Professional Documents
Culture Documents
Personal Selling
Public Relations
Advertising
Sales Promotion
Direct Marketing
Personal
Selling- is direct oral communication designed to explain how an individuals or firms goods, services, or ideas fit the needs of one or more prospective customers
Selling Types Order taker Order getter Professional salespeople National account managers Missionary salespeople Support salespeople Outbound Inbound
Telemarketing
Order taker
Order Getter
A salesperson who only processes the purchase that the customer has already selected Retail outlets that are heavily oriented toward selfservice
Order taker
Order Getter
A salesperson who actively seeks to provide information to prospects, persuade prospective customers, and close sales Personal service oriented stores May practice suggestion selling
Field selling: sales presentations made at prospective customers homes or businesses on a faceto-face basis
Better Homes and Gardens Real Estate Service: A Type of Field Sales
17-7
Professional Salespeople
Support Salespeople
Help
prospective customers to define their needs and then suggest the best means of meeting those needs, even if that requires suggesting that the prospects use a competitive product
Professional Salespeople
Support Salespeople
Highly
skilled salespersons who call on key customers headquarters sites, develop strategic plans for the accounts, make formal presentations to top-level executives, and assist with all the product decisions at that level
Professional Salespeople
Support Salespeople
They
do not seek to obtain a direct order from their customers Primary goal is to persuade customers to place orders with distributors or wholesalers
Professional Salespeople
the sales force in a number of ways Technical support salespeople assist with technical aspects of sales presentations Merchandisers may set up product displays
Telemarketing: promotional presentation involving the use of the telephone on an outbound basis by salespeople or on an inbound basis by customers who initiate calls to obtain information and place orders
Relationship
selling: regular contacts over an extended period to establish a sustained sellerbuyer relationship
Consultative
selling: meeting customer needs by listing to them, understanding -- and caring about -- their problems, paying attention to details, and following through after the sale Cross-selling: offer multiple goods and services to the same customer
17-13
To
do the entire job ( Assumption that there are no other elements present) To service existing accounts ( Maintain contacts with present customers) To search & obtain new customers To secure & maintain customers cooperation in stocking & promoting product line To provide advice & assistance to middlemen on managements problems
To
keep customers informed on changes in the product line & other aspects of marketing strategy To assist customers in selling the product line To provide technical advice & assistance to customers To assist with training of middlemen's sales personnel To collect & report market information of interest & use to company management
It
is identifying or finding prospects i.e. prospective or potential customers. prospect is a lead that has been qualified in terms of need or want, ability to buy, authority to buy, accessibility, and eligibility
Ability
to Buy
The lead must have the ability to pay for the product or service
How can the salesperson qualify the lead? Financial status and credit rating Local credit agencies Noncompetitive salespeople Local banks Better Business Bureaus
May ask the lead if they can afford to buy what they want
Authority
to Buy
In many firms the actual purchasing authority is not in the hands of the purchasing agent A buying committee often makes the buying decision, and the purchasing agent only carries out the committees mandate
Eligibility
Some
companies sell only thorough distributors or wholesalers. a company sells to direct customers, it may run the risk of alienating its retail customers or wholesalers
If
Employer
leads Telephone Directories Trade and Professional Directories Newspapers Commercial Lists Customer Referrals Cold Canvassing
Analyze
past sales records View notes about the personal aspects of the customer Qualify new customers Inquire with other salespeople who are with non-competing lines
Ask
questions in a pre-visit phone call. Make an appointment to see the prospect in order to have time to explain the features of your product.
Setup
an appointment during the preapproach, and arrive early to the appointment. Introduce yourself, smile, and shake hands. Engage in small talk to build a relationship with the customer. Comment on important things to keep the customer interested.
Purpose:
Key
elements to building acceptance 1) Physical appearance 2) Ability to ask questions 3) Willingness to be a good listener 4) Skill in getting the prospects to talk about themselves or something of interest to them Offering a compliment on something the prospect has done
1) Builds self-confidence
2) Develops an atmosphere of goodwill and trust will buyer 3) Professionalism
Benefit- What the feature will do for, or give to, the prospect
Sales
presentation can be improved by demonstration Demonstration is one of the important selling tools EGs: Test drive of cars; demonstration of industrial products in use Benefits of using demonstration for selling are:
Buyers objections are cleared Improves the buyers purchasing interest Helps to find specific benefits of the prospect The prospect can experience the benefit
Why objections?
Prospect may be afraid of purchasing the wrong type of product The salesperson should welcome objections The most difficult prospect to handle is one who says no and gives no reason Objections should not be taken personally
Objections
take place during presentations / when the order is asked Two types of sales objections: Psychological / hidden Logical (real or practical) Methods for handling and overcoming objections: (a) ask questions, (b) turn an objection into a benefit, (c) deny objections tactfully, (d) third-party certificate, (e) compensation
Types
Viewed
as part of the total selling process that will naturally occur if the salesperson meets the desires of the prospect
a question or action by the salesperson intended to evoke a favorable decision from the prospect
Close-
Direct close Assumptive close Summative close Demonstration close Special concession close
Problems
1)
Fear of rejection 2) Wrong attitude 3) Talking too much 4) Inadequate presentation 5) Improper prospecting