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Effective Analysis
Sales Objectives
Strategies
Control
Sales Volume
Profitability
Growth
Industrial Revolution
Began in England during 1760 AD
Large scale manufacturing organisation started
dominating the economy
Separate functional departments were established
Marketing Team
Field Selling/ Personal Selling Team
Contacting existing & prospective customers
Head-Marketing
ManagerPromotion
Manager
Market
Research
Manager
Sales
Manager
Market
Logistics
Manager
Customer
Service
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Relationship Selling
Transactional
Relationship
Selling
Value
/ Relationship
Selling
added Collaborative
/ Partnering
Relationship
Selling
/
/
Working relationship
Creation of customer loyalty through relationship
marketing
Salespeople concentrate their team selling efforts
on building trust and service on a few carefully
selected customers over a long period with a aim of
becoming a preferred or sole supplier
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Collaborative Relationship :
A selling methodology and mindset where the
seller, acting as a trusted advisor, assists the
buyer in identifying needs and offering solutions
within their relationship.
The role of salespeople is very important in the
companys relationship marketing programme.
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Selling Emphasis
Customer orientation replaces product orientation
Determine needs & wants of target markets &
adapt to deliver customer satisfaction
Partnering Era
(1990s- Present)
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website,
trade
bankers,
trade
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Industrial Directories
Yellow Pages
Cold Canvassing
Unannounced calls , used for widely used products.
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Qualified Prospects:
Hot Prospects: Good requirement for the product and
financially sound.
Warm Prospects: Medium to average requirement for the
product and financially sound.
Cold Prospects: Low requirement and financial position
not clear.
Follow up is necessary
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Business
Purchase practices
Location
Who takes purchase decisions
Major problems faced by the prospects & the industry
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Identification of need
Understanding buying practices/ orientations
Making a sales presentation
Checking merchandise & reorder from the existing
distributor
Sales strategy
When & to whom to approach
Phone call followed by personal visit
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Techniques
Introductory Approach
Introducing himself/herself & the company
Product Approach
When product is new, unique
Question Approach
By asking a question
Praise Approach
A sincere & subtle indirect praise
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Buyer
Responses
Sought
Continue Process
Until Purchase
Decision
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Attention
Interest
Desire
Action
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Present
Offering to
Satisfy
Buyer
Needs
Continue
Selling
until
Purchase
Decision
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Latest method
Multi person sales team to deal with buying centre
of a firm
Buying Centre
Sales Team
Major Accounts Executive
Technical support engineer Exchange
Logistics Executive
Information System
Executive
Finance Executive
Purchase/ Material
Executive
Operations/Manufacturing
Executive
Logistics/ Supply chain
Executive
Materials manager
Finance Executive
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Group Presentation
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Long-term Ally
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Requirements:
Sales people should have in depth knowledge of
customers company, industry & detailed analysis of
Knowledge about the
key members of the
customers buying centre
Proposal to solve customers problems should be
made
Cross functional team should be used, if needed
external sources should be used
Should build long term relationship
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Demonstration
Doubts can be cleared
Questions can be answered
Support selling process
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Resistance to buy
Psychological (Hidden)
Predetermined beliefs, preference for established
brands, dislike of making decisions, anxiety to
spend money
Logical (Practical/Real)
High Price, Quality, Availability,
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Ask questions
Turn an objection into benefit
Deny objections tactfully
Third party certificate
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Trial Close:
Checks the attitude or ask the opinion
Does not ask for the decision to buy
E.g.
To what extent this product meets your needs
Which of these benefits are important to you
If the prospect respond favourably to the trial questions
Ask to close the sale
If negative response, sales presentation should be
repeated
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Buying Signals
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Closing Techniques:
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Closing Techniques:
Balance sheet close:
Benefits
Improvements
Time Saving
More Models
Less Efforts
EMI
Immediate Delivery
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