The Meaning Of ‘push’ And ‘pull’ Sales Styles Flashcards
1
Q
What sales techniques were identified in Huthwaite International’s research into selling behaviours?
A
- push
- pull
2
Q
Define push style sales
A
Seller is giving more information than they’re gathering in a ratio of 3:1
3
Q
What are the characteristics of push style sales?
A
- lots of talking about the service
- limited listening
- sale focus
- scripted
- discounts to get the sale
- assumes buyer will buy
- uses emotional language to influence
- high pressure tactics
- buyer not researched
- Untargeted approach
4
Q
How is the seller perceived with push style sales?
A
- pushy
- aggressive
- only interested in short term
- not valued
- pestering
- desperate for the sale
5
Q
Advantages of push style sales?
A
- many calls made quickly
- buyer may buy (but on their terms)
- commitment can be gained over the phone
- initial commitment may lead to future business
6
Q
Weaknesses of push style sales?
A
- rejection
- danger of short-term, one-off business only
- reduced margin
- may only use you as a last desperate resort
- assumptions frequently made
- likely to reject further contact
7
Q
Define pull style sales
A
Where the seller is gathering more information than they are giving in a ratio of 3:1
8
Q
What are the characteristics of pull style sales?
A
- active listening
-pre-sales research - targeted approach
- open and probing to establish a need
- focus on problems and issues
- creative ideas to solve problems
- involved the buyer in decisions
- takes time to understand the buyer
- empathetic
9
Q
How is the seller perceived with pull style sales?
A
- consultative
- taking a genuine interest
- trusted and respected
- having useful discussions
- seeking a mutually beneficial relationship
- involving buyer in decisions
10
Q
Advantages of pull style sales?
A
- long-term relationship more likely
- repeat business
- higher margins
- higher levels of commitment
- less rejection
- agreed action plan involving both parties
- seller viewed as an advisor and consultant
11
Q
Weaknesses of pull sales?
A
- more likely to gain a greater commitment face-to-face
- likely to take longer to develop the relationship
- time needed for research and planning
- patience required to ask the right questions
- buyer may feel the questions are intrusive
