Overview of Personal Selling Module One

Customizing the Sales Approach An Expert’s Viewpoint: Lisa Gregg, Director of Sales Development for American Express had this to say about customizing the sales approach: “Depending on the application, the card may have hundreds of different benefits. A supermarket manager has different needs than a client in the furniture business. We wanted to create a message to fit the specific needs of our customers.” Sales representatives now input specific customer information, then the database produces sales materials ranging from industry data sheets to Power Point slides that can be used in the sales presentation. Action

Customizing the Sales Approach An Expert’s Viewpoint: Customers now receive sales presentations based on their unique needs, and American Express has greatly improved the efficiency of its sales organization. Result

American Express: Customizing the Sales Approach Presentation Knowledge Base Information about customers Customized Presentation

Personal Selling – Defined Personal selling refers to personal communication with a an audience through paid personnel of an organization or its agents in such a way that the audience perceives the communicator’s organization as being the source of the message.

Industrial Revolution Industrial Revolution Post-Industrial Revolution Post-Industrial Revolution War and Depression War and Depression Modern Era Modern Era 1800s1900s2000s Evolution of Personal Selling Selling function became more structured Peddlers selling door to door... served as intermediaries Business organizations employed salespeople Selling function became more professional As we begin the 21 st century, selling continues to develop, becoming more professional and more relational

Industrial Revolution Industrial Revolution Post-Industrial Revolution Post-Industrial Revolution War and Depression War and Depression Modern Era Modern Era 1800s1900s2000s Evolution of Personal Selling Selling function became more structured Peddlers selling door to door... served as intermediaries Business organizations employed salespeople Selling function became more professional As we begin the 21 st century, selling continues to develop, becoming more professional and more relational

Contributions of Personal Selling: Salespeople and Society Salespeople help stimulate the economySalespeople help stimulate the economy Salespeople help with the diffusion of innovationSalespeople help with the diffusion of innovation

Contributions of Personal Selling: Salespeople and the Employing Firm Salespeople generate revenueSalespeople generate revenue Salespeople provide market research and customer feedbackSalespeople provide market research and customer feedback Salespeople become future leaders in the organizationSalespeople become future leaders in the organization

Contributions of Personal Selling: Salespeople and the Customer Salespeople provide solutions to problemsSalespeople provide solutions to problems Salespeople provide expertise and serve as information resourcesSalespeople provide expertise and serve as information resources Salespeople serve as advocates for the customer when dealing with the selling organizationSalespeople serve as advocates for the customer when dealing with the selling organization

Transaction-Focused vs. Relationship Focused Short term thinkingShort term thinking Making the sale has priority over most other considerationsMaking the sale has priority over most other considerations Interaction between buyer and seller is competitiveInteraction between buyer and seller is competitive Salesperson is self- interest orientedSalesperson is self- interest oriented Long term thinking Developing the relationship takes priority over getting the sale Interaction between buyer and seller is collaborative. Salesperson is customer- oriented Transaction-Focused Transaction-Focused Relationship-Focused Relationship-Focused

Basic Approaches Classification of Personal Selling Approaches Stimulus Response SellingStimulus Response Selling Mental States SellingMental States Selling Need Satisfaction SellingNeed Satisfaction Selling Problem Solving SellingProblem Solving Selling

Stimulus Response Selling SalespersonProvidesStimuliBuyerResponsesSought Continue Process until Purchase Decision

Mental States Selling Attention Interest Interest Conviction Conviction Desire Desire Action Action

Need Satisfaction Selling Uncover and Confirm Buyer Needs Present Offering to Satisfy Buyer Needs Continue Selling until Purchase Decision

Problem Solving Selling DefineProblem GenerateAlternativeSolutions ContinueSellinguntilPurchaseDecision EvaluateAlternativeSolutions

Long-term Ally Consultative Selling The process of helping customers reach their strategic goals by using the products, service, and expertise of the selling organization. Strategic Orchestrator Business Consultant

The Sales Process: An Overview Salesperson Attributes Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships Selling Foundations Selling Strategy

The Sales Process: Selling Foundations Salesperson Attributes Possess Excellent Communication Skills Understand Buyer Behavior Be Trustworthy and Behave Ethically In order to be successful in today’s global business environment, salespeople must have a solid relationship building foundation. They must:

The Sales Process: Selling Strategy In order to be successful in today’s global business environment, salespeople must also think and act strategically. The must develop strategies for: Their Sales Territory Each Sales Call Each Customer

The Sales Process Salesperson Attributes Prospecting Preapproach Presentation Planning Approaching the Customer Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships

The Sales Process Salesperson Attributes Sales Presentation Delivery Earning Customer Commitment Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships

Adding Value through Follow-up, Self-leadership, and Teamwork The Sales Process Salesperson Attributes Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships