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Managing Industrial Personal Selling Function
BY:-RAJAT PAHWACM9220BE Chem+MBA (10th sem)
Definition of Personal Selling
Personal selling involves oral conversations, either by telephone or face-to-face, between
salespersons and prospective customers.
Roles of Personal Selling
a. Identifying decision makers, decision processes, and qualified buyers
b. Promoting to corporate, travel trade, and other groups
c. Generating increased sales at the point of purchase
d. Providing detailed and up-to-date information to the travel trade
e. Maintaining a personal relationship with key clients
f. Gathering information on competitors’ promotions
Classification ofPersonal Selling Approaches
Stimulus Response Selling
Mental States Selling Need Satisfaction
Selling Problem Solving
Selling
Stimulus Response Selling
Salesperson
Provides Stimuli
BuyerResponses
Sought
Continue Process
until Purchase Decision
Mental States Selling
Attention Interest Conviction Desire Action
Need Satisfaction Selling
Uncover and
Confirm Buyer Needs
Present Offering to
Satisfy Buyer Needs
Continue Selling until
Purchase Decision
Problem Solving Selling
DefineProblem
GenerateAlternativeSolutions
ContinueSellinguntil
PurchaseDecision
EvaluateAlternativeSolutions
Long-term Ally
Consultative Selling
The process of helping customers
reach their strategic goals by using the products, service,
and expertise of the selling organization.
Strategic Orchestrator
Business Consultant
The Sales Process: An Overview
Developing Customer Relationshi
ps
Initiating Customer Relationshi
ps
Enhancing Customer
Relationships
Selling Foundation
s
Selling Strategy
Steps in the Sales Process
1. Prospecting and qualifying prospective customers:
Blind prospecting Cold calling or canvassing Sales blitz Lead prospecting
2. Preplanning prior to sales calls: Pre-approach The approach
3. Presenting and demonstrating services: Sales presentation Demonstration
4. Handling objections and questions: Restate the objection “Agree and neutralize” tactic
5. Closing the sale. Verbal closing clues Non-verbal closing clues
6. Following up after closing the sale.
Definition of Sales Management
Sales management is the management of the sales force and personal selling efforts to
achieve desired sales objectives.
Functions of Sales Management
a. Sales-force staffing and operationsb. Sales planningc. Sales performance evaluation
Characteristics of the Successful Salesperson
a. Sales aptitude: The extent of an individual’s ability to perform a given sales job, consisting of mental abilities and personality traits.
b. Skill levels: Skills obtained in personal communication and knowledge of services, obtained through sales training and previous sales and operational experience.
c. Personal characteristics: Demographic profile, psychographic and lifestyle characteristics, physical appearance and traits.
Management needs to:a. Determine if objectives are being
achievedb. Identify problemsc. Recommend corrective actiond. Keep salespeople informed about
changes (internally) such as new products or (externally) such as competitive or market conditions
Determinants of Salespeople’s Performances
Deploying the Sales Force The objective of utilizing a sales force is
to deploy them in the most profitable way.
That means: 1. Effectively allocating resources to
accomplish the task creating sales territories.
2. Employing sales people to serve customers within those territories.
PCU Planning and Control Units (PCU) consists
of: Prospects Customers Territories Districts Products
These are units where resources and controls are needed to facilitate sales.
Deployment analysis matches sales resources to market opportunities.
A sales resource opportunity grid can be used to classify the industrial firm’s portfolio of PCU’s.
PCU opportunity is the total potential that the PCU represents for all sellers.
Sales organization strength includes the competitive advantages or distinctive competencies that the firm enjoys within the PCU.
Sales Resource Opportunity Grid
Three Important Sales Territory Traits
Potential: Measure of total business opportunity (commissions or compensation) for all salespeople in particular market
Concentration: Degree to which potential confined to few larger accounts in territory
Geographic Dispersion: If high, sales effort will be wasted in travel time
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