Transcript 2-1 UNDERSTANDING SELLERS AND BUYERS

UNDERSTANDING SELLERS AND BUYERS
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UNDERSTANDING SELLERS AND BUYERS
Drivers of Change
• Building long-term relationships with
customers
• Creating sales organizational
structures that are more nimble and
adaptable
• Gaining greater job ownership and
commitment from salespeople
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UNDERSTANDING SELLERS AND BUYERS
Drivers of Change
• Shifting sales management style from
commanding to coaching
• Leveraging technology for sales
success
• Evaluating salesperson performance
more accurately
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UNDERSTANDING SELLERS AND BUYERS
What Customers Want From Salespeople
1. Responsiveness to needs and
problems; service
2. Knowledge of products and customer
applications
3. Customer advocacy; partnership
development
4. Ability to keep customer up to date
5. Quality product/service
Source: Chally Group Survey, 2002.
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UNDERSTANDING SELLERS AND BUYERS
Attractive Aspects of Selling Careers
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•
Autonomy
•
Multifaceted and challenging activities
•
Financial rewards
•
Favorable working conditions
•
Career development and advancement
opportunities
UNDERSTANDING SELLERS AND BUYERS
Key Success Factors
in Relationship Selling
• Listening skills
• Follow-up skills
• Ability to adapt sales style from situation to
situation
• Tenacity — sticking with a task
• Well-organized
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UNDERSTANDING SELLERS AND BUYERS
Key Success Factors
in Relationship Selling
• Verbal communication skills
• Proficiency in interacting with people at all
levels of a customer’s organization
• Demonstrated ability to overcome
objections
• Closing skills
• Personal planning and time management
skills
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