Topic 01 _Overview_Prof Sales .pdf

MODULE 1 Professional Salesmanship MODULE G ALS FLEX Course Material Overview of Define perso...

MODULE 1 Professional Salesmanship MODULE G ALS FLEX Course Material Overview of 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 Selling focusing on customer value and sales dialogue. Describe the evolution of personal selling from ancient times to the modern era. ate by NUCCIT Textbook: Professional Selling by Ingram  What is Personal Selling An important part of marketing that relies heavily on interpersonal interactions between buyers and sellers to initiate, develop, and enhance customer relationships. ate by NUCCIT  Trust-Based Relationship Selling Requires that salespeople earn customer trust and that their selling strategy meets customer needs and contributes to the creation, communication, and delivery of customer value. ate by NUCCIT  What Is Customer Value? The customer’s perception of what they get for what they have to give up. ate by NUCCIT  Sales Dialogue A business conversation between buyers & sellers that occur as salespeople attempt to initiate, develop, & enhance ate by NUCCIT customer relationships. 5  Importance of Sales Dialogue CONDUCTS A EXHIBITS THE HELPS FIND GUARANTEES PROMOTES THOROUGH SALESPERSON’ OUT THE A BETTER OPEN QUALIFYING S IN THE CUSTOMER’S PRESENTATION COMMUNICAT PROSPECTIVE SITUATION OF ION OF THE CUSTOMER. AND HIS SOLUTIONS. PROSPECT NEEDS ate by NUCCIT  Transaction-Focused Selling vs. Trust-Based Relationship Selling ate by NUCCIT ate by NUCCIT  Evolution of Personal Selling (The past several decades) From reliance on To greater focus Canned Sales Presentation: sales presentations that on include scripted sales calls, Sales Professionalism: a memorized presentations, customer-oriented approach that and automated uses truthful, non-manipulative presentations. tactics to satisfy the long-term needs of both the customer and ate by NUCCIT the selling firm. ate by NUCCIT  Contributions of Personal Selling: Salespeople and Society Salespeople help stimulate the economy. Salespeople help with the diffusion of innovation. ate by NUCCIT  Contributions 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. ate by NUCCIT  Contributions 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. ate by NUCCIT  Alternative Personal Selling Approaches Adaptive Selling: Stimulus Response Selling the ability of a salesperson to alter his/her sales Mental States Selling messages and behaviors during a sales Need Satisfaction Selling presentation or as they Problem Solving Selling encounter different sales situations and different Consultative Selling customers. ate by NUCCIT  Stimulus Response Selling Simple in design; assumes conditioned response improves likelihood of success; a risky and unreliable strategy. ate by NUCCIT  Mental States Selling Assumes buyer can be led through mental states; promotes one-way communication; a risky and unreliable strategy. ate by NUCCIT  Need Satisfaction Selling Interact with buyer to determine existing needs; present solutions to needs; solutions limited to seller’s products. ate by NUCCIT  Problem Solving Selling Interact with buyer to determine existing and potential needs; present multiple solutions not limited to seller’s products. ate by NUCCIT