Personal Selling: Approaches and Process Sales Management 3 Personal Selling: Approaches and Process

Personal Selling Approaches Stimulus Response Selling Mental States Selling Need Satisfaction Selling Problem-Solving Selling Consultative Selling

Stimulus Response Selling I Simplest:Salesperson provides the stimuli using words and actions. Stimuli: statements, questions, actions, audio-video aids, demonstrations Responses: favorable reactions, eventual purchase Continued Affirmation: prospect keeps saying “yes” Often used in telemarketing

Stimulus Response Selling II Advantages Logical structure (easily canned) Easy to anticipate objections Inexperienced salespeople can quickly learn to use.

Stimulus Response Selling III Disadvantages Not effective if prospect wants to talk. Requires salesperson to dominate “pitch” Lack of flexibility Interruptions by prospect may disrupt flow and effectiveness of presentation Best if used in simple situations

Mental States Selling I AIDA AKA “Formula Approach” Assumes that every buyer is same and takes them through same mental states or steps in the buying process. AIDA Attention Interest Desire Action

Mental States Selling II AIDA Advantages Like stimulus-response, highly structured sales presentation. Forces salesperson to plan/practice presentation. Helps salesperson recognize that timing is important and that LISTENING is necessary to recognize which stage the buyer is in at a given point in time.

Mental States Selling III AIDA Disadvantages It is difficult to recognize the stage that the buyer is in. At times prospect may be in multiple states simultaneously, or switching back and forth. Not a customer-oriented method.

Need Satisfaction Selling Uncover and confirm buyer’s needs Present offering to satisfy buyer’s needs Continue selling until purchase decision Need to really probe: Ask good questions Good starting point for a Professional What Lytle might call “Level 2”

Problem-Solving Selling Extension of Need-Satisfaction Beyond identifying needs to developing alternative solutions to satisfy needs. Your product may not be the best option. Can take a lot of time. Most successful in technical industrial sales situations.

Consultative Selling Helping customers achieve their strategic goals via your products, services, expertise Three Roles Strategic Orchestrator Business Consultant Long-Term Ally

Sales Process Initiating Customer Relationships Prospecting Precall Planning Approaching Customer Developing Customer Relationships Sales Presentation Delivery Gaining Customer Commitment Enhancing Customer Relationships

Initiating Customer Relationships Prospecting Locating Screening Precall Planning: Do your homework Approaching the Customer Sales Presentation Planning Sales Presentation Format Sales Mix Model

Sales Mix Model Presentation Pace Presentation Scope Depth of Inquiry Two-Way Comm Visual Aids

Developing Customer Relationships Sales Presentation Delivery Building Credibility Personal Behavior/Appearance: Professionalism Knowledge: Product, Customer, Competition Sales Techniques: No Gimmicks Achieving Clarity Coping with Questions/Objections Gaining Customer Commitment

Enhancing Customer Relationships Starts with a close. THEN SERVICE!!!!! Enter/Expedite Orders Follow up Help during installation Training Warranty Service Build Trust; Develop Reliance

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