3

Personal Selling: Approaches and Process

Classification of Personal Selling Approaches

Consultative Selling
The process of helping customers reach their strategic goals by using the products, service, and expertise of the selling organization.

Three Primary Roles:

Strategic Orchestrator Business Consultant Long-term Ally

Sales Process Model

(Figure 3.5)
Salesperson Attributes Initiating Customer Relationships Developing Customer Relationships Enhancing Customer Relationships

Selling Strategy

Initiating Customer Relationships

Prospecting Methods
(Exhibit 3.3)

External Sources:
Referral Approach Community Contact Contact Organizations Introduction Approach Noncompeting Salespeople Cultivate Visible Accounts

Internal Sources:
Examine Records Inquiries to Advertising Phone/Mail Inquiries

Personal Contact:
Personal Observation Cold Canvassing

Miscellaneous:
Hold/Attend Trade Shows

Initiating Customer Relationships Identifying Buying Center Roles

1) 2) 3) 4) 5) 6) Gatekeeper Initiator User Influencer Decider Purchaser

Initiating Customer Relationships

Pre-call Planning
Preapproach; customer related research
Gathering information about the prospect that will be used to formulate the sales presentation

Sales Presentation Planning; increased importance in recent years

Salesperson must begin with an objective(s)

Sales-Presentation Formats
1) Canned 2) Organized 3) Written Sales Proposal
Request for Proposal (RFP)

Sales-Presentation Formats
Canned Sales Presentation
Pros
Logical Complete Minimizes sales resistance by anticipating prospects objections

Cons
Unable to tailor message to the prospect Does not handle interruptions well Hard to use with broad product line May alienate buyers

Best used for inexperienced salespeople and/or limited product line

Sales-Presentation Formats
Organized Sales Presentation
Pros
Feedback from buyer is encouraged Salesperson can organize relevant points, tailored to the prospect, into a planned sequence

Cons
Requires a salesperson with more product knowledge and selling experience May extend the buying cycle/decision May allow the prospect to employ diversionary delay tactics

Sales-Presentation Formats
Organized Sales Presentation . . . Best used when you have:
An experienced salesperson who can probe for needs, respond to objections well Diverse product line Sophisticated/savvy buyers

Sales-Presentation Formats
Written Sales Proposal
Pros
Written word is usually accepted as being more credible Technical information, pricing data, and perhaps a timetable are available for review

Cons
Takes a long time to prepare Cannot respond immediately to questions, objections

Sales-Presentation Formats
Written Sales Proposal . . .

Best/most often used in:

competitive bidding situations when dollar value of sale is large Government contracts Complex, technical products

Approaching the Customer

Getting the appointment Starting the sales call
Establish harmonious atmosphere Observe rules of common courtesy Ascertain customer needs Ask questions and listen Focus on benefits to the customer

Developing Customer Relationships

Sales Presentation Delivery Building Credibility
Personal Behavior Sales Techniques
Third-party Evidence Testimonials Guarantees and Warranties

Achieving Clarity Addressing Customer Concerns

Gaining Customer Commitment

Avoid high-pressure sales techniques Seek commitment if prospect has voiced no concerns Seek commitment if prospect concerns have been adequately addressed Avoid early and often mentality Suggest a specific course of

Relationship Enhancement Activities

Entering orders Expediting orders Installing the product or service Training customer personnel Resolving complaints Correcting billing errors