PROFESSIONAL SELLINGGOLDENCHAPTER 1 COMMONALITIES COMMONALITIES Scope of Competition Sell Intangibles Information Age Add Value Damn It! Role in Marketing.

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Presentation transcript:

PROFESSIONAL SELLINGGOLDENCHAPTER 1 COMMONALITIES COMMONALITIES Scope of Competition Sell Intangibles Information Age Add Value Damn It! Role in Marketing –The marketing concept

PROFESSIONAL SELLINGGOLDENCHAPTER 1 PERSONAL SELLING Person to person communication with a prospect. –It is part art and part science! –Establishing relationships –Discovering needs –Matching the appropriate products with these needs –Communicating benefits through informing, persuading, and reminding

PROFESSIONAL SELLINGGOLDENCHAPTER 1 CONSULTATIVE SELLING Emphasized in text and in this class- forerunner of partnering. –Customer is served. –Two way communication- no high pressure tactics. –Information giving, problem solving, and negotiation. –Emphasizes servicing after the sale.

PROFESSIONAL SELLINGGOLDENCHAPTER 1 STRATEGIC/CONSULTATIVE SELLING MODEL STRATEGIC/CONSULTATIVE SELLING MODEL Model is the basis of our class. Surrounded by the personal selling philosophy, with building quality partnerships as the goal. Strategies are the bridge between the personal selling philosophy and the partnership building.

PROFESSIONAL SELLINGGOLDENCHAPTER 1 PERSONAL SELLING PHILOSOPHY Three Prescriptions: 1.Adopt the Marketing Concept 2.Value Personal Selling 3.Become a Problem Solver/Partner

PROFESSIONAL SELLINGGOLDENCHAPTER 1 STRATEGIES Relationship Strategy Product Strategy Customer Strategy Presentation Strategy

PROFESSIONAL SELLINGGOLDENCHAPTER 1 PARTNERING Strategically developed, long-term relationship that solves the customer’s problems. –Always WIN-WIN! –High Ethical Standards! Why????? –80/20 RULE! –Strategic Alliances –Relationship Selling/CRM –Sales Automation