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Overview of Selling
Learning Objectives
L 1
Define personal selling and describe its unique characteristics as a marketing communications tool.
L 2
Distinguish between transaction-focused traditional selling and trust-based relationship selling, with the latter focusing on customer value and sales dialogue.
L 3
Describe the evolution of personal selling from ancient times to the modern era.
Learning Objectives
Explain the contributions of personal selling to society, business firms, and customers.
Discuss five alternative approaches to selling. Describe the three primary roles fulfilled by consultative salespeople.
L 4 L 5 L 6 L 7
Customer Value
The customers perception of what they get for what they have to give up.
Sales Dialogue: business conversation between buyers & sellers that occur as salespeople attempt to initiate, develop, & enhance customer relationships.
Post-Industrial Revolution
Canned Sales Presentation: sales presentations that include scripted sales calls, memorized presentations, and automated presentations.
Sales Professionalism: a customeroriented approach that uses truthful, non-manipulative tactics to satisfy the long-term needs of both the customer and the selling firm.
Ethical Dilemma
Adaptive Selling: the ability of a salesperson to alter his/her sales messages and behaviors during a sales presentation or as they encounter different sales situations and different customers.
Simple in design; assumes conditioned response improves likelihood of success; a risky and unreliable strategy.
Assumes buyer can be led through mental states; promotes one-way communication; a risky and unreliable strategy.
Ethical Dilemma
Interact with buyer to determine existing needs; present solutions to needs; solutions limited to sellers products.
Interact with buyer to determine existing and potential needs; present multiple solutions not limited to sellers products.
Consultative Selling
The process of helping ________ customers reach their ________ strategic goals by using the products, services, and expertise of the ____________ selling ____________ organization.
________ ________
Role Play