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Transcript of PROFESSIONAL SELLING
business conversations between buyers
and sellers that occur as salespeople attempt to initiate, develop and enhance customer relationships. Sales dialogue should be customer- focused and have a clear purpose (a form of personal selling)
requires that salespeople earn customer trust and that their selling strategy meets customer needs and contributes to the creation, communication and delivery of customer value Trust-Based Relationship Selling Customer value An important part of marketing that relieves heavily on interpersonal interactions between buyers and sellers to initiate, develop, and enhance customer relationships PROFESSIONAL SELLING the customer's perception of what they get for what they have to give up, for example, benefits from buying a product in exchange for money paid exhibit 1. Comparison of Transaction-Focused Traditional Selling with Trust-Based Relationship Selling 1. determine if a prospective customer should be targeted for further sales attention
2. clarify the prospective customer's situation and buying process
3. discover the prospective customer's unique needs and requirements
4. determine the prospective customer's strategic priorities
5. communicate how the sales organization can create and deliver customer value
6. negotiate a business deal and earn a commitment from the customer
7. make the customer aware of additional opportunities to increase the value received
8. asses sales organization and salesperson performance so that the customer value is continuously improved exhibit 1.2 Continued Evolution of Personal Selling Salespeople and Society Salespeople as Economic Stimuli Something that stimulates or incites activity in the economy Salespeople and the employing firm Salespeople as Revenue Producers role fulfilled by salespeople that brings in revenue or income to a firm or company Market Research and Feedback Salespeople as Future Managers Salespeople and the customers Alternative Personal Selling Approach Adaptive Selling The ability of a salesperson to alter their sales messages and behaviors during a sales presentation or as they encounter different sales situations and different customers. Stimulus Response Selling An approach to selling where the key idea is that various stimuli can elicit predictable responses from customers. Salespeople furnish the stimuli from a repertoire of words and actions designed to produce the desired response Continued Affirmation An example of stimulus response selling in which a series of questions or statements furnished by the salesperson is designed to condition the prospective buyer to answering "yes" time after time, until, it is hoped, he or she will be inclined to say "yes" to the entire sales proposition figure 1.1 Stimulus Response Approach to Selling Mental States Selling An approach to personal selling that assumes that the buying process for most buyers is essentially identical and that the buyers can be led through certain mental states or step, in the buying process; also called the formula approach. Exhibit 1.3 Mental States View of Selling AIDA An acronym for the various mental states the salesperson must lead their customers through when using mental states selling: attention, interest, desire and action. Need Satisfaction Selling An approach to selling based on the notion that the customer is buying to satisfy a particular need or set of needs. Figure 1.2 Need Satisfaction Approach to Selling Problem Solving Selling An extension of need satisfaction selling that goes beyond identifying needs to developing alternative solutions for satisfying these needs. Figure 1.3 Problem-Solving Approach to Selling Consultative Selling The process of helping customers reach their strategic goals by using the products, services and expertise of the sales organization Strategic Orchestrator A role that a salesperson plays in the consultative selling where he or she arranges the use of the sales organization's resources in an effort to satisfy the customer Business Consultant A role that salesperson plays in consultative selling where he or she uses internal and external (outside the sales organization) sources to become an expert on the customer's business. This role also involves educating customers on how these products compare with competitive offerings. Long-term ally A role the salesperson plays in consultative selling where he/she supports the customer, even when an immediate sale is not expected. Sales Process A series of interrelated steps beginning with locating qualified prospective customers. From there, the salesperson plans the sales presentation, makes an appointment to see the customer, completes the sale and performs post sale activities. Figure 1.4 Trust-Based Sales Process END