Weitere ähnliche Inhalte
Ähnlich wie Approches in Personal Selling (20)
Approches in Personal Selling
- 1. © Oxford University Press 2011
Sales Management
Pradip Kumar Mallik,
Associate Professor,
Department of Business
Administration
- 3. © Oxford University Press 2011
Learning Objectives
Explain the various approaches of
selling from theoretical standpoint.
Understand the interplay of different
factors that affect buyer-seller
relationship.
Identify the dynamics of buyer-seller
dyad and recognize the factors
influencing them.
3
- 4. © Oxford University Press 2011
Selling Approaches- A
Theoretical Perspective
AIDAS approach.
Right set of circumstances approach.
Buying formula approach.
Behavioral equation approach.
Need satisfaction approach.
Consultative approach.
Customer relationship based
approach.
Problem-solving approach.
4
- 5. © Oxford University Press 2011
AIDAS Approach
Prospective buyer passes through five
mental stages of attention, interest,
desire, action and satisfaction.
Also known as formula-selling
approach.
5
- 7. © Oxford University Press 2011
AIDAS (Stage 1: Attention)
Sets the ball rolling in the mind of the
prospective buyer.
Leads to customers wanting to know
more about the product/service.
Conversational skills, openness,
assertiveness, risk-taking propensity,
rapport-building ability matter.
Physical appearance and mannerism
of salesperson also matter.
7
- 8. © Oxford University Press 2011
AIDAS (Stage 2: Interest)
If the stage of attention is successful,
interest building is spontaneous.
Expression of interest by the
prospective buyer may be overt or
covert.
Covert interest can be gauged from
non-verbal cues and body language.
Demonstration of product, sample of
product, illustrations, pictures,
flipcharts and videos enhance interest.8
- 9. © Oxford University Press 2011
AIDAS (Stage 3: Desire)
Prospective customer is a step closer
to the buying decision.
Gaining interest and instilling a desire
should be sequenced intelligently.
Achieved by handling objections and
enquiries.
9
- 10. © Oxford University Press 2011
AIDAS (Stage 4: Action)
Reply to all questions of the prospect.
Remove miniscule doubts.
Prompts customer to take action i.e.
buy the product/service.
10
- 11. © Oxford University Press 2011
AIDAS (Stage 5: Satisfaction)
First time acceptance of the product is
no assurance of successive buying.
Customer may experience cognitive
dissonance.
Satisfaction depends on match
between actual and expected
performance.
11
- 12. © Oxford University Press 2011
Right Set of Circumstances
Approach
Known as Situation-Response theory.
Situation is the psychological driver
which evokes a response.
Persuasive-selling situation has to be
created by the salesman.
Internal and external factors act as
facilitators to evolve a selling situation.
12
- 14. © Oxford University Press 2011
Buyer Formula Approach
Need or problems of buyers are
starting points.
Salesperson assists buyers in finding
suitable solutions to problems.
Relationship established with
customer on a continuous basis.
Decision to buy becomes a habit for
the customer.
14
- 15. © Oxford University Press 2011
Behavioral Equation
Approach
Based on J.A. Howards’s (1963)
stimulus response model of buying
behavior.
Four essential elements of learning
process; drive, cue, response and
reinforcement.
◦ Drives: Strong internal stimulus that
propels a buyer’s response.
Innate Drives
Learned Drives
15
- 16. © Oxford University Press 2011
Behavioral Equation
Approach
◦ Cues are weak stimuli that determine the
responsive pattern of the buyer.
Triggering Cues
Non Triggering Cues
◦ Response: Buying action of the buyer.
◦ Reinforcement: Psychological event that
consolidates the efforts of the buyer to
take a particular responsive action.
16
- 17. © Oxford University Press 2011
Behavioral Equation
Approach
B = P X D X K X V
Where,
B= Response, i.e., act of buying or patronizing a
supplier,
P= Internal response tendency or force of habit
D=Present drive level or the level of motivation
K=Value of the product or its potential satisfaction
to the buyer
V=Intensity of all cues, triggering and non-
triggering
17
- 18. © Oxford University Press 2011
Need Satisfaction Approach
Based on the notion that a buyer buys
a product or service to satisfy need(s).
◦ Need Identification
◦ Need Fulfillment
◦ Need Satisfaction
18
- 19. © Oxford University Press 2011
Consultative Approach
Based on the philosophy that
salespeople act as consultants to
prospects/customers.
Proper diagnosis of the needs of the
prospects is the starting point of
consultative selling.
Salesperson understands the
dimensions of the customer’s problem
and finds suitable solutions.
19
- 20. © Oxford University Press 2011
Customer Relationship Based
Approach
Emphasizes on relationship building
rather than buying-selling dyad.
Service is the link of relationship.
20
- 21. © Oxford University Press 2011
Relationships Help In…
Eliciting fullest information and
queries.
Reducing doubts.
Driving out communication barriers.
Handling future problems with ease.
Reducing post purchase anxiety of
customer.
Diminishing media expenditure.
Staving-off competitive action, and
Meeting future requirements of both 21
- 22. © Oxford University Press 2011
Problem Solving Approach
Identify genesis of a buying problem.
Define a buying problem.
Evaluate alternative solutions to the
problem.
Help prospect select a specific
solution.
22
- 23. © Oxford University Press 2011
Team Selling Approach
Involves multiple personnel and
coordinated selling effort.
Appropriate when customers have
complex needs.
Useful in highly technical buying
situations.
Used for handling national or key
accounts.
23
- 24. © Oxford University Press 2011
Rules for Effective Team
Selling
Select team members carefully.
Have an orchestrator.
Stage a pre-briefing session.
Hold a debriefing session after
interacting with the customer.
Be prepared with questions.
Keep the number of members to a
minimum level.
24
- 25. © Oxford University Press 2011
Rules for Effective Team
Selling
Succulently answer questions of the
customer.
Be flexible in the agenda.
Team members must be at the same
wave length.
The team should be committed to sell
something every time.
25
- 26. © Oxford University Press 2011
Buyer-Seller Dyad
MONASH marketing dictionary defines
buyer-seller dyad as the two-way flow
of communication between the buyer
and the seller.
Situation is a necessary condition for
personal selling to take place.
Complex web of associations
26
- 28. © Oxford University Press 2011
Buyer-Seller Dyad
Objectives and Strategic Dimension
◦ Retention Strategy
◦ Relational marketing
◦ Acquisition strategy
28
- 29. © Oxford University Press 2011
Buyer-Seller Dyad
Organizational Dimension
◦ Location
◦ Size
◦ Power structure
◦ Degree of centralization
◦ Organizational orientation
◦ Risk taking
◦ Purchase situation
◦ Types of contract
◦ Personal relationship
29
- 30. © Oxford University Press 2011
Buyer-Seller Dyad
Economic Value Added Dimension
◦ Buyers compare perceived benefits with
costs incurred.
◦ Sellers can add tangible or intangible
features at same or increased cost.
◦ Assessing value is linked to evaluative
criterion of the buyer.
30
- 31. © Oxford University Press 2011
Buyer-Seller Dyad
Structural Positioning Dimension
◦ Influences are exerted on buying/selling
decisions.
◦ Vertical and horizontal gaps are
impediments to a dyadic relationship.
◦ Presence or absence of interdependence
and cohesion amongst various
departments in the buying firm
31
- 32. © Oxford University Press 2011
Buyer-Seller Dyad
People Dimension
◦ Ability of product or service to satisfy the
specific needs.
◦ Complete cognizance of buyer’s personal
profiles.
◦ Ardent desire of the salesperson to
recognize the personal agenda of the
prospective buyer.
◦ Group dynamics between the
organizations of the buyer and the seller.
32
- 33. © Oxford University Press 2011
Buyer-Seller Dyad
Social Dimension
◦ Personal selling establishes social link
between a buyer and a seller.
◦ Social ties are established through
information exchange, learning and
recognition of each other’s social
systems.
Cultural Dimension
◦ Cultural propinquity leads to healthy
relationship between buyer and seller.
33
- 34. © Oxford University Press 2011
Buyer-Seller Dyad
◦ Values, customs, norms, ethos, and ethics
shape culture.
Legal Dimension
◦ Legal disciplines are regulators of moral
and ethical behaviour.
◦ Legal enactments define and control the
respective rights and obligations of both
buyers and sellers.
◦ Regulatory agencies, consumer courts
and administrative support systems thwart
illegal trade activities.
34