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Transcript of 6 - 1 Chapter 6 Chapter 6 Questions answered Why personal selling? Adaptive selling Selling process...
6 - 2
ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Some questions answered inSome questions answered inChapter 6Chapter 6
What is adaptive selling?
Why is it important for salespeople to practice adaptive selling?
What kind of knowledge do salespeople need to practice adaptive selling?
How can salespeople acquire this knowledge?
How can salespeople adapt their sales strategies, presentations, and social styles to various situations?
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Personal sellingPersonal selling
Personal selling is the most expensive form of communicating with customers, yet firms use it anyway.
Why?
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Adaptive sellingAdaptive selling
Salespeople practice adaptive selling when they use different sales presentations for different customers and alter their sales presentation during a sales call based on the nature of the sales situation.
6 - 5
ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Being adaptiveBeing adaptive
Is your behavior different at a restaurant if you are there with your best friends than it is when you’re there with your parents?
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Ability to customize the messageAbility to customize the message
Standardmemorized
presentation
Outlinedpresentation
Customizedpresentation
Ability to customizethe message
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
The selling processThe selling process
Buildingcredibility
Makingadjustments
Identifying or reiteratingbuyer’s needs
Making a goodimpression
Relating featuresto benefits
Assessing thebuyer’s reactions
Securing acommitment
In which stage of the selling process is the ability to customize the message the least important?
1
2
3
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5
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Should salespeople adopt one of these Should salespeople adopt one of these strategies and use it on all customers?strategies and use it on all customers?
Increase the rating of your product
Decrease the rating of the competitor’s product
Increase importance weight
Decrease importance weight
Add new characteristics
1.Yes2.No
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Buyers want the salesperson to Buyers want the salesperson to understand their businessunderstand their business
“Do your homework. … Know ahead of time what we’re up against in the market, what we’re trying to do. If I offer to show you around, jump at the chance. Or, better yet, ask me yourself.”
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Knowledge makes it easier Knowledge makes it easier to practice adaptive sellingto practice adaptive selling
Knowledge is organized into categoriesProduct and company knowledge
Greater knowledge more flexibility
Each category consists ofMethod of classifying customer (categorical)
Approach to selling the customer (procedural)
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Approaches for developing knowledgeApproaches for developing knowledge
Tap knowledge from experts
Read company materials and trade publications
Use market research information
Ask for feedback
Analyze successes and failures
Develop an intrinsic orientation toward your work
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Social style matrixSocial style matrix
Analytical
Amiable Expressive
Driver
Exhibit 6.4
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Cues for recognizing social stylesCues for recognizing social styles
AnalyticalAchievement awards on wallOffice is work-oriented, showing much activityConservative dressLikes solitary activities (e.g., reading, individual sports)
Amiable
Driver
Expressive
Exhibit 6.5
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Cues for recognizing social stylesCues for recognizing social styles
AmiableOffice has friendly, open atmospherePictures of family displayedPersonal mementos on the wallDesk placed for open contact with peopleCasual or flamboyant dressLikes solitary activities (e.g., reading, individual sports)
Analytical Driver
Expressive
Exhibit 6.5
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Cues for recognizing social stylesCues for recognizing social styles
ExpressiveMotivational slogan on the wallOffice has friendly, open atmosphereCluttered, unorganized deskDesk placed for open contact with peopleCasual or flamboyant dressLikes group activities (e.g., politics, team sports)
Analytical Driver
Amiable
Exhibit 6.5
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Cues for recognizing social stylesCues for recognizing social styles
Exhibit 6.5
DriverAchievement awards on the wallNo posters or slogans on office wallsCalendar prominently displayedFurniture placed so contact with people is across the deskConservative dressLikes group activities (e.g., politics, team sports)
Analytical
ExpressiveAmiable
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Social style matrix:Social style matrix:customer expectationscustomer expectations
DriverAtmosphere: Businesslike
Interview Pace: Quick
Information provided: Salesperson’s qualifications; value of product
ExpressiveAtmosphere: Open, friendly
Interview Pace: Quick
Information provided:What salesperson thinks; whom s/he knows
AnalyticalAtmosphere: Open, honest
Interview Pace: Deliberate
Information provided: Evidence of salesperson’s expertise in solving problems
AmiableAtmosphere: Businesslike
Interview Pace: Deliberate
Information provided: Evidence that salesperson is trustworthy, friendly
Exhibit 6.6
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Social style matrix:Social style matrix:customer expectationscustomer expectations
DriverSalesperson should provide:
Documented evidence, stress results
Presentation of benefits: What product can do
ExpressiveSalesperson should provide:
Recognition and approvalPresentation of benefits:
Who has used this product
AnalyticalSalesperson should provide:
Evidence that salesperson has analyzed the situation
Presentation of benefits:How product can solve the problem
AmiableSalesperson should provide:
Evidence that salesperson is trustworthy, friendly
Presentation of benefits:Why product is best to solve problem
Exhibit 6.6
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Social style matrix:Social style matrix:customer expectationscustomer expectations
DriverAssistance to aid decision-
making:Explanation of options and probabilities
ExpressiveAssistance to aid decision-
making:Testimonials
AnalyticalAssistance to aid decision-
making:Evidence and offers of service
AmiableAssistance to aid decision-
making: Guarantees and assurances
Exhibit 6.6
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Indicators of versatilityIndicators of versatility
Exhibit 6.7
Less versatileLimited ability to adapt to other’s needs
Specialist
Well-defined interests
Sticks to principles
Predictable
Looks at one side of an issue
More versatileAble to adapt to other’s needs
Generalist
Broad interests
Negotiates issues
Unpredictable
Looks at many sides of an issue
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Adaptive behaviorsAdaptive behaviors
Less adaptive“I’ll tell you how it
should be done.”
“I’m right.”
“It’s always been done this way.”
“You’re wrong.”
“Take me or leave me.”
More adaptive“Let’s discuss it.”
“I see your point. We’ll do it your way.”
“I’m always looking for new ideas.”
“I want to understand.”
“How can I accommodate you?”
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Indicators of versatilityIndicators of versatility
Exhibit 6.8
Reducing assertiveness
Ask for customer’s opinion
Acknowledge merits of customer’s viewpoint
Listen without interruption
Be more deliberate; don’t rush
Let customer direct flow of conversation
Increasing assertiveness
Get to the point
Don’t be vague or ambiguous
Volunteer information
Be willing to disagree
Take a stand
Initiate conversations
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Indicators of versatilityIndicators of versatility
Reducing responsiveness
Become businesslike
Talk less
Restrain enthusiasm
Make decisions based on facts
Stop and think
Increasing responsiveness
Verbalize feelings
Express enthusiasm
Pay personal compliments
Spend time on relationships rather than business
Socialize, engage in small talk
Use nonverbal communication
Exhibit 6.8
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Strengths / weaknessesStrengths / weaknesses
1. amiable2. analytical3. driver4. expressive
The best social style for a salesperson is:
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Social style matrix:Social style matrix:strengths and weaknessesstrengths and weaknesses
DriverStrengths:
Strong-willed, independent, practical, decisive, efficient
Weaknesses:Pushy, severe, tough, dominating, harsh
ExpressiveStrengths:
Enthusiastic, ambitious, stimulating, dramatic, friendly
Weaknesses:Manipulative, undisciplined, egotistical, excitable, reacting
AnalyticalStrengths:
Industrious, persistent, serious, exacting, orderly.
Weaknesses:Critical, indecisive, stuffy, picky, moralistic
AmiableStrengths:
Supportive, respectful, willing, dependable, agreeable
Weaknesses:Conforming, unsure, pliable, dependent, awkward
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Alternative categorization systemsAlternative categorization systems
Buzzota and LeftonWarm-Hostile
Dominant-Submissive
Manning and ReeceDominance
Sociability
AlessandraSupporting-Controlling
Direct-Indirect
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology
Any questions about the terminology?Any questions about the terminology?
Adaptive selling
Amiable
Analytical
Assertiveness
Customized presentation
Diagnostic feedback
Driver
Expert system
Expressive
Extrinsic orientation
Intrinsic orientation
Outlined presentation
Performance feedback
Responsiveness
Social style matrix
Standard memorized presentation
Versatility
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ChapterChapter66
Questionsanswered
Why personalselling?
Adaptiveselling
Sellingprocess
Usingstrategies
Role ofknowledge
Social stylematrix
Customerexpectations
Versatility
Strengths/weaknesses
Alternativesystems
Terminology