Marketing Management Personal Selling

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Presentation transcript:

Marketing Management Personal Selling Paul Dishman, Ph.D. Department of Business Management Marriott School of Management Brigham Young University Lecture 20

Ten Steps in the Sales Process 1. Suspecting and Prospecting 2. Pre-Approach 3. Approach 4. Presentation 5. Trial Close 6. Objections 7. Overcoming Objections 8. Trial Close 9. Close 10. Follow-up

1. Suspecting and Prospecting Filtration Pipeline or Pooling? Account Management Contact Management vs. Opportunity Management

Prospecting Methods Cold Canvas Referrals Orphans Networks Center of Influence Resurrection

2. Pre-Approach Dealing with the Old Phobias at Home Preparation Call Planning Prepare FAB’s

Sales Call Planning What’s the point? Make the goal specific What will it take to get you there? Specific-Measurable-Achievable-Realistic-Timed

3. Approach How long does the Approach last? First Impressions

4. The Presentation Types of Sales Presentations Memorized (canned) Formula Need-Satisfaction Problem-Solution

5. Trial Close A question that can be answered in just a few words Does the prospect like it? When: after a faB, after meeting an objection, just before the close SELL sequence

6. Objections Don’t FEAR - FUMBLE - FAIL Use trial closes to uncover objections!

7. Overcoming Objections Plan, handle them as they arrive- FIFO, Listen very carefully!!!! Practical Psychological MAJOR Minor Emphasize as minor issue Can you make a Difficult to Overcome Can you smoke it out?

8. Trial Close Why do we need a Trial Close here?

9. Closing Helping people make good decisions Looking for BUYING Signals Next logical step in the process Ask for the order three to five times Tailor your close to the situation Trial Close -> Close

10. Follow up You must have on-going relationships Service Attitude! Follow-up action plans, promises, and lost business Every follow-up should lead to more business

Steps in the Sales Process: Suspecting Prospecting Pre-Approach Approach Sales Presentation Trial Close Objections Overcoming Objections Trial Close Close Follow up

Wrap up Remember: Everybody sells something, sometime No other person is more responsible for the success of the company than the salesperson... You better know what you are doing Veni, Vedi, Vendi!