Transcript Ch017.02
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
MEET TODAY’S SALES PROFESSIONAL Ms. Lindsey Smith – Molecular Imaging Products within the Medical Diagnostic Division of GE Healthcare
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Skills & Qualifications
necessary for success in sales careers •
Integrity, Motivation, Trust and Relationship Building, and a Team Orientation
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? and refining - Product Knowledge, analytical and communication skills, and strategic thinking about opportunities to more fully satisfy each customer’s clinical, economic, and technical requirements
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Customers – Physicians (radiologists, neurologist, cardiologists), medical technologist, nurses, health care provider CEOs, CFOs and others
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MEET TODAY’S SALES PROFESSIONAL Her Philosophy 1. Creating Value thru every sales call & client ?
2. Serving her clients as a trusted ?
3. Emphasizing GE’s ? & innovation 4. Challenge as opportunities
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LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: LO1 LO2 LO3 LO4 Discuss the nature and scope of personal selling and sales management in marketing.
Identify the different types of personal selling.
Explain the stages in the personal selling process.
Describe the major functions of sales management.
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LO1
SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT
Cambridge Sales
Selling Happens Almost Everywhere
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“ Everyone Lives by Selling Something” – sales personnel from manufacturing firms, real estate brokers, stockbrokers, sales clerks; attorney, accountants, bankers, company personnel recruiters
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Personal Selling
Personal selling
is the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.
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Sales Management
Sales management
consists of planning the selling program and implementing and evaluating the personal selling effort of the firm.
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LO1
SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT PERSONAL SELLING IN MARKETING
Salespeople:
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1) Link the Firm and Its Customers
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2) Are the Firm in Consumers’ Eyes
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3) Play a Large Role in the Marketing Program: Especially when?
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LO1
SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT CREATING CUSTOMER VALUE
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Identify Creative Solutions to Customer Problems
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Ease the Customer Buying Process
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Make the After-the-Sale Follow-Up
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Relationship Selling
Relationship selling
is the practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time.
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FIGURE 17-A
order getters Comparing order takers and
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LO2
THE MANY FORMS OF PERSONAL SELLING ORDER TAKING
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Outside Order Takers
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Inside Order Takers
Order Clerks
Inbound Telemarketing
Sales clerks
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LO2
THE MANY FORMS OF PERSONAL SELLING ORDER GETTING
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Outside Order Getters
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Inside Order Getters
Outbound Telemarketing
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FIGURE 17-1
How outside order-getting salespeople spend their time each week
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FIGURE 17-2
Stages and objectives of the personal selling process
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LO3
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS 1. PROSPECTING
Personal Selling Process
1. Prospecting Stage – the search for and qualification of potential customers. Types of prospect…
?: a potential sales contact (individual or organization) Prospect: a customer who wants or needs the product ? Prospect: An individual who wants the product, can afford to buy it and is the decision maker Cold Calling/ ?: open a directory
pick name
contact individual/buz
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Personal Selling Process
The
personal selling process
consists of sales activities occurring
before, during, and after
the sale itself, consisting of six stages: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6) follow-up).
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LO3
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS 2. PREAPPROACH
2. Preapproach Stage – after identifying a qualified prospect, prep for sale begins with the preapproach: involves obtain further info on the prospect and deciding the best ? of approach; how the prospects prefers to be approached (what time? how?), ? in a product or service.
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LO3
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS 3. APPROACH
3. Approach Stage – initial meeting bet salesperson & prospect; First impression through conversation with a reference to common acquaintances, referral, or even the product or service itself (=
? talk
: domestic vs. international)
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Gestures – handshakes, bow, buiz card, Anything involving a person’s name demand respect
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LO3
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS 4. PRESENTATION
Presentation Stage
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LO3
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS 4. PRESENTATION
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1. Stimulus-Response Presentation
? Selling
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2. Formula Selling Presentation
? Sales Presentation – treat everyone same
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3. Need-Satisfaction Presentation
? Selling Adjusting the presentation to fit the selling situation
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THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS 4. PRESENTATION (cont.)
Handling Objections – excuses for not making a purchase decision
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Acknowledge and Convert
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Postpone
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Agree and Neutralize
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Acceptance
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Denial
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Ignore
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LO3
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS 5. CLOSE
5. Close Stage – obtaining a purchase commitment from the prospect
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? Close – ask about some aspect of the purchase (model color)
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Assumptive Close – concerning delivery, warranty, or financing term
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Urgency Close – last model, low interest
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? Close – ask for the order
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LO3
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS 6. FOLLOW-UP
6. Follow-up Stage – requires customer follow-up
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?
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?
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FIGURE 17-3
The sales management process involves sales plan formulation, implementation, and evaluation
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LO4
THE SALES MANAGEMENT PROCESS SALES PLAN FORMULATION
Setting Objectives
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Output-Related
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Input-Related
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Behaviorally-Related
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LO4
THE SALES MANAGEMENT PROCESS SALES PLAN FORMULATION
Organizing the Salesforce
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Structure of the Salesforce
Customer
Product
Geography
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Major (Key) Account Management
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FIGURE 17-B1
geography Organizing the salesforce by
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FIGURE 17-B2
customer Organizing the salesforce by
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FIGURE 17-B3
product Organizing the salesforce by
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LO4
MARKETING MATTERS Creating and Sustaining Customer Value Through Cross-Functional Team Selling
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Major (Key) Account Management
Major (key) account management
is the practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships.
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LO4
THE SALES MANAGEMENT PROCESS SALES PLAN FORMULATION
Account Management Policies
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Whom to Contact
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Activities to Perform
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Info to Collect
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Account Management Policies
Account management policies
specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out.
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FIGURE 17-4
An account management policy grid grouping customers according to the level of opportunity and a firm’s competitive sales position
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LO4
THE SALES MANAGEMENT PROCESS SALES PLAN IMPLEMENTATION
Salesforce Recruitment and Selection
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Job Analysis
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Job Description
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Job Qualifications
Salesforce Training
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On-the-Job
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Other Methods
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LO4
THE SALES MANAGEMENT PROCESS SALES PLAN IMPLEMENTATION
Salesforce Motivation & Compensation
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Straight Salary
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Straight Commission
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Combination
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Nonmonetary
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LO4
THE SALES MANAGEMENT PROCESS SALESFORCE EVALUATION
Quantitative Assessments
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Input-Related
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Output-Related
Behavioral Evaluation
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Subjective Measures
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Customer Satisfaction
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LO4
USING MARKETING DASHBOARDS Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc.
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LO4
THE SALES MANAGEMENT PROCESS SALESFORCE AUTOMATION AND CUSTOMER RELATIONSHIP MANAGEMENT
Salesforce Technology
Salesforce Communication
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Internet
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VIDEO CASE 17 XEROX: BUILDING CUSTOMER RELATIONSHIPS THROUGH PERSONAL SELLING
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ICA# 14 XEROX
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VIDEO CASE XEROX 17 1.
Why was Anne Mulcahy’s experience as a sales representative an important part of Xerox’s growth in recent years?
Mulcahy had begun her career as a sales representative at Xerox. Her experience helped her understand the importance of delivering value to customers and the need for a shift to a ? . Her years as a sales representative also gave her credibility with the sales forces as changes were being made.
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VIDEO CASE XEROX 17 2. How did the sales approach change after Mulcahy became the CEO of Xerox?
:CEO Mulcahy said “We had lost our way in terms of delivering value to customers” “? ”
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- and ?- Oriented
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VIDEO CASE XEROX 17 3.
(a) How does Xerox create customer value though its personal selling process ?
1. Identification solution
2. prepares for a presentation by familiarizing their needs understanding of the clients’ needs to provide the best solution
reinforcing the benefits of the proposed 5. Sales 4. Sales presentation
to meet and communicate
3. In-depth 6. after sales, continue
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VIDEO CASE XEROX 17 3.
(b) How does Alison Capossela provide solutions for Xerox customers?
: 50% - w/ customers, 25% - prep for proposals, 25% - follow up activities : ? collect and analyze info about competitors and their products (e.g.,self-kit)
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VIDEO CASE XEROX 17 4.
Why is the Xerox training program so important to the company’s success?
8 weeks training at XU Interactive training sessions & distance learning Why important?
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Order Taker
An
order taker
processes routine orders or reorders for products that were already sold by the company.
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Order Getter
An
order getter
sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers’ use of a product or service.
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Adaptive Selling
Adaptive selling
is a need satisfaction presentation format that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information.
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Consultative Selling
Consultative selling
and resolution.
is a need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition 17-51
Sales Plan
A
sales plan
is a statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed.
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Sales Quota
A
sales quota
consists of specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period.
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Salesforce Automation (SFA)
Salesforce automation (SFA)
is the use of computer, information, communication, and Internet technologies to make the sales function more effective and efficient.
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