Professional Selling
3 Prescriptions to develop relationship strategy
1. Adopt win/win philosophy; 2. Project professional image; 3. Maintain high ethical standards
Communication Style Bias
Develops when we have contact with someone with a different communication style than our own
What is EQ?
Emotional Intelligence
Personal Selling Philosophy
Involves 3 prescriptions: Adopt marketing concept, Value personal selling, and Assume role of problem solver or partner in helping make intelligent buying decisions
Selling to Directives
Keep it businesslike as possible
Selling to Supportive
Listen carefully to opinions and feelings
Slander
Oral--unfair and true
Adaptive Selling
Requires versatility--A way to minimize communication bias
What is the highest form of partnering?
Strategic selling alliance
Self Concept
The bundle of facts, opinions, beliefs, and perceptions about yourself that are present in you life every moment of every day
Emotional Intelligence
The capacity for monitoring our own feelings and those of others, for motivating ourselves, and managing emotions well in ourselves and in our relationships
3 Prescriptions to develop personal selling philosophy
1. Adopt marketing concept; 2. Value personal selling; 3. Become a problem solver/partner
3 Prescriptions to develop product strategy
1. Become a product expert; 2. Sell benefits; 3. Configure value-added solutions
Relationship Strategies Focus (4 Key Groups)
1. Customers; 2. Secondary decision makers; 3. Company support staff; 4. Management personnel
Strategic/Consultative Selling Model (5 Steps)
1. Develop a personal selling philosophy; 2. Develop a relationship strategy; 3. Develop a product strategy; 4. Develop a customer strategy; 5. Develop a presentation strategy
How do you create value? (3 ways)
1. Establishing relationship based on trust; 2. Carefully identifying customer needs; 3. Identifying best possible product solution
4 Steps of Consultative Selling
1. Need discovery; 2. Selection of solution; 3. Need satisfaction presentation; 4. Servicing the sale
3 Prescriptions to develop presentation strategy
1. Prepare objectives; 2. Develop presentation strategy; 3. Provide outstanding service
2 Types of Business Defamation
1. Slander; 2. Libel
3 Prescriptions to develop customer strategy
1. Understand the buying process; 2. Understand buying behavior; 3. Develop prospect base
Value Added Selling Model (4 Parts)
1. Understanding customers value needs; 2. Creating the value proposition; 3. Communicating the value proposition; 4. Delivering the value proposition
Adaptive Selling
Adjusting ones communication style
Win/Win Philosophy
Both the buyer and seller come out of the sale understanding that their respective best interests have been served
Marketing Mix
Combination of elements making up a program based on the marketing concept
Conversational Strategies (3)
Comments on here and now observations, Compliments, Search for mutual acquaintances or interests
Knowledge Workers
Effort is centered around creating, using, sharing, applying knowledge, and discovering needs
Four Styles of Communication
Emotive, Directive, Reflective, & Supportive
Consultative Selling
Emphasizes need identification, which is achieved thru effective communication
Non Verbal Communication (7)
Entrance & Carriage, Shaking Hands, Facial Expressions, Eye Contact, Voice, Clothing, & Posture
Proper Handshake
Eye Contact, Firm, Full deep grip, Good duration, Dry hands
Over the years, sales has changed from ______ to _________
From Transactional sales to Consultative sales
Selling to Emotives
Give recognition and support his or her ideas
Emotive Style
High Sociability & High Dominance--Seeks recognition, expressive, out-going
Supportive
High Sociability & Low Dominance--Avoids conflicts, listens, likes open and sincere relationships
Directive
Low Sociability & High Dominance--Wants to control, reserved, likes quick answers
Reflective
Low Sociability & Low Dominance--Likes focus, facts, details, meticulous, cautious
Communication Style
Patterns of behavior others observe
Product Strategy
Plan that helps salespeople make correct decisions concerning the selection and positioning of products to meet identified customer needs
Presentation Strategy
Plan that includes preparing the sales presentation objectives, preparing a presentation plan that is needed to meet these objectives, and providing outstanding customer service
Customer Strategy
Plan that results in maximum responsiveness to customer needs
4 P's
Product, Price, Place, Promotion
Which of the 4 P's is personal selling a part of?
Promotion
Partnering
Strategically developed, long term relationship that solves customers problems
Dominance
Tendency to control or prevail over others
Sociability
The amount of control we exert over our emotional expressiveness
Marketing Concept
The belief that a firm should dedicate all its policies, planning, and operations to the satisfaction of the customer
Ways to communicate with your voice (3)
Through tone, volume, and speed of delivery
Strategic Selling Alliance
To achieve marketplace advantage by teaming up with another company whose products or services fit well with your own
Selling to Reflective
Use organized approach
Relationship Strategy
Well thought out plan for establishing, building, and maintaining quality relationships
Libel
Written--unfair and true
