KRA OF SELLING
Prospecting
Building Rapport & Trust
Identifying Needs & Presenting Persuasion
Answering Objections
Closing
Resale and Referral Generation
KRA OF SALES MANAGEMENT
Planning
Organising
Staffing
Delegating
Supervising & Measuring Performance
Reporting & Feedbacks
SELLING
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Selling is persuasion. Despite the varying demands placed upon selling by the changing times, several definite functions will remain same.
Innovation Possess technical knowledge Act as a Channel of Communication Facilitate consumption Serve the trade
SALES MANAGEMENT, PERSONAL SELLING & SALESMANSHIP
SALES MANAGEMENT The planning, direction & control of personal selling, including recruitment, selecting, equipping, assigning, routing, supervising, paying & motivating as these tasks apply to the personal sales force. PERSONAL SELLING Face to face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. SALESMANSHIP It is the art of successfully persuading prospects or customers to buy products or services from which they can derive suitable benefits thereby increasing their total satisfaction.
TYPES OF PERSONAL SELLING SITUATIONS
Service Selling Inside Order Taking Delivery Salesperson Route Salesperson Missionary Selling Technical Selling Developmental Selling Creative Salesperson of Tangibles Creative Salesperson of Intangibles Development Selling but needs creativity Political / Backdoor / Indirect Salesperson engaged in multiple sales
TYPES OF SELLING
Single Transaction or Account Management Client Type Retail or Corporate Selling Product Type Inside or Outside Creative or Order Taking
TYPES OF SELLING
Emotional Selling
Emotionally laden words make emotional appeals far more effective. Marketers should aim at the heart instead of the head because its 12 inches closer to the pocket. In selling to professional purchasing agents, they are too experienced to be moved by emotions and they are not buying for themselves. Buyers with trained minds, especially those trained in technical fields are prone to think logically by habit. Selling of complicated products.
Logical Selling
BUYER SELLER DYADS
Salesman-customer Relationship start
Role Requirement & characteristics Personal characteristics Personal affiliation Needs and expectations Choice of strategy Adjustments Needs and expectations Choice of strategy Personal characteristics Role Requirement & characteristics
negotiation
Adapt Exchange
Adapt
Stop
THEORIES OF SELLING
AIDAS Theory During any successful selling interview, the prospects mind passes through five successive mental states.
Attention Interest Desire Action Satisfaction
Right Set of Circumstances Theory of Selling If the salesperson succeeds in securing the attention and gaining the interest of the prospect, and if the salesperson presents the proper stimuli/appeal the desired response will result.
THEORIES OF SELLING
Buying Formula
Need
Solution
Purchase
Need
Solution Adequacy Product/Services Or Trade name Pleasant Feeling
Purchase
Satisfaction
Need
Purchase
Satisfaction
THEORIES OF SELLING
Behavioural Equation Theory B=P*D*K*V B is the response or the internal response tendency i.e. the act of purchasing a brand or patronizing a supplier. P is the predisposition or the inward response tendency i.e. force of habit D is present Drive Level(amount of motivation) Physiological / Canned K is incentive potential i.e. the value of the product or its potential satisfaction to the buyer V intensity of all cues triggering or product or information
Salesman's role
Four basic combinations :
Established Product Ongoing Salesman
Established Product New Salesman New Product Ongoing Salesman New Product New Salesman
THE SALES PROFESSIONAL
Some Important features
Appearance Clothing Grooming Voice & Conversation Habits Mannerism Habits Intelligence & Alertness Social Intelligence & Tact Dependability Laughing at the right time Assertiveness
Self Confidence
Vocabulary Self Management Responsibility Empathy
Enthusiasm
PROSPECTING
The importance of prospecting, first step of the selling is often overlooked by the uninitiated. They key to effective selling is prospecting. A prospect is a person or an institution that can both benefit from the buying the product and has the ability to buy. Lead/Suspect is the person or institution who might possibly be a prospect. COMMON PROSPECTING SYSTEMS Endless Chains and Reference Calling Centre of Influence and Networking Personal Observation Junior Sales People leads Cold Calls Walk-in Informal Gatherings Farm system
STEPS TO PROSPECTING
Formulating Prospect definition
Willingness
Financial Capacity Authority Availability
Searching Potential Accounts Qualifying Prospects and determining probable requirements profitable prospects Relating Company's products to each prospector requirement
SALES RESISTANCE
OBSTACLE Real or Unreal OBJECTION Sincere or Unsincere
PROSPECTING
Telemarketing Other Sources
Old Customers Service People Classified list/ associations/ directories. Exposure
Lead Generation System Need for cost effective lead generation Value of the leads generated
Calculate percentage leads that result in Sales Sales volumes of the sales quantity to be looked into. Gross margins from different sets of databases. Lead generation system should yield a steady flow of leads neither too high nor too low.
