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Sales Management 3

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Sales Management 3 Personal Selling: Approaches and Process Personal Selling Approaches Stimulus Response Selling Mental States Selling Need Satisfaction Selling ... – PowerPoint PPT presentation

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Title: Sales Management 3


1
Sales Management 3
  • Personal Selling
  • Approaches and Process

2
Personal Selling Approaches
  • Stimulus Response Selling
  • Mental States Selling
  • Need Satisfaction Selling
  • Problem-Solving Selling
  • Consultative Selling

3
Stimulus Response Selling I
  • SimplestSalesperson provides the stimuli using
    words and actions.
  • Stimuli statements, questions, actions,
    audio-video aids, demonstrations
  • Responses favorable reactions, eventual purchase
  • Continued Affirmation
  • prospect keeps saying yes
  • Often used in telemarketing

4
Stimulus Response Selling II
  • Advantages
  • Logical structure (easily canned)
  • Easy to anticipate objections
  • Inexperienced salespeople can
  • quickly learn to use.

5
Stimulus Response Selling III
  • Disadvantages
  • Not effective if prospect wants to talk.
  • Requires salesperson to dominate pitch
  • Lack of flexibility
  • Interruptions by prospect may disrupt flow and
    effectiveness of presentation
  • Best if used in simple situations

6
Mental States Selling IAIDA
  • AKA Formula Approach
  • Assumes that every buyer is same and takes them
    through same mental states or steps in the buying
    process. AIDA
  • Attention
  • Interest
  • Desire
  • Action

7
Mental States Selling IIAIDA
  • Advantages
  • Like stimulus-response, highly structured sales
    presentation.
  • Forces salesperson to plan/practice presentation.
  • Helps salesperson recognize that timing is
    important and that LISTENING is necessary to
    recognize which stage the buyer is in at a given
    point in time.

8
Mental States Selling IIIAIDA
  • Disadvantages
  • It is difficult to recognize the stage
  • that the buyer is in.
  • At times prospect may be in multiple states
    simultaneously, or switching back and forth.
  • Not a customer-oriented method.

9
Need Satisfaction Selling
  • Uncover and confirm buyers needs
  • Present offering to satisfy buyers needs
  • Continue selling until purchase decision
  • Need to really probe Ask good questions
  • Good starting point for a Professional
  • What Lytle might call Level 2

10
Problem-Solving Selling
  • Extension of Need-Satisfaction
  • Beyond identifying needs to developing
    alternative solutions to satisfy needs.
  • Your product may not be the best option.
  • Can take a lot of time.
  • Most successful in technical industrial sales
    situations.

11
Consultative Selling
  • Helping customers achieve their strategic goals
    via your products, services, expertise
  • Three Roles
  • Strategic Orchestrator
  • Business Consultant
  • Long-Term Ally

12
Sales Process
  • Initiating Customer Relationships
  • Prospecting
  • Precall Planning
  • Approaching Customer
  • Developing Customer Relationships
  • Sales Presentation Delivery
  • Gaining Customer Commitment
  • Enhancing Customer Relationships

13
Initiating Customer Relationships
  • Prospecting
  • Locating
  • Screening
  • Precall Planning Do your homework
  • Approaching the Customer
  • Sales Presentation Planning
  • Sales Presentation Format
  • Sales Mix Model

14
Sales Mix Model
  • Presentation Pace
  • Presentation Scope
  • Depth of Inquiry
  • Two-Way Comm
  • Visual Aids

15
Developing Customer Relationships
  • Sales Presentation Delivery
  • Building Credibility
  • Personal Behavior/Appearance Professionalism
  • Knowledge Product, Customer, Competition
  • Sales Techniques No Gimmicks
  • Achieving Clarity
  • Coping with Questions/Objections
  • Gaining Customer Commitment

16
Enhancing Customer Relationships
  • Starts with a close. THEN SERVICE!!!!!
  • Enter/Expedite Orders
  • Follow up
  • Help during installation
  • Training
  • Warranty Service
  • Build Trust Develop Reliance

17
Reliant
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