RELATIONSHIP SELLING
Discuss the key differences
between relationship selling
and traditional selling.
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Finding customers and learning key selling
concepts are essential to the sales process
1. Are salespeople necessary in today's society?
2. What qualities should a good salesperson
possess?
3. Why are business ethics important in selling?
THE FOUR SALES CHANNELS
• Channels all include both business-to-business and
direct-to-customer selling.
• Over-the-counter selling Personal selling conducted
in retail and some wholesale locations in which customers
come to the seller’s place of business.
• Field selling Sales presentations made at prospective
customers’ locations on a face-to-face basis.
• Telemarketing Promotional presentation involving the use of the
telephone on an outbound basis by salespeople or on an inbound basis by
customers who initiate calls to obtain information and place orders.
• Inside selling Selling by phone, mail, and electronic commerce.
• Firms generally blend sales channels in their sales organization.
TRENDS IN PERSONAL SELLING
• Companies rely on three major personal selling approaches
to meet customer needs.
• Relationship selling Regular contacts between sales
representatives and customers over an extended period to
establish a sustained buyer-seller relationship.
• Consultative selling Meeting customer needs by listening
to them, understanding their problems, paying attention to
details, and following through after the sale.
• Team selling Selling situation in which several sales associates or other
members of the organization are recruited to help the lead sales
representative reach all those who influence the purchase decision.
RELATIONSHIP SELLING
Relationship (Consultative)
Selling - A sales practice that
involves building, maintaining,
and enhancing interactions
with customers in order to
develop long-term satisfaction
through mutually beneficial
partnership.
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PERSONAL SELLING
Personal Selling
is more important if...
Advertising & Sales Promotion
are more important if...
Product has a high value.
Product has a low value.
Product is custom made.
Product is standardized.
There are few customers.
There are many customers.
Product is
technically complex.
Product is
simple to understand.
Customers are
concentrated.
Customers are
geographically dispersed.
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TRADITIONAL SELLING
AND RELATIONSHIP SELLING
Traditional
Personal Selling
Relationship Selling
Sell products
Sell advice, assistance, counsel
Focus on closing sales
Focus on customer’s bottom line
Limited sales planning
Sales planning is top priority
Discuss product
Assess “product-specific”
needs
“Lone wolf” approach
Build problem-solving environment
Conduct discovery in scope of
customers’ operations
Team approach
Profit impact and strategic
benefit focus
Long-term sales follow-up
Pricing/product focus
Short-term sales follow-up
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GENERATING LEADS
Advertising
Publicity
Direct Mail/
Telemarketing
Cold Calling
Internet Web
Site
Referrals
Networking
Trade Shows/
Conventions
Company
Records
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THE SALES PROCESS
• Steps follow the AIDA concept.
REFERRAL AND NETWORKING
Referral – A recommendation
to a customer
or business associate.
Networking – A process of finding
out about potential clients
from friends, business contacts,
coworkers, acquaintances,
and fellow members in
organizations.
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THE PREAPPROACH PROCESS
Product or service
Salesperson
must know
everything
about...
Customers
Competition
Industry
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NEEDS ASSESSMENT
A determination of the
customer’s specific needs and
wants and the range of
options a customer has for
satisfying them.
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DEVELOPING AND PROPOSING
SOLUTIONS
Sales Proposal
Sales Presentation
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POWERFUL PRESENTATIONS
Be well prepared
Use eye contact
Ask open-ended questions
Be poised
Use hand gestures and voice inflection
Focus on the customer needs
Incorporate visual elements
Know how to operate the A/V equipment
Make sure the equipment works
PRACTICE, PRACTICE, PRACTICE!
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HANDLING OBJECTIONS

View objections as requests for information

Anticipate specific objections

Investigate the objection with the customer

Be aware of competitors’ products

Stay calm

Use the objection to close the sale
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CLOSING THE SALE
Look for
customer signals
Keep an open mind
Negotiate
Tailor to each market
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REVIEW LEARNING OUTCOME
STEPS IN THE SELLING PROCESS
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SALES MANAGEMENT
Describe the functions
of sales management.
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SALES MANAGEMENT RESPONSIBILITIES
Define sales goals and sales process
Determine sales force structure
Recruit and train sales force
Compensate and motivate sales force
Evaluate sales force
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DEFINING SALES GOALS
Clear
Precise
Measurable
Sales Volume
Market Share
Profit Level
Time Specific
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QUOTA
A statement of the
individual salesperson’s sales
objectives, usually based on sales
volume alone but sometimes
including key accounts, new
accounts, repeat sales, and specific
products.
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TRAITS OF TOP SALES PERFORMERS
Strong,
Can
healthy self esteem
bounce back from rejection
Sense
of urgency and competitiveness
Persuasive
Assertive
Sociable
Willing
to take risks
Understand
complex concepts
Creative
in developing solutions
Possess
empathy
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TRAINING THE SALES FORCE
Company policies
and practice
Selling techniques
Training
includes...
Product knowledge
Industry and customer
characteristics
Nonselling duties
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COMPENSATING THE SALES FORCE
Commission
Combination
Plans
Salary
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MOTIVATING THE SALES FORCE
Rewards and incentives include:









Ceremonies
Plaques
Vacations
Merchandise
Pay raises
Cash bonuses
Stock options
Tuition assistance
Product discounts
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EVALUATING THE SALES FORCE
Sales volume
Contribution to profit
Calls per order
Sales or profits per call
Call percentage achieving goals
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REVIEW LEARNING OUTCOME
FUNCTIONS OF SALES MANAGEMENT
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