Download - Buyer Seller Dyad
BUYER SELLER DYAD AND PERSONAL SELLING
SITUATIONS
• aravindts.com
Topics at a glance
• To know about buyer seller dyads • Know about the different personal selling situations. • To know the recent trends in selling.
Buyer Seller Dyad
The salesperson and the prospect, interacting with each other
Conceptual Model of Sales person -Buyer Dyadic
Diversity of Personal-selling Situations
Group A (Service Selling)
1.Inside Order Taker 2.Delivery Salesperson 3.Route or Merchandising 4.Salesperson 5.Missionary 6.Technical Sales Person
Group B (Developmental Selling)
1.Creative Salesperson of Tangibles 2.Creative Salesperson of Intangibles
Group A (service Selling)
1. Inside Order Taker –”waits on” customers; for example, the sales clerk behind the neckwear counter in a men’s store. These jobs are known as technical support staff, sales assistants, telemarketers, and telesales professionals.
Group A (service Selling)
2. Delivery Salesperson – mainly engages in delivering the product; for example, persons delivering milk, bread, or fuel oil.
Group A (service Selling)
3. Route or Merchandising Salesperson – operates as an order taker but works in the field – the soap or spice salesperson calling on retailers is typical.
Group A (service Selling)
4.Missionary – aims only to build goodwill or to educate the actual or potential user, and is not expected to take an order; for example, the distiller’s “missionary” and the pharmaceutical company’s “detail” person.
Group A (service Selling)
Technical Salesperson – emphasises technical knowledge; for example the engineering salesperson, who is primarily a consultant to “client” companies.
Group B (developmental Selling)
1.Creative Salesperson of Tangibles – for example, salespersons selling vacuum cleaners, automobiles, siding, and encyclopaedia.
Group B (developmental Selling)
2. Creative Salesperson of Intangibles – for example. Salespersons selling insurance, advertising services, and educational programs.
Recent Trends In Selling
Relationship sellingRegular contacts over an extended period to establish a sustained seller-buyer relationship. The success of tomorrow’s marketers depends on the relationships that they build today Relationships are built upon trust.
Recent Trends In Selling
Consultative SellingMeeting customer needs by listing to them, understanding — and caring about — their problems, paying attention to details, and following through after the sale
Recent Trends In Selling
Team selling is the use of teams made up of people from different functional areas to service large accounts.
Useful in sales situations that call for detailed knowledge of new, complex, and ever-changing technologies
Recent Trends In Selling
Sales Force Automation (SFA) Applications of computer and other technologies to make the sales function more efficient and competitive
Sales automation (also known as customer asset management and total customer management) implies that technology can be used to speed up previously inefficient operations.
Salespeople have access to current, relevant marketing materials, including data sheets, brochures, multimedia presentations, and proposal templates, online.
Questions
Q1. Why is it necessary to understand buyer seller dyad?
Q2. What are the different personal selling situations?
Q3. What do you mean by Team selling?
Q4. Why is relationship selling important?
Q5. What do you mean by sales force automation?
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