buyer seller dyad

BUYER SELLER DYAD AND PERSONAL SELLING

SITUATIONS

• aravindts.com

Topics at a glance

• To know about buyer seller dyads • Know about the different personal selling situations. • To know the recent trends in selling.

Buyer Seller Dyad

The salesperson and the prospect, interacting with each other

Conceptual Model of Sales person -Buyer Dyadic

Diversity of Personal-selling Situations

Group A (Service Selling)

1.Inside Order Taker 2.Delivery Salesperson 3.Route or Merchandising 4.Salesperson 5.Missionary 6.Technical Sales Person

Group B (Developmental Selling)

1.Creative Salesperson of Tangibles 2.Creative Salesperson of Intangibles

Group A (service Selling)

1. Inside Order Taker –”waits on” customers; for example, the sales clerk behind the neckwear counter in a men’s store. These jobs are known as technical support staff, sales assistants, telemarketers, and telesales professionals.


2. Delivery Salesperson – mainly engages in delivering the product; for example, persons delivering milk, bread, or fuel oil.


3. Route or Merchandising Salesperson – operates as an order taker but works in the field – the soap or spice salesperson calling on retailers is typical.


4.Missionary – aims only to build goodwill or to educate the actual or potential user, and is not expected to take an order; for example, the distiller’s “missionary” and the pharmaceutical company’s “detail” person.


Technical Salesperson – emphasises technical knowledge; for example the engineering salesperson, who is primarily a consultant to “client” companies.

Group B (developmental Selling)

1.Creative Salesperson of Tangibles – for example, salespersons selling vacuum cleaners, automobiles, siding, and encyclopaedia.

Group B (developmental Selling)

2. Creative Salesperson of Intangibles – for example. Salespersons selling insurance, advertising services, and educational programs.

Recent Trends In Selling

Relationship sellingRegular contacts over an extended period to establish a sustained seller-buyer relationship. The success of tomorrow’s marketers depends on the relationships that they build today Relationships are built upon trust.


Consultative SellingMeeting customer needs by listing to them, understanding — and caring about — their problems, paying attention to details, and following through after the sale


Team selling is the use of teams made up of people from different functional areas to service large accounts.

Useful in sales situations that call for detailed knowledge of new, complex, and ever-changing technologies


Sales Force Automation (SFA) Applications of computer and other technologies to make the sales function more efficient and competitive

Sales automation (also known as customer asset management and total customer management) implies that technology can be used to speed up previously inefficient operations.

Salespeople have access to current, relevant marketing materials, including data sheets, brochures, multimedia presentations, and proposal templates, online.

Questions

Q1. Why is it necessary to understand buyer seller dyad?

Q2. What are the different personal selling situations?

Q3. What do you mean by Team selling?

Q4. Why is relationship selling important?

Q5. What do you mean by sales force automation?

THANK YOU• aravindts.com

buyer seller dyad

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