3 PS Approaches
Download
Report
Transcript 3 PS Approaches
Sales Management 3
Personal Selling:
Approaches and Process
Personal Selling Approaches
Stimulus ___________ Selling
Mental ___________ Selling
___________ Satisfaction Selling
Problem-Solving Selling
Consultative Selling
Stimulus Response Selling I
Simplest:Salesperson provides the stimuli
using words and actions.
Stimuli: statements, questions, actions,
audio-video aids, demonstrations
Responses: favorable reactions, eventual
purchase
Continued Affirmation:
prospect keeps saying “yes”
Often used in telemarketing
Stimulus Response Selling II
Advantages
___________ structure (easily canned)
Easy to anticipate ___________
Inexperienced salespeople can
quickly learn to use.
Stimulus Response Selling III
Disadvantages
Not effective if prospect wants to talk.
Requires salesperson to dominate “pitch”
Lack of ___________
Interruptions by prospect may disrupt flow
and effectiveness of presentation
Best if used in simple situations
Mental States Selling I
AIDA
AKA “Formula Approach”
Assumes that every buyer is same and
takes them through same mental states or
steps in the buying process. AIDA
___________
___________
___________
___________
Mental States Selling II
AIDA
Advantages
Like stimulus-response, highly structured
sales presentation.
Forces salesperson to plan/practice
presentation.
Helps salesperson recognize that timing is
important and that ___________ is
necessary to recognize which stage the buyer
is in at a given point in time.
Mental States Selling III
AIDA
Disadvantages
It is difficult to recognize the ___________
that the buyer is in.
At times prospect may be in multiple states
simultaneously, or switching back and forth.
Not a customer-oriented method.
Need Satisfaction Selling
Uncover and confirm buyer’s needs
Present offering to satisfy buyer’s needs
Continue selling until purchase decision
Need to really probe: Ask good questions
Good starting point for a Professional
What Lytle might call “Level 2”
Problem-Solving Selling
Extension of Need-Satisfaction
Beyond identifying needs to developing
alternative solutions to satisfy needs.
Your product may not be the best option.
Can take a lot of time.
Most successful in technical industrial
sales situations.
Consultative Selling
Helping customers achieve their strategic
goals via your products, services, expertise
Three Roles
Strategic ___________
Business ___________
Long-Term ___________
Sales Process
Initiating Customer Relationships
Prospecting
Precall Planning
Approaching Customer
Developing Customer Relationships
Sales Presentation Delivery
Gaining Customer Commitment
Enhancing Customer Relationships
Initiating Customer
Relationships
Prospecting
Locating
Screening
Precall Planning: Do your homework
Approaching the Customer
Sales Presentation Planning
Sales Presentation Format
Sales Mix Model
Sales Mix Model
Presentation Pace
Presentation Scope
Depth of Inquiry
Two-Way Comm
Visual Aids
Developing Customer
Relationships
Sales Presentation Delivery
Building Credibility
Personal Behavior/Appearance: Professionalism
Knowledge: Product, Customer, Competition
Sales Techniques: No Gimmicks
Achieving Clarity
Coping with Questions/Objections
Gaining Customer Commitment
Enhancing Customer
Relationships
Starts with a close. THEN SERVICE!!!!!
Enter/Expedite Orders
Follow up
Help during installation
Training
Warranty Service
Build Trust; Develop Reliance