Module One
Overview of Personal Selling
Customizing the Sales Approach
An Expert’s Viewpoint:
Lisa Gregg, Director of Sales Development for American Express had
this to say about customizing the sales approach: “Depending on the
application, the card may have hundreds of different benefits. A
supermarket manager has different needs than a client in the furniture
business. We wanted to create a message to fit the specific needs of
our customers.” Sales representatives now input specific customer
information, then the database produces sales materials ranging from
industry data sheets to Power Point slides that can be used in the
sales presentation.
Action
Customizing the Sales Approach
An Expert’s Viewpoint:
Result
Customers now receive sales presentations based on their unique
needs, and American Express has greatly improved the efficiency
of its sales organization.
American Express:
Customizing the Sales Approach
Information about
customers
Presentation
Knowledge Base
Customized
Presentation
Customized
Presentation
Customized
Presentation
Personal Selling – Defined
Personal selling refers to personal
communication with a an audience
through paid personnel of an
organization or its agents in
such a way that the audience
perceives the communicator’s
organization as being the source
of the message.
Evolution of Personal Selling
Peddlers selling door
to door . . . served
as intermediaries
Selling function
became more
structured
1800s
1900s
2000s
Industrial
War and
As we begin Post-Industrial
the 21st century, selling
continues toModern
develop,
Revolution
Depression
Era
becomingRevolution
more professional
and more relational
Business organizations
employed salespeople
Selling function
became more
professional
Evolution of Personal Selling
Peddlers selling door
to door . . . served
as intermediaries
Selling function
became more
structured
1800s
1900s
2000s
Industrial
War and
As we begin Post-Industrial
the 21st century, selling
continues toModern
develop,
Revolution
Depression
Era
becomingRevolution
more professional
and more relational
Business organizations
employed salespeople
Selling function
became more
professional
Contributions of Personal Selling:
Salespeople and Society
• Salespeople help stimulate the economy
• Salespeople help with the diffusion of
innovation
Contributions of Personal Selling:
Salespeople and the Employing Firm
• Salespeople generate revenue
• Salespeople provide market research and
customer feedback
• Salespeople become future leaders in the
organization
Contributions of Personal Selling:
Salespeople and the Customer
• Salespeople provide solutions to problems
• Salespeople provide expertise and serve as
information resources
• Salespeople serve as advocates for the
customer when dealing with the selling
organization
Transaction-Focused vs.
Relationship Focused
Transaction-Focused
Relationship-Focused
• Short term thinking
• Making the sale has
priority over most other
considerations
• Interaction between buyer
and seller is competitive
• Salesperson is selfinterest oriented
• Long term thinking
• Developing the
relationship takes priority
over getting the sale
• Interaction between buyer
and seller is collaborative.
• Salesperson is customeroriented
Classification of
Personal Selling Approaches
•
•
•
•
Stimulus Response Selling
Mental States Selling
Need Satisfaction Selling
Problem Solving Selling
Stimulus Response Selling
Salesperson
Provides
Stimuli
Buyer
Responses
Sought
Continue
Process until
Purchase
Decision
Mental States Selling
Attention
Interest
Conviction
Desire
Action
Need Satisfaction Selling
Uncover and
Confirm Buyer
Needs
Present
Offering to
Satisfy Buyer
Needs
Continue
Selling until
Purchase
Decision
Problem Solving Selling
Define
Problem
Generate
Alternative
Solutions
Evaluate
Alternative
Solutions
Continue
Selling
until
Purchase
Decision
Consultative Selling
Business Consultant
The process of helping
customers reach their
strategic goals by using
the products, service,
and expertise of the
selling organization.
Strategic Orchestrator
Long-term Ally
The
Sales Process: An Overview
Salesperson
Attributes
Selling
Foundations
Initiating
Customer
Relationships
Selling
Strategy
Developing
Customer
Relationships
Enhancing
Customer
Relationships
The Sales Process:
Salesperson
Selling Foundations
Attributes
In order to be successful in today’s global business
environment, salespeople must have a solid relationship
building foundation. They must:
Be Trustworthy and
Behave Ethically
Understand Buyer Behavior
Possess Excellent
Communication Skills
The Sales Process:
Selling Strategy
In order to be successful in today’s global business
environment, salespeople must also think and act
strategically. The must develop strategies for:
Their Sales Territory
Each Customer
Each Sales Call
Salesperson
Attributes
Initiating
Customer
Relationships
The Sales Process
Developing
Customer
Relationships
• Prospecting
• Preapproach
• Presentation Planning
• Approaching the Customer
Enhancing
Customer
Relationships
Salesperson
Attributes
Initiating
Customer
Relationships
The Sales Process
Developing
Customer
Relationships
• Sales Presentation Delivery
• Earning Customer Commitment
Enhancing
Customer
Relationships
Salesperson
Attributes
Initiating
Customer
Relationships
The Sales Process
Developing
Customer
Relationships
Enhancing
Customer
Relationships
Adding Value through Follow-up,
Self-leadership, and Teamwork