Sales, Distribution & Logistic Management - Concept of Personal Selling
Chapter 11
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2. C HAPTER 11 C ONTENTS OF THE S ALES T RAINING P ROGRAM: S ALES K NOWLEDGE AND THE S ELLING P ROCESS
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4. S HOULD I T B E C ALLED T RAINING OR E DUCATION? Learning is a relatively permanent change in behavior occurring as a result of experience. Training is included in one’s experiences. Thus, training is part of an individual’s total learning experience.
5. FIGURE 11.1 THE LEARNING PROCESS INVOLVED IN TRAINING THE INDIVIDUAL SALESPERSON
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7. Operational and behavioral information: Operational learning involves sales knowledge development such as new procedures, new product information, how to call in orders, new territorial forms to complete, new technology, and changes in the financial incentive program. Behavioral training involves the sales skills development area.
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13. Computers are at the heart of salespeople’s ability to provide top-quality customer service by receiving and sending out information efficiently. Technology not only helps salespeople increase their productivity but also allows them to gather and access information more efficiently. S ALES AND C USTOMER S ERVICE E NHANCEMENT
14. Contact Management – A listing of all the customers contacts a salesperson makes in the course of conducting business. P ERSONAL P RODUCTIVITY Calendar Management – The management of time. Automated Sales Plans, Tactics, and Ticklers – Sales strategies often involve a sequence of events that can be identified and plotted.
15. Geographic Information Systems – Allows salespeople to view and manipulate customer and prospect information on an electronic map. P ERSONAL P RODUCTIVITY continued Computer-Based Presentations – The computer can be a powerful presentation tool.
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17. C USTOMER O RDER P ROCESSING AND S ERVICE S UPPORT The process of obtaining, generating, and completing an order is much more complicated than it may seem.
18. Salespeople’s Mobile Offices Salespeople have begun installing small offices directly into vehicles such as minivans.
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20. G LOBAL T ECHNOLOGY The ability to access information anywhere is a valuable asset.
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23. T HE S ELLING P ROCESS Most sales trainers believe logical, sequential steps do exist that, if followed, can greatly improve the chance of making a sale.
32. Developing a Customer Benefit Plan Step One: Select the features, advantages, and benefits of the product to present. Step Two: Develop the marketing plan. Step Three: Develop a business proposition. Step Four: Develop a suggested purchase order.
33. The sales opener, or approach, is the first major part of the sales presentation. The first impression is critical to success. T HE A PPROACH – O PENING THE S ALES P RESENTATION
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35. FIGURE 11.5 THE SALESPERSON’S PRESENTATION MIX IS TYPICALLY DEVELOPED BY SALES MANAGERS AND TRAINERS Persuasive Communication Dramatization Demonstration Visual Aids Proof Participation Salesperson The Sales Presentation Mix
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38. Need-Satisfaction Method The need-satisfaction method is different from the stimulus-response and the formula approach in that it is designed as an interactive sales presentation.
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40. O BJECTIONS A RE S ALESPEOPLE’S F RIENDS An objection is opposition or resistance to information or a request.
41. Types of Objections Real objections are tangible. Prospects will sometimes give an excuse to keep objections hidden. Prospects will usually not purchase until these hidden objections are answered.
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43. T HE C LOSE Closing is the process of helping people make a beneficial decision.
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48. T HE B OTTOM L INE Sales training is now defined as part of a salesperson’s overall educational experience. Training can be divided into two categories: operational and behavioral. Companies are using and teaching technology more frequently than ever. Sales skills development includes two key elements: persuasive communications and the selling process. The selling process is usually seen as a series of steps. The close is the last step in the actual selling process.
