact
• International Customs
THE PERSONAL SELLING PROCESS:BUILDING RELATIONSHIPS
Needs DiscoveryTypes of questions
1. Permission Close-ended2. Fact-finding Factual information3. Feeling finding Open-ended questions4. Checking Confirm questions understanding
Personal Selling
Advocating SkillsThree Elements of Presentation
1. Features Tangible or intangible
2. Benefits Solutions to buyers problems, related to buying motive
3. Evidence Proof benefit will be realized
Personal Selling
Handling Objections• Acknowledge and Convert
• Postpone
• Agree and Neutralize
• Acceptance
• Denial
• Ignore
Personal Selling
Close Stage
• Assumptive Close
• Direct Close • Summary Close
• Single Obstacle
• Choice Close
Personal Selling
SellingTechnique
Direct Ask for the order in a straight-forward manner
Summary Summarize the benefits already coverin the presentation
Single Asks for the order if last obstacle is
Obstacle overcome
Closing Techniques
SellingTechnique Assumption Assume readiness to buy and
focus on the transaction details
Choice Focus on version to be ordered
Closing Techniques
Pillars of Sales Support
Supportthe
buying decision
Dealwith
Dissatis-faction
Enhancethe
Relation-ship
Support BuyingDecision
• Reduce buyer anxiety
• Make a follow-up call
• Ask for feedback
Manage the
Implementation
• Assist w/ approval process
• Introduce support resources
• Monitor & report progress
Pillars of Sales Support
Deal withDissatisfaction
• Empathize with the buyer
• Respond to problems -- use objection handling techniques
• Anticipate buyer concerns and expectations
• Reinforce the Benefits
Pillars of Sales Support
Enhance the Relationship• Be a resource for info, help and ideas• Grow the business internally
• Ask for referrals
• Be available• Arrange continued personal communications• Maintain quality of products/services
• Provide ongoing updates and progress reports
Pillars of Sales Support
Public Relations
Public Relations – a form of communication management that seeks to influence the image of an organization and its products or services.
Public Relations – can also be essential in minimizing the negative impact of a problem or a crisis, e.g. Toyota’s - Brakes; BP’s - Oil Spill.
Publicity Tools
• News Release
• News Conference
Public Relations
• Personal Appearances
• Photo “Opps”