Sales Management 3

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Sales Management 3

• Personal Selling
• Approaches and Process

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Personal Selling Approaches

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

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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

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Stimulus Response Selling II

• Advantages
• Logical structure (easily canned)
• Easy to anticipate objections
• Inexperienced salespeople can
• quickly learn to use.

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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

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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

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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.

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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.

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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

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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.

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Consultative Selling

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

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Sales Process

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

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Initiating Customer Relationships

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

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Sales Mix Model

• Presentation Pace
• Presentation Scope
• Depth of Inquiry
• Two-Way Comm
• Visual Aids

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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

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Enhancing Customer Relationships

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

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Reliant