1. Overview of Personal Selling
Module Two
Overview of Personal Selling

2. 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

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

4. Evolution of Personal Selling
Peddlers selling door to door served as intermediaries
Selling function became more structured
As we begin the 21st century, selling continues to develop,
becoming more professional and more relational
Industrial Revolution
Post-Industrial Revolution
War and Depression
Modern Era
1800s
1900s
2000s
Business organizations employed salespeople
Selling function became more professional

5. Continued Evolution of Personal Selling
Change
Salesforce Response
Intensified competition
More emphasis on developing and maintaining trust-based, long-term customer relationships
More emphasis on improving sales productivity
Increased use of technology
Increased use of lower-cost-per-contact methods
More emphasis on profitability objectives

6. Continued Evolution of Personal Selling
Change
Salesforce Response
Demand for in-depth, specialized knowledge as an input to purchase decisions
Team selling
More emphasis on customer-oriented sales training

7. Contributions of Personal Selling: Salespeople and Society
Salespeople help stimulate the economy
Salespeople help with the diffusion of innovation

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

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

10. Contributions of Personal Selling: Buyer Preferences
Industrial buyers prefer to deal with salespeople who:
Are honest
Understand general business and economic trends, as well as the buyer's business
Provide guidance throughout the sales process
Help the buyer to solve problems
Have a pleasant personality and a good professional appearance
Coordinate all aspects of the product and service to provide a total package 8

11. Adaptive Selling
Although it is the highest cost per contact, personal selling is the only element of the marketing mix where the message can be tailored to the individual buyer.

12. Classification of Personal Selling Approaches
Stimulus Response
Mental States
Need Satisfaction
Problem Solving
Consultative Selling 14

13. Classification of Personal Selling Approaches
Stimulus Response
The key idea is that various stimuli can elicit predictable responses.
An example of the stimulus response view of selling would be continued affirmation. 14

14. Stimulus Response Selling
Salesperson
Provides
Stimuli
Buyer
Responses
Sought
Continue Process until Purchase Decision

15. Classification of Personal Selling Approaches
Mental States
Assumes the buying process is essentially identical for most buyers
Buyers are led through certain mental states
AIDA (attention, interest, desire, and action) 14

16. Mental States Selling
Attention
Interest
Conviction
Desire
Action

17. Classification of Personal Selling Approaches
Need Satisfaction
Based on the notion that the customer is buying to satisfy a need
Salesperson uses questioning, probing tactic to uncover important buyer needs 14

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

19. Classification of Personal Selling Approaches
Problem Solving
An extension of need satisfaction selling
Sometimes competitors’ offerings are included as alternatives 14

20. Problem Solving Selling
Define
Problem
Generate
Alternative
Solutions
Evaluate
Alternative
Solutions
Continue
Selling
until
Purchase
Decision

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

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

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

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

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

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

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

28. Why People Chose a Sales Career
Job Security
Advancement
Immediate feedback
Prestige
Job Variety
Independence
Compensation A

29. Selling Jobs A Sales Support New Business Existing Business
Inside Sales
Direct to Consumer (Retail)
Missionary (Detail) Sales A

30. Skills for Success in Sales
Empathy
Ego Drive
Ego Strength
Communications skills (oral and written)
Enthusiasm A