文档介绍：Module 3 Personal Selling:Approaches and Process
Module 3
Personal Selling:
Approaches and Process
Classification of Personal Selling Approaches
Consultative Selling
Strategic Orchestrator
Business Consultant
Long-term Ally
The process of helping customers reach their strategic goals by using
the products, service, and expertise of the anization1>.
Three Primary Roles:
Sales Process Model
(Figure )
Salesperson
Attributes
Selling
Strategy
Initiating
Customer
Relationships
Developing
Customer
Relationships
Enhancing
Customer
Relationships
Initiating Customer Relationships
Prospecting Methods
(Exhibit )
External Sources:
Referral Approach
Community Contact
anizations
Introduction Approach
peting Salespeople
Cultivate Visible Accounts
Internal Sources:
Examine Records
Inquiries to Advertising
Phone/Mail Inquiries
Personal Contact:
Personal Observation
Cold Canvassing
Miscellaneous:
Hold/Attend Trade Shows
Bird Dogs
Sales Seminar
Gatekeeper
Initiator
User
Influencer
Decider
Purchaser
Initiating Customer Relationships Identifying Buying Center Roles
Initiating Customer Relationships
Pre-call Planning
Preapproach; customer related research
Gathering information about the prospect that will be used to formulate the sales presentation
Sales Presentation Planning; increased importance in recent years
Salesperson