Personal Selling

Personal Selling

Needs Satisfaction Selling

Sales Management Marketing 6228

Personal Selling Basic Types of Selling Approaches 1. Stimulus-Response 2. Need Satisfaction 3. Problem-Solution

Personal Selling The Selling Process - Skills Required Pre-Interaction

Skills: • Precall Planning

Interaction

Skills: •Relating •Need discovery •Advocating •Closing

Post-Interaction

Skills: •Supporting •Implementing •Dealing with dissatisfaction •Enhancing the relationship

Personal Selling Pre-Call Planning

What do I want to accomplish? What do I know about the prospect? Where can I find the information? What am I going to say?

Personal Selling Pre-Approach Information Need

1. Business of company? 2. Its products & markets? 3. Actual purchase decision maker? 4. Who handles purchase process?

Personal Selling Pre-Approach Information Need

5. Who influences buying? 6. How often is purchase of my product made? 7. Who is competition? How much business with competition? 8. What company plans could affect future need for my product?

Personal Selling Pre-Approach Information Need 9. How well is customer satisfied with current supplier? 10. Does this company provide enough business to make visit worthwhile? 11. Is company staff technically informed? Can we help them develop greater expertise? 12. Can we use their products or services in our company? 13. Our top exec know any of their top execs personally?

Personal Selling Interaction Phase 1. 2. 3. 4. 5. 6.

Reducing Relationship Anxiety Needs Discovery Anticipating Buyer Questions Understanding Buyer Motives Advocating/Handling Concerns Closing the Sale

Personal Selling The Approach: Reducing Relationship Anxiety Propriety

Show buyer respect; dress appropriately

Competence

Know your product/service; third-party references

Commonality

Common interests, views, acquaintances

Intent

Reveal purpose of call, process, and payoff to the buyer

Personal Selling Needs Discovery Types of questions

1. Permission

Close-ended

2. Fact-finding

Factual information

3. Feeling finding

Open-ended questions

4. Checking questions

Confirm understanding

Personal Selling Anticipate Buyer Questions

1. What are you selling? 2. Why do I need it? 3. Who is your company? 4. How much will it cost? 5. Who else is using it? Are they satisfied?

Personal Selling Anticipate Buyer Questions

6. What kind of person are you? 7. How does your solution compare to alternatives? 8. Is price competitive? 9. Why do I need it now? 10. Your record for support & service?

Personal Selling Buyer Motivations Task Motives

Productivity

Money

More Output or Quality

Less Cost

Less Effort

More Profit

Personal Selling Buyer Motivations

Personal Motives Respect Approval

Power Recognition

Personal Selling Advocating Skills Three Elements of Presentation 1. Features

Tangible or intangible

2. Benefits

Solutions to buyers problems, related to buying motive

3. Evidence

Proof benefit will be realized

Personal Selling Sales Proposals -- General Format 1. Problem Analysis 2. Solution 3. Product Specifications 4. Cost-benefit analysis 5. Contract

Personal Selling Sales Proposals -- Five Quality Dimensions 1. Reliability 2. Assurance 3. Tangibles 4. Empathy 5. Responsiveness

Personal Selling Handling Concerns Listen

to the buyers feelings

Share

concerns without judgment

Clarify

real issue with questions

Problem-solve

present options and solutions

Ask for ACTION

to determine commitment

Personal Selling Pseudo-Concerns “I’ll have to talk it over with Frank.” “I’ll get back to you.” “I’m too busy right now.” “Our budget is tight this year.” “We have no room to store it.”

Personal Selling Closing Techniques

Selling Product Technique

Direct

Importance by Indust. Buyer Ask for the order in a

1

1

2

3

3

4

straight-forward manner

Summary

Summarize the benefits already covered in the presentation

Single Obstacle

Asks for the order if last obstacle is overcome

Personal Selling Closing Techniques

Selling Product Technique

Assumption

Importance by Indust. Buyer Assume readiness to buy and

4

2

5

5

focus on the transaction details

Choice

Focus on version to be ordered

Sales SalesSupport Support

Support the buying decision

Manage the implementation

Deal with dissatisfaction

Enhance the relationship

Figure 3-5: Servicing the Sale: The Four Pillars of Sales Support

Personal Selling Pillars of Sales Support Support Buying Decision

• Reduce buyer anxiety • Make a follow-up call • Ask for feedback

Manage the Implementation

• Assist w/ approval process • Introduce support resources • Monitor & report progress

Personal Selling Pillars of Sales Support Deal with Dissatisfaction • Empathize with the buyer • Respond to problems -use objection handling techniques • Anticipate buyer concerns and expectations • Reinforce the Benefits

Personal Selling Pillars of Sales Support Enhance the Relationship • Be a resource for info, • Be available • Arrange continued personal help and ideas communications • Grow the business internally • Maintain quality of • Ask for referrals products/services • Provide ongoing updates and progress reports