Overview of Personal Selling
An important part of marketing that relies heavily on interpersonal interactions between buyers and sellers.
What is personal selling?
Selling that focuses on the selling firm, making presentations, one way communications, closing sales.
What is transactional selling?
A form of personal selling that requires that salespeople earn trust and that their selling strategy meets customer needs and contributes to customer value.
What is trust based, relationship selling?
The ability of salespeople to alter their sales messages and behaviours during a sales presentation or as they encounter different situations and different customers.
What is Adaptive Selling?
Customers perception of what they get for what they have to give up; for example benefits for buying a product in exchange for money paid.
What is customer value?
An acronym described in class (written on the board!) to describe transactional sales
What is ABC (Always Be Closing)?
Business conversations between buyers and sellers that occur as salespeople attempt to initiate, develop and enhance customer relationships.
What is sales dialogue?
An approach to selling in which the key idea is that various stimuli can elicit a response from customers.
What is stimulus-response selling?
Sales presentations that include scripted sales call, memorized presentations and automated presentations. Not ideal for effective personal selling.
What is canned sales presentations?
Little or no follow up in transactional selling; moving on to the next customer. Continued follow through and engagement to keep customer engaged and adding value in trust based selling. This is called: ___________________
What is post-sale follow up?
Successful salespeople must be able to make sales presentations but they must also be able to engage customers in conversations that build _______________________.
What is customer relationships?
An approach to personal selling that assumes that the buying process for most buyers is essential identical and buyers can be led through certain mental states.
What is mental states selling?
A customer-oriented approach that uses truthful, non manipulative tactics to satisfy the long-term needs of both the customer and the buying firm.
What is sales professionalism?
Bonus Question:
The name of the company for which our guest last week is a salesperson.
Who is Napoleon Home Comfort (Napoleon)?
Empathy, ego drive, ego strength, interpersonal, communication, enthusiasm
What are qualifications/skills required by successful salespeople?
An approach to selling based on the notion that the customer is buying to satisfy a particular need or set of needs.
What is need satisfaction selling?
Salespeople stimulate action in the business world and economy. This is described as _______________.
What is economic stimuli?
Bonus Question:
An acronym for the various mental states salespeople must lead their customers through when using mental states selling.
What is AIDA (Attention, Interest, Desire, Action)?
Revenue producers, market researchers, future leaders
What are roles salespeople play within the employing firm?
The process of helping customers reach their strategic goals by using the products, services and expertise of the sales organization.
What is consultative selling?