Overview of Personal Selling Module One

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Learning Objectives 1. Describe the evolution of personal selling from ancient times to the modern era. 2. Explain the contributions of personal selling to society, business firms, and customers. 3. Distinguish between transaction-focused traditional selling and trust-based relationship selling.

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Learning Objectives 4.Discuss five alternative approaches to selling. 5.Describe the three primary roles fulfilled by consultative salespeople 6.Understand the sales process as a series of interrelated steps.

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Setting the Stage 1.What does Carl Strenger, a UPS Vice President, mean by a “consultative discussion” with the customer? 2.When teaming up with UPS Capital sales personnel, what is the focus of the overall sales strategy? UPS Builds Trust and Long-Term Customer Relationships

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Personal Selling – Defined Personal selling refers to personal communication with a an audience through paid personnel of an organization or its agents in such a way that the audience perceives the communicator’s organization as being the source of the message.

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Industrial Revolution Post-Industrial Revolution War and Depression 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 As we begin the 21 st century, selling continues to develop, becoming more professional and more relational

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Contributions of Personal Selling: Salespeople and Society Salespeople help stimulate the economy Salespeople help with the diffusion of innovation

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Contributions of Personal Selling: Salespeople and the Employing Firm Salespeople generate revenue Salespeople provide market research and customer feedback Salespeople become future leaders in the organization

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Contributions of Personal Selling: Salespeople and the Customer Salespeople provide solutions to problems Salespeople provide expertise and serve as information resources Salespeople serve as advocates for the customer when dealing with the selling organization

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Transaction-Focused vs. Relationship Focused Transaction-Focused Transaction-Focused Relationship-Focused Relationship-Focused Short term thinking Making the sale has priority over most other considerations Interaction between buyer and seller is competitive Salesperson is self- interest oriented Long term thinking Developing the relationship takes priority over getting the sale Interaction between buyer and seller is collaborative. Salesperson is customer-oriented

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Classification of Personal Selling Approaches Stimulus Response Selling Mental States Selling Need Satisfaction Selling Problem Solving Selling

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Stimulus Response Selling Salesperson Provides Stimuli Buyer Responses Sought Continue Process until Purchase Decision

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Mental States Selling Attention Interest Conviction Desire Action

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Need Satisfaction Selling Uncover and Confirm Buyer Needs Present Offering to Satisfy Buyer Needs Continue Selling until Purchase Decision

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Problem Solving Selling Define Problem Generate Alternative Solutions Continue Selling until Purchase Decision Evaluate Alternative Solutions

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Long-term Ally Consultative Selling The process of helping customers reach their strategic goals by using the products, service, and expertise of the selling organization. Strategic OrchestratorBusiness Consultant

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling The Sales Process: An Overview Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships Selling Foundations Selling Strategy

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling The Sales Process: Selling Foundations In order to be successful in today’s global business environment, salespeople must have a solid relationship building foundation. They must: Possess Excellent Communication Skills Understand Buyer Behavior Behave Ethically Be Trustworthy

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling 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: Their Sales TerritoriesEach Sales CallEach Customer Each strategy is related to the other

IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach IngramLaForgeAvila Schwepker Jr.Williams Professional Selling: A Trust-Based Approach Module 1: Overview of Personal Selling Adding Value through Follow-up, Self-leadership, and Teamwork The Sales Process Prospecting Preapproach Presentation Planning Approaching the Customer Sales Presentation Delivery Earning Customer Commitment Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships