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1Overview ofSelling

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Learning Objectives

Define personal selling and describe itsunique characteristics as a marketingcommunications tool.

Distinguish between transaction-focusedtraditional selling and trust-based

relationship selling, with the latter focusingon customer value and sales dialogue.

Describe the evolution of personal selling

from ancient times to the modern era.

L 1

L 2

L 3

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Learning Objectives

Explain the contributions of personalselling to society, business firms, andcustomers.

Discuss five alternative approaches toselling.

Describe the three primary roles fulfilled byconsultative salespeople.

Understand the sales process as a series ofinterrelated ste s.

L 4

L

7

L 6

L

5

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Personal Selling Defined

An important part ofmarketing

that relies heavily oninterpersonal

interactionsbetween buyers and

sellers toinitiate, develop, and

enhancecustomer relationships.

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Trust-Based Relationship Selling

Requires that salespeopleearn

customer trust and thattheir

selling strategy meetscustomer needs and

contributes to thecreation,

communication, anddelivery of customer value.

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Customer Value

The customersperception of what theyget for what they haveto give up.

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Importance of Sales Dialogue

Allows for more thorough qualifying.

Demonstrates sincere interest in theprospective customer.

Helps Determine prospective customersunique needs.

Ensures meaningfulpresentation of value-added solutions.

Promotes opencommunication andsatisfaction feedback.

SalesDialogue:businessconversationbetween buyers& sellers thatoccur assalespeople attemptto initiate, develop, &

enhance customerrelationships.

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Transaction-Focused Sellingvs. Trust-Based Relationship Selling

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Transaction-Focused Sellingvs. Trust-Based Relationship Selling

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IndustrialRevolution

Post-IndustrialRevolution

War andDepression

ModernEra

1800s 1900s 2000s

Evolution of Personal Selling

Selling functionbecame more

structured

Peddlers sellingdoor to door . . .

served asintermediaries

Businessorganizations

employedsalespeople

Selling functionbecoming more

professional

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Evolution of PersonalSelling

(The past several decades)

Canned Sales Presentation:

sales presentations thatinclude scripted sales calls,memorized presentations,and automatedpresentations.

Sales Professionalism: a

customer-oriented approachthat uses truthful, non-manipulative tactics to satisfythe long-term needs of boththe customer and the sellingfirm.

From

reliance on

To greater

focus on

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Continued Evolutionof Personal Selling

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Contributions of Personal Selling:Salespeople and Society

Salespeople help stimulate theeconomy.

Salespeople help with thediffusion of innovation.

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Contributions of Personal Selling:Salespeople and the Employing

Firm Salespeople generate revenue.

Salespeople provide market

research and customerfeedback.

Salespeople become future

leaders in the organization.

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Contributions of Personal Selling:Salespeople and the Customer

Salespeople provide solutions toproblems.

Salespeople provide expertise andserve as information resources.

Salespeople serve as advocates for the

customer when dealing with the sellingorganization.

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Ethical Dilemma

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AlternativePersonal Selling Approaches

Stimulus ResponseSelling

Mental States Selling

Need SatisfactionSelling

Problem Solving Selling

Consultative Selling

Adaptive Selling:the ability of asalesperson toalter his/her sales

messages andbehaviors during asales presentationor as theyencounter differentsales situations

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Stimulus Response Selling

Simple indesign;assumesconditionedresponseimproves

likelihood ofsuccess; a risky

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Ethical Dilemma

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Need Satisfaction Selling

Interact withbuyer todetermineexisting needs;presentsolutions to

needs;solutions

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Problem Solving Selling

Interact withbuyer todetermineexisting andpotentialneeds; presentmultiple

solutions notlimited to

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Consultative Selling

The process ofhelping customers

reach their strategicgoals by using

the products,services,

andexpertise

of theselling

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The Sales Process - Overview

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Role Play

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Role Play