2. 6 - 1 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Some questions answered in Chapter 6 What is adaptive selling? Why is it important for salespeople to practice adaptive selling? What kind of knowledge do salespeople need to practice adaptive selling? How can salespeople acquire this knowledge? How can salespeople adapt their sales strategies, presentations, and social styles to various situations?

3. 6 - 2 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Personal selling Personal selling is the most expensive form of communicating with customers, yet firms use it anyway. Why?

4. 6 - 3 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Adaptive selling Salespeople practice adaptive selling when they use different sales presentations for different customers and alter their sales presentation during a sales call based on the nature of the sales situation.

5. 6 - 4 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Being adaptive Is your behavior different at a restaurant if you are there with your best friends than it is when you’re there with your parents?

6. 6 - 5 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Ability to customize the message Standard memorized presentation Outlined presentation Customized presentation Ability to customize the message

7. 6 - 6 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology The selling process Building credibility Making adjustments Identifying or reiterating buyer’s needs Making a good impression Relating features to benefits Assessing the buyer’s reactions Securing a commitment In which stage of the selling process is the ability to customize the message the least important? 1 2 3 4 5

8. 6 - 7 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Should salespeople adopt one of these strategies and use it on all customers? Increase the rating of your product Decrease the rating of the competitor’s product Increase importance weight Decrease importance weight Add new characteristics 1.Yes 2.No

9. 6 - 8 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Buyers want the salesperson to understand their business “Do your homework. … Know ahead of time what we’re up against in the market, what we’re trying to do. If I offer to show you around, jump at the chance. Or, better yet, ask me yourself.”

10. 6 - 9 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Knowledge makes it easier to practice adaptive selling Knowledge is organized into categories Product and company knowledge Greater knowledge  more flexibility Each category consists of Method of classifying customer (categorical) Approach to selling the customer (procedural)

11. 6 - 10 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Approaches for developing knowledge Tap knowledge from experts Read company materials and trade publications Use market research information Ask for feedback Analyze successes and failures Develop an intrinsic orientation toward your work

12. 6 - 11 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Social style matrix Analytical AmiableExpressive Driver Exhibit 6.4

13. 6 - 12 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Cues for recognizing social styles Analytical Achievement awards on wall Office is work-oriented, showing much activity Conservative dress Likes solitary activities (e.g., reading, individual sports) Amiable Driver Expressive Exhibit 6.5

14. 6 - 13 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Cues for recognizing social styles Amiable Office has friendly, open atmosphere Pictures of family displayed Personal mementos on the wall Desk placed for open contact with people Casual or flamboyant dress Likes solitary activities (e.g., reading, individual sports) AnalyticalDriver Expressive Exhibit 6.5

15. 6 - 14 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Cues for recognizing social styles Expressive Motivational slogan on the wall Office has friendly, open atmosphere Cluttered, unorganized desk Desk placed for open contact with people Casual or flamboyant dress Likes group activities (e.g., politics, team sports) AnalyticalDriver Amiable Exhibit 6.5

16. 6 - 15 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Cues for recognizing social styles Exhibit 6.5 Driver Achievement awards on the wall No posters or slogans on office walls Calendar prominently displayed Furniture placed so contact with people is across the desk Conservative dress Likes group activities (e.g., politics, team sports) Analytical ExpressiveAmiable

17. 6 - 16 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Social style matrix: customer expectations Driver Atmosphere: Businesslike Interview Pace: Quick Information provided: Salesperson’s qualifications; value of product Expressive Atmosphere: Open, friendly Interview Pace: Quick Information provided: What salesperson thinks; whom s/he knows Analytical Atmosphere: Open, honest Interview Pace: Deliberate Information provided: Evidence of salesperson’s expertise in solving problems Amiable Atmosphere: Businesslike Interview Pace: Deliberate Information provided: Evidence that salesperson is trustworthy, friendly Exhibit 6.6

18. 6 - 17 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Social style matrix: customer expectations Driver Salesperson should provide: Documented evidence, stress results Presentation of benefits: What product can do Expressive Salesperson should provide: Recognition and approval Presentation of benefits: Who has used this product Analytical Salesperson should provide: Evidence that salesperson has analyzed the situation Presentation of benefits: How product can solve the problem Amiable Salesperson should provide: Evidence that salesperson is trustworthy, friendly Presentation of benefits: Why product is best to solve problem Exhibit 6.6

19. 6 - 18 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Social style matrix: customer expectations Driver Assistance to aid decision- making: Explanation of options and probabilities Expressive Assistance to aid decision- making: Testimonials Analytical Assistance to aid decision- making: Evidence and offers of service Amiable Assistance to aid decision- making: Guarantees and assurances Exhibit 6.6

20. 6 - 19 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Indicators of versatility Exhibit 6.7 Less versatile Limited ability to adapt to other’s needs Specialist Well-defined interests Sticks to principles Predictable Looks at one side of an issue More versatile Able to adapt to other’s needs Generalist Broad interests Negotiates issues Unpredictable Looks at many sides of an issue

21. 6 - 20 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Adaptive behaviors Less adaptive “I’ll tell you how it should be done.” “I’m right.” “It’s always been done this way.” “You’re wrong.” “Take me or leave me.” More adaptive “Let’s discuss it.” “I see your point. We’ll do it your way.” “I’m always looking for new ideas.” “I want to understand.” “How can I accommodate you?”

22. 6 - 21 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Indicators of versatility Exhibit 6.8 Reducing assertiveness Ask for customer’s opinion Acknowledge merits of customer’s viewpoint Listen without interruption Be more deliberate; don’t rush Let customer direct flow of conversation Increasing assertiveness Get to the point Don’t be vague or ambiguous Volunteer information Be willing to disagree Take a stand Initiate conversations

23. 6 - 22 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Indicators of versatility Reducing responsiveness Become businesslike Talk less Restrain enthusiasm Make decisions based on facts Stop and think Increasing responsiveness Verbalize feelings Express enthusiasm Pay personal compliments Spend time on relationships rather than business Socialize, engage in small talk Use nonverbal communication Exhibit 6.8

24. 6 - 23 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Strengths / weaknesses 1.amiable 2.analytical 3.driver 4.expressive The best social style for a salesperson is:

25. 6 - 24 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Social style matrix: strengths and weaknesses Driver Strengths: Strong-willed, independent, practical, decisive, efficient Weaknesses: Pushy, severe, tough, dominating, harsh Expressive Strengths: Enthusiastic, ambitious, stimulating, dramatic, friendly Weaknesses: Manipulative, undisciplined, egotistical, excitable, reacting Analytical Strengths: Industrious, persistent, serious, exacting, orderly. Weaknesses: Critical, indecisive, stuffy, picky, moralistic Amiable Strengths: Supportive, respectful, willing, dependable, agreeable Weaknesses: Conforming, unsure, pliable, dependent, awkward

26. 6 - 25 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Alternative categorization systems Buzzota and Lefton Warm-Hostile Dominant-Submissive Manning and Reece Dominance Sociability Alessandra Supporting-Controlling Direct-Indirect

27. 6 - 26 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology Any questions about the terminology? Adaptive selling Amiable Analytical Assertiveness Customized presentation Diagnostic feedback Driver Expert system Expressive Extrinsic orientation Intrinsic orientation Outlined presentation Performance feedback Responsiveness Social style matrix Standard memorized presentation Versatility

28. 6 - 27 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process Using strategies Role of knowledge Social style matrix Customer expectations Versatility Strengths/ weaknesses Alternative systems Terminology