Overview of Personal Selling Module One

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

Personal Selling – Defined Personal selling refers to personal _____________________ 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 _____________ 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

Contributions of Personal Selling: Salespeople and Society Salespeople help ____________________Salespeople help ____________________ Salespeople help with the _____________ ______________Salespeople help with the _____________ ______________

Contributions of Personal Selling: Salespeople and the Employing Firm Salespeople ________________Salespeople ________________ Salespeople _______________ and customer feedbackSalespeople _______________ and customer feedback Salespeople _______________ in the organizationSalespeople _______________ in the organization

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

Transaction-Focused vs. Relationship Focused _______ term thinking_______ 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 __________Interaction between buyer and seller is __________ Salesperson is ________ ____________________Salesperson is ________ ____________________ _______ term thinking Developing the relationship takes priority over getting the sale Interaction between buyer and seller is __________. Salesperson is ________ ____________________ Transaction-Focused Transaction-Focused Relationship-Focused Relationship-Focused

Basic Approaches Classification of Personal Selling Approaches Stimulus Response SellingStimulus Response Selling ______________ Selling______________ Selling Need Satisfaction SellingNeed Satisfaction Selling ______________ Selling______________ Selling

Stimulus Response Selling SalespersonProvides_______BuyerResponsesSought Continue Process until Purchase Decision

Mental States Selling Attention ________ ________ Conviction Conviction ________ ________

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

Problem Solving Selling DefineProblem Generate _________ _________ ContinueSellinguntilPurchaseDecision ________AlternativeSolutions

____________ Consultative Selling The process of helping customers reach their ____________ by using the products, service, and expertise of the selling organization. __________________ ____________

The Sales Process: An Overview Salesperson Attributes ___________ Customer Relationships Relationships ___________ Customer Relationships Selling Foundations Selling Strategy

The Sales Process: Selling Foundations Salesperson Attributes Possess Excellent ___________________ __________ Buyer Behavior Be ________ and Behave __________ 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 ______________________ Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships

The Sales Process Salesperson Attributes ______________________ Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships

_________________________ The Sales Process Salesperson Attributes Developing Customer Relationships Initiating Customer Relationships Enhancing Customer Relationships