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

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

3. 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

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

5. 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

6. 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

7. 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.

8. 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.

9. 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”

10. 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.

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

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

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

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

15. 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

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

17. Reliant