Overview of Personal Selling

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Overview of Personal Selling

• Module Two

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Learning Objectives

• 1. Describe the evolution of personal selling
  from ancient times to the modern era.
• 2. Explain the contributions of personal selling
  to society, business firms, and customers.
• 3. Distinguish between transaction-focused
  traditional selling and trust-based relationship
  selling.

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Learning Objectives

• 4. Discuss five alternative approaches to
  selling.
• 5. Describe the three primary roles fulfilled by
  consultative salespeople
• 6. Understand the sales process as a series of
  interrelated steps.

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Setting the Stage
UPS Builds Trust and Long-Term Customer
Relationships

1. What does Carl Strenger, a UPS Vice President,
   mean by a consultative discussion with the
   customer?
2. When teaming up with UPS Capital sales personnel,
   what is the focus of the overall sales strategy?

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Personal Selling Defined
Personal selling refers to personalcommunication
with a an audiencethrough paid personnel of
anorganization or its agents insuch a way that
the audienceperceives the communicatorsorganiza
tion as being the sourceof the message.
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Evolution of Personal Selling
As we begin the 21st century, selling continues
to develop, becoming more professional and more
relational
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Contributions of Personal Selling Salespeople
and Society

• Salespeople help stimulate the economy
• Salespeople help with the diffusion of innovation

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Contributions of Personal Selling Salespeople
and the Employing Firm

• Salespeople generate revenue
• Salespeople provide market research and customer
  feedback
• Salespeople become future leaders in the
  organization

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Contributions of Personal Selling Salespeople
and the Customer

• Salespeople provide solutions to problems
• Salespeople provide expertise and serve as
  information resources
• Salespeople serve as advocates for the customer
  when dealing with the selling organization

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Transaction-Focused vs. Relationship Focused
Transaction-Focused
Relationship-Focused
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Classification ofPersonal Selling Approaches

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

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Stimulus Response Selling
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Mental States Selling
Attention
Interest
Conviction
Desire
Action
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Need Satisfaction Selling
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Problem Solving Selling
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Consultative Selling
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The Sales Process An Overview
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The Sales Process Selling Foundations
In order to be successful in todays global
business environment, salespeople must have a
solid relationship building foundation. They
must
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The Sales Process Selling Strategy
In order to be successful in todays global
business environment, salespeople must also think
and act strategically. They must develop
strategies for
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The Sales Process
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The Sales Process
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The Sales Process