Module 3
Personal Selling:
Approaches and Process
Classification of Personal Selling Approaches
Consultative Selling
Strategic Orchestrator
Business Consultant
Long-term Ally
The process of helping customers reach their strategic goals by using
the products, service, and expertise of the selling organization.
Three Primary Roles:
Sales Process Model
(Figure )
Salesperson
Attributes
Selling
Strategy
Initiating
Customer
Relationships
Developing
Customer
Relationships
Enhancing
Customer
Relationships
Initiating Customer Relationships
Prospecting Methods
(Exhibit )
External Sources:
Referral Approach
Community Contact
Contact Organizations
Introduction Approach
Noncompeting Salespeople
Cultivate Visible Accounts
Internal Sources:
Examine Records
Inquiries to Advertising
Phone/Mail Inquiries
Personal Contact:
Personal Observation
Cold Canvassing
Miscellaneous:
Hold/Attend Trade Shows
Bird Dogs
Sales Seminar
Gatekeeper
Initiator
User
Influencer
Decider
Purchaser
Initiating Customer Relationships Identifying Buying Center Roles
Initiating Customer Relationships
Pre-call Planning
Preapproach; customer related research
Gathering information about the prospect that will be used to formulate the sales presentation
Sales Presentation Planning; increased importance in recent years
Salesperson must begin with an objective(s)
Sales-Presentation Formats
Canned
Organized
Written Sales Proposal
Request for Proposal (RFP)
Sales-Presentation Formats
Canned Sales Presentation
Pros
Logical
Complete
Minimizes sales resistance by anticipating prospect’s objections
Cons
Unable to tailor message to the prospect
Does not handle interruptions well
Hard to use with broad product line
May alienate buyers
Best used for inexperienced salespeople and/or limited product line
Sales-Presentation Formats Organized Sales Presentation
Pros
Feedback from buyer is encouraged
Salesperson can organize relevant points, tailored to the prospect, into a planned sequence
Cons
Requires a salesperson with more product knowledge and selling experience
May extend the buying cycle/decision
May allow the prospect to employ diversionary delay tactics
Sales-Presentation Formats Organized Sales Presentation . . .
Best used when you have:
An experienced salesperson who can probe for needs, respond to objections well
Diverse product line
Sophisticated/savvy buyers
Sales-Presentation Formats
Written Sales Proposal
Pros
Written word is usually accepted as being more credible
Technical information, pricing data, and perhaps a timetable are available for review
Cons
Takes a long time to prepare
Cannot respond immediately to questions, objections
Sales-Presentation Formats
Written Sales Proposal . . .
Best/most often used in:
competitive bidding situations
when dollar value of sale is large
Government contracts
Complex, technical products
Approaching the Customer
Getting the appointment
Starting the sales call
Establish harmonious atmosphere
Observe rules of common courtesy
Ascertain customer needs
Ask questions and listen
Focus on benefits to the customer
Developing Customer Relationships
Sales Presentation Delivery
Building Credibility
Personal Behavior
Sales Techniques
Third-party Evidence
Testimonials
Guarantees and Warranties
Achieving Clarity
Addressing Customer Concerns
Gaining Customer Commitment
Avoid high-pressure sales techniques
Seek commitment if prospect has voiced no concerns
Seek commitment if prospect concerns have been adequately addressed
Avoid “early and often” mentality
Suggest a specific course of action
Relationship Enhancement Activities
Entering orders
Expediting orders
Installing the product or service
Training customer personnel
Resolving complaints
Correcting billing errors
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