CHAPTER 1 Prof Selling
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Transcript of CHAPTER 1 Prof Selling
7/27/2019 CHAPTER 1 Prof Selling
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1Overview of Selling
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1Learning Objectives
Define personal selling and describe its unique
characteristics as a marketing communications tool.
Distinguish between transaction-focused traditional
selling and trust-based relationship selling, with the
latter focusing on customer value and sales dialogue.
Describe the evolution of personal selling from
ancient times to the modern era.
L 1
L 2
L 3
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1Learning Objectives
Explain the contributions of personal selling to
society, business firms, and customers.
Discuss five alternative approaches to selling.
Describe the three primary roles fulfilled by
consultative salespeople.
Understand the sales process as a series of
interrelated steps.
L 4
L 7
L 6
L 5
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1Personal Selling – Defined
An important part of marketing
that relies heavily on
interpersonal interactionsbetween buyers and sellers to
initiate, develop, and enhance
customer relationships.
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1Trust-Based Relationship Selling
Requires that salespeople earn
customer trust and that their
selling strategy meetscustomer needs and
contributes to the creation,
communication, and delivery of
customer value.
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1Customer Value
The customer’s perception of what they get for what they
have to give up.
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1Importance of Sales Dialogue
• Allows for more thorough qualifying.
• Demonstrates sincere interest in the prospective
customer.
• Helps Determine prospective customer’s uniqueneeds.
• Ensures meaningful
presentation of value-
added solutions.• Promotes open
communication and
satisfaction feedback.
Sales
Dialogue:
business
conversation
between buyers
& sellers that
occur as
salespeople attempt
to initiate, develop, &
enhance customer relationships.
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1Transaction-Focused Selling
vs. Trust-Based Relationship Selling
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1Transaction-Focused Selling
vs. Trust-Based Relationship Selling
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1
Industrial
Revolution
Post-Industrial
Revolution
War and
Depression
Modern
Era
1800s 1900s 2000s
Evolution of Personal Selling
Selling function became
more structured
Peddlers selling door
to door . . . served as
intermediaries
Business organizations
employed salespeople
Selling function
becoming more
professional
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1Evolution of Personal Selling
(The past several decades)
Canned Sales Presentation: sales
presentations that includescripted sales calls, memorized
presentations, and automated
presentations.
Sales Professionalism: a customer-
oriented approach that uses
truthful, non-manipulative tactics to
satisfy the long-term needs of both
the customer and the selling firm.
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1Continued Evolution
of Personal Selling
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1Contributions of Personal Selling:
Salespeople and Society
• Salespeople help stimulate the economy.
• Salespeople help with the diffusion of
innovation.
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1Contributions 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.
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1Contributions 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.
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1Ethical Dilemma
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1Alternative
Personal Selling Approaches
• Stimulus Response Selling
• Mental States Selling
• Need Satisfaction Selling
• Problem Solving Selling
• Consultative Selling
Adaptive Selling:
the ability of a
salesperson to alter
his/her sales messages
and behaviors during a
sales presentation or asthey encounter different
sales situations and
different customers.
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1Stimulus Response Selling
Simple in
design;
assumes
conditioned
response improves
likelihood of success;
a risky and unreliablestrategy.
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1Mental States Selling
Assumesbuyer
can be led
through mental
states; promotes
one-way
communication; a
risky and unreliablestrategy.
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1Ethical Dilemma
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1Need Satisfaction Selling
Interact with
buyer to
determine
existing needs;
present solutions
to needs; solutions
limited to seller’sproducts.
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1Problem Solving Selling
Interact withbuyer to
determine
existing and
potential needs;
present multiple
solutions not
limited to seller’s
products.
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1Consultative Selling
The process of helping
customers reach their
strategic goals by usingthe products,
services, and
expertise of the
selling
organization.
StrategicOrchestrator
BusinessConsultant
Long-TermAlly
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1The Sales Process - Overview
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1Role Play