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Overview of Selling

Overview of Selling. Learning Objectives. Define personal selling and describe its unique characteristics as a marketing communications tool.

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Overview of Selling

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  1. Overview of Selling

  2. Learning 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. L L L 1 2 3

  3. Learning 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. L 4 L L L 7 6 5

  4. Personal Selling – Defined An important part of marketing that relies heavily on ______________________ between buyers and sellers to initiate, develop, and enhance customer relationships.

  5. Trust-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 ______.

  6. Customer Value The customer’s perception of what they get for what they have to give up.

  7. Importance of Sales Dialogue Sales Dialogue: business conversation between buyers& sellers thatoccur as salespeople attemptto initiate, develop, & enhance customer relationships. 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.

  8. Transaction-Focused Sellingvs. Trust-Based Relationship Selling

  9. Transaction-Focused Sellingvs. Trust-Based Relationship Selling

  10. Evolution of Personal Selling Peddlers selling door to door . . . served as intermediaries Selling function became more structured 1800s 1900s 2000s IndustrialRevolution Post-IndustrialRevolution War andDepression ModernEra Business organizations employed salespeople Selling function becoming more professional

  11. Evolution of Personal Selling (The past several decades) From reliance on Canned Sales Presentation: sales presentations that include scripted sales calls, memorized presentations, and automated presentations. To greater focus on 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.

  12. Continued Evolutionof Personal Selling

  13. Salespeople help __________________. Salespeople help with the _________ of innovation. Contributions of Personal Selling: Salespeople and Society

  14. Salespeople _________________. Salespeople provide market research and customer feedback. Salespeople become _____________in the organization. Contributions of Personal Selling:Salespeople and the Employing Firm

  15. Contributions 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.

  16. Ethical Dilemma

  17. AlternativePersonal 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.

  18. Stimulus Response Selling Simple indesign; assumes conditionedresponse improves likelihood of success; a risky and unreliable strategy.

  19. Mental States Selling Assumes buyercan be led through mental states; promotes one-way communication; a risky and unreliable strategy.

  20. Ethical Dilemma

  21. Need Satisfaction Selling Interact with buyer to determine existing needs; present solutions to needs; solutions limited to seller’s products.

  22. Problem Solving Selling Interact with buyer to determine existing and potential needs; present multiple solutions not limited to seller’s products.

  23. Consultative Selling The process of helping customers reach their strategic goals by usingthe products, services, and expertise of the selling organization.

  24. The Sales Process - Overview

  25. Role Play

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