Sales Management 3

Personal Selling:

Approaches and Process

Personal Selling Approaches

Stimulus Response Selling

Mental States Selling

Need Satisfaction Selling

Problem-Solving Selling

Consultative Selling

Stimulus Response Selling ISimplest:Salesperson provides the stimuli

using words and actions.Stimuli: statements, questions, actions,

audio-video aids, demonstrationsResponses: favorable reactions, eventual

purchaseContinued Affirmation:

prospect keeps saying “yes”Often used in telemarketing

Stimulus Response Selling II

AdvantagesLogical structure (easily canned)Easy to anticipate objectionsInexperienced salespeople can

quickly learn to use.

Stimulus Response Selling III

DisadvantagesNot effective if prospect wants to talk.Requires salesperson to dominate “pitch”Lack of flexibilityInterruptions by prospect may disrupt flow

and effectiveness of presentationBest if used in simple situations

Mental States Selling IAIDA

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

Mental States Selling IIAIDA

AdvantagesLike 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.

Mental States Selling IIIAIDA

DisadvantagesIt 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.

Need Satisfaction Selling

Uncover and confirm buyer’s needsPresent offering to satisfy buyer’s needsContinue selling until purchase decision

Need to really probe: Ask good questionsGood starting point for a ProfessionalWhat Lytle might call “Level 2”

Problem-Solving Selling

Extension of Need-SatisfactionBeyond 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.

Consultative Selling

Helping customers achieve their strategic goals via your products, services, expertise

Three RolesStrategic OrchestratorBusiness ConsultantLong-Term Ally

Sales Process

Initiating Customer RelationshipsProspectingPrecall PlanningApproaching Customer

Developing Customer RelationshipsSales Presentation DeliveryGaining Customer Commitment

Enhancing Customer Relationships

Initiating Customer Relationships

ProspectingLocatingScreening

Precall Planning: Do your homeworkApproaching the Customer

Sales Presentation PlanningSales Presentation FormatSales Mix Model

Sales Mix ModelPresentation PacePresentation ScopeDepth of InquiryTwo-Way CommVisual Aids

Developing Customer Relationships

Sales Presentation DeliveryBuilding Credibility

Personal Behavior/Appearance: ProfessionalismKnowledge: Product, Customer, CompetitionSales Techniques: No Gimmicks

Achieving ClarityCoping with Questions/Objections

Gaining Customer Commitment

Enhancing Customer Relationships

Starts with a close. THEN SERVICE!!!!!Enter/Expedite OrdersFollow upHelp during installationTrainingWarranty ServiceBuild Trust; Develop Reliance

Reliant