Documente Academic
Documente Profesional
Documente Cultură
Third Lecture
Personal selling
refers to building
lasting professional
relationship
between the
buyer and seller
Evolution of Personal Selling
Selling function
Business organizations
became more
employed salespeople
professional
Transaction-Focused vs. Relationship Focused
Transaction-Focused Relationship-Focused
• Long term thinking
• Short term thinking • Developing the
• Making the sale has relationship takes
priority over most priority over getting
other considerations the sale
• Interaction between • Interaction between
buyer and seller is buyer and seller is
competitive collaborative.
• Salesperson is self- • Salesperson is
interest oriented customer-oriented
Contributions of Personal Selling
Continue
Salesperson Buyer
Process until
Provides Responses
Purchase
Stimuli Sought
Decision
Mental States Selling
Sony vs. LG TV
Present Continue
Uncover and
Offering to Selling until
Confirm
Satisfy Purchase
Buyer Needs
Buyer Needs Decision
Problem Solving Selling
(Any color TV)
Continue
Generate Evaluate Selling
Define
Alternative Alternative until
Problem
Solutions Solutions Purchase
Decision
The Sales Process: Selling Foundations
Be Trustworthy
Behave Ethically
8. Follow-up
7. Gaining Commitment
6. Meeting objections
5. Presentation
4. Need Assessment (ascertain buyer’s needs)
3. Approach (contacts between the buyer and seller)
2. Preapproach (qualifying leads)
Each Customer
Topmanagement:
Top management:
CorporateGoals
Corporate Goals
Coordinated through
Coordinated through
ofMarketing
of Marketing&&Sales
Sales
Management
Management
Costcontrol
Cost control
Achievingtargeted
Achieving targeted && Sustainedfuture
Sustained future
salesvolume
sales volume contributionto
contribution to growth
growth
Profits
Profits
Organizational Success: Inter Dept communication chain
Crucial Role of Sales & Marketing Dept.
Promoters/
Directors
Bottoms Up Approach
President of
Sales Management
Vice presidents
Vice president
Prod/Fin/HR
Marketing
leads to the
Sales managers
Organizational
Regional/product goals
Key Factors:
• Involves buyer seller interaction
•Seller motivates the customer to buy the products
•Strategy may embrace persuasion, ingratiation, friendliness, etc
•Skills of the salesman (salesmanship)
•Perception of customer
Sales Management: Personal selling by the salesman using the skills
of salesmanship
Sales
Sales Personal
Personal
Sales management management selling
management selling
directs
which are
Implemented
salesmanship Salesmanship
Salesmanship Salesman
Salesman
Theories of personal selling (related to salesmanship)
Brother buying
Gift for
sister
Seller Oriented theory
Son in law
buying
For marriage
( father in law paying)
Second theory: Buyer Oriented theory of selling
• Buyer’s needs (or problems) receive major attention and sales person has the
role in meeting buyer’s requirement and total satisfaction( find solution)
Satisfaction/ dissatisfaction
Buyer Oriented Theory
2. Cue : This stimuli about the product may come from advertising,
sales person or conversation with some friend
•Start using
Sales Theories
Even when you are buying