Personal Selling

Needs Satisfaction Selling

Sales Management
Marketing 6228
 Personal Selling

Basic Types of Selling Approaches

1. Stimulus-Response

2. Need Satisfaction

3. Problem-Solution
 Personal Selling
The Selling Process - Skills Required
Pre-Interaction Interaction Post-Interaction

Skills: Skills: Skills:

• Precall •Relating •Supporting
Planning •Need •Implementing
discovery •Dealing with
•Advocating dissatisfaction
•Closing •Enhancing the
relationship
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Pre-Call Planning

What do I want to accomplish?

What do I know about the prospect?

Where can I find the information?

What am I going to say?

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Pre-Approach Information Need

1. Business of company?

2. Its products & markets?

3. Actual purchase decision maker?

4. Who handles purchase process?

 Personal Selling
Pre-Approach Information Need

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?
 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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Interaction Phase
1. Reducing Relationship Anxiety
2. Needs Discovery
3. Anticipating Buyer Questions
4. Understanding Buyer Motives
5. Advocating/Handling Concerns
6. Closing the Sale
 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
 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

 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?

 Personal Selling
Anticipate Buyer Questions

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?

10. Your record for support & service?

 Personal Selling
Buyer Motivations
Task Motives
Productivity Money

More Output
Less Cost
or Quality

Less Effort More Profit

Personal Selling
Buyer Motivations

Personal Motives

Respect Power

Approval Recognition
 Personal Selling
Advocating Skills
Three Elements of Presentation
1. Features Tangible or intangible

2. Benefits Solutions to buyers

problems, related to
buying motive

3. Evidence Proof benefit will

be realized
 Personal Selling
Sales Proposals -- General Format
1. Problem Analysis

2. Solution

3. Product Specifications

4. Cost-benefit analysis

5. Contract
 Personal Selling
Sales Proposals -- Five Quality Dimensions
1. Reliability

2. Assurance

3. Tangibles

4. Empathy

5. Responsiveness
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Handling Concerns
Listen to the buyers feelings

Share concerns without judgment

Clarify real issue with questions

Problem-solve present options and solutions

Ask for ACTION to determine commitment

 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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Closing Techniques

Selling Importance by
Product
Technique Indust. Buyer
Direct Ask for the order in a 1 1
straight-forward manner

Summary Summarize the benefits already 2 3

covered in the presentation

Single Asks for the order if last 3 4

Obstacle obstacle is overcome
 Personal Selling
Closing Techniques

Selling Importance by
Product
Technique Indust. Buyer
Assumption Assume readiness to buy and 4 2
focus on the transaction details

Choice Focus on version to be ordered 5 5

 Sales
SalesSupport
Support

Support Manage Deal Enhance

the the with the
buying implemen- dissat- rela-
decision tation isfaction tionship

Figure 3-5: Servicing the Sale: The Four Pillars of Sales Support
 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
 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

• Reinforce the Benefits

 Personal Selling
Pillars of Sales Support
Enhance the Relationship

• Be available • Be a resource for info,

• Arrange continued personal help and ideas
communications • Grow the business internally
• Maintain quality of
• Ask for referrals
products/services
• Provide ongoing updates
and progress reports