19 PERSONAL SELLING: ETHICS, ISSUES, REQUIREMENTS, AND BASIC SKILLS.
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Transcript of 19 PERSONAL SELLING: ETHICS, ISSUES, REQUIREMENTS, AND BASIC SKILLS.
19
PERSONAL SELLING:
ETHICS, ISSUES, REQUIREMENTS, AND BASIC SKILLS
SALES
IT IS NEVER ENOUGH !
Sales are Down [video]
YOUR IMPRESSIONS OF SALES• MARKETING
• ADVERTISING
• SALES / SALES MANAGER
• JOBS OR PROFESSIONS?
• Why do you [not] want to be in sales?
YOU SELL EVERY DAY!
• ASSISTANCE
• FAVOR
• FULFILL A REQUEST
• ALL ARE FORMS OF PERSONAL SELLING
SALES RESPONSIBILITIES
• #1 - VOICE OF THE CUSTOMER– Feedback about client developments– Feedback about your company– Feedback about competitors
• #2 - VOICE OF THE COMPANY– Implement the marketing plan– Communicate your company policies and/or positions– Not an agent
• #3 - IMPECCABLE ETHICS AND INTEGRITY
SALES PERSONNEL & INCOME
I
N
C
O
M
E TELESALES NOT TELEMARKETING
RETAIL / ORDER TAKERS
DIRECT FIELD SALES
INSIDE SALES
TECHNICAL SALES
SERVICE SALES
OEM
NATIONAL ACCOUNTS
$13.6 K
$150+ K
$$$,$$$
PROFESSIONALISM
MISSIONARY SALES
TRANSACTION MARKETING
RELATIONSHIP MARKETING
MAJOR SALES APPROACHES• TRADITIONAL
– Product oriented—profit through sales volume
• CONSULTATIVE– Problem-solving—profit through problem solving
• RELATIONSHIP– Understand their business—profit through strategic relationships,
customer loyalty and satisfaction• Joint Efforts / Joint Teams
• TEAM– Integrate organizations—profit through sales volume– Strong advantage for large firms competing against smaller firms– Long-term alliances
FORMS OF PERSONAL SELLINGSALES PRESENTATION TYPES
OLDER METHODSLO2
Stimulus-response - given the appropriate stimulus, the prospect will buy.
Formula selling – information must be provided in an accurate, thorough, and step-by-step manner
FORMS O PERSONAL SELLINGSALES PRESENTATION TYPES
MODERN METHODSLO2
Need-satisfaction - probing and listening to identify needs and interests
1.Adaptive selling - a need-satisfaction format that adjusts the presentation to fit the selling situation
2.Consultative selling - a need-satisfaction format where the salesperson focuses on problem identification, recognition, and resolution
SALES FUNCTIONS
1. MANAGING THE PROSPECT FUNNEL
2. THE SALES CYCLE
3. CUSTOMER / PROSPECT CARE
4. INFORMATION DISSEMINATION
5. TERRITORY MANAGEMENT
6. PROFESSIONAL DEVELOPMENT
SUSPECT TO GREAT CUSTOMER• Suspect• Inquiry• Prospect• Qualified• Hot prospect• Proposal / quote• First purchase• Repeat purchaser• Long-term or high value customer
• Past customer
MANAGING THE PROSPECT FUNNELPROSPECT
APPROACH & QUALIFY
PRESENT
DEMONSTRATE
HANDLE OBJECTIONS
CLOSE
FOLLOW-UP
CUSTOMER !
REAL, FALSE, STALLS
HOT PROSPECT
Trial / Actual Close
EFFECTIVENESS
NEEDS &
VALUEQUALIFIED !FAB
COGNITIVE DISSONANCE
MARKETING DEPARTMENT
LEADS VS. COLD CALLS
Copyright A. Whitebread, 2001-2010.
SALES CYCLE
THE SALES CYCLE & AIDA
PROSPECT
APPROACH & QUALIFY
PRESENT
DEMONSTRATE
HANDLE OBJECTIONS
CLOSE
FOLLOW-UP
A
I
D
A
The Price Objection: http://www.nationalsalescenter.com/sales-training-articles/free-sales-training-videos/
YOUR SALES OPPORTUNITY
Inactive andEx-customers
PartnersAdvocatesClientsRepeatcustomers
First-timecustomers
Suspects
Prospects
Disqualifiedprospects
X
CUSTOMER & PROSPECT CARE
• BUILDING A RELATIONSHIP– TRUST– CREDIBILITY COMES THROUGH
• KNOWLEDGE– There is no substitute for product knowledge!
• PERFORMANCE – Products & services, the organization, and you!
• DELIVERING AS ADVERTISED– INFORMATION– FOLLOW-UP AND FOLLOW-THROUGH– ORGANIZE ADDITIONAL RESOUCES
INFORMATION DISSEMINATION
• TO CUSTOMERS AND PROSPECTS– STANDARD COMMUNICATION– NEW PRODUCTS AND PROGRAMS
• TO THE COMPANY– CUSTOMER AND PROSPECT REACTIONS– COMPETITIVE INFORMATION
• REPORT SIGNIFICANT EVENTS– What do you think would be a significant
customer event?
TERRITORY MANAGEMENT• TIME MANAGEMENT
• ASSEMBLE RESOURCES
• MAINTAIN CONTROL
• REPORTING – Call reports, expense, sales, …
• TERRITORY PLANS AND FORECASTING
PERSONAL IMPROVEMENT
• EFFICIENCY / TIME MANAGEMENT
• SALES SKILLS• PROBING WITH OPEN-END QUESTIONS• PROVING THROUGH RESPONSE• LISTENING• EVALUATING• PRESENTING [PROVIDING INFORMATION]• CLOSING
• PROFESSIONAL DEVELOPMENT
TRAITS OF GOOD SALES PERSONNEL• GOAL ORIENTED
• STRONG EGO BUT EMPATHETIC
• VERY KNOWLEDGEABLE
• CONTROL ANY SITUATION
• IMPECCABLE INTEGRITY AND ETHICS
SALES PERSONNEL TRAITS
• IMPECCABLE INTEGRITY AND ETHICS
– ETHICAL AND LEGAL ISSUES• DISPARAGEMENT• MISREPRESENTATION• BRIBERY• HIGH-PRESSURE SALES TACTICS• NO FAVORITISM• NO DISCRIMINATION
AN AVERAGE DAY IN SALES• PROPOSALS, PRESENTATIONS, & QUOTATIONS• COMMUMICATIONS
– INTERNAL & EXTERNAL• REPORTING• SCHEDULING• TIME MANAGEMENT• TELEPHONE CALLS• SALES CALLS AND PRESENTATIONS• TRAVEL