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Bunga Chapter 1 MM22

The document outlines 4 basic approaches to personal selling: stimulus response, mental states, need satisfaction, and problem solving. It then provides more details on each approach. Stimulus response selling uses stimuli to elicit responses from customers. Mental states selling leads customers through attention, interest, desire, and action. Need satisfaction selling uncovers and confirms customer needs. Problem-solving selling defines problems, generates solutions, and evaluates alternatives. Consultative selling helps customers reach goals using the sales organization's expertise. The trust-based sales process focuses on becoming a long-term ally through expertise in the customer's business.

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Pamela Intruzo
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34 views

Bunga Chapter 1 MM22

The document outlines 4 basic approaches to personal selling: stimulus response, mental states, need satisfaction, and problem solving. It then provides more details on each approach. Stimulus response selling uses stimuli to elicit responses from customers. Mental states selling leads customers through attention, interest, desire, and action. Need satisfaction selling uncovers and confirms customer needs. Problem-solving selling defines problems, generates solutions, and evaluates alternatives. Consultative selling helps customers reach goals using the sales organization's expertise. The trust-based sales process focuses on becoming a long-term ally through expertise in the customer's business.

Uploaded by

Pamela Intruzo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 12

LO5 ALTERNATIVE

PERSONAL SELLING
APPROACHES
FOUR BASIC APPROACHES TO
PERSONAL SELLING WERE IDENTIFIED:

1. Stimulus response
2. Mental states
2
3. Need satisfaction
4. Problem solving
▹ Adaptive selling – the ability of a salesperson to
alter their sales messages and behaviors during a
sales presentation or as they encounter different
sales situations and different customers.
▹ Stimulus response selling – an approach to
selling where the key idea is that various stimuli
can elicit predictable responses from customers.
3
▹ Continued affirmation – an example of
stimulus response selling in which a series of
questions or statements furnished by the
salesperson is designed to condition the
prospective buyer to answering ‘’yes’’ time after
time, until it is hoped.
FIGURE 1.1 Stimulus Response Approach
to Selling

Salesperson
Provides Buyer
Stimuli: Responses Continue
Statements Sought: Process
Questions Favorable Until
Actions Reactions and Purchase
Audio/Visual Eventual Decision
Aids Purchase
Demonstrations
Mental States Selling
An approach to personal
selling that assumes that the
buying process for most
buyers is essentially
identical and that the buyers
can be led through certain
mental states, or steps in
buying process; also called 5

the formula approach.

AIDA an acronym for the


mental states the
salesperson must lead their
customers through when
using mental states selling:
attention, interest, desire,
and action.
EXHIBIT 1.3 MENTAL STATES VIEW OF SELLING

Mental Sales Step Critical Sales Task


State
Curiosity Attention Get prospects excited, then you get them
to like you.
Interest Interest Interview: needs and wants
Conviction Conviction ‘’What’s in it for me?’’ 6
Product- ‘’Will it do what I want it to do?’’
Price- ‘’Is it worth it?’’ ‘’The hassle of
change” ‘’Cheaper elsewhere’’
Peers- ‘’What will others think of it?’’
Priority- ‘’Do I need it now?’’ (sense of
urgency)
Desire Desire Overcome their stall.
Action Close Alternate choice close: which, not if!
NEED SATISFACTION
SELLING
An approach to selling based on the
notion that the customer is buying
to satisfy a particular need or set of
needs. 7
FIGURE 1.2 NEED SATISFACTION
APPROACH TO SELLING

8
Present Continue
Uncover and
Offering to Selling Until
Confirm
Satisfy Buyer Purchase
Buyer Needs
Needs Decision
FIGURE 1.3 PROBLEM-SOLVING
APPROACH TO SELLING Problem-solving
Selling
An extension of
Continuing need satisfaction
Define Generate Evaluate Selling selling that goes 9
Alternative Alternative Until
Problem Solution Solutions Purchase beyond identifying
Decision needs to developing
alternative solutions
for satisfying these
needs.
LO6 CONSULTATIVE SELLING
The process of helping customers reach their strategic
goals by using the products, services, and expertise of
the sales organization.

• Strategic orchestrator- a role the salesperson plays in 10


consultative selling where he or she arranges the use of
the sales organization’s resources in an effort to satisfy
the customer.
• Business consultant- a role the salesperson plays uses
internal and external sources to become an expert on the
customer’s business.
• Long-term ally- the salesperson supports the customer,
even when an immediate sale is not expected.
LO7 THE TRUST-BASED SALES PROCESS

Sales process- a series of interrelated steps beginning with locating qualified prospective
customers.

11
THANK
YOU!! 12

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