Session 2

Question 1

What are the 7 steps of selling?

Answer 1

Prospecting, preapproach, approach, presenting, objection handling, close, follow up

Question 2

What 3 main drivers have resulted in changes to the 7 steps

Answer 2

technology, informed customers, relationship selling (customer centric)

Question 3

What are the 7 evolved steps of selling

Answer 3

Customer retention/deletion (prospecting), data and knowledge management (preapproach), Nurturing relations (approach), Marketing (presentation), Problem solving (objection), Adding value/need satisfaction (close), relationship maintenance (vs follow-up)

Question 4

Briefly explain the Sales-service ambidexterity

Answer 4

Sales–service ambidexterity refers to the dual responsibility of salespeople to both sell and provide customer service. The study by Temerak et al. (2024) reveals that the value of service varies based on the sales role’s Sales Provision Effort (SPe):

Low SPe roles: Service is less valued by customers but motivates salespeople.
High SPe roles: Servicing can detract from the core selling focus. Managers should balance service demands based on job type to maximize customer satisfaction and employee performance.

Question 5

Define the four steps in the buying process

Answer 5

Problem identification, solution exploration, requirement building, supplier selection

Question 6

What are the complexities of B2B compared to B2C sales?

Answer 6

B2B buyers are typically more educated, and the sales process is more complex. Purchasing departments have become more professional, requiring sales teams to follow suit. 82% of B2B buyers think sales representatives are underprepared

Question 6

In what ways are B2B buyer behaviors shifting towards those of B2C?

Answer 6

B2C markets expect omnichannel approaches and high levels of customer service. B2B websites are less developed but are increasingly moving towards a B2C standard, offering smoother digital experiences. B2C-like features include Product catalogs that are easy to navigate.
Personalized content and recommendations.
Search options, shopping lists, and video calls for convenience.
A high-performing digital storefront with fast loading.

Question 7

Why does B2B sales take longer than B2C?

Answer 7

B2B sales involve buying centers, not individuals, with decision groups consisting of 4-10 members.
These members are often from different departments with different goals, which leads to misalignment in decision-making.

Question 8

How do human factors impact B2B sales processes?

Answer 8

Decisions in B2B are influenced by both logical and emotional factors.
Buyers often favor vendors they are familiar with or those that make them look good, serving personal needs like ease of work or reputation.