Directory UMM :wiley:Public:college:Dalrymple:

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Personal

Selling

Anticipate Buyer Questions

1. What

are you selling?

2. Why do I

need

it?

3. Who is

your company

?

4. How much will it

cost

?

5. Who else

is using it? Are they satisfied?

6. What kind of person are

you

?

7. How does your solution compare to

alternatives

?

8. Is

price competitive

?

9. Why do I need it

now

?

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Figure 3-6: Who’s Spending Money on SFA Pharmaceuticals/health Autos/heavy equipment Computer/software Consumer products Telecommunications Insurance Media/entermainment

80%

67%

65%

64%

59%

58%

56%

Industry

Percentage of firms spending money

on SFA

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Figure 3-5: Servicing the Sale: The Four Pillars of Sales Support Support the buying decision Manage the implemen-tation Deal with dissat-isfaction Enhance the rela-tionship

Sales Support

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Preinteraction phase Preinteraction

phase Interaction_phase Interaction

phase Postinteraction_phase

Postinteraction phase Skills: •Precall planning Skills: •Precall planning Skills: •Relating •Need discovery •Advocating •Closing Skills: •Relating •Need discovery •Advocating •Closing Skills: •Supporting •Implementing

•Dealing with dissatisfaction •Enhancing the relationship Skills:

•Supporting •Implementing

•Dealing with dissatisfaction •Enhancing the relationship

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Personal

Selling

Sales Presentations

° Formal

• _{Written proposal}

• _{Visual aids}

• _{Support materials}

° Features/benefits

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Personal

Selling

The Selling Process

Pre-Interaction

Interactionl

Post-Interaction

Skills:

• Precall

Planning

Skills:

•Relating

•Need discovery

•Advocating

•Closing

Skills:

•Supporting

•Implementing

•Dealing with

dissatisfaction

•Enhancing the

relationship

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Personal

Selling

Handling Concerns

Listen

to the buyers feelings

concerns without judgment

Clarify

real issue with questions

Problem-solve

present options and solutions

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Personal

Selling

Pseudo-Concerns

“I’ll have to talk it over with Frank.”

“I’ll get back to you.”

“I’m too busy right now.”

“Our budget is tight this year.”

“We have no room to store it.”

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Personal

Selling

Closing Techniques

Selling

Importance by Product

Technique

Industrial Consumer

Direct

Ask for the order in a

1

straight-forward manner

Summary

Summarize the benefits already

2

3

covered in the presentation

Single Obstacle

Asks for the order if last

3

4

last obstacle is overcome

Assumption

Assume readiness to buy and

4

2

focus on the transaction details

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Personal

Selling

Pillars of Sales Support

Support Buying Decision

• Reduce buyer anxiety

• Make a follow-up call

• Ask for feedback

Manage the Implementation

• Assist w/ approval process

• Introduce support resources

• Monitor & report progress

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Personal

Selling

Pillars of Sales Support

Deal with Dissatisfaction

• Empathize with the buyer

• Respond to problems --

use objection handling

techniques

• Anticipate buyer concerns

and expectations

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Personal

Selling

Pillars of Sales Support

Enhance the Relationship

• Be a resource for info,

help and ideas

• Grow the business internally

• Ask for referrals

• Be available

• Arrange continued personal

communications

• Maintain quality of

products/services

• Provide ongoing updates

and progress reports

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SURVEY OF COMPUTER BENEFITS

SAMPLE: 24 Companies voted best sales forces in

their respective industries

RESULTS:

» 18 of 24(75%) are computerized » Benefits:

Improved sales productivity Efficiency

Customer service

Information more accessible Reduces administrative chores

» Acceptance: Most sales people have taken to PCs enthusiastically

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SURVEY OF COMPUTER BENEFITS

SAMPLE: 24 Companies voted best sales forces in their respective industries

RESULTS:

» 18 of 24(75%) are computerized » Benefits:

Improved sales productivity Efficiency

Customer service

Information more accessible Reduces administrative chores

» Acceptance: Most sales people have taken to PCs enthusiatically

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Personal

Selling

Pre-Call Planning

What do I want to accomplish?

What do I know about the prospect?

Where can I find the information?

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Personal

Selling

Pre-Approach Information Need

1. Business of company?

2. Its products & markets?

3. Actual purchase decision maker?

4. Who handles purchase process?

5. Who influences buying?

6. How often is purchase of my product made?

7. Who is competition?

How much business with competition?

8. What company plans could affect future need for

my product?

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Personal

Selling

Pre-Approach Information Need

9. How well is customer satisfied with current supplier?

10. Does this company provide enough business to make

visit worthwhile?

11. Is company staff technically informed?

Can we help them develop greater expertise?

12. Can we use their products or services in our company?

13. Our top exec know any of their top execs personally?

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Personal

Selling

The Approach: Reducing Relationship Anxiety

Propriety

Show buyer respect; dress

appropriately

Competence

Know your product/service;

third-party references

Commonality

Common interests, views,

acquaintances

Intent

Reveal purpose of call, process, and

payoff to the buyer

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Personal

Selling

Task Motives

Productivity

Money

More Output

or Quality

Less Cost

More Profit

Less Effort

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Personal

Selling

Personal Motives

Respect

Power

Recognition

Approval

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Personal

Selling

Needs Discovery

Types of questions

1. Permission

Close-ended

2. Fact-finding

Factual information

3. Feeling finding

Open-ended questions

4. Checking questions

Confirm understanding

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Personal

Selling

Sales Proposals --

General Format

1. Problem Analysis

2. Solution

3. Product Specifications

4. Cost-benefit analysis

5. Contract

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Personal

Selling

Pre-Approach Information Need

9. How well is customer satisfied with current supplier? 10. Does this company provide enough business to make

visit worthwhile?

11. Is company staff technically informed?

Can we help them develop greater expertise?

12. Can we use their products or services in our company? 13. Our top exec know any of their top execs personally?