CHAPTER 5: SELLING AND THE MARKETING CONCEPT Show P1,S1,T3 Introduction Not so long ago, salespeople worked in an environment where there was continuously expanding demand. Populations were rapidly expanding and so was purchasing power. The age of quality suppliers had not yet arrived. Thus, salespeople had a luxury of selling to one customer and then find another. The idea that you should concentrate on referral and repeat business had not yet become the focus as it is today. Today, salespeople have adopted the same principles of marketing that evolved and are shown in Figure 1 below. At the same time, they adopted the marketing concept philosophy which placed a focus on customer satisfaction vs. the old way of selling which focused on the product/service. Today�s Personal Selling Philosophy Personal selling today involves person-to-person communication with a prospect (potential customer). It is a process of developing customer relationships, discovering customer needs, matching the appropriate products with these needs, and communicating benefits through several types of presentations: 1. Informing presentations- used to maintain and develop existing customers (repeat/referrals) 2. Reminding presentations - used to maintain and develop existing customers (repeat/referrals). 3. Persuading presentations � Presentation and Demonstrations used to convert potential customers (prospects) into existing customers. In other words, used to make the sale. Presentation Strategies are used to set several objectives for each sales call. Note: In HA � 400, we will focus on Persuading Presentations. The development of a personal selling philosophy involves three things: 1. Adopt the marketing concept. 2. Value personal selling (as a contribution to society and an honorable profession) 3. Assume the role of �Consultative Seller� or a problem-solver and partner in helping customers make appropriate buying decisions (those that satisfy their needs and solve their problems).
FIGURE 1 Evolution of Personal Selling 1920 to Present (Note: Dates above are Approximate- Types of Selling Overlap with the Oldest Still Practiced today) What are the three prescriptions of personal selling philosophy?The three prescriptions of personal selling philosophies on which strategic plans are built include adopting a marketing concept, valuing personal selling, and becoming a problem solver/partner.
What are the three prescriptions for the development of a successful customer strategy?The presentation strategy is a well-conceived plan that includes three prescriptions: (1) establishing objectives for the sales presentation, (2) developing the presale presentation plan needed to meet these objectives, and (3) renewing one's commitment to providing outstanding customer service (Figure 10.1).
What are the three types of personal selling?Types of personal selling. Indoor personal selling. The seller who sells goods or services living at certain place is called indoor seller. ... . Outdoor personal selling. Identifying customers and by walking in different geographical regions and selling goods to them is called outdoor personal selling. ... . Sales representative.. What are the 3 top important tips for a salesperson?Tips to Become a Better Salesperson. Shadow your peers. Want to improve your objection handling? ... . Practice your people skills. ... . Be a team player. ... . Know when to walk away. ... . Be honest. ... . Always solve for the customer. ... . Roll with rejection. ... . Always ask for referrals.. |