personal selling anticipate buyer questions 1. what are you selling? 2. why do i need it? 3. who is...
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Personal SellingAnticipate Buyer Questions
1. What are you selling?2. Why do I need it?3. Who is your company?4. How much will it cost?5. Who else is using it? Are they satisfied?6. What kind of person are you?7. How does your solution compare to alternatives?8. Is price competitive?9. Why do I need it now?10. Your record for support & service?
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Figure 3-6: Who’s Spending Money on SFA
Pharmaceuticals/health
Autos/heavy equipment
Computer/software
Consumer products
Telecommunications
Insurance
Media/entermainment
80%
67%
65%
64%
59%
58%
56%
IndustryPercentage of firms spending money
on SFA
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Figure 3-5: Servicing the Sale: The Four Pillars of Sales Support
Supportthe
buyingdecision
Managethe
implemen-tation
Dealwith
dissat-isfaction
Enhancethe rela-
tionship
Sales SupportSales Support
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Preinteractionphase
Preinteractionphase
Interactionphase
Interactionphase
Postinteractionphase
Postinteractionphase
Skills:•Precall planning
Skills:•Precall planning
Skills:•Relating•Need discovery•Advocating•Closing
Skills:•Relating•Need discovery•Advocating•Closing
Skills:•Supporting•Implementing•Dealing with dissatisfaction•Enhancing the relationship
Skills:•Supporting•Implementing•Dealing with dissatisfaction•Enhancing the relationship
Chapter 3
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Personal SellingSales Presentations
° Formal• Written proposal• Visual aids• Support materials
° Features/benefits
° Involvement -- demonstrations
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Personal SellingThe Selling Process
Pre-Interaction Interactionl Post-Interaction
Skills:• Precall Planning
Skills:•Relating•Need discovery•Advocating•Closing
Skills:•Supporting•Implementing•Dealing with dissatisfaction•Enhancing the relationship
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Personal SellingHandling Concerns
Listen to the buyers feelings
Share concerns without judgment
Clarify real issue with questions
Problem-solve present options and solutions
Ask for ACTION to determine commitment
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Personal SellingPseudo-Concerns
“I’ll have to talk it over with Frank.”
“I’ll get back to you.”
“I’m too busy right now.”
“Our budget is tight this year.”
“We have no room to store it.”
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Personal SellingClosing Techniques
Selling Importance by ProductTechnique Industrial Consumer
Direct Ask for the order in a 1 1straight-forward manner
Summary Summarize the benefits already 2 3covered in the presentation
Single Obstacle Asks for the order if last 3 4last obstacle is overcome
Assumption Assume readiness to buy and 4 2focus on the transaction details
Choice Focus on version to be ordered 5 5
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Personal SellingPillars of Sales Support
Support Buying Decision • Reduce buyer anxiety
• Make a follow-up call
• Ask for feedback
Manage the Implementation • Assist w/ approval process
• Introduce support resources
• Monitor & report progress
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Personal SellingPillars of Sales Support
Deal with Dissatisfaction • Empathize with the buyer
• Respond to problems -- use objection handling techniques
• Anticipate buyer concerns and expectations
• Reinforce the Benefits
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Personal SellingPillars of Sales Support
Enhance the Relationship
• Be a resource for info, help and ideas
• Grow the business internally
• Ask for referrals
• Be available• Arrange continued personal communications• Maintain quality of products/services
• Provide ongoing updates and progress reports
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SURVEY OF COMPUTER BENEFITS
SAMPLE: 24 Companies voted best sales forces in
their respective industries
RESULTS:
» 18 of 24(75%) are computerized» Benefits:
Improved sales productivity
Efficiency
Customer service
Information more accessible
Reduces administrative chores
» Acceptance: Most sales people have
taken to PCs enthusiastically
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SURVEY OF COMPUTER BENEFITS
SAMPLE: 24 Companies voted best sales forces in
their respective industries
RESULTS:
» 18 of 24(75%) are computerized» Benefits:
Improved sales productivity
Efficiency
Customer service
Information more accessible
Reduces administrative chores
» Acceptance: Most sales people have
taken to PCs enthusiatically
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Personal SellingPre-Call Planning
What do I want to accomplish?
What do I know about the prospect?
Where can I find the information?
What am I going to say?
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Personal SellingPre-Approach Information Need
1. Business of company?2. Its products & markets?3. Actual purchase decision maker?4. Who handles purchase process?5. Who influences buying?6. How often is purchase of my product made?7. Who is competition? How much business with competition?8. What company plans could affect future need for
my product?
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Personal SellingPre-Approach Information Need
9. How well is customer satisfied with current supplier?
10. Does this company provide enough business to make visit worthwhile?
11. Is company staff technically informed? Can we help them develop greater expertise?
12. Can we use their products or services in our company?
13. Our top exec know any of their top execs personally?
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Personal SellingThe Approach: Reducing Relationship Anxiety
Propriety Show buyer respect; dress appropriately
Competence Know your product/service; third-party references
Commonality Common interests, views, acquaintances
Intent Reveal purpose of call, process, and payoff to the buyer
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Personal Selling
Task Motives
Productivity Money
More Output or Quality
Less Cost
More ProfitLess Effort
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Personal Selling
Personal Motives
Respect Power
RecognitionApproval
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Personal SellingNeeds DiscoveryTypes of questions
1. Permission Close-ended
2. Fact-finding Factual information
3. Feeling finding Open-ended questions
4. Checking questions Confirm understanding
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Personal SellingSales Proposals -- General Format
1. Problem Analysis
2. Solution
3. Product Specifications
4. Cost-benefit analysis
5. Contract