Chapters 2

1
Chapters 2 13 Relationships
2
Evolution of Personal SellingProduction
Orientation
Marketing 1960-1990
Sales 1930-1960
Production Before 1930
Partnering 1990-Now
Demand exceeds supply.
Characteristics
Drummer, Peddler.
Salesperson Titles
Negotiate price barter.
Characteristics of the sales job
2-1
3
Evolution of Personal SellingSales Orientation
Marketing 1960-1990
Sales 1930-1960
Production Before 1930
Partnering 1990-Now
Supply catches up limited competition.
Characteristics
Salesman.
Salesperson Titles
Get customer to buy short-term orientation
canned presentations high pressure manipulation.
Characteristics of the sales job
2-2
4
Evolution of Personal SellingMarketing
Orientation
Marketing 1960-1990
Sales 1930-1960
Production Before 1930
Partnering 1990-Now
Intense competition.
Characteristics
Account Executive, Sales Consultant, Marketing
Rep., Sales Engineer.
Salesperson Titles
Building relationships adaptive selling
solving problems long-term orientation
building customer loyalty.
Characteristics of the sales job
2-3
5
Evolution of Personal SellingPartnering
Orientation
Marketing 1960-1990
Sales 1930-1960
Production Before 1930
Partnering 1990-Now
Intense global competition.
Characteristics
Value creators, relationship managers.
Salesperson Titles
Synergistic relationships with suppliers long-ter
m relationships with customers and suppliers
internal selling.
Characteristics of the sales job
2-4
6
How is the sales role changing?
Traditional Salesperson
Modern Salesperson
2-5
7
Types of Relationships betweenBuyers and Sellers
Exhibit 2.2
2-6
8
Major Components of Trust and Their Relationship
to Partnerships
Honesty
Bond neededfor apartnership
Trust
Dependability
Customer Orientation
Competence
Likeability
13-7
9
Developing TrustHonesty

• Honesty is both truthfulness and sincerity.
• Giving both pros and cons can increase
  perceptions of honesty.
• It is okay to not know something

2-8
2-8
10
Developing TrustDependability

• Dependability
• Salesperson, product and company he or she
  represents live up to the promises made.
• Promises made and kept
• Consider using
• Third-party references
• Product demonstrations, plant tours, and other
  special types of presentations.
• Proof of prior experience and training.

2-9
11
Developing TrustCustomer Orientation

• Customer Orientation
• Put the customers needs first
• Salespeople who think only of making sales are
  sales oriented rather than customer oriented.
• Buyers perceive salespeople as customer-oriented
  when sellers stress benefits, and solutions to
  problems, over features.

2-10
12
Developing TrustCompetence
Competence Salespeople know what they are
talking about.

• Requires knowledge of
• The customer
• The product
• The industry
• The competition

2-11
2-11
13
Developing TrustLikability

• Behaving in a friendly manner and finding a
  common ground between buyer and seller.
• Influenced with personal communications such as
  birthday cards, hand-written notes, and so forth.

2-12
2-12
14
Organizational Support

• Structure and Culture
• The organizational structure and management
  provide the necessary support for the salespeople
  and buyers in a partnering relationship.
• Training
• Special training is required to sell effectively
  in a relationship-building environment.
• Rewards
• Reward systems on both sides of the relationship
  should be coordinated to encourage supportive
  behaviors.

2-13
15
What types of special assistance can a
salesperson offer?

• Serve as consultants, offering advice on store
  layout.
• Set up special displays.
• Provide free demonstrations.
• Tidy up the shelves and physically restock them.
• Train a resellers employees in how to sell the
  product to final consumers.

13-14
16
Guide to Handling Complaints

• Listen carefully, sympathetically, and without
  interrupting.
• Express regret for any inconvenience suffered.
  Thank you!
• Reassure the customer that the company wants to
  do what is fair.
• Talk about points of agreement.
• Inquire, investigate, and examine to get the
  facts.

• Gain agreement on a solution.
• Take action as promptly as possible.
• Educate and resell the customer to forestall
  future claims.
• Follow through to see that the action promised
  has been taken.

13-15