marketing management personal selling paul dishman, ph.d. department of business management marriott...
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Marketing Management
Personal Selling
Paul Dishman, Ph.D.Department of Business Management
Marriott School of Management
Brigham Young University
Lecture 20
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
Ten Stepsin the Sales ProcessTen Stepsin the Sales Process
1. Suspecting and Prospecting
2. Pre-Approach
3. Approach
4. Presentation
5. Trial Close
6. Objections
7. Overcoming Objections
8. Trial Close
9. Close
10. Follow-up
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
1. Suspecting and Prospecting1. Suspecting and Prospecting
• Filtration
• Pipeline or Pooling?
• Account Management
• Contact Management vs.Opportunity Management
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
Prospecting MethodsProspecting Methods
• Cold Canvas
• Referrals
• Orphans
• Networks
• Center of Influence
• Resurrection
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
2. Pre-Approach2. Pre-Approach
• Dealing with the Old Phobias at Home
• Preparation
• Call Planning
• Prepare FAB’s
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
Sales Call PlanningSales Call Planning
• What’s the point?
• Make the goal specific
• What will it take to get you there?
• Specific-Measurable-Achievable-Realistic-Timed
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
3. Approach3. Approach
• How long does the Approach last?
• First Impressions
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
4. The Presentation4. The Presentation
• Types of Sales Presentations– Memorized (canned)– Formula– Need-Satisfaction– Problem-Solution
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
5. Trial Close5. Trial Close
• A question that can be answered in just a few words
• Does the prospect like it?
• When: after a faB, after meeting an objection, just before the close
• SELL sequence
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
6. Objections6. Objections
• Don’t FEAR - FUMBLE - FAIL
• Use trial closes to uncover objections!
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
7. Overcoming Objections7. Overcoming Objections
• Plan, handle them as they arrive- FIFO, Listen very carefully!!!!
Practical Psychological
MAJOR
Minor Emphasize asminor issue
Can you make aminor issue
Difficult toOvercome
Can you smokeit out?
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
8. Trial Close8. Trial Close
• Why do we need a Trial Close here?
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
9. Closing9. Closing
• Helping people make good decisions
• Looking for BUYING Signals
• Next logical step in the process
• Ask for the order three to five times
• Tailor your close to the situation
• Trial Close -> Close
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
10. Follow up10. Follow up
• You must have on-going relationships
• Service Attitude!
• Follow-up action plans, promises, and lost business
• Every follow-up should lead to more business
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
Steps in the Sales Process:Steps in the Sales Process:
• Suspecting• Prospecting• Pre-Approach• Approach• Sales
Presentation• Trial Close
• Objections• Overcoming
Objections• Trial Close• Close• Follow up
Paul Dishman, Ph.D.
Marketing Management
Paul Dishman, Ph.D.
Wrap upWrap up
Remember:• Everybody sells something,
sometime• No other person is more responsible
for the success of the company than the salesperson...
• You better know what you are doing• Veni, Vedi, Vendi!