Selling and buying styles

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Selling Skills and Strategies

2. Selling and buying styles
(9,9) Problem Solving Oriented
I consult with the customer so as to
inform myself of all the needs in his
situation that my products can satisfy.
We work towards a sound purchase
decision on his part, which yield him
the benefits he expects from it.
Concern for sales 2
9
8
7
6
5
4
3
2
1 2 3 4 5 6 7 8 9
Concern for the customers
(1,9) People Oriented
I am customer’s friend,
I want to understand him and
respond to his feelings and
interests so that he will like me. It is
the personal bond that leads him to
purchase from me.
(5,5) Sales technique Oriented
I have tried an effective routine for
getting a customer to buy. It
motivates through a blended
personality and product emphasis
(1,1) Take it or Leave it
I place the product before the
customer and it sells itself as and
when it comes.
(9,1) Push the product Oriented
I take challenge of the customer
and hard sell him, polling on all
the pressure it takes to make him
buy

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Selling situations
(What kind of customer is it and what kind of sales approach is required)
 Sales task and function:
communication, listening, information disseminating negotiation,
problem solving etc
 Maintenance selling :
servicing existing accounts, inventory taking, delivering
products
 Developmental selling:
business development selling

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Selling skills
Selling Skills
Listening Skills
Conflict management and
resolution skills
Problem
solving skills
Negotiation and
bargaining skills
Effective
communication
skills

5. Feedback
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Communication process
Noise
Channel
Intended
Message
Encoding
Sent Message
Perceived
Message
Decoding
Received
Message
Sender Receiver

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Communication process
contd.
Managing body language:
 Personal Appearance
 Posture
 Gestures
 Facial Expressions
 Eye Contact
 Space Distancing

7. Remembrance
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Process of listening
Attendance/attention
Interpretation
Evaluations
Response Action

8. Clarifications
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Levels of listening
Feedback
Paraphrasing
Emphatic listening
Active Listening
Barriers to Listening !

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Conflict management skills
 Models of conflict
 Dollard and Miller model-
(approach- approach: both options are equally good but exclusive
approach- avoidance: wants to have but avoid it also for some reason
avoidance-avoidance: don’t want to have both but has to take one)
 Rummel model-
(differentiates latent /potential for conflict/ actual conflict
Conflict structure- tendency to oppose each other- not delivering
Conflict situation- opposite interests- threatening withhold
payment
Manifest conflicts- action- refusal to pay the buyer/ legal action)

10. Components of conflict
Interests
Emotions
Values
 The conflict resolution process:
- lumping
- avoidance
- coercion
- meditation
- conciliation
- arbitration
- adjudication
- negotiation

11. Conflict management process
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Stage I
Potential
opposition or
Incompatibility
Stage II
Cognition &
Personalization
Stage III
Intentions
Stage IV
Behaviour
Stage V
Outcomes
Antecedent
Conditions
Communication
Personal Variables
Structure
Perceived
Conflict
Felt Conflict
Conflict handling
Intentions
Competing
Collaboration
Compromising
Avoiding
Accommodating
Overt Conflict
Party’s
behaviour
Others
reaction
Increased
group
performance
Decreased
group
performance

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Negotiation skills
• Situation and timing for negotiations
• Formulation for a bargaining strategy
• The theory and strategy of principle
negotiations
- separate the people from the problem
- focus on interests, not on positions
- invent options for mutual gains
- insist on objective criteria

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Problem solving skills
• Habit I: be proactive
• Habit 2: begin with an end in mind
• Habit 3: put first things first
• Habit 4: think win–win
• Habit 5: seek first to understand, then to
be understood
• Habit 6: synergize
• Habit 7: renewal

14. Problem solving process
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Define the problem
Generate alternative solutions
Decide the solution
Implement the solution
Evaluate the solution

15. Problem definition techniques
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Problem
Definition
Techniques
Find out origin of the
problem
Present
&desired state
analysis
Explore the
problem
Statement
and
Restatement
Evaluate
problem
statement
Dunker’s
diagram
1
2
3
5
4
6

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Dunker’s diagram
Achieve the desired state
Possible path to the desired state
Path 1 Path 2 Path 3
Solutions to implement & paths to desired solutions
Solution 1
Solution 2 Solution 3
General Solution
Functional Solution
Specific Solution

17. Statement restatement technique
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Perceived problems
Re Statement
Re Statement
Final problem Statement
Relax
Constraints
Make an
Opposite
Statement
Generalize

18. Components of a decision on the
future course of action
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Situation analysis
Problem analysis
Past
What is the fault
Decision analysis
Potential problem
Analysis
Future
How to prevent future
faults?

19. Solution implementation process
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Decision on the best solution
Approval
Planning
Carry through
Follow up
Evaluation
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