MARK 3337 Exam #1

Outside salespeople

go out and drive around, door-to-door sales

Employment settings in Selling today

- Inside salespeople •Inbound •Outbound - Outside salespeople Both inside & outside salespeople often work closely together

Sales Manager as Role Model

-A salesperson's actions often mirror the sales manager's -Sales managers responsible for interpreting company policy -Values such as integrity and honesty must receive constant manager support

Management as a Role Model

-Ethical standards filter down from the top -Organization's moral tone is set by management -Most important determinant of employee ethics -Managers must infuse ethical values in subordinates

Half-Truths Influencing Erosion of Character

-We are in it only for ourselves -Corporations exist to maximize shareholder value -Companies need to be lean and mean The ROOT of ethical compromises

Communication Style Principles

1.Individual differences exist and are important 2.A communication style is a way of thinking and behaving 3.Individual style differences tend to be subtle 4.There are a finite number of styles 5.Being in sync with those you work with helps to create the most productive relationship The theory of communication style bias is basedon a number of underlying principles. These are listed in the slide. Some key things to remember are that communication styles can be adapted because they are a preferred way of doing something, not an ability. Styles aren't unlimited and we will review some identifiable styles in the chapter. Adapting to the styles of others can help our relationships be more productive.

Comparing People

Adopting a win-win philosophy is the first step in developing a relationship strategy. The starting point to developing a win-win philosophy is to compare the behaviors of persons who have adopted the win-lose approach with the behaviors of people who have adopted the win-win approach.

consultative selling four-step process

Consultative selling involves a four-step process that includes need discovery, selection of asolution, a need-satisfaction presentation, and servicing the sale.

THE PLATINUM RULE

Do Unto Others As They Want Done Unto Them .Contrast this rule with that of the Golden Rule. The Golden Rule emphasizes treating others as we wish to be treated. The flaw in it is that we are different and may wish to be treated differently. We really wish for people to treat us as we wish to be treated. That's why the Platinum Rule is so powerful.

Key Relationship Groups

Establishing and maintaining a partnering-type relationship internally as well as with the customers is a vital aspect of selling. High-performance sales personnel build strong relationships with four groups as shown in the figure. High-performance salespeople understand the importance of building relationships with the people who work with customers. In many selling situations, the first person the salesperson meets is a receptionist, a secretary, or an assistant to the primary decision maker. Influencing these people to change their priorities, interrupt their schedules, accept new responsibilities, or fulfill any other request for special attention is a major part of the salesperson's job. ex:flowers and lunch for suppliers staff from mattress firm, led to them being treated really well

Partnering Values

Integrity, honesty, passion, knowledge, adaptability, respect, transparency, friendly, patient, etc.

shift in emphasis: the information age

Last 50 years economy shifting: -From emphasis on industrial activity -To emphasis on information processing Four major developments: -Major advances: information technology and electronic commerce -Strategic resource is information -Business defined by customer relationships -Sales process depends on adding value

Evolution of Strategic Selling

Strategic selling era (early 1980s) •Market niches require more planning •Equal emphasis on strategy and tactics (Strategy- Carefully conceived plan needed to accomplish sales objectives, a prerequisite to tactical success) & (Tactics- Specific techniques, practices, and methods used in customer interaction) •Product positioning vital Strategic planning is the process that matches the firm's resources to its market opportunities •Adaptive selling means to alter sales behaviors during interactions to improve communication Salespeople should consider strategy when planning for sales interactions. Ideally selling will include not only the consulting role but also strategic planning. The Strategic/Consultative Selling Model includes five steps and each step is based on three prescriptions. A strategic market plan •Outlines necessary methods and resources •Considers areas to be coordinated: Finance, Personnel, Production, Marketing. •Influences the sale of products •Serves as guide for strategic selling plan

Ethical decisions as a foundation

This figureshows how ethics should be the foundation for selling. Ethics = very important to relationships because bad ethics can inhibit trust, lead to others distancing themselves, not sharing info.

Adapting the Relationship Strategy

Transactional selling •Buyers aware of needs, focus on price •Relationship strategy secondary Consultative selling •Emphasizes need identification •Effective communication •Mutual trust and respect Strategic alliance selling •Often the most challenging •Build relationship with several people

Salesperson's Personal Values

Values = ultimate reasons people act as they do Values = foundation for attitudes and behavior Development and refinement of values = lifelong process Customers have negative view of salespeople who lack integrity

inside salespeople: Outbound

When salesperson contacts customers to make sale, calls and emails, etc. (but not drive around)

Communication Style Bias

When we interact with people who have a different communication style from us, we may have trouble establishing rapport. That is because of something called communication style bias. We can possibly minimize this bias from disrupting our relationships by adapting our communication style.

inside salespeople: Inbound

when person comes to sales person to buy

Company policy and practices

§Company policies and practices have major impact on conduct §Developing ethical policy statements forces company to take a stand §Policies should include distributor relations, customer service, pricing, product development, etc.

career opportunities: consumer goods channel

•"B2C"sales •Includes both retail sales and direct selling •Abound in a number of product areas •Examples of consumer sales careers: •Automotive sales •Jewelry sales •Clothing sales •Computer sales Any sales position to sales

Creating a Self-Improvement Plan

•1. Set goals (AND WRITE THEM DOWN!) •2. Use visualization •3. Use positive self-talk •4. Reward your progress These relationship-building strategies can be achieved if you are willing to follow thesteps in the slide.

Communication Style Model

•4 styles based on two dimensions •Dimensions: dominance and sociability

self-concept

•A person's self-concept is the bundle of facts, opinions, beliefs, and perceptions about themselves •How can self-concept be improved? •Focus on future, not the past •Develop expertise in selected areas •Learn to develop a positive mental attitude Many factors determine sales success. Key among these factors are a positive self-concept and the ability to relate to others in effective and productive ways. Self-concept is how we view ourselves and we can improve this view by focusing on the future, developing some expertise, and developing a positive mental attitude.

Adaptive Selling Defined

•Adaptive selling can be defined as altering sales behaviors in order to improve communication with the customer •Relates to salesperson's ability to collect information regarding the customer's needs and responding appropriately

descriptors for directive style

•Aggressive •Intense •Demanding •Pushy •Bold •Serious •Determined •Opinionated •Impatient Frank These are some of the descriptors that are used to describe people with a directivestyle of communication

Emotive Style

•Appear quite active •Take social initiative •Encourage informality •Express emotional opinions The emotive style is one with high sociability and high dominance. This person wants to create a social relationship quickly and usually feels comfortable on a first-name basis. They spend time maintaining andenjoying a large number of relationships. The slide lists some of the characteristics you may see in an emotive person

The supportive style

•Appearance of being quiet •Listens attentively to other people •Tends to avoid use of power •Makes decisions in a thoughtful and deliberate manner The supportive style is that of someone who is low in dominance but high in sociability. They usually do not express themselves in a forceful manner and they are good listeners. They tend to complete their tasks in aquiet, unassuming manner.

Directive Style

•Appears to be quite busy •May give impression of not listening •Displays a serious attitude •Likes to maintain control A person with the directive style has low sociability but high dominance. To picture this kind of person, imagine someone directinga film. They'd be giving orders and be in charge, but also be calm and in control. Some people who have been described as having a directive style include Martha Stewart and Senator John McCain.

Best Practices in Etiquette

•Avoid addressing prospect by first name •Avoid offensive comments •Be punctual •At business meals, do not discuss business before meal is ordered •Leave clear, concise voice mail messages •Do not take calls or texts when with a client This slide covers some of the rules of etiquette that are especially important to salespeople.

How to Build Relationships withDirective Customers

•Be businesslike •Don't focus on friendship •Be efficient •Be time-disciplined •Be well-organized •Use facts and figures •Identify goals and objectives Note that directive customers focus on the business of the transaction. They don't want you to waste their time.

How to build relationships with emotive customers

•Be enthusiastic •Be informal and comfortable •Take time to establish goodwill •Plan actions that provide support for their ideas •Ask questions of them •Maintain good eye contact •Be a good listener

How to Build Relationships with Reflective Customers

•Be on time •Be well-prepared •Take a no-nonsense, business-like approach •Present proposal in a slow, deliberate manner •Provide documentation •Don't rush the close •Don't pressure the person to make a decision

Keys To A Partnering Relationship

•Built on shared values •Clear purpose of the partnership •Committed to the vision •Focus on supporting rather than selling First, the relationship is built on shared values. If your client believes that you both share thesame ideas and values, it goes a long way toward creating a powerful relationship.Second, everyone needs to clearly understand the purpose of the partnership and be committed tothe vision. Both the salesperson and the client must agree on what they are trying to dotogether.Third, the role of the salesperson must move from selling to supporting. The salesperson in apartnership is actively concerned with the growth, health, and satisfaction of the companyto which he or she is selling.

Making Ethical Decisions

•Character and integrity strongly influence personal selling relationships •Your character is based on internal values •Character is based on internal values and resulting judgments •Ethical decisions: reflect your character strength

Character and Integrity

•Character includes personal standards such as honesty, integrity, and moral strength •Integrity involves achieving congruence between what you know, say, and do •Integrity has become a valuable character trait

evolution of consultative selling

•Consultative selling era (late 1960s to early 1970s) •Mass markets break into target markets •Emphasis on need identification •Information sharing and negotiation replace manipulation Transactional selling Process that serves the buyer primarily interested in price and convenience ex: buying shoes, clothes, gas Consultative selling Process that developed from the marketing concept, emphasizing need identification ex: B2B is almost always consultative, in B2C usually for pricer/more complex

Reflective Style

•Controls emotional expression •Displays a preference for orderliness •Tends to express measured opinions •Seems difficult to get to know People with a reflective style are low on dominance and on sociability. They tend to examine facts before making a decision. They are usually specific about getting details.

Features of consultative (60s-70s) selling include

•Customer is a person to be served, not a prospect to be sold •Two-way communication identifies (diagnoses) customer's needs; no high-pressure sales presentation •Emphasis on information giving, problem solving, and negotiation versus manipulation •Service is emphasized at every phase •Emphasis on service after the sale •Extension of the marketing concept •Emphasizes need identification •Salesperson plays role of consultant •Negotiation over manipulation SALESPERSON = SERVANT Consultative selling evolved from the marketing concept and emphasized the role of the salesperson as someone who could listen to prospect needs and offer solutions in a non-manipulative way. In consultative selling, the salesperson does not seek to sell so much as to solve the problems of the prospect in a way that emphasizes service.

The Win-Win Philosophy

•Customer satisfaction primary •Adopting win-win first step in development of relationship strategy •Buyer and seller come out of the sale with respective best interests served

Develop a Customer Strategy

•Customer strategy is plan that results in maximum responsiveness to the customer's needs Prescriptions •Understand the buying process •Understand buyer behavior •Develop prospect base The customer strategy emphasizes that a salesperson must learn as much as possibleabout the prospect.

relationships add value

•Customers perceive value is added when they feel comfortable with the relationship they have with a salesperson •Certain salesperson traits help create perception of value •Honesty •Accountability Sincere concern for customer welfare

The Dominance Continuum

•Dominance is the tendency to control or prevail over others •We all fall somewhere on the continuum between low and high •Someone low in dominance may be reserved, unassertive, and easygoing •Someone high in dominance may be decisive, opinioned, self-assertive and vocal Low dominance •Cooperative •Let others control •Low in assertiveness High dominance Like to control Initiate demands More aggressive Dominance ranges from low to high. Generally, we can view people who are low as being more reserved while those who are high in dominance may seem more competitive and vocal.

emotional intelligence

•Emotional intelligence refers to the capacity for monitoring our own feelings and those of others, for motivating ourselves, and for managing emotions. Qualities associated with high EI include •Self-awareness •Self-confidence •Trustworthiness •Adaptability •Empathy Emotional intelligence is important for developing a relationship strategy. Peoplewho are high in emotional intelligence have the qualities that enable strong and positive relationships. EI can be enhanced with self-development activities.

Excess Zones and Style Characteristics

•Emotive: highly emotional, failure to listen to others •Directive: impatient, dictatorial, bossy •Reflective: stiff, formal, overwhelmed with details, indecisive •Supportive: weak, needy, pleaser Do you recognize any of these characteristics in yourself or others? This is how the styles may appear when in the excess zones.

Empathy and Ego drive

•Empathy: Ability to understand what a person is feeling •Invaluable ability to get critical feedback •Ego drive: An inner force that makes the salesperson need to make the sale •Empathy and ego drive: reinforce each other

relationship builder

•Focus is long term and client needs •Connects with clients When selling, I am more likely to take the lead by asking questions and offering solutions.

dedicated

•Focus is the product/service offered •Motivated to solve problems When selling, I am most concerned about solving a problem that others have

results driven

•Goal is on making the sale •Efficient in process but can be perceived as pushy When selling, I am going to try and close the sale, that's really what matters most

relationship challenges

•How can we build new relationships? •How can transform relationships from the personal level to the business level? •How can we manage relationships? Salespeople have three major relationship challenges. Salespeople who can build rapportwith new prospects have a better chance at achieving successful sales. Once rapport is established, the salesperson is in a better position to identify needs. Salespeople must manage a multitude of different relationships.

Communication Style

•How does communication style influence the relationship process in sales? •Communication style is the pattern of behavior that others observe •Adaptive selling requires altering sales behavior in order to improve communication •Communication style is an important element of adaptive selling The patterns of behavior that others observecan be called communication style. "Behavior styles" and "social styles" are additional termsfrequently used to describe these patterns of behavior.Adaptive selling is defined as altering sales behaviors in orderto improve communication with the customer. It relates to a salesperson's ability to collectinformation regarding the customer's needs and to respond appropriately. Adaptive sellingfrequently requires complex behavioral adjustments.Adjusting one's communication style inorder to fit individual customer needs and preferences is an important element of adaptive selling.

All styles

•In each style, the strength of the style can become a weakness if the characteristic is exaggerated •The zones within each style are intensity zones Styles can be exaggerated and when that happens, what could otherwise be astrength may be a weakness instead. For instance, a detail-oriented person may become too detail-oriented, resulting in missing a big picture or becoming obsessive. In Zone 1, people are displaying their unique style with less intensity. In Zone 2, the intensity of the style is greater. In the excess zone, the style is intense and rigid and may be perceived as a weakness. We can move through the zones and may tend to act in the excess zone under times of greater stress.

Career opportunities: service channel

•Involve both "B2C"and "B2B"sales •About 80% of US labor force is employed in service sector. •Examples of service channel careers: •Hotel, motel, convention center •Telecom services •Financial sales •Media sales •Real estate •Insurance Business services

career opportunities: business goods channel

•Involve both inside & outside sales •Examples of business goods channel careers: •Industrial salespeople •Sales engineer or application engineer •Field salespeople •Missionary salespeople

Personal Selling: A Philosophy

•Involves 3 prescriptions: •Adopt the marketing concept •Value personal selling •Assume the role of problem solver or partner •These are part of the Strategic/Consultative Selling Model

descriptors for supportive style

•Lighthearted •Reserved •Passive •Warm •Docile •Patient •Sensitive •Relaxed •Compliant •Soft-hearted

relationship strategy ethical development

•Maintain high ethical standards •Project professional image •Manage the relationship process All about TRUST, these prescriptions all impact how good the relationship is In the last chapter, we saw thatthe strategic/consultative selling model required the step of developing a relationship strategy. Every salesperson needs a relationship strategy that adds value to the sale. Recall that the three prescriptions for developing a relationship strategy include maintaining high ethical standards, projecting a professional image, and managing the relationship process.

2020 and beyond: the digital age

•Major advances in technology change the business and consumer landscape: robots, artificial intelligence, social media •Strategic resource is data collection and the ability to understand the marketplace better •Business is defined by collecting data and connecting with customer •Sales success depends on understanding assessing needs and exceeding expectations

Evolution of Personal Selling

•Marketing Era Begins (1950s): Salesperson in position to collect information on buyer needs •Consultative Selling Era Emerges (1960s-1970s): Buyer needs identified through two-way communication; negotiation replaces manipulation •Strategic-Selling Era Emerges (early 1980s): Strategy and product positioning gain in importance •Partnering Era Emerges (1990 to present): Customer is driving force and adaptive selling emerges We are currently in the partnering era and in this era salespeople focus on high quality relationships.

What is the Marketing Concept?

•Marketing concept holds that achieving organizational goals depends on knowing •1. the needs and wants of the target markets and •2. delivering the desired products •Sales and profits come from customer focus and customer value. •Customer satisfaction is of primary importance. The marketing concept is a very basic businessfundamental. It emphasizes customer satisfaction and the need to provide customer value. Personal selling involves finding out what the customer needs and then delivering that. Therefore, it is consistent with the marketing concept.

personal selling styles

•Passive •Passive •Relationship Builder •Results-driven •Dedicated •Educator

Personal Selling: A Definition

•Person-to-person communication with a prospect •Personal selling is a process of •Developing relationships •Discovering needs •Matching products with needs •Communicating benefits •A process that adds value

passive

•Play waiting game •Rely on an active consumer •When selling, I am going to rely more on the customer to decide what they want to see and what is most important for them

descriptors of reflective

•Precise •Deliberate •Questioning •Disciplined Aloof •Scientific •Preoccupied •Serious •Industrious •Stuffy

Develop a Product Strategy

•Product strategy is a plan that helps salespeople make correct decisions concerning the selection and positioning of products to meet identified customer needs •Prescriptions •Become a product expert •Sell benefits •Configure value-added solutions To developa product strategy one would use a feature-benefit analysis approach. Product knowledge is important but salespeople also have to identify complete solutions.

2020's customer is informed: research shows buyer is ____ % thru the sales process today BEFORE they ever engage with salesperson

•Research shows that buyers are 57% through the sales process today BEFORE they ever engage with a salesperson •Easy access to data and information •Internet, social media, reviews platforms •Twitter is now the #1 place companies use to manage their customer service

Minimizing Style Bias

•Salespeople deal with other people from all four quadrants •They must be able to develop rapport with people regardless of style •Style flexibility is a sales strategy that can be learned Style bias can be detrimental to sales situations. Imagine how someone who is emotive might feel dealing with someone who is directivein style. They may feel that the other person is being pushy or trying to control the situation. The key is for the salesperson identify the communication style of the other person and adapt.

B2B

•Salespeople selling to businesses = "B2B"or business-to-business sales ex: raw material suppliers

B2C

•Salespeople selling to consumers = "B2C"or business-to-consumer sales ex: stores in malls, fastfood, starbucks

Develop a Relationship Strategy

•Securing relationships •Developing relationships •Maintaining relationships -how do you know them? maintain and foster -understand how they think, make decisions A relationship strategy is a well-thought-out plan for establishing, building, and maintaining quality relationships. The relationship strategy is an integral dimension of relationship selling. Relationship selling is a form of personal selling that focuses on securing,developing, and maintaining relationships.

4 ways to enhance your relationship strategy

•Self-concept •Win-win philosophy •Empathy and ego drive •Character and integrity

The Sociability Continuum

•Sociability reflects the amount of control we exert over our emotional expressiveness •Those who are high tend to express feelings freely •Those who are low tend to control their feelings •Sociability is a universal behavioral characteristic that refers to the tendency for one to seek and enjoy interaction with others High sociability is an indicationof a person's preference to interact with other people. Lower sociability is an indicator of a person's desire to work in an environment where the person has more time alone.

descriptors for emotive style

•Sociable •Spontaneous •Zestful •Stimulating •Dynamic •Emotional •Unstructured •Excitable •Personable •Persuasive

Personal Code of Ethics

•Some general guidelines include: -Personal selling = an exchange of value -Relationship comes first; tasks second -Be honest with yourself and others

Style Flexing

•Style flexing is the deliberate attempt to adapt one's communication style to accommodate the needs of the other person •In selling situations, determine customer's most preferred style and flex your own accordingly The fifth learning objective in the chapter calls for us to learn to achieve the ability to flex our own style tobetter match those of the prospect.

How to Build Relationships with Supportive Customers

•Take time to build a social relationship •Spend time learning about person's family and life •Listen carefully to person's feelings •Be friendly but professional •Be patient •Avoid conflict as much as possible

educator

•Teaching mentality and ability to help people understand complexity •Guide interaction When selling, I am going to try and teach the customer something about my products

Develop a Presentation Strategy

•The presentation strategy is a well-developed plan for meeting objectives for each sales call •Prescriptions •Prepare sales presentation objectives •Prepare presentation plan •Renew commitment to customer service The salesperson must make presentations and these presentations should help the salesperson accomplish specific objectives.

Cues to Identify Style

•Tone of voice •Gestures •Openness •Spontaneity •Friendliness and informality Be careful not to spend so much effort in the communication style analysis that you miss out on what your prospect is telling you about his or her needs. However, after the sales call, take time to assess cues that will help you identify that person's style so you can style flex later.

Considerations: Future in Personal Selling

•Wide range of employment opportunities •Wide range of tasks = need variety of skills •Freedom to manage time & activities •Above average financial & psychic income •Opportunity for advancement •Opportunities for women