involves the two-way flow of communication between a buyer and seller, often face-to-face encounter, designed to influence a person's or group's purchase decision
personal selling
involves planning the selling program, and implementing and evaulation the personal selling effort of the firm.
sales management
includes:
setting objectives
organizing the salesforce
reruiting
selecting
training
compensating salespeople
evaluating the performance
personal selling serves 3 major roles in a firm's overall marketing effort
sales people are the critical link between the firm and its customers
salespeople are the company is the consumers eyes
personal selling may play a dominant role in a firm's marketing program
customer value creation is made possible by _____________, the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time
relationship selling
2 types of personal selling exists:
order taking
order getting
______ processes routine orders or reorders for products that were already sold by the company
A. order taker
the primary responsibility of ________ is to perserve an ongoing relationship with existing customers and maintain sales
A. order takers
an _________ sells in a conventional sense and identifies prospective customers, provides customers with information, persuades cuctomers to buy, closes sales, and follows up on customers use of a product or service
A. order getter
an __________ involves a high degree of creativity and customer empathy
A. order getter
the practice of using the telephone rather than personal visits to contact current and prospecctive customers
outbound telemarketing
the personal selling process consits of 6 stages
prospecting
preapproach
approach
presentation
close
follow up
the search for and qualification of potential customers
A. prospecting
3 types of prospects
lead: the name of a person who may be a possible customer
prospect: a customer who wants or needs the product
qualified prospect: individual who wants the product, can afford it, and is the decision maker
a salesperson opens a directory, picks a name, and contacts that individual or business
cold canvassing or cold calling
_______ stage involves obtaining further information on the prospect and deciding on the best method of approach
C. preapproach
_______ stage involves the initial meeting between the salesperson and prospect, where the objectives are to gain the prospect's attention, stimulate interest, and build the foundation for the sales presentation itself and the basis for a working relationship. First impression is critical at this stage
D. approach
the _______ stage is at the core of the order getting selling process, and its objective is to convert a prospect into a customer by creating a desire for the product or service
C. presentation
3 major presentation formats exist
stimulus-response format: assumes that given the appropriate stimulus by a salesperson, the prospect will buy
formula selling format: based on the view that a presentation consists of information that must be provided in an accurate, thorough, and step by step manner to inform the prospect
need-satisfaction format: emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers
a popular version of the format selling presention
canned sales presentation: a memorized, standardized message conveyed to every prospect
Two selling styles common with the need-satisfaction presentation
adaptive selling: involves adjusting the presentation to fit the selling situation
consultative selling: focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution (more common with business to business)
6 techniques used to deal with objections in a courteous, ethical, and professional manner
acknowledge and convert the objection
postpone
agree and neutralize
accept the objection
denial
ignore the objetion
the ______ stage in the selling pocess involves obtaining a purchase commitment fromt he prospect. This stage is the most important and the most difficult because the salesperson must determine when the prospect is ready to buy
E. close
3 closing techniques are used when a salesperson believes a buyer is about ready to make a purchase
trial close: asking the prospect to make a decision on some aspect of the purchase
assumptive close: entails askign the prospect to consider choices concerning delivery, warranty or financing
urgency close: used to commit the prospect quickly by making reference to the timeliness of the purchase
the _______ stage includes making certain the customer's purchase has been properly delivered and installed and difficulties experienced with the use of the item are addressed
follow-up
sales management consists of three interrelated functions
sales plan formulation
sales plan implementation
salesforce evaluation
the ________ is a statement describing what is to be achieved and where and how the selling effort of the salespeople is to be deployed by 1. setting objectives 2. organizing the salesforce 3. developing account management policies
