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Personal Selling: Approaches and Process
Sales Management 3 Personal Selling: Approaches and Process
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Personal Selling Approaches
Stimulus Response Selling Mental States Selling Need Satisfaction Selling Problem-Solving Selling Consultative Selling
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Stimulus Response Selling I
Simplest:Salesperson provides the stimuli using words and actions. Stimuli: statements, questions, actions, audio-video aids, demonstrations Responses: favorable reactions, eventual purchase Continued Affirmation: prospect keeps saying “yes” Often used in telemarketing
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Stimulus Response Selling II
Advantages Logical structure (easily canned) Easy to anticipate objections Inexperienced salespeople can quickly learn to use.
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Stimulus Response Selling III
Disadvantages Not effective if prospect wants to talk. Requires salesperson to dominate “pitch” Lack of flexibility Interruptions by prospect may disrupt flow and effectiveness of presentation Best if used in simple situations
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Mental States Selling I AIDA
AKA “Formula Approach” Assumes that every buyer is same and takes them through same mental states or steps in the buying process. AIDA Attention Interest Desire Action
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Mental States Selling II AIDA
Advantages Like stimulus-response, highly structured sales presentation. Forces salesperson to plan/practice presentation. Helps salesperson recognize that timing is important and that LISTENING is necessary to recognize which stage the buyer is in at a given point in time.
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Mental States Selling III AIDA
Disadvantages It is difficult to recognize the stage that the buyer is in. At times prospect may be in multiple states simultaneously, or switching back and forth. Not a customer-oriented method.
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Need Satisfaction Selling
Uncover and confirm buyer’s needs Present offering to satisfy buyer’s needs Continue selling until purchase decision Need to really probe: Ask good questions Good starting point for a Professional What Lytle might call “Level 2”
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Problem-Solving Selling
Extension of Need-Satisfaction Beyond identifying needs to developing alternative solutions to satisfy needs. Your product may not be the best option. Can take a lot of time. Most successful in technical industrial sales situations.
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Consultative Selling Helping customers achieve their strategic goals via your products, services, expertise Three Roles Strategic Orchestrator Business Consultant Long-Term Ally
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Sales Process Initiating Customer Relationships
Prospecting Precall Planning Approaching Customer Developing Customer Relationships Sales Presentation Delivery Gaining Customer Commitment Enhancing Customer Relationships
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Initiating Customer Relationships
Prospecting Locating Screening Precall Planning: Do your homework Approaching the Customer Sales Presentation Planning Sales Presentation Format Sales Mix Model
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Sales Mix Model Presentation Pace Presentation Scope Depth of Inquiry
Two-Way Comm Visual Aids
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Developing Customer Relationships
Sales Presentation Delivery Building Credibility Personal Behavior/Appearance: Professionalism Knowledge: Product, Customer, Competition Sales Techniques: No Gimmicks Achieving Clarity Coping with Questions/Objections Gaining Customer Commitment
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Enhancing Customer Relationships
Starts with a close. THEN SERVICE!!!!! Enter/Expedite Orders Follow up Help during installation Training Warranty Service Build Trust; Develop Reliance
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Reliant
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