Overview of Selling

Learning Objectives L 1 L 2 L 3 Define personal selling and describe its unique characteristics as a marketing communications tool. Distinguish between transaction-focused traditional selling and trust-based relationship selling, with the latter focusing on customer value and sales dialogue. Describe the evolution of personal selling from ancient times to the modern era. L 1 L 2 L 3

Learning Objectives L 4 L 5 L 6 L 7 Explain the contributions of personal selling to society, business firms, and customers. Discuss five alternative approaches to selling. Describe the three primary roles fulfilled by consultative salespeople. Understand the sales process as a series of interrelated steps. L 4 L 5 L 6 L 7

Personal Selling – Defined An important part of marketing that relies heavily on ______________________ between buyers and sellers to initiate, develop, and enhance customer relationships.

Trust-Based Relationship Selling Requires that salespeople earn customer ______ and that their selling _______ meets customer needs and contributes to the creation, communication, and delivery of customer ______.

Customer Value The customer’s perception of what they get for what they have to give up.

Importance of Sales Dialogue Allows for more thorough qualifying. Demonstrates sincere interest in the prospective customer. Helps Determine prospective customer’s unique needs. Ensures ____________ presentation of value- added solutions. Promotes open _____________ and satisfaction feedback. Sales Dialogue: business conversation between buyers & sellers that occur as salespeople attempt to initiate, develop, & enhance customer relationships.

Transaction-Focused Selling vs. Trust-Based Relationship Selling

Transaction-Focused Selling vs. Trust-Based Relationship Selling

Evolution of Personal Selling Peddlers selling door to door . . . served as intermediaries Selling function became more structured 1800s 1900s 2000s Industrial Revolution Post-Industrial Revolution War and Depression Modern Era Business organizations employed salespeople Selling function becoming more professional

Evolution of Personal Selling (The past several decades) From reliance on Canned Sales Presentation: sales presentations that include scripted sales calls, memorized presentations, and automated presentations. To greater focus on Sales Professionalism: a customer-oriented approach that uses truthful, non-manipulative tactics to satisfy the long-term needs of both the customer and the selling firm.

Continued Evolution of Personal Selling

Contributions of Personal Selling: Salespeople and Society Salespeople help __________________. Salespeople help with the _________ of innovation.

Contributions of Personal Selling: Salespeople and the Employing Firm Salespeople provide market research and customer feedback. Salespeople become _____________in the organization.

Contributions of Personal Selling: Salespeople and the Customer Salespeople _______________to problems. Salespeople provide expertise and serve as information resources. Salespeople serve as ________ for the customer when dealing with the selling organization.

Ethical Dilemma

Alternative Personal Selling Approaches Stimulus Response Selling Mental States Selling Need Satisfaction Selling Problem Solving Selling Consultative Selling Adaptive Selling: the ability of a salesperson to alter his/her sales messages and behaviors during a sales presentation or as they encounter different sales situations and different customers.

Stimulus Response Selling Simple in design; assumes conditioned response improves likelihood of success; a risky and unreliable strategy.

Mental States Selling Assumes buyer can be led through mental states; promotes one-way communication; a risky and unreliable strategy.

Ethical Dilemma

Need Satisfaction Selling Interact with buyer to determine existing needs; present solutions to needs; solutions limited to seller’s products.

Problem Solving Selling Interact with buyer to determine existing and potential needs; present multiple solutions not limited to seller’s products.

Consultative Selling ____________ ________________ The process of helping customers reach their strategic goals by using the products, services, and expertise of the selling organization.

The Sales Process - Overview

Role Play