MARK 3337 Professional selling Exam 1

Person to person communication

Personal selling

What is personal selling a process of?

- developing relationship

- discovering needs

- matching products with needs

- communicating benefits

What process adds value?

Personal selling

What was the shift in emphasis in the last 50 years?

From industrial activity to information processing

What are the four major developments in Shift in Emphasis?

- major advances: information technology and electronic commerce

- strategic resource is information

- Business defined by customer relationships

- sales process depends on adding value

What happens during the shift form selling to consulting?

its a trend in sales that has led to an increase in both the education and skills a salesperson needs

Process that serves the buyer primarily interested in price and convenience

Transactional selling

Process that developed from the marketing concept, emphasizing need identification

Consultative selling

What are the four features of consultative selling?

- customer is a person to be served, not a prospect to be sold

- emphasis on information giving, problem solving, and negotiation

- two way communication identifies (diagnoses) customer's needs; no high pressure sales presentation

- emphasis on service after the sale

How does consultative selling impact the view of the customer?

What are the 4 components of the marketing mix?

Presentation, Product, Price & Place

What are the 3 prescriptions involved in the Philosophy of Personal selling?

- adopt the marketing concept

- value personal selling

- assume the role of problem solver or partner

What are the 4 strategies involved in the Consultative selling model?

- Relationship, Product, Customer & Presentation

What steps are involved in developing a Relationship Strategy?

- securing relationships

- developing relationships

- maintaining relationships

A plan that helps salespeople make correct decisions concerning the selection and positioning of products to meet identified customer needs

Product Strategy

What are the prescriptions involved in Product Strategy?

- become a product expert

- sell benefits

- configure value-added solutions

A plan that results in maximum responsiveness to the customer's needs

Customer Strategy

What are the prescriptions involved in Customer Strategy?

- understand the buying process (put yourself in the buyers shoes)

- understand buyer behavior

- develop prospect base

A well developed plan for meeting objectives for each sales call

Presentation Strategy

What are the prescriptions involved in Presentation Strategy?

- prepare sales presentation objectives

- prepare presentation plan

- renew commitment to customer service

Creating customer loyalty (look up in book)

The foundation for partnering relationships that create value

Ethics

Refers to the capacity for monitoring our own feelings and those of others, for motivating ourselves, and for managing emotions

Emotional intelligence

What are the guidelines for the professional code of ethics?

- Personal selling = an exchange of value

- Relationship comes first; tasks second

- Be honest with yourself and others

What are the ethical factors involved in Management as Role Model?

- Ethical standards filter down from the top

- Organizations moral tone is set by management

- Most important determinant of employee ethics

- Managers must infuse ethical values in subordinates

What are the ethical factors involved in Company Policies and Practices?

- Company policies and practices have major impact on conduct

- Developing ethical policy statements forces company to take a stand

- Policies should include distributor relations, customer service, pricing, produce development, etc.

What are the ethical factors involved in Sales Manager as Role Model?

- A salesperson's actions often mirror the sales managers

- Sales managers responsible for interpreting company policy

- Values such as integrity and honesty must receive constant manager support

What are the ethical factors involved in Salespersons personal values?

- Values= ultimate reasons people act as they do

- Values= foundation for attitudes and behavior

- Development and refinement of values= lifelong process

- Customers have negative view of salespeople who lack intergrity

What is involved in making ethical decisions?

- Character and integrity strongly influence personal selling relationships

- your character is based on internal values and resulting judgements

- Ethical decisions: reflect your character strength

How can Emotional Intelligence be enhanced?

with self-development

- Buyers aware of needs, focus on price

- Relationship strategy secondary

Example: starbucks

Transactional selling

- Emphasizes need identification

- Effective communication

- Mutual trust and respect

Consultative selling

Why is Emotional Intelligence important?

- understanding our emotions is very critical in dealing with people

- it is a predictor of success

How can you increase emotional intelligence?

- being able to manage stress

- to be assertive in certain situations

- don't react negatively to people who don't agree with you

What are the 4 methods for enhancing your relationship strategy?

- Self concept

- Win-win philosophy

- Empathy and Ego drive

- Character and Integrity

A bundle of facts, opinions, beliefs and perceptions about themselves

Self- concept

How can self concept be improved?

- focus on the future, not the past

- develop expertise in selected area

- learn to develop a positive mental attitude

- customer satisfaction primary

- adopting win-win first step in development of relationship strategy

- buyer and seller come out of the sale with respective best interests served

The Win-win philosophy

Ability to understand what a person is feeling

- invaluable ability to get critical feedback

Empathy

An inner force that makes the salesperson need to make the sale

Ego drive

What includes personal standards such as honesty, integrity and moral strength?

Character

What involves achieving congruence between what you know, say and do? also has become a valuable characteristic

Integrity

What are the factors involved with self/sales etiquette?

- avoid addressing prospect by the first name

- avoid offensive comments

- be punctual

- at business meals, do not discuss business before meal is ordered

- leave clear, concise voice mail messages

- do not take calls or text when with client

How does communication style influence the relationship process in sales?

- communication style is the pattern of behavior that others observe

- adaptive selling requires altering sales behavior in order to improve communication

- communication style is an important element of adaptive selling

How can style bias have an impact on selling?

- we can have trouble establishing rapport when the person you are communicating with has a different communication style bias

- this can be minimized by adapting our communication style bias

What are the communication style principles?

- individual differences exist and are important

- a communication style is a way of thinking and behaving

- individual style differences tend to be subtle

- there are finite number of styles

- being in sync with those you work with helps to create the most productive relationship

What rule was created by Dr. Tony Alessandra, is the key rule for using the style flexing sales strategy & states DO UNTO OTHERS AS THEY WANT DONE UNTO THEM?

The Platinum rule

What style of communication has high sociability & high dominance?

Emotive Style

What style of communication

- appears quite active

- take social initiative

- express emotional opinions ?

Emotive Style

How would an Emotive person act in a selling situation?

Will create social relationships and make the person feel comfortable on a first name basis in a selling situation

What Style has the following characteristics?

- Sociable

- Emotional

- Spontaneous

- Zestful

- Stimulating

- Dynamic

- Unstructured

- Excitable

- Personable

- Persuasive

Emotive Style

What style of communication has low sociability & high dominance?

Directive Style

What style of communication

- appears to be quite busy

- may give impression of not listening

- displays a serious attitude

- likes to maintain control ?

Directive Style

How will a Directive person act in a selling situation?

Will be in charge of everything and will always want control

What characteristics does a Directive Style have?

- Aggressive

- Serious

- Intense

- Demanding

- Determined

- Opinionated

- Pushy

- Impatient

- Bold

- Frank

What style of communication has low sociability & low dominance?

Reflective Style

What style of communication

- controls emotional expression

- displays a preference for orderliness

- tends to express measured opinions

- seems difficult to get to know ?

Reflective Style

How will a Reflective person act in a selling situation?

Will move slowly

What characteristics does a Reflective Style have?

- Precise

- Scientific

- Deliberate

- Preoccupied

- Questioning

- Serious

- Disciplined

- Industrious

- Aloof

- Stuffy

What style of communication has high sociability & low dominance?

Supportive Style

What style of communication

- appearance of being quiet

- listens attentively to other people

- tends to avoid use of power

- makes decisions in a thoughtful and deliberate manner ?

Supportive Style

How will a Supportive person act in a selling situation?

Will be good listeners and not be forceful

What style has the following characteristics?

- Light-hearted

- Reserved

- Passive

- Warm

- Docile

- Patient

- Sensitive

- Relaxed

- Compliant

- Soft-hearted

Supportive Style