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PPT_Slides_Lecture1.ppt
1.
QuickTime™ and a decompressor are
needed to see this picture. CHAPTER 1 Developing a Personal Selling Philosophy
2.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-2 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Learning Objectives To Understand: The definition of personal selling The 3 prescriptions for a personal selling philosophy The emergence of relationship selling in the Age of Information The rewarding aspects of a sales career
3.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-3 Learning Objectives To Understand: Different employment settings in selling today How personal selling skills: – Have become one of the master skills in the Information Age – How personal selling skills contribute to knowledge workers’ work. The four major sources of sales training
4.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-4 Personal Selling: A Definition Person-to-person communication with a prospect Personal selling is a process of • Developing relationships • Discovering needs • Matching products with needs • Communicating benefits A process that adds value
5.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-5 Personal Selling: A Philosophy Involves 3 prescriptions: – Adopt the marketing concept – Value personal selling – Assume the role of problem solver or partner These are part of the Strategic/Consultative Selling Model
6.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-6 Shift in Emphasis: The Information Age FIGURE 1.2
7.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-7 Shift in Emphasis: The Information Age Last 50 years economy shifting: – From emphasis on industrial activity – To emphasis on information processing Four major developments: – Major advances: information technology and electronic commerce – Strategic resource is information – Business defined by customer relationships – Sales process depends on adding value
8.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-8 Considerations: Future in Personal Selling Wide range of employment opportunities Wide range of tasks = need variety of skills Freedom to manage time & activities Above average financial & psychic income Opportunity for advancement Opportunities for women
9.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-9 Employment Settings in Selling Today Inside salespeople – Inbound – Outbound Outside salespeople Both inside & outside salespeople often work closely together
10.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-10 Selling Through Channels Salespeople selling to consumers = “B2C” or business-to-consumer sales Salespeople selling to businesses = “B2B” or business-to-business sales
11.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-11 Career Opportunities: Service Channel Involve both “B2C” and “B2B” sales About 80% of US labor force is employed in service sector. Examples of service channel careers: – Hotel, motel, convention center – Telecom services – Financial sales – Media sales – Real estate – Insurance – Business services
12.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-12 Career Opportunities: Business Goods Channel Involve both inside & outside sales Examples of business goods channel careers: – Industrial salespeople – Sales engineer or application engineer – Field salespeople – Missionary salespeople
13.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-13 Career Opportunities: Consumer Goods Channel “B2C” sales Includes both retail sales and direct selling Abound in a number of product areas Examples of consumer sales careers: – Automotive sales – Jewelry sales – Clothing sales – Computer sales – Any sales position to sales directly to the consumer
14.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-14 The Marketing Concept: New Selling Models Personal selling has evolved over the last 50 years. Sweeping changes: – From peddling to long-term relationships – To consultative selling and value-added partnering – Prompted by emergence of marketing concept
15.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-15 Evolution: The Marketing Concept A principle that holds that achieving organizational goals depends on: • Knowing the needs and wants of target markets • Delivering the desired product Paths to sales and profits are: • Customer focus • Value
16.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-16 Evolution of Personal Selling: 1950 - Present Sales and Marketing Emphasis Selling Emphasis Marketing Era Begins (1950’s) Organizations determine needs & wants of target markets. Adapt to delivering desired satisfaction Product orientation replaced by a customer orientation More organizations recognize salesperson is in a position to collect product, market, & service information concerning the buyer’s needs Consultative Selling Era Emerges (Late 1960s to Early 1970s) Salespeople become diagnosticians & consultants of customer’s needs Well-considered recommendations. Mass markets break into target markets Buyer needs identified thru two- way communication. Information giving & negotiation tactics replace manipulation Strategic Selling Era Emerges (Early 1980’s) Evolution of more complex selling environment. Greater emphasis on market niches create need for greater structure & more emphasis on planning Strategy given as much attention as selling tactics Product positioning given more attention. Greater emphasis on acct management & team selling Partnering Era Emerges (1990 to Present) Salespeople encouraged to think in the context long-term, high-quality partnerships with customers; sales force automation provides specific customer info Customer supplants product as driving force in sales. Greater emphasis on strategies that create customer value. Adaptive selling is greater emphasis.
17.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-17 The Strategic/Consultative Selling Model FIGURE 2.3
18.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-18 Developing a Relationship Strategy Relationship strategy = well-thought-out plan for establishing, building, and maintaining relationships Must encompass all aspects of selling Integral part of relationship selling Primary goal = rapport, trust, and mutual respect. Results in long-term relationship
19.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-19 Developing a Product Strategy Product strategy = Plan that helps salespeople make correct decisions concerning selection & positioning of products to meet customer needs Begins with thorough product knowledge; use feature-benefit analysis approach Requires with thoughtful decision-making
20.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-20 Developing a Customer Strategy Customer strategy = Plan that results in maximum responsiveness for customer’s needs. Collection & analysis of specific information for each customer Dictated by needs of customer Patricia Seyold, best-selling author of The Customer Revolution says, “We are in the midst of a profound revolution: the customer revolution.”
21.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-21 Developing a Presentation Strategy Presentation strategy = Plan that includes: – Sales presentation objective – Presentation plan to meet objectives – Renews commitment to provide outstanding customer service Usually develops one or more objective for each sales call Presale planning = Ensures organization
22.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-22 Interrelationship of Basic Strategies FIGURE 2.4
23.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-23 Evolution of Partnering Buzzword of 1990s; business reality in 2000s “Strategically developed, long-term relationship that solves the customer’s problems” Relationship selling = customized approach to each client Enhanced with : – High ethical standards – Customer relationship management
24.
Copyright © 2012
Pearson Education, Inc. Publishing as Prentice Hall 1-24 Value-Creation: The New Selling Imperative FIGURE 2.6
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