Manning ST13e Inppt02

8/18/2019 Manning ST13e Inppt02

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SELLING TODAY

2Evolution of Selling ModelsThat Complement theMarketing Concept

MANNING AHEARNE REECE


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Learning Objectives

• Discuss t e ev!"uti!n !# $ers!na" se""ing %!&e"sas an e'tensi!n !# t e %ar(eting c!nce$t

• Describe t e ev!"uti!n !# c!nsu"tative se""ing #r!%t e %ar(eting era t! t e $resent

• De)ne strategic se""ing an& na%e t e #!ur br!a&strategic areas in t e Strategic*C!nsu"tativeSe""ing M!&e"

+,+C!$-rig t . +/10 ears!n E&ucati!n2 Inc


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• Mar(eting c!nce$t !"&s t at ac ieving!rgani7ati!na" g!a"s &e$en&s !n (n!4ing

• 1 t e nee&s an& 4ants !# t e target %ar(etsan&

• + &e"ivering t e &esire& $r!&ucts• Sa"es an& $r!)ts c!%e #r!% cust!%er #!cus an&

cust!%er va"ue• Cust!%er satis#acti!n is !# $ri%ar- i%$!rtance

+,8C!$-rig t . +/10 ears!n E&ucati!n2 Inc e Ha""

9 at is t e Mar(etingC!nce$t:


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• Mar(eting Era ;egins 51


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+,>C!$-rig t . +/10 ears!n E&ucati!n2 Inc e Ha""

Bigure + 1 T e Mar(eting Mi'


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Evolution of Consultative Selling

• Consultative selling era (late 1960s to early 1970s)• Mass markets break into target markets• Emp asis on nee! i!entifi"ation• #nformation s aring an! negotiation repla"e

manipulation


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Transactional selling$ro"ess t at serves t e buyer primarily intereste! in

pri"e an! "onvenien"eConsultative selling

$ro"ess t at !evelope! from t e marketing "on"ept%emp asi&ing nee! i!entifi"ation


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• Customer is a person to be serve!%not a prospe"t to be sol!

• ' o ay "ommuni"ation i!entifies

(!iagnoses) "ustomer*s nee!s+ noig pressure sales presentation

• E%$ asis !n in#!r%ati!ngiving2 $r!b"e% s!"vingneg!tiati!n versus%ani$u"ati!n

• E%$ asis !n service a#tesa"e

Features of consultative selling include:


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C!$-rig t . +/10 ears!n E&ucati!n2 Inc e Ha"" +,1/

Bigure + + C!nsu"tative Sa"esresentati!n Gui&e

Nee&&isc!ver-

Se"ecti!n!# s!"uti!n

Nee&,satis#acti!

n$resentati

!n

Set


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• E'tensi!n !# t e %ar(eting c!nce$t• E%$ asi7es nee& i&enti)cati!n• Sa"es$ers!n $"a-s r!"e !# c!nsu"tant• Neg!tiati!n !ver %ani$u"ati!n


Ev!"uti!n !# C!nsu"tativeSe""ing


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• Cust!%er is $ers!n t! be serve&• C!%%unicati!n is t4!,4a-• r!b"e%,s!"ving is ! ere&• Service is e%$ asi7e& at ever- $ ase

+,1+C!$-rig t . +/10 ears!n E&ucati!n2 Inc

Maj!r Beatures !# C!nsu"tativeSe""ing


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Evolution of Strategi" Selling

• Strategi" selling era (early 19,0s)• Market ni" es re-uire more planning• E-ual emp asis on strategy an! ta"ti"s• $ro!u"t positioning vital

• $artnering era (1990 to present)• Customer% not pro!u"t% as !riving for"e• Emp asis on strategies t at "reate "ustomer value


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• . strategi" market plan• /utlines ne"essary met o!s an! resour"es• Consi!ers areas to be "oor!inate!

• inan"e • $ersonnel• $ro!u"tion • Marketing

• #nfluen"es t e sale of pro!u"ts• Serves as gui!e for strategi" selling plan


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• Strategy• Carefully "on"eive! plan nee!e! to a""omplis sales

ob e"tives• . prere-uisite to ta"ti"al su""ess

• 'a"ti"s• Spe"ifi" te" ni-ues% pra"ti"es% an! met o!s use! in

"ustomer intera"tion


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• Strategic $"anning is t e $r!cess t at %atc est e )r% s res!urces t! its %ar(et !$$!rtunities• Tactics are tec ni ues2 $ractices2 !r %et !&s• Strategies are $rere uisites t! tactica" success

• Se""ing strategies are $"ans #!r acc!%$"is ingsa"es !bjectives

• A&a$tive se""ing %eans t! a"ter sa"es be avi!rs&uring interacti!ns t! i%$r!ve c!%%unicati!n

+,1>C!$-rig t . +/10 ears!n E&ucati!n2 Inc e Ha""

Strateg- an& C!nsu"tative,Se""ing


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' e Strategi"2Consultative Selling Mo!el

F


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• Deve"!$ $ers!na" se""ing $ i"!s!$ -• Deve"!$ re"ati!ns i$ strateg-• Deve"!$ a $r!&uct strateg-• Deve"!$ a cust!%er strateg-• Deve"!$ a $resentati!n strateg-


Bigure + 3 Strategic*C!nsu"tativeSe""ing M!&e"


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• Re"ati!ns i$ strateg-• r!&uct strateg-• Cust!%er strateg-• resentati!n strateg-

+,1


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• Securing re"ati!ns i$s• Deve"!$ing re"ati!ns i$s• Maintaining re"ati!ns i$s

+,+/C!$-rig t . +/10 ears!n E&ucati!n2 Inc e Ha""

Deve"!$ a Re"ati!ns i$Strateg-


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• r!&uct strateg- is a $"an t at e"$s sa"es$e!$"e%a(e c!rrect &ecisi!ns c!ncerning t e se"ecti!nan& $!siti!ning !# $r!&ucts t! %eet i&enti)e&cust!%er nee&s

• rescri$ti!ns• ;ec!%e a $r!&uct e'$ert• Se"" bene)ts• C!n)gure va"ue,a&&e& s!"uti!ns

+,+1C!$-rig t . +/10 ears!n E&ucati!n2 Inc e Ha""

Deve"!$ a r!&uct Strateg-


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• Cust!%er strateg- is $"an t at resu"ts in%a'i%u% res$!nsiveness t! t e cust!%er snee&s

• rescri$ti!ns

• Fn&erstan& t e bu-ing $r!cess• Fn&erstan& bu-er be avi!r• Deve"!$ $r!s$ect base

+,++C!$-rig t . +/10 ears!n E&ucati!n2 Inc e Ha""

Deve"!$ a Cust!%er Strateg-


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• T e $resentati!n strateg- is a 4e"",&eve"!$e&$"an #!r %eeting !bjectives #!r eac sa"es ca""• rescri$ti!ns

• re$are sa"es $resentati!n !bjectives

• re$are $resentati!n $"an• Rene4 c!%%it%ent t! cust!%er service


Deve"!$ a resentati!nStrateg-


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#nterrelations ip of 3asi" Strategie


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Bigure + 0 artnering


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• Strategic acc!unt %anager• Regi!na" acc!unt %anager• e- acc!unt %anager• Nati!na" acc!unt %anager• G"!ba" acc!unt %anager

+,+>C!$-rig t . +/10 ears!n E&ucati!n2 Inc e Ha""

!bs Ass!ciate& 4itStrategic Se""ing A""iances


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• Learn ab!ut $r!$!se& $artner• Meet 4it $r!$!se& $artner• E'$"!re bene)ts !# t e a""iance• resent !n $r!)t i%$act an& strategic a""iance

bene)ts

+,+?C!$-rig t . +/10 ears!n E&ucati!n2 Inc e Ha""

;ui"&ing Strategic Acc!untRe"ati!ns i$s


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C!$-rig t . +/10 ears!n E&ucati!n2 Inc e Ha"" +,+

Bigure + > a"ue Creati!n


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• In 4 at 4a- is $ers!na" se""ing e'ten&e& #r!%t e %ar(eting c!nce$t:• H!4 as c!nsu"tative se""ing ev!"ve&:• 9 at are t e #!ur br!a& strategic areas in t e

Strategic*C!nsu"tative Se""ing M!&e":• H!4 are $artners i$s &eve"!$e&:• H!4 &! va"ue,a&&e& se""ing strategies re"ate t!

$ers!na" se""ing:+,+


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• D!es it a$$ear t at S%it as a&!$te& t e t ree$rescri$ti!ns !# a $ers!na" se""ing $ i"!s!$ -:• 9 at $rescri$ti!ns !# t e re"ati!ns i$ strateg-

ave been a&!$te&:

• H!4 can Marcus S%it create va"ue #!r iscust!%ers:• 9 - is it i%$!rtant #!r %ar(eting su$$!rt

$ers!nne" t! un&erstan& $ers!na" se""ing:+,3/C!$-rig t . +/10 ears!n E&ucati!n2 Inc e Ha""

Rea"it- Se""ing Case

Manning ST13e Inppt02

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