SALES MANAGEMENT, PERSONAL SELLING AND SALESMAN RELATIONSHIP : SALES MANAGEMENT, PERSONAL SELLING AND SALESMAN RELATIONSHIP Ms.Vijayalakshmi
Mr.Gajraj singh SALES MANAGEMENT : SALES MANAGEMENT Integration of personal selling and salesmanship
Personal selling-means for implementing marketing programs.
Salesmanship- art of persuading the customers to buy products or services. BUYER-SELLER DYADS : BUYER-SELLER DYADS Involves buyer and seller interactions
Seller motivates the customer to buy the product
Strategy may embrace persuation,ingratiation,
communication of facts or offers , friendship etc…. FACTORS INFLUENCING DYADIC INTERACTION : FACTORS INFLUENCING DYADIC INTERACTION EVANS- Physical charecteristics
TOSI- Perception of customer
Initial condition of the buyer PERSONAL SELLING SITUATIONS : PERSONAL SELLING SITUATIONS Service selling – to existing customers
Developmental selling-to convert prospects to customers
Developmental selling requiring unusual creativity- making presentations THEORIES OF SELLING : THEORIES OF SELLING Seller oriented:
AIDAS Theory of selling.
Right set of circumstances Theory.
Buyer oriented: Buying-formula Theory of selling.
Seller and buyer oriented : The behavioral equation. AIDAS THEORY : AIDAS THEORY Securing Attention
Building Satisfaction RIGHT SET OF CIRCUMSTANCES : RIGHT SET OF CIRCUMSTANCES Situation – Response Theory
Creating a situation where the customer responds in a predictable way.
More skilled the salesperson results in more response from the prospect.
Influenced by external and internal factors BUYING - FORMULA : BUYING - FORMULA STEPS:
Identifying need or a problem
Product or service
Satisfaction or dissatisfaction BEHAVIORAL EQUATION : BEHAVIORAL EQUATION It includes four elements:
Intensity of cues PROSPECTING : PROSPECTING The planning work, which is essential in eliminating calls on nonbuyers, is called prospecting.
Improvement in prospecting is one way to stretch productive selling time.
Steps in prospecting
1.Formulate prospect definitions.
2.Searching out potential accounts. Contd… : Contd… 4.Relating company products to each prospect’s requirements. 3.Qualifying prospects and determining probable requirements. SALES RESISTANCE : SALES RESISTANCE It is expressed in two ways…
1.Obstcles to sales.
b. Insincere CLOSING THE SALES : CLOSING THE SALES -Every sales person approaches certain closings with apprehension at closing time, either the sales person sells the prospect an order or the prospect sells the sales person on a ‘no sale’.
-The skilled closer gives the extra push that triggers a buying response. CASE STUDY ON PLASTIC INDUSTRIES INC. : CASE STUDY ON PLASTIC INDUSTRIES INC. 1. Should the company go for the home construction market?
Big market for plastic pipe was in home construction industry because the market was
potentially as large as five times as present market. Contd… : Contd… 2.What kind of promotions would probably have been most productive for plastic industries?
Plastic industries was too small to advertise in many major media but to some extent they could benefit from the advertising of their major suppliers of raw materials in trade magazines and plan to reach the general public through cooperative ads on shared cost basis by suppliers.. Contd… : Contd… 3. Would the job of the sales person be changed if entry is made into the home construction market?
It’s not so , Earlier he was working in a company but now he has to interact with households ,
so he need to change his way of communicating and his objectives will not differ. Contd… : Contd… 4.What should be the role of personal selling for a product such as this?
He should have complete knowledge about the product.
He should have good communication skills, and convincing ability to replace the existing steel pipes with plastic pipes.
He need to explain the overall aspects of the product. CONCLUSION : CONCLUSION -Sales executives must understand the jobs of those reporting to them.
- They have the necessary background to train sales personnel, to direct the sales forces efforts, and to evaluate individual sales persons achievements. Slide 20: Thank You