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ASK MANAGEMENT CONSULTANCY SERVICES PVT. LTD.
VADODARA
GENERAL
General
Difference
between
Selling and
Marketing
Current Quality
of
Marketing efforts
of seller
Word of Mouth
Cumulative Past
Satisfaction
Good / Services
Expected Benefits
Perceived
Benefits Received
Confirmation / Disconfirmation
of Expectations
Satisfaction / Dissatisfaction
from Transaction
Satisfaction
Positive
Customer
Word of Mouth
Increased
Customer Loyalty
More Repeat
More New
Purchases
Customer
Consequences of Satisfaction
General
Quality,
Satisfaction
and
Performance
Relative
Relative
Market
Cost
Position
Position
Return on Investment
SELLING SKILLS
10
The Selling
Environment
1. Mood, professionalism
2. Credibility
3. Communication level(s)
B. Determining buyer(s) needs
1. Organizational needs
2. Individual needs
3. Departmental needs
C.
Presentation
1. Stage 1 - Develop interest
2. Stage 2 - Demonstration
3. Stage 3 - Handle objections,
close, or conclude
D.
Exit
Selling
11
A.
B.
C.
D.
12
1.
2.
3.
Qualifying prospect
4.
5.
Answering objections
6.
7.
Following up
Maintaining a continuing
favourable relationship with the
buyer.
13
Average
Percent
1.
Thoroughness and follow-through
65.0
Mentioned
2.
58.9
3.
40.6
4.
23.1
5.
18.3
6.
16.3
7.
12.4
8.
8.7
9.
Technical education
7.4
14
16
17
The act of
selling is a
seven step
process
18
Approach
19
gaining Attention,
holding Interest,
arousing Desire,
obtaining Action and
building Satisfaction
20
21
of
The salesperson
needs training in the
broader skills of negotiation, of which
handling objections is a part.
Customers tend to pose objections during the
presentation or when asked for the order.
Their resistance can be psychological or
logical.
To handle objections, the salesperson to
- maintain a positive approach.
- ask for clarification on the objection.
- politely deny the validity of the objection
or
- turn the objection into a reason for buying.
22
Follow-up
23
24
Relationship
Management
25
26
27
28
29
30
31
32
Selling Skills
The
Marketing
Planning
Process
33
34
35
36
37
NEGOTIATION SKILLS
38
Negotiation
Skills
39
Negotiation
Skills
40
Negotiation
Skills
41
42
9.
Avoid confrontation.
43
Elements
Establish attitudes
Conduct negotiations.
44
Negotiation
Skills
Fundamentals
of
negotiation:
Essential rules
Keep the whole package in mind.
Do not underestimate the complexity of
negotiating.
It is the interrelationship between all the
elements that makes negotiation work.
You need to keep all the elements in
mind all the time.
Keep searching for variables.
Remain flexible.
Do not wear your plan or initial intentions
like a strait-jacket.
Everything is negotiable and a few more
things besides. Good negotiators are
quick on their feet.
45
Fundamentals
of
negotiation
Debate
Point of Balance
46
Trading
Concessions
Trade it
47
48
49
50
51
Money matters
One of the variables in many negotiations
is financial (price, margins, discounts,
fees, costs, profit).
The good negotiator is financially numerate,
does his / her financial homework and can
work a calculator.
You cannot guarantee success if
negotiation is conducted off the top of the
head. There is an old saying.
The only place where success comes
before work is in the dictionary
Successful negotiators do their homework.
52
Reading
Negotiation is not simply a matter of
techniques, though these are important. It is
also dependent on reading the other people
involved. Key behavioural factors include:
reading between the lines to seek the
real meaning
listening actively
observing body language
53
54
Communicator Types
High pressure communicators are overaggressive and insensitive.
They may feel they can win the argument
but, in fact, their projection without
empathy, becomes self-defeating and
switches people off.
Take-it-or-leave-it communicators have little
interest in either the other person or,
curiously, their own ideas. A lack of
commitment to the whole process tends to
let things run onto the sand.
55
56
DISTRIBUTIVE NETWORK
RELATIONS
57
Distributive
Network
Relations
58
59
Enhancing
distributor
performance
61
62
More significant
below:
distributor
functions
are
listed
Buyer benefit
1. Carry inventory.
Anticipate needs.
64
Choosing
the Right
Distributor
65
66
67
68
69
70
their
expected
Level of customer service
required.
71
72
A. Distributor
Issues to
Address in
Distributor
Franchise
Agreements
I. Duties of
both
parties
73
74
B. Manufacturer
1. Provide products with a quality and
innovation level necessary to meet
market penetration plans.
2. Share the plans with distributor to coordinate joint efforts and to avoid
conflicts.
3. Provide distributor buy prices (costs)
that allow competitive market pricing,
plus reasonable profits.
4. Devise promotional programs to
stimulate market interest.
75
76
A. Distributor:
1. Right to return obsolete inventory to
manufacturer provided inventory mix
and level was previously approved.
2. Protection against arbitrary decision by
manufacturer to make any distributor
customer a house account.
3. Protection against arbitrary addition of
distributors provided market
penetration goals have been met.
4. Inventory cost protection if manufacturer
reduces market price.
77
B.
Manufacturer
II. Rights /
protection
of both
parties
78
79
80
81
Provide salesmanship
Assist in merchandising
Functions
Performed
by
Distribution
Channels
82
Maintain liaison
83