1sales process
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Selling Processes
Dr. Sanjeev Prashar
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Introduction
This chapter builds upon following things:
steps of sales process
Interpersonal communication process
Sales negotiation process
Initial steps of the global selling process
Interpersonal communication and salesnegotiation processes interwoven into theglobal selling process
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The Sales ProcessEight basic steps of the Sales Process:1. Prospecting
2. The pre-approach3. The approach
4. Need identification
5. Presentation
6. Handling objections
7. Gaining commitment
8. Follow up
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Prospecting Qualified Sales leads- potential customers who have a need
for the salespersons product, the financial means to
purchase the product, and the authority to make the buyingdecision.
Referrals- obtained by the salesperson asking current
customers if they know someone else who might need the
product.
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Pre-approach and Planning
The pre-approach is the collection of information about the
potential customer and the customers company prior to
the initial visit.
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Approaching the Client
The approach is the development of rapport with the
customer
Four basic social style categories1. The driver
2. The analytical
3. The expressive
4. The amiable
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Identifying Client Needs Through
Probing Questions Success at the need-identification stage of the sales process
requires asking probing questions of the prospective
customer to determine needs.Organizational needs
Personal needs
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Presenting the Product
The presentation should be adapted to address the specific
customer needs.
Features versus Benefits Types of Presentations
Flexible (need-satisfaction) Presentation
Memorized (canned) Presentation
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Handling Objections
When faced with objections, the salesperson should
approach the objection as a sign of interest on the part of
the prospect, and provide information that will ensure theprospects confidence in making the purchase.
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Gaining Commitment
Commitment is gained when the prospect
agrees to take the action sought by the
salesperson.
The salesperson must ask for the order.
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Following Up and Keeping
Promises Follow-up requires that the salesperson
complete any agreed upon actions.
Salespeople should stay in touch after a sale
to ensure that the customers are still happy
with their purchase decisions.
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In Short
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THE SAL
ES PROCESSPersonal Selling ProcessPersonal Selling ProcessPersonal Selling ProcessPersonal Selling Process
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The Sales Process Prospecting: personal-
selling function of
identifying potentialcustomers
Qualifying: determining
that a prospect has the
needs, income, and purchaseauthority necessary for
being a potential customer
ProspectingProspecting
andand
QualifyingQualifying
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The Sales Process
Approach: salespersons initial contactwith a prospective customer
Precall Planning: use of informationcollected during the prospecting andqualifying stages of the sales process
and during previous contacts with theprospect to tailor the approach andpresentation to match the customersneeds
ApproachApproach
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The Sales Process
Presentation:
describing a products
major features and
relating them to acustomers problems or
needs
PresentationPresentation
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The Sales Process
A demonstration allows the
customer to experience agood or service
Even ads as well done as theone on the following slide
can not substitute for aneffective demonstration ridein a new automobile
DemonDemon--
strationstration
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The Sales Process
Objections: expressions of sales resistanceby the prospect
Example: A customers I don't like thecolor is probably their way of asking whatother colors are available
Objections are reasonable and professionalsalespeople are prepared to handle themappropriately
HandlingHandling
ObjectionsObjections
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The Sales Process
Closing: stages of personal selling
where the salesperson asks the
customer to make a purchase
decision
Nearly 80% of salespeople fail to
close when the buyer is ready
ClosingClosing
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The Sales Process
Follow-up: post-sales activities thatoften determine whether an individual
who has made a recent purchase will
become a repeat customer
Follow-up helps build mutually
beneficial long-term relationships
FollowFollow--upup
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Other functions of Sales Process Finding customers
Preparing
Relationship building
Product offering
Offer clarification Securing the purchase
Maintaining the relationship
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Relationship Building Making a favorable impression and gaining
trust of potential customer
Time required varies by culture
Number of ways to meet client:
Guaranteed introduction
Referral introduction Personal introduction
Benefit introduction
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Relationship Building Should know appropriate greeting and
phrases in customers language
Business cards in English and customers
language
Business cards have taken the place of personal
introductions in Japan
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What is a Buying Center?
One or more people in the B2B customerfirm that play different, but important, rolesin the buying process. They include:
Initiators
Users
Influencers
Buyer Gatekeeper
Salesperson must identify and interact correctlywith each group of clients playing specific roles
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Product Offering Salesperson must select an appropriate method to
offer the product to the client
This step normally includes one or more of thefollowing styles:
Stimulus response
Mental States
Need satisfaction
Problem solving
Consultative selling
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Stimulus Response Salesperson provides appropriate stimulus
through words and actions that will derive
desired response Utilized with canned sales presentations
Seen with low involvement products
Purchaser involvement limited
Often not flexible
Used for one-time interactions
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Mental States Salesperson attempts to move customer
through the purchase stages (attention,
interest, desire, action) Presentation must be well-planned
Limited purchaser involvement
Hard to know what stage customer is in
Difficult when used across cultures
Not well received by professional purchasers
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Buyer-Seller Meeting
Meet with customer at appointed time
Punctuality more important in some cultures
Make favorable impression
Sharing information through small talk
Presenting gifts
Begin meeting by restating last communication as
understood
Insure customers goals understood
No slick presentations
Explain how the solution solves goals and needs
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Offer Clarification Once presentation finished, expect
questions
Clarify offer or ask for price concessions
Remember that negotiations take place during
the entire process
May request test data or testimonials fromsatisfied customer
View this step as normal negotiations
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Securing the Purchase Simply asking the customer to purchase
Difficult to manipulate buyer into purchase
This is especially true in B2B interactions
Best approach is the direct one
Since our product addresses your need(s), shall
we agree to the purchase?
Some countries, like China, seller may await
the buyer to raise issue of purchase
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Maintaining the Relationship Final, but very important step in sales
process
Satisfied customers purchase again and again Customer wants supplier they can trust and who
will be there when problems arise
Customer satisfaction very important in Japan
B2B firms track customer satisfaction levels
Salesperson must have authority to keepcustomer satisfied
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Ethical Considerations Personal selling generates buyer complaints
Salespersons believed to have low ethical
standards
Some firms operate from a selling orientation
Most complaints attributable to management
Setting unrealistic sales goals/quotas Rewarding for sale even when questionable
behavior is involved
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Role of Salesperson That of a boundary spanner
Must bring buyer and seller together
Initial positions often far apart Seller wants: highest price, standard
product, longest delivery, and no service
Buyer wants: lowest price, custom product,shortest delivery, and service contract
Salesperson must mediate
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Role Conflict Salesperson experiences role conflict when
two or more parties want her to comply
with their expectations Each party can reward or punish salesperson
Sales manager can give or withhold raise
Customer can order or withhold purchase
Family can give or withhold love, approval
Salesperson must attempt to satisfyconcerns of all parties not an easy task!
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Summary The sales process is completed
Approach must be modified based upon culture
of buyer No tricks to selling; just hard work!
Salesperson may be viewed as being lessthan ethical because of role played
Role conflict can occur in B2B sales
Ethical behavior always the best approach