Scribd Logo
Upload

Welcome to Scribd!

  • 48 views

    Vdocuments - MX - 6e SM Module02ppt

    Uploaded by

    Maruko Chan
    This module provides an overview of personal selling. It discusses the evolution of personal selling from ancient times to modern professional selling. The contributions of personal selling to society, businesses, and customers are explained. Transactional selling is distinguished from relationship selling, which prioritizes developing long-term relationships over individual sales. Alternative approaches to selling like stimulus response, mental states, need satisfaction, and problem solving are described. The three primary roles of consultative salespeople as business consultants, strategic orchestrators, and long-term allies are also outlined.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Vdocuments - MX - 6e SM Module02ppt

    Uploaded by

    Maruko Chan
    48 views20 pages
    This module provides an overview of personal selling. It discusses the evolution of personal selling from ancient times to modern professional selling. The contributions of personal selling to society, businesses, and customers are explained. Transactional selling is distinguished from relationship selling, which prioritizes developing long-term relationships over individual sales. Alternative approaches to selling like stimulus response, mental states, need satisfaction, and problem solving are described. The three primary roles of consultative salespeople as business consultants, strategic orchestrators, and long-term allies are also outlined.

    Original Title

    vdocuments.mx_6e-sm-module02ppt.ppt

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This module provides an overview of personal selling. It discusses the evolution of personal selling from ancient times to modern professional selling. The contributions of personal selling to society, businesses, and customers are explained. Transactional selling is distinguished from relationship selling, which prioritizes developing long-term relationships over individual sales. Alternative approaches to selling like stimulus response, mental states, need satisfaction, and problem solving are described. The three primary roles of consultative salespeople as business consultants, strategic orchestrators, and long-term allies are also outlined.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    48 views20 pages

    Vdocuments - MX - 6e SM Module02ppt

    Uploaded by

    Maruko Chan
    This module provides an overview of personal selling. It discusses the evolution of personal selling from ancient times to modern professional selling. The contributions of personal selling to society, businesses, and customers are explained. Transactional selling is distinguished from relationship selling, which prioritizes developing long-term relationships over individual sales. Alternative approaches to selling like stimulus response, mental states, need satisfaction, and problem solving are described. The three primary roles of consultative salespeople as business consultants, strategic orchestrators, and long-term allies are also outlined.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 20

    Module Two

    Overview of Personal Selling


    Learning Objectives

    1. Describe the evolution of personal selling


    from ancient times to the modern era.
    2. Explain the contributions of personal
    selling to society, business firms, and
    customers.
    3. Distinguish between transaction-focused
    traditional selling and trust-based
    relationship selling.

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    Learning Objectives

    4. Discuss five alternative approaches to


    selling.
    5. Describe the three primary roles fulfilled
    by consultative salespeople
    6. Understand the sales process as a
    series of interrelated steps.

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    Setting the Stage

    UPS Builds Trust and Long-Term


    Customer Relationships

    1. What does Carl Strenger, a UPS Vice


    President, mean by a “consultative
    discussion” with the customer?
    2. When teaming up with UPS Capital
    sales personnel, what is the focus of the
    overall sales strategy?

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    Personal Selling – Defined

    Personal selling refers to personal


    communication with a an audience
    through paid personnel of an
    organization or its agents in
    such a way that the audience
    perceives the communicator’s
    organization as being the source
    of the message.

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    Evolution of Personal Selling

    Peddlers selling door Selling function


    to door . . . served became more
    as intermediaries structured

    1800s 1900s 2000s


    As we begin Post-Industrial
    Industrial the 21 century, selling
    st
    continues toModern
    War and develop,
    becomingRevolution
    Revolution more professional and more relational
    Depression Era

    Selling function
    Business organizations
    became more
    employed salespeople
    professional

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    Contributions of Personal Selling:
    Salespeople and Society

    • Salespeople help
    stimulate the economy

    • Salespeople help with the


    diffusion of innovation

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    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

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    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

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    Transaction-Focused vs.
    Relationship Focused

    Transaction-Focused Relationship-Focused
    • Short term thinking • Long term thinking
    • Making the sale has • Developing the
    priority over most relationship takes
    other considerations priority over getting
    • Interaction between the sale
    buyer and seller is • Interaction between
    competitive buyer and seller is
    • Salesperson is self- collaborative.
    interest oriented • Salesperson is
    customer-oriented

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    Classification of
    Personal Selling Approaches

    • Stimulus Response Selling


    • Mental States Selling
    • Need Satisfaction Selling
    • Problem Solving Selling

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    Stimulus Response Selling

    Continue
    Salesperson Buyer
    Process until
    Provides Responses
    Purchase
    Stimuli Sought
    Decision

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    Mental States Selling

    Attention Interest Conviction Desire Action

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    Need Satisfaction Selling

    Present Continue
    Uncover and
    Offering to Selling until
    Confirm
    Satisfy Purchase
    Buyer Needs
    Buyer Needs Decision

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    Problem Solving Selling

    Continue
    Generate Evaluate Selling
    Define
    Alternative Alternative until
    Problem
    Solutions Solutions Purchase
    Decision

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    Consultative Selling

    Business Consultant

    The process of helping


    customers reach their
    strategic goals by using Strategic Orchestrator
    the products, service,
    and expertise of the
    selling organization.
    Long-term Ally

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    The Sales Process: An Overview

    Selling
    Foundations
    Initiating Developing Enhancing
    Customer Customer Customer
    Relationships Relationships Relationships
    Selling
    Strategy

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    The Sales Process: Selling Foundations
    In order to be successful in today’s global business
    environment, salespeople must have a solid
    relationship building foundation. They must:

    Be Trustworthy

    Behave Ethically

    Understand Buyer Behavior

    Possess Excellent Communication Skills

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    The Sales Process: Selling Strategy
    In order to be successful in today’s global business
    environment, salespeople must also think and act
    strategically. The must develop strategies for:

    Each Sales Call

    Each Customer

    Their Sales Territories


    Each strategy is
    related to the other

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams
    The Sales Process

    Initiating Developing Enhancing


    Customer Customer Customer
    Relationships Relationships Relationships

    • Sales Presentation Delivery


    Prospecting
    • Earning
    Preapproach
    Customer
    Adding Value Commitment
    through Follow-up,
    • Presentation Planning
    Self-leadership, and Teamwork
    • Approaching the Customer

    Sales Management: Module 2: Ingram LaForge Avila


    Analysis and Decision Making Overview of Personal Selling Schwepker Jr. Williams

    You might also like