Chapter 8 Flashcards
Personal selling
Singles out those situations in which a real human being is trying to sell something to another face-to-face.
Impersonal selling
It is made by advertising, sales promotion and public relations.
Customer orientated selling
Saxe and Weitz (1982) defined this concept as ‘the degree to which salespeople practice the marketing concept by trying to help their customers make purchase decisions that will satisfy customer needs’.
Characteristics of customer orientated selling
- Help customers make satisfactory purchase decisions.
- Help customers assess their needs
- Offer products that will satisfy those needs
- Describe products accurately
- Avoiding deceptive or manipulative influence tactics
- Avoiding the use of high pressure sales techniques
Key characteristics of sales person desired by buyers
- Expertise in their company’s products and the market
- Good communication skills
- Ability to solve problems
- Ability to understand and satisfy the buyer’s needs
- Thoroughness
- Ability to help in ensuring the reliable and fast delivery of orders
Openning. Expectation from buyers
Business-like apperance and behavior
Open with a smile, a handshake or introducing themselves
Attention to detail
Oppening remarks
Need and problem identification
- Seller’s 1st Objective
- Needs Analysis
- Sales Presentation
- Summarise the points
Types of question used in personal selling
- Information - Gathering
- Leading
- Alternative
- Statement/ Question
- Confirmation
- Transitioning
How can a salesperson reduce risk?
- Reference Selling
- Demonstrations
- Guarantees
- Trial Orders
What are some recommendations of demonstrations?
- Make the process as brief as possible
- Make the process as simple as possible
- Rehearse the approach to likely objections with colleagues
- Know the product’s selling points
They’re are any concerns or questions raised by the buyer.
Objections
How to deal with objections?
- Listen and do not interrupt
- Agree and counter
- Question the objection
- The straight denial
- Forestall the objection
- Turn the objection into a trial close
What should be considered when closing a sale?
- Timing
- Buying signals
- Trial close technique
What are some closing techniques?
- Ask for the order
- Summarize and then ask for the order
- The concession close (This involves keeping one concession in reserve to use as the final push towards agreement)
- The alternative close (whether the color should be red or blue, the delivery should be Tuesday or Friday)
- The objection close
- Action agreement (Either the salesperson or buyer agree to do something before their next meeting)
It’s done to ensure that the customer is satisfied with the purchase and no problems with factors such as delivery, installation, product use and training have arisen
Follow-up
