Professional Documents
Culture Documents
Effective Personal Selling
Effective Personal Selling
Effective Personal Selling
% who consider
themselves very
or quite
effective
18%
Overall
Survey
Effective Firms
% Difference
11.8%
15.2%
28.8%
20
11.8
21.8
84.7
27
11.8
8.4
(28.8)
37
11.8
32.7
177
32
11.8
34.4
192
62
11.8
22.6
91.5
Prospecting
Classifying Leads
Pre-call planning
Approach/relating
Needs discovery
Presentation
Handling Objections
Closing
Follow-up and servicing
4
Prospecting:
Building a prospect (suspect) list
Direct inquiries
Directories
Referrals
Cold Calling
Qualifying Prospects
Needs
Buying Authority
Ability to pay
Pre-call Planning
What do I want to accomplish?
What do I know about the prospect?
Their size, markets, current suppliers, buying routines
company records
other salespeople
customer employees
published information/web
observation (whats being delivered/loading dock)
The Approach/Relating
Gaining access
Direct personal contact
Phoning ahead
Personal letters
Establishing rapport
Know your product/know your customer
Listen to your customer
Reduce tension
propriety, competence, commonality, intent
8
Needs Discovery
Permission
Fact finding
Feeling finding
Checking
Using open and closed-ended questions
10
Stimulus-Response
Presentations
Translate features into benefits
Canned presentations
Useful when..
A product is is standardized
or when the benefits are the same for all
customers
inexperienced salespeople/ high turnover
Need-Satisfaction
Presentations
Discovering & meeting customer needs
Discovery occurs early in selling process
Useful when..
Dollar value of the sale is high enough to justify the
time spent
Different benefits need to be emphasized for
different customers
Problem-Solutions
Presentations
More formal than the need-satisfaction
approach
More team oriented/ technical sales people are
usually involved
Useful when..
Dollar value is high enough to justify the expense
(or you get the customer to pay for it)
Long selling cycles
Handling Objections
Real objections
Pseudo-objections
14
Closing
When to close
Closing techniques
alternative choice
summary close
15
Follow-up
16
Account
Service
Coordination
16%
16%
Administration
10%
SOURCE:
Travel
Internal
Meetings
20%
5%
William A. OConnell and William Keenan, Jr., The Shape of Things to Come,
Sales & Marketing Management, January 1990, pp. 36-41.
17