Overview of Personal Selling Module Two

Industrial Revolution Industrial Revolution Post-Industrial Revolution Post-Industrial Revolution War and Depression War and Depression Modern Era Modern Era 1800s1900s2000s Evolution 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 21 st century, selling continues to develop, becoming more professional and more relational

Continued Evolution of Personal Selling Change Salesforce Response More emphasis on improving sales productivity Increased use of technology Increased use of lower-cost- per-contact methods More emphasis on profitability objectives Intensified competition More emphasis on developing and maintaining _________, long-term customer relationships

Continued Evolution of Personal Selling Change Salesforce Response Demand for in-depth, specialized knowledge as an input to purchase decisions ______________ More emphasis on ____________ sales training

Contributions of Personal Selling: Salespeople and Society Salespeople help _________________Salespeople help _________________ Salespeople help with the _________________Salespeople help with the _________________

Contributions of Personal Selling: Salespeople and the Employing Firm Salespeople _____________Salespeople _____________ Salespeople provide _________ and ______________Salespeople provide _________ and ______________ Salespeople become _________ in the organizationSalespeople become _________ in the organization

Contributions of Personal Selling: Salespeople and the Customer Salespeople ______________ to problemsSalespeople ______________ to problems Salespeople _____________ and serve as information resourcesSalespeople _____________ and serve as information resources Salespeople serve as ________ for the customer when dealing with the selling organizationSalespeople serve as ________ for the customer when dealing with the selling organization

Contributions of Personal Selling: Buyer Preferences Are __________Are __________ Understand general business and economic trends, as well as the buyer's businessUnderstand general business and economic trends, as well as the buyer's business Provide ________ throughout the sales processProvide ________ throughout the sales process Help the buyer to solve problemsHelp the buyer to solve problems Have a pleasant personality and a good professional appearanceHave a pleasant personality and a good professional appearance _________ all aspects of the product and service to provide a total package_________ all aspects of the product and service to provide a total package Industrial buyers prefer to deal with salespeople who:

Classification of Personal Selling Approaches ______________________________________

Classification of Personal Selling Approaches Stimulus Response –The key idea is that various stimuli can elicit predictable responses. –An example of the stimulus response view of selling would be continued affirmation.

Stimulus Response Selling SalespersonProvides________Buyer__________Sought Continue Process until ___________ ___________

Classification of Personal Selling Approaches Mental States –Assumes the ____________ is essentially identical for most buyers –Buyers are led through certain _________ –AIDA (___________________________)

Mental States Selling

Classification of Personal Selling Approaches Need Satisfaction –Based on the notion that the customer is ______________________________ –Salesperson uses questioning, probing tactic to ________________________

Need Satisfaction Selling Uncover and Confirm ___________ Present _________ to Satisfy ___________ Continue ______ until _________ Decision

Classification of Personal Selling Approaches __________________ –An extension of need satisfaction selling –Sometimes competitors’ offerings are included as alternatives

Problem Solving Selling Define_________ Generate________________ ContinueSellinguntilPurchaseDecision ________AlternativeSolutions

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

The Sales Process: An Overview Salesperson Attributes _________ Customer Relationships __________ Customer Relationships __________ Customer Relationships Selling Foundations Selling Strategy

The Sales Process: Selling Foundations Salesperson Attributes Possess Excellent Communication Skills Understand Buyer Behavior Be Trustworthy and Behave Ethically In order to be successful in today’s global business environment, salespeople must have a solid relationship building foundation. They must:

The Sales Process: Selling Strategy In order to be successful in today’s global business environment, salespeople must also think and act strategically. The must develop strategies for:

The Sales Process Salesperson Attributes ______________ Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships

The Sales Process Salesperson Attributes ________________________ Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships

____________________________, ____________________________ The Sales Process Salesperson Attributes Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships