81 terms

Personal selling chapter 5

STUDY
PLAY
1. standard memorized presentation
2. outlined presentation
3. customized presentation
3 types of presentation types
standard memorized presentation (canned presentation)
- Completely memorized sales talk
- Presents same selling points to all the customers
- Provides complete and accurate information
- Limited effectiveness
- No opportunity for the salesperson to tailor the presentation
outlined presentation
- Prearranged presentation that includes:
-- Standard introduction
-- Standard answers to common objections
-- Standard method for getting the customer to place an order
- Effective because it is well organized
customized presentation
- written and/or oral presentation based on a detailed analysis of the customer's needs
- Use the communication principles to:
1. Discover the customer's needs and problems
2. Propose the most effective solution
- Adapts to customer needs
adaptive selling
- Changing sale behavior according the selling situation
- Illustrated by customized presentation
- Emphasizes the importance of satisfying customer needs
1. Increases buyer trust and commitment
2. Results in higher sales performance
Advantages of being adaptable (2)
knowledge
A key ingredient in adaptive selling. It enables the salesperson to build self-confidence, gain the buyer's trust, satisfy customer needs, practice adaptive selling, and have greater performance
product and company knowledge
Information about products, services, company, and competitors
1. Reduce the complexity of selling
2. Free up the mental capacity to think more creatively
2 reasons categories of customer types or types of sales situations are developed
1. In-depth interviews with top performers
2. Feedback from sales managers
How to Create Knowledge (2)
1. performance feedback
2. diagnostic feedback
2 types of feedback from sales managers
performance feedback
Provides information about whether the salesperson achieved his or her goal
diagnostic feedback
provides information about what you're doing right and wrong instead of just whether you made a sale
1. Web
2. Company sales manuals and newsletters
3. Sale meetings
4. Plant visits
5. Business and trade publications
6. Competitor displays at trade shows
7. Viewing competitor's Web pages
7 Sources of Knowledge
Retrieving Knowledge from the Knowledge Management System
1. Accessing information from the salesperson's memory
2. Customer relationship management systems and knowledge management software
-Have a positive impact on being adaptive while selling
3. Genius management
- Social computing tools are important
4. Progressive firms encourage in-house experts to develop in-house blogs
- Social networking sites can be used to connect in-house experts with salespeople
5. Tagging
Genius management
Tapping knowledge from genius within a firm
Tagging
Including key words with a person's name in company documents and on internal Web pages
social style matrix
is a popular training program that companies use to help salespeople adapt their communication styles.
style flexing
adjusting your behavior to mirror or match that of your customer
1. Assertiveness
2. Responsiveness
two critical dimensions to understand social behavior in the social style matrix
Assertiveness
The degree to which people have opinions about issues and publicly make their positions clear to others
assertive people
speak out, make strong statements, and have a take-charge attitude. When under tension, they tend to confront the situation.
unassertive people
rarely dominate a social situation, and they often keep their opinions to themselves
Less assertive behavioral indicators
- "Ask" oriented
- Go-along attitude
- Cooperative
- Supportive
- Risk avoider
- Makes decisions slowly
- Lets others take initiative
- Leans backward
- Indirect eye contact
- Speaks slowly, softly
- Moves deliberatively
- Makes few statements
- Expresses moderate opinions
More assertive behavioral indicators
- "Tell" oriented
- Take-charge attitude
- Competitive
- Directive
- Risk taker
- Makes decisions quickly
- Takes initiative
- Leans forward
- Direct eye contact
- Speaks quickly, intensely
- Moves rapidly
- Makes many statements
- Expresses strong opinions
Responsiveness
The degree to which people react emotionally when they are in a social situation
responsive people
readily express joy, anger, and sorrow. They appear to be more concerned with others and are informal and casual in social situations
less responsive people
devote more effort toward controlling their emotions . They are cautious, intellectual, serious, formal, and business like
Less responsive indicators
- Controls emotions
- Cool, aloof
- Talk oriented
- Uses facts
- Serious
- Impersonal, business like
- Moves stiffly
- Seldom gestures
- Formal gestures
- Disciplined about time
- Controlled facial expressions
- Monotone voice
More responsive indicators
- Shows emotions
- Warm, approachable
- People oriented
- Uses opinions
- Playful
- Personable, friendly
- Moves freely
- Gestures frequently
- Informal dress
- Undisciplined about time
- Animated facial expressions
- Many vocal inflections
1. Drivers
2. Expressives
3. Amiables
4. Analyticals
the four different types or categories that the social matrix defines as a social style type
Drivers (High on assertiveness and low on responsiveness)
- Have a great desire to get ahead in their companies and careers
- Swift and efficient decision makers
- Base their decisions on facts
- Take risks
- Look at several alternatives before making a decision
Expressives (High on assertiveness and high on responsiveness)
- Focus on the future
- Direct their time and effort toward achieving their vision
- Act quickly
- Take risks
- Base their decisions on their personal opinions and the opinions of others
- Impatient and change their minds easily
Amiables (Low on assertiveness and high on responsiveness)
- Give importance to close relationships and cooperation
- Make decisions slowly
- Build a consensus among people involved in the decision
- Avoid risks
- Change their opinions reluctantly
Analyticals (Low on assertiveness and low on responsiveness)
- Suspicious of power and personal relationships
- Make decisions slowly in a deliberate and disciplined manner
- Like facts, principles, and logic
- Strongly motivated to make the right decision
when selling to drivers
- Direct, businesslike, organized presentation with quick action and follow-up
- Emphasize the effects of a purchase decision on profits
when selling to expressives
- Demonstrate how a product will help to achieve personal status and recognition
- Use product demonstrations and creative graphics
- Use testimonials from well-known firms and people
-Put them in the role of innovator, the first person to use a new product
when selling to amiables
- Build personal relationships
- Give guarantees about a product's performance
- Follow through on commitments
- Stress the product's benefits in terms of its effects on the satisfaction of employees
when selling to analyticals
- Use solid, tangible evidence
- Use sales presentations that recognize their technical expertise and emphasize long-term benefits
1. Concentrate on the customer's behavior and disregard how you feel about the behavior
2. Avoid assuming that specific jobs or functions are associated with a social style
3. Tell your assessments. Look for clues and information that may suggest you have incorrectly assessed a customer's social style.
4. Create, join, and participate in social media groups to learn more about the social style of the buyer
4 ways of identifying customers social styles
1. technical background
2. achievement awards on wall
3. office is work oriented, showing much activity
4. conservative dress
5. likes solitary activities (reading, individual sports)
5 Cues for recognizing analytical styles
1. technical background
2. achievement awards on wall
3. no posters or slogans on office walls
4. calendar prominently displayed
5. furniture is placed so that contact with people is across desk
6. conservative dress
7. likes group activities (politics, team sports)
7 Cues for recognizing driver styles
1. liberal arts background
2. office has friendly, open atmosphere
3. pictures of family displayed
4. personal momentos on wall
5. desk placed for open contact with people
6. casual or flamboyant dress
7. likes solitary activities (reading, individual sports)
7 Cues for recognizing amiable styles
1. liberal arts background
2. motivational slogans on wall
3. office has friendly, open atmosphere
4. cluttered, unorganized desk
5. desk placed for open contact with people
6. casual or flamboyant dress
7. likes group activities (politics, team sports)
7 Cues for recognizing expressive styles
1. Self-assessments mislead
2. No single best social style for a salesperson
3. Recognize the customer's needs and expectations
3 things to realize about Social Styles and Sales Presentations
Businesslike
Atmosphere in sales interview for customers with the driver social style
Open, friendly
Atmosphere in sales interview for customers with the expressive social style
Open, honest
Atmosphere in sales interview for customers with the amiable social style
Businesslike
Atmosphere in sales interview for customers with the analytical social style
Effective, efficient
Salesperson's use of time for customers with the driver social style
To develop relationship
Salesperson's use of time for customers with the expressive social style
Leisurely, to develop relationship
Salesperson's use of time for customers with the amiable social style
Thorough, accurate
Salesperson's use of time for customers with the analytical social style
Quick
pace of interview for customers with the driver social style
Quick
pace of interview for customers with the expressive social style
Deliberate
pace of interview for customers with the amiable social style
Deliberate
pace of interview for customers with the analytical social style
Salesperson's qualifications; value of products
information provided by salesperson to customers with the driver social style
What salesperson thinks; whom he/she knows
information provided by salesperson to customers with the expressive social style
Evidence that salesperson is trustworthy, friendly
information provided by salesperson to customers with the amiable social style
Evidence of salesperson's expertise in solving problem
information provided by salesperson to customers with the analytical social style
Documented evidence, stress results
salesperson's actions to win customer acceptance for driver customers
Recognition and approval
salesperson's actions to win customer acceptance for expressive customers
Personal attention and interest
salesperson's actions to win customer acceptance for amiable customers
Evidence that salesperson has analyzed the situation
salesperson's actions to win customer acceptance for analytical customers
What product can do
presentation of benefits to customers with the driver social style
Who has used the product
presentation of benefits to customers with the expressive social style
Why product is best to solve problem
presentation of benefits to customers with the amiable social style
How product can solve the problem
presentation of benefits to customers with the analytical social style
Explanation of options and probabilities
assistance to aid decision making to customers with the driver social style
Testimonials
assistance to aid decision making to customers with the expressive social style
Guarantees and assurances
assistance to aid decision making to customers with the amiable social style
Evidence and offers of service
assistance to aid decision making to customers with the analytical social style
1. Ask for customer's opinion
2. Acknowledge merits of customer's viewpoint
3. Listen without interruption
4. Be more deliberate; don't rush
5. Let customer direct flow of conversation
5 ways to reduce assertiveness
1. Get to the point
2. Don't be vague or ambiguous
3. Volunteer information
4. Be willing to disagree
5. Take a stand
6. Initiate conversation
6 ways to increase assertiveness
1. Become businesslike
2. Talk less
3. Restrain enthusiasm
4. Make decision based on facts
5. Stop and think
5 ways to reduce responsiveness
1. Verbalize feelings
2. Express enthusiasm
3. Pay personal compliments
4. Spend time on relationships rather than business
5. Socialize, engage in small talk
6. Use nonverbal communication
6 ways to increase responsiveness
versatility
The effort people make to increase the productivity of a relationship by adjusting to the needs of the other party
1. Limited ability to adapt to others' needs
2. Specialist
3. Well-defined interests
4. Sticks to principles
5. Predictable
6. Looks at one side of an issue
six aspects of less versatile people
1. Able to adapt to others' needs
2. Generalist
3. Broad interests
4. Negotiates issues
5. Unpredictable
6. Looks at many sides of an issue
six aspects of more versatile people
Systems for developing adaptive selling skills
1. Should use different presentations with different customers
- Based on types of customers and cultures
2. Applying the classification rules rigidly reduces the adaptive selling behavior
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