Implementing

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PART 2

• Implementing
• The Sales Process

CHAPTER 5 UNDERSTANDING WHY BUYERS BUY CHAPTER
6 PREPARATION CHAPTER 7 ATTENTION CHAPTER
8 EXAMINATION CHAPTER 9 PRESCRIPTION CHAPTER
10 CONVICTION AND MOTIVATION CHAPTER
11 COMPLETION AND PARTNERING
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CHAPTER 5

• Understanding Why Buyers Buy

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Uncovering Needs and Wants

• Salespeople must
• Determine what will motivate the prospect to
  action
• Understand the goal orientation of the prospect
• Assess and adapt to the style of the prospect

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The Driving Force

• Motivation is what moves people into action
• Drive or arousal
• Provides the energy to act
• Goal-object
• Provides the direction for channeling that energy
• Purposive Behavior
• The use of that energy

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Figure 5.1Model of the Motivation Process
Feedback
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Persuasion as Motivation

• Persuasion affects the hearts as well as the
  minds of people
• Persuasion is influencing opinions or affecting
  attitudes by means of communication
• Informing
• Educating
• Motivating

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The Psychological Set

• The psychological set is a function of
• The buyers past experiences
• The buyers personal characteristics
• The buyers motives
• Environmental influences
• Past marketing stimuli

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Arousal Seeking Buying Behavior

• The arousal-seeking motive is a persons internal
  drive to maintain stimulation at an optimal level
  
• Optimal level of stimulation
• The level at which a person feels neither bored
  nor overwhelmed
• Adaptation level of stimulation
• The level of stimulation perceived as normal or
  average

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Adaptive Selling

• Adaptive selling entails
• Gathering information about each customer
• Observing customers reactions during the sales
  call
• Showing agility by making rapid adjustments
• Tailoring the sales presentation to each
  customers social style

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The Key ToUnderstanding Social Styles

• Assertiveness
• Competitive
• Rapid movers
• Quick decision makers
• Initiative takers
• Time sensitive

• Responsiveness
• Friendly
• Talkative
• Approachable
• Less time sensitive
• Slower decision makers
• More sensitive to others feelings

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Social Styles Matrix
More responsive
More Assertive
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Different Words

• Assertiveness .Dominance
• SupportivenessResponsiveness
• AmiableSupportive
• AnalyticalReflective
• Driver..Director
• ExpressiveEmotive

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The World of Drivers

• Business like
• Time sensitive
• Exact
• Calendar on desk
• Awards on walls
• Team sports wants to lead
• No touch

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The World of Expressives

• Informal
• Humorous
• Messy desk
• Team Sports
• Touch

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The World of Amiables

• Family and friends
• Pictures on desk
• Wants to know others do it.
• Seeks approval
• Informal
• Relaxed
• Individual sports, golf, tennis
• Touch

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The World of Analyticals

• Organized
• Precise
• Show me the numbers!!!
• Loner
• Neat piles on desk
• Individual sports tennis, golf
• No touch

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Selling to ProspectsNeeds and Wants

• The goal is to reach a common understanding
  between buyer and seller
• How much alike are we?
• Do we share any background experiences?
• Are our language skills, attitudes, and beliefs
  similar or dissimilar?
• What assumptions have we made about each other
  based on stereotypes?

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Categories of Needs

• Murrays Psychogenic Needs
• Maslows Need Hierarchy

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Table 5.1Murrays Psychogenic Needs
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Figure 5.4Maslows Hierarchy of Needs and
Information
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Organizational Buying

• In many organizations, teams of people do the
  buying
• Salespeople must focus their communications on
  the motivations, perceptions, and power of the
  individuals who make up the buying team

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Figure 5.5Developing a Knowledge BaseRelated to
the Buying Team
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Figure 5.6The Buying Center
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Organizational Buying Criteria

• Salespeople must be aware of what motivates each
  organizational buyer to purchase and the
  importance of each of those various factors

Refer to Table 5.2- Examples of Organizational
Buyers Criteria
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Perceived Risk

• In many sales situations, the most important
  perception to be dealt with is risk
• Salespeople must provide evidence that their
  solutions will work, reducing perceived risk

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Five Types of Risk inPurchasing Decisions

• Financial
• Social
• Psychological
• Performance
• Physical

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Buying Situations

• Straight rebuy
• Modified rebuy
• New task

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Selling From TheCustomers Perspective

• Three conditions constitute a quality buying
  experience
• Customers believe that salespeoples assessments
  of their needs and expectations are good
• Customers experience fulfillment of these needs
  on a long-term basis due to the salespeople and
  the sales support team
• When customer needs change suddenly, salespeople
  respond by making every effort to meet new needs

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Salespeople must genuinely believe that their
product really will help the other party

• You have to have a servants heart

Al Angell Northwestern Mutual Financial Network