Personal Selling occurs when a company representative interacts directly with a customer or prospective customer to present information about a product or service; value added. Personal selling refers to the personal communications of information to persuade unselfishly to someone. The customer buys something such as a good, service, idea, or something else that satisfies that individual’s needs. Products encompass information, services, ideas, and issues. Your product strategy should be tailored to the customers buying needs.
Presentation skills are crucial to keep people involved and listening to what you say. Visual aids are always the best way to enhance presentations and DON’T ever read off the slides. Even a pause can best be used when you are making your point, raising eyebrows, and opening faces. You should make sure you told a story in a personal way to convey your message with strength. Being conscious when you are presenting your reactions matter. You need to be seamlessly transitional in creative ways. Be honest with yourself and the environment. Complement sandwiches (well, bad, well) show that you work in a cohesive team against negative and positive environmental changes.
Successful salespeople create value by quality relationships, identifying customer needs, and presenting best solutions. They will also understand the Marketing Concept in order to achieve organizational goals that depend on knowing the needs and wants of target markets and delivering the desired products. They will use tactics such techniques, practices, or methods when you are face-to-face with a customer. You should have a good grasp of the industry, price and promotion, competitors, Company, Service, Technology, Product and your market or customer.
Buyer needs are identified through 2-way communication, information giving, and negotiations tactics replace manipulation. This process is developed from marketing concept, emphasizing need identification. A consultative sale emphasizes need identification, which is achieved through effective communication and a relationship built upon mutual trust and respect; most important. Trust in the salesperson.
- Customer seen as a person to be served
- Buyer’s needs identified through 2-way communication
- Emphasizes need, identification, problem solving, and negotiation instead of manipulation
- Emphasizes service at every phase of personal selling process
- Need Discovery to Selection of Solution to Need-satisfaction Process to Servicing the Sale
Transactional Sellingis the sales process that most effectively matches the needs of the value. Under this type of selling, one needs to be conscious of the buyer who is primarily interested in price and convenience. This process surveys the buyer primarily interested in price and convenience. A Transactional Approachis customer strategy would not emphasize need assessment, problem-solving, relationship building, and sales follow-up. In Transactional Sales, relationship strategy is secondary. Trust in the product.
Transactional Selling tactics that emphasize low Price
- Quantity Discount: lower price for high quantity or dollar amount
- Seasonal Discount: Price adjusted by tome of year
- Promotional Allowance: Price linked to special promotion or advertising campaigner
- Trade/Functional Discounts: Give to wholesalers for special services
- Selling is about executing marketing campaign
Strategic Market Plan-Process that matches firm’s resources to its market opportunities; takes into consideration various functional area of business that must be coordinated such as financial assists, workforce, production capabilities, and marketing. A strategy is a prerequisite to tactical success.
Relationship Strategy–A well thought-out plan for establishing, building, and maintaining quality relationships. Adopt a win-win philosophy, maintain high ethical standards, project a professional image and buyer remorse. The goal of relationship strategy is to create rapport, trust, and mutual respect, which ensure a long-term partnership.
Customer Strategy-Carefully conceived a plan that results in maximum responsiveness to customer’s needs; develop an understanding of customer’s buying process, understand buyer behavior, and develop a prospect base. Dictated by needs of customers. Understand the buying process, understand buyer behavior, and develop prospect base.
Presentation Strategy-Well-developed plan that includes preparing the sales presentation objectives, preparing a presentation plan that is needed to meet these objectives, and renewing one’s commitment to providing outstanding customer service
Partnering is a strategically developed, long-term relationship that solves the customer’s problems. Achieved when salesperson able to skillfully apply 4 major strategies and thus add value in various ways. Results in repeat sales and referrals that expand the prospect base. Strength increases each time salesperson uses value-added selling strategies. A Strategic Alliance is the most challenging; salesperson must build a good working relationship with each team member. Trust in other company and its values in strategic alliances.
Customer Relationship Management (CRM)-Sales automation, process of building and maintaining strong customer relationships by providing customer value
- Understanding Customer’s Value Needs-Establishing a relationship based on trust, carefully identifying needs and identifying best possible product solution
- Creating the Value Proposition-Detailed study of customer’s value needs
- Communicating the Value proposition
- Delivering the Value Proposition
May require coordination of credit approval, training, installation, service, and other aspects of sale
Relationships show us that information does not have value unless people interact effectively. People that have a better Emotional Intelligence, have the capacity for monitoring our own feelings and those of others, for motivating ourselves, and for managing emotions well in us and in our relationships. Self-confidence, trustworthiness, adaptability, initiative, optimism, empathy, and well-developed social skills will make you more successful as a salesperson. Have an empathy and ego Drive. Have outstanding character and integrity by projecting a professional image. Maintain high ethical standards to add values to the sale. This helps high performing salespeople build and maintain win-win relationships with a wide range of key groups: Customers, Secondary Decision Makers, Company Support Staff, and Management personnel.
Sales Process– Initiating Customer Relationships to Developing Customer Relationships, Enhancing Customer Relationships, Adding Value through follow-up, self-leadership, and teamwork
- Customer obsession- employee focus
- Mission values-Management focus
- Respect-Trust, no blame atmosphere
- Excellence-Achieved by Continuous Improvement
- Measurement done by Employees
Selling foundations include being trustworthy, behaving ethical, understanding buyer behavior, and processing excellent communication skills.
- Compatibility- extent to which a salesperson’s behaviors, actions, and personally are consistent with and/or appropriate by his/her customers, buyer likes doing business with salesperson
- Expertise- the extent to which a salesperson processes relevant knowledge and capability; salesperson knows what he/she needs to know. The salesperson and his/her company have ability and resources to get the job done right.
- Candor-“extent” is honest and upfront with others, especially with regard to issues/factors that may impact those others; salesperson honest in his/her own words; presentation is fair and balanced
- Dependability-consistently and predictability follow through on commitments he/she makes to others. Buyers can rely on salesperson, salesperson keeps promises
- Customer Orientation- a salesperson values and protects interests of his/her customers. Salesperson truly cares about the partnership. Salesperson goes to bat for the customer.
VERBAL AND NONVERBAL STRATEGIES:
First customer contact critical. Quick, Superficial judgments are then made. Those impressions can facilitate or distract. The image a salesperson projects can influence the customer’s feelings about the salesperson.
Verbal Messages voice communication through tone, volume, and speed of delivery. Nonverbal messages without words or silent messages: facial expressions, handshakes, voice tone, gestures, appearance, and posture, and other nonverbal means. These convey more. Verbal Communication
- Organize Thoughts
- Paint World Pictures
- Watch Grammar
Verbal Communication: Questioning
Salespeople skilled at questioning take a strategic approach to asking questions so that they may control the flow and direction of the conversation, uncover important information, demonstrate concern and understanding, and facilitate the customer’s understanding.
Verbal Communication: Strategic Application of Questioning
- Generate Buyer Involvement-Buyer talking at least (60%-70%)
- Provoke Thinking
- Gather Information
- Clarification and Emphasis
Need to make sure verbal and nonverbal messages are consistent