Chapter2.ppt
- 1. SDM-Ch.2 1 Chapter 2 Personal Selling: Preparation and Process
- 2. SDM-Ch.2 2 Psychology in Selling • If a sales person makes a presentation, the prospect may or may not buy • The above “buyer behaviour model” does not tell us the reasons of buying or not buying • To understand the psychological aspects of selling or buying, salespeople should study consumer or buyer behaviour, including buying process and situations Stimulus (Sales Presentation) Response (buy or no buy) Buyer’s decision making process
- 3. SDM-Ch.2 3 Buying Process of Consumers and Business Buyers Five – stage model for household customers Eight – stage model for business buyers 1. Problem / need recognition 1. Problem / need recognition 2. Characteristics and quantity determination 3. Specification development 2. Information search / collection 4. Supplier search and qualification 5. Obtain and analyse supplier proposals 3. Evaluate alternatives 6. Evaluation and selection of suppliers 4. Purchase decision 7. Selection of purchase order routine 5. Post – purchase behaviour 8. Performance feedback and post- purchase evaluation
- 4. SDM-Ch.2 4 Buying Situations Faced By Household customers Business Buyers • Routine decision-making • New task / New purchase • Limited decision-making • Modified re-buy / change in supplier • Extensive decision-making • Straight re-buy / Repeat purchase • Buying process and situations differ for household consumers and business buyers. • Consumers / Buyers may skip or reverse some stages in buying process. A consumer buying toothpaste
- 5. SDM-Ch.2 5 Knowledge of Sales and Sales-related Marketing Policies Sales Knowledge Marketing Policies • Company knowledge • Pricing and Payment policies • Product knowledge • Product policies • Customer knowledge • Distribution policies • Competitor knowledge • Promotional policies Major reasons for giving above information / knowledge through training programmers to salespeople are: • increase their self-confidence • Meet customers’ expectations • Increase sales • Overcome competition •Better service to the prospect
- 6. SDM-Ch.2 6 The Sales Process As a part of selling activities, if salespeople follow the steps or phases shown below, their chances of success are far better. Prospecting & Qualifying Pre-approach / Pre-call planning Approach Presentation & Demonstration Follow-up & Service Trail close / Closing the sale Overcoming Objections • The sequence of above steps may change to meet the sales situation in hand. • Some of the above steps may not be applicable for selling to the trade • We now discuss application of above steps to industrial selling
- 7. SDM-Ch.2 7 Prospecting • It is identifying or finding prospects i.e. prospective or potential customers. • Methods of prospecting or sales lead generation are: (1) referrals from existing customers, (2) company sources (website, ads., tradeshow, tele-prospecting), (3) external sources (suppliers, intermediaries, trade associations), (4) salespersons’ networking, (5) industrial directories, (6) standard industrial directories (SID) system. Qualifying • Companies qualify sales leads by contacting them by mail or phone to find their interests (or needs) and financial capacity. • Leads are categorized as: Hot, Warm, and Cool
- 8. SDM-Ch.2 8 Preapproach • Information gathering about the prospect. Sources of information: the Internet, industrial directories, government publications, intermediaries, etc. • Precall planning • Setting call objectives • Tentative planning of sales strategy: which products, features and benefits may meet the customer needs
- 9. SDM-Ch.2 9 Approach • Make an appointment to meet the prospect • Make favorable first impression • Select an approach technique: • Introductory • Customer benefit • Product • Question • Praise • The approach takes a few minutes of a call, but it can make or break a sale
- 10. SDM-Ch.2 10 Approach Technique Commonly Used Introductory Approach The salesperson states his/her name and the company’s name “Good morning, Mr. Dasgupta, I am Krishna kumar from crompto greaves. Friendly with handshake Customer benefit The salesperson should identify one major buying motive that generally a prospect has and appeal to it By converting your existence insurance policy to our new plan, you can get Rs. 200000 more coverage than existence Product This techniques is useful if the product is new, unique, or colorful. The sales person hands over the new bottle of Pepsi to the retailer and waits for the retailer to begin the conversation Question The salesperson asks a question to start a two-way communication or to make the prospect curious about product May I help you? What benefits you want most in a new washing machine? Praise An indirect praise conveyed sincerely and subtly can have a positive impact on the prospect Your office is so well designed and comfortable that I would remember it when we design our
- 11. SDM-Ch.2 11 Presentation and Demonstration There are four components: • Understanding the buyer’s needs • Knowing sales presentation methods / strategies • Developing an effective presentation • Using demonstration as a tool for selling We will examine each of the above points
- 12. SDM-Ch.2 12 Understanding the buyer’s needs • Firms and consumers buy products / services to satisfy needs • To understand buyer’s needs, ask questions and listen • In business situations, problem identification and impact questions are important • Have you experienced any problems on quality and delivery from the existing supplies? • What impact the quality and delivery problems will have on your costs and customer satisfaction?
- 13. SDM-Ch.2 13 Knowing Sales Presentation Methods/Strategies Firms have developed different methods / styles / strategies of sales presentation • Stimulus response method / canned approach. • It is a memorised sales talk or a prepared sales presentation. • The sales person talks without knowing the prospect’s needs. Used by tele-marketing people • Formula method / formulated approach. • It is also based on stimulus response thinking that all prospects are similar. • The salesperson uses a standard formula – AIDA (attention, interest, desire, and action). • It is used if time is short and prospects are similar. • Shortcomings are: prospects’ needs are not uncovered and uses same standard formula for different prospects.
- 14. SDM-Ch.2 14 Sales Presentation Methods (Continued) • Need – satisfaction method • Interactive sales presentation • First find prospect’s needs, by asking questions and listening • Use FAB approach: Features, Advantages, Benefits • Effective method, as it focuses on customers Product: Feature (Special design), Advantages (Low voltage), Benefit (Our motor can work even in low voltage condition) • Consultative selling method / Problem-solving approach • Salespeople use cross-functional expertise • Firms adopt team selling approach • It is used by software / consulting firms
- 15. SDM-Ch.2 15 Developing an Effective Presentation Some of the guidelines are: • Plan the sales call • Adopt presentation to the situation and person • Communicate the benefits of the purchase • Present relevant and limited information at a time • Use the prospect’s language • Make the presentation convincing – give evidence • Use technology like multi-media presentation
- 16. SDM-Ch.2 16 Using Demonstration • Sales presentation can be improved by demonstration • Demonstration is one of the important selling tools. Test drive of cars; demonstration of industrial products in use • Benefits of using demonstration for selling are: • Buyers’ objections are cleared • Improves the buyer’s purchasing interest • Helps to find specific benefits of the prospect • The prospect can experience the benefit
- 17. SDM-Ch.2 17 Overcoming Sales Objections / Resistances • Objections take place during presentations / when the order is asked • Two types of sales objections: • Psychological / hidden • Logical (real or practical) • Methods for handling and overcoming objections: (i) For Psychological objections: ask questions. (ii) For logical objections: (a) ask questions, (b) turn an objection into a benefit, (c) deny objections tactfully, (d) third-party certificate, (e) compensation.
- 18. SDM-Ch.2 18 Trial close and Closing the sale • Trial close checks the attitude or opinion of the prospect, before closing the sale (or asking for the order) • If the response to trial close question is favorable, then the salesperson should close the sale • Some of the techniques used for closing the sale are: (a) alternative-choice, (b) minor points, (c) assumptive, (d) summary-of-benefits, (e) T- account, (f) special-offer, (g) probability, and (h) negotiation
- 19. SDM-Ch.2 19 Follow-up and Service • Necessary for customer satisfaction • Successful salespeople follow-up in different ways: For example, • Check order details • Follow through delivery schedule • Visit when the product is delivered • Build long-term relationship • Arrange warranty service
- 20. SDM-Ch.2 20 Negotiation • Salespeople, particularly in business to business selling, need negotiating skills • When to negotiate? (a) When the buyer puts certain conditions for buying to the seller, (b) When agreement between the buyer and the seller is needed on several factors, (c) When the product is customised, (d) When the final price is to be decided • How to prepare for negotiation? (a) planning, (b) building relationship, (c) purpose • Styles of negotiation (a) I win, you lose, (b) Both of us win (or win-win style), (c) You win, I lose, and (d) Both of us lose