selling negotiation skills(lecture1)

8/9/2019 Selling Negotiation Skills(Lecture1)

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Selling/Negotiation Skills

ByProf. V.S. Bhakre

Lecture 1


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LEARNING OBJECTIVES

"To explain characteristics of successful salespeople

" To give tips on how to sell successfully

"To discuss specific selling situations


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SALES TRAINING BASICS

What you need to know about selling

"Define your selling style

" Understand the link between attitude and success

" Understand your role in customer relations

"

Learn communication tools


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MARKETINGEVOLUTION

ProductionOrientation

SalesOrientation

MarketConcept

Capacity

Utilization

EfficiencyCost(?)

Sales

Volume

Promotion

Customer

Profit

PerformanceMarket Share

Improve

EfficiencyQuality

Cost Control

Cut price

IncreasePromotion

Customer

Sensing

Integrated planningContinuous

improvement

Cost

Management

Focus

How to

Compete


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Products somethingthat had

to be sold

to the

Customer

Selling and

Promoting

Profits

Through

Sales Volume

Products to

Fill in Customer

Needs something

That is bought

By the customer

Integrated

Marketing Mix

Profits

Through

Customer

Satisfaction

FOCUS MEANS OBJECTIVES

FOCUS MEANS OBJECTIVES

A. The Selling ConceptB. The Marketing Concept


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SELLING VsMARKETING

SALES MARKETING

1. Sell what u produce

2. Product Important

3. Emphasis on Corporate

Objective profit

4. Short term objectiveProfit Today

5. Sales volume maximization

6. Company orientedSelling efforts

1. Produce what Customer wants

2. Customer Supreme

3. Emphasis on customers need

4. Long Term objectives

5. Profit through Customer

Satisfaction

6. Customer oriented sales efforts


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CONSUMERNEEDSANDMOTIVATION

Needs are the essence of Marketing

Enables to understand and predict Human Behaviour in market place

Need is a state of deficiency which wants to be eliminated

Need always refers to people

Motive is what causes people to act

Motive triggers a behaviour response aimed at satisfying the need for a

while

MOTIVE +ACTION =MOTIVATION


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THE BUYING FUNNEL

Customer Awareness

Brand Awareness

Brand Consideration

Brand Preference

Purchase Intention

Purchase

Customer Loyalty

Customer Advocacy

Handoff

Marketing

Sales


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WHYCUSTOMERS QUIT

1% DIE

3%MOVEAWAY

5% FORM OTHERFRIENDSHIPS

9% FORCOMPETITIVEREASONS

14% BECAUSE OF PRODUCTDISSATISFACTION

68% BECAUSE OFATTITUDE OF INDIFFERENCE ONTHE

PART OFANEMPLOYEE


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MARKETERS JOB IS TO FIND BUYINGMOTIVE

Whom to direct their promotional efforts

Buyer or User

Is the BUYER targeted audience?

Is the Better to appeal for both?

Is the USER targeted audience?

All this through consumer research

Predicting Consumer Behaviour= POSITIVISTS

Understanding consumer behaviour - Interpretivism


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BUYINGMOTIVES

"

We know 6 buying motives which are of equal importance

"Normally the buyer has a whole CLUSTERMOTIVES, but in the

final analysis only one is DECISIVE

"ACUSTOMERwill BUYONCEHISMOTIVE has been

IDENTIFIED and ACTED ON

"Avoid overhasty conclusions

" Let CUSTOMERBUY forHIS REASONS ,NOTYOURS

" To find the BUYINGMOTIVE,ASKQUESTIONS


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BUYINGMOTIVES

Possession 1.Making Gain2.Avoiding

Loss

Pleasure 3.HavingP

leasure/Enjoyment/ Fun 4.Avoiding pain/Worry, problems

PowerApproval 5. Boosting selfSatisfaction

Pride

6.Gaining socialApproval Prestige


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RESEARCHINGURCUSTOMERSMARKETRESEARCH

To get customer value proposition

C.V.P

" Identify customer needs and wants

"Understand the competition

"Analyze market dynamics

--- Needs R Real

--- Wants R Aspirational

"Find needs and not wants

ADVERTISING can often appeal to wants


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MARKETING FUNDAMENTAL

To succeed in Business

" Offer the right product

" To your targeted customers

"At a price thats acceptable to UR customers

" Based on their perception of value

"At a cost that allows you profitable

C.V.P CUSTOMERVALUE PROPOSITION


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THEHARDEST SELLINTHEWORLD

1. Is it L.I.C Policy?

2. Is it used cars?

3. Is it magazine subscriptions door to door?

U would be Wrong the Hardest

YOU SELLING ON YOURSELFThought + Faith Form

4 minute mile For1000YearsNo one believed to run in less than 4 minutes!

THE HARDEST SELL IN THE WORLD

May 6,1954 roger BannisterProved

Impossible was Possible

His Subconscious and Nervous System programmed to carry it out

selling negotiation skills(lecture1)

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