Bài giảng môn Quản trị lực lượng bán hàng - Ch04

Negotiating sales resistance or buyer objections 6.. Step 2: Planning for the Sales Call— Seven Steps to Preapproach Success Prepare the prospect for the initial sales call... Step 2: P

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Digital Multimedia PowerPoint Lectures for

Sales Force Management

Prepared by:

Dr Rajiv Mehta Professor of Marketing New Jersey Institute of Technology

Newark, N.J.

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Chapter 4:

The Selling Process

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3 Describe the seven stages of the selling process (SP).

4 Use various searching methods to find new prospects

5 Apply several sales presentation strategies

6 Overcome the prospect’s objections and resistance through

negotiation

7 Demonstrate closing techniques from each of five closing

categories

8 Explain how to empower salespeople for customer

relationship management roles

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Introduction

How do salespeople prospect and qualify potential customers?

How should salespeople approach potential customers?

How should salespeople present and demonstrate their products and services?

How should salespeople negotiate customer resistance and objections? How should salespeople close the sale and service accounts?

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Stages of the Selling Process (SP)

There are 7 interacting, overlapping

steps in the selling process:

1 Prospecting and qualifying

2 Planning the sales call (preapproach)

3 Approaching the prospect

4 Making the sales presentation and

demonstration

5 Negotiating sales resistance or buyer

objections

6 Confirming and closing the sale, and

7 Following up and servicing the account

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Step 1: Prospecting and Qualifying

The initial stage of the SP is

known as prospecting and

qualifying.

Prospects: Potential new

customers

Prospecting requires salespeople

to first obtain leads.

A lead or potential buyer refers

to a person or organization that

may have a need for a product or

service

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Step 1: Prospecting and Qualifying

The initial stage of the SP is

known as prospecting and

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Step 2: Planning for the Sales Call—

Seven Steps to Preapproach Success

Prepare the prospect for the initial sales call

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Seven Steps to Preapproach SuccessPrepare the prospect for the initial sales call

1

To prepare the prospect for the sales

call, salespersons can use “seeding,”

which refers to prospect-focused

activities carried out several weeks or

months before a sales call

Sell the sales call

2

Salespeople “sell the sales call” and ask

for an appointment to meet with

prospective buyers by using

pre-notification methods that include:

1 E-mail

2 Fax

3 Mail, and

4 Telephone

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Seven Steps to Preapproach SuccessGather and Analyze Information

Salespersons should also gather

information about target firms,

such as:

1 Trade Associations

3 Credit Bureaus

4 Mailing List Companies

5 Government and Public

Libraries, and

6 Investment Firms

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Salespersons identify prospects problems by:

1 Products previously purchased

2 Production difficulties, and

3 Productivity inefficiencies

Salespersons should also identify prospects needs and goals, such as:

1 Increase market share, and

2 Lower the cost of production

Identify the prospect’s problems and needs

4

Salespersons can use the FAB approach to convince prospects into buying products of

their firm, which encompasses:

1 Identify F eatures: them

2 Enumerate A dvantages, and

3 Stress B enefits (discussed later in detail)

Identify the product features, advantages, and benefits (FAB)

5

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Customer-oriented salespeople identify and solve customer problems

by skillfully observing, listening, and asking probing questions

Choose the best sales presentation strategy

6

Finally, make it a point to rehearse, rehearse, and

rehearse until you have mastered your total sales

presentation and feel comfortable and confident about

it

Plan and rehearse your approach

7

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Step 3: Approaching the Prospect

The third stage of the SP entails

approaching the prospect.

Strategies that can be used for

approaching prospects include:

1 Non-product-related approaches

2 Piquing interest approaches

3 Consumer-directed approaches, and

4 Product-related approaches

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Non-Product Related Approaches

3 Free gift or sample, e.g., free

financial planning for a

prospect, and

4 Dramatic act, e.g., setting a

carpet on fire to show safety.

4

Dramatic Act

3

Mutual Acquaintance

Or Reference

2

Free Gift Or Sample

1

Introduction

Self-Non-product Related Approaches

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Piquing Interest Approaches

Piquing interest approaches include:

1 Customer-benefit, e.g., our computer will increase employee

productivity

2 Curiosity, e.g., Would you be interested in learning about our hi-tech

steel smelter which has a low carbon footprint?

1.

Curiosity Approach

2.

Customer-Benefit Approach

Piquing Interest Approaches

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Consumer-Directed Approaches

Three consumer-directed approaches are:

1 Compliment or praise approach, e.g., I read about the award you

recently received in the New York Times Congrats!!!

2 Survey approaches, e.g., a short study to ascertain, say, environmental

remediation costs based on amount of clean-up.

3 Question approaches, e.g., “I am aware your company buys a lot of

steel Would you be interested about our high-tensile steel products?”

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Product-Related Approaches

Product-related approaches include:

1 Product or ingredient approach, e.g., Demonstrate product or statistical software for CRM or Data Mining.

2 Product demonstration approach, e.g., Carry sample that shows how

product works, such as demonstrating a software package

1

Product demonstration Product-Related Approaches Product or Ingredient 2.

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Overall Sales Call Objectives

Sales calls should achieve one or

more of three overall objectives. 2

Develop the market

3

Protect the market

1

Generate sales

Overall Sales Call Objectives

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The fourth stage and “heart” of the SP is

the Sales Presentation and Demonstration

§ Critical center stage or “showtime”

Remember the following issues during the

presentation:

1 Ask the customer qualifying questions to

uncover specific needs,

2 Present the products and services that will

best satisfy those needs,

3 Stimulate desire for the offerings with a

skillful demonstration, and

4 As using the F A B approach can be very

powerful during a presentation.

Step 4: The Sales Presentation and Demonstration

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Features Advantages and Benefits (FAB) Approach

Discuss products’ features, advantages, and

benefits :

1 F —Features are the obvious

characteristics of the product.

• Remember to highlight features !

2 A —Advantages are the performance

traits of the product that show how it

can be used to help the customer better

solve a problem than present products

can

• Don’t forget to enumerate advantages

relative to competitors’ products.

3 B —Benefits are what the customer

wants from the product

• And don’t fail to stress benefits of the

product to the prospect

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Sales Presentation Strategies

3.

Need Satisfaction

2

Formula

1

Response

Stimulus-Sales Presentation Strategies

Several sales presentations strategies,

but employ that will best “fit” the

audience

1 Stimulus-response, in which the salesperson

asks a series of positive leading questions

2 Formula approach where the salesperson

leads the prospect through the mental states of

buying that include attention, interest, desire,

and action

3 Need satisfaction, in which the salesperson

tries to find dominant needs of the buyer

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Sales Presentation Strategies

4 Consultative problem solving is considered to be

the most successful sales presentation strategy

§ Focus on buyers problems, not seller's products

§ Emphasize partnership and "win-win"

outcomes

5 Team selling presentations are made to a group

of decision makers from different functional areas,

e.g., when selling the new state-of-the art Boeing

B-787 Dreamliner, the sales group will consist of

various experts from avionics, jet engines, flight

training, and commercial managers, who work as

a sales team

6 Depth selling employs a combination of several

sales presentation methods discussed above

3.

Need Satisfaction

2

Formula

1

Response

Stimulus-Sales Presentation Strategies

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The fifth stage of the SP deals with negotiating

sales resistance or buyer objections

Objections are statements, questions, or actions by

the prospect that indicate resistance or an

unwillingness to sign a purchase agreement

Indeed, without sales resistance, there would not be

any need for salespeople What’s more, objections

should be seen as a sign of buyer interest

Step 5: Negotiating Sales Resistance

or Buyer Objections

Objections

Sincere concerns that the

prospect needs answered

before making the commitment

to buy

Used by prospects to stall the sales process

Irrelevant, untruthful, delaying, or latent reasons

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Different Forms of Valid Objections

7.

Needs Objections

6.

Source Objections

5.

Capital Objections

4.

Distribution Objections

3

Promotion Objections

2

Price Objections

1

Product Objections

Valid Objections

There are at least seven types of

valid objections

1 Product objections usually concern the

features, advantages, and benefits

associated with a product or service

When prospects use this form of

resistance to purchasing, salespeople

should provide additional information

to reassure them

2 Price objections are the most

frequently raised form of initial

resistance To counter price resistance,

salespeople must show that their

product or service offers the prospect

higher value per dollar spent than

competitive offerings

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3 Promotion objections are commonly

used as a resistance tactic when the

seller is known not to promote products

aggressively

4 Distribution objections typically

involve the physical movement of

products through the channels of

distribution These forms of buyer

resistance include concerns about long

delivery time, high delivery costs, and

large-quantity stocking requirements

5 Capital objections generally revolve

around budgetary issues that

prospects give as an excuse for not

purchasing products now This

resistance tends to increase with the

price of the product or service

7.

6.

5.

4.

3

2

1

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6 Source objections may result from

negative publicity about unethical,

illegal, or inefficient business practices

by the seller

7 Needs objections are raised by

prospects who feel they simply do not

currently need or have use for the

products or services being offered

7.

6.

5.

4.

3

2

1

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Different Forms of Invalid Objections

4.

Unethical Objections

3.

Time Objections

2

Stalling Objections

1.

Latent Objections

Invalid Objections

Latent objections are hidden

and sometimes too personal

or embarrassing for the

prospect to reveal, so they

remain unspoken.

Stalling objections are usually delaying tactics articulated by such comments as “Around here, all decisions are shared, so just leave your product literature for us to look over, and we’ll get back to you if we’re interested.”

Time objections are delaying tactics that usually surface in prospect statements such as

“I’ve got to prepare for a meeting in ten minutes, so I don’t have time to talk now,”

or “I’m just too busy for the next several weeks with a special project to meet with

Unethical objections are

actions or attitudes that

seem unprincipled or

immoral, such as resistance

to buying include excuses

about soliciting bribes or

kickbacks

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Specific Techniques for Negotiating Buyer Objections

5.

Provide Proof

1.

Put-Off

Buyer Objections Techniques

• “I’m coming to that”

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The sixth step of the SP concerns

Confirming and Closing the Sale,

where the salesperson tries to obtain a

purchase order from the prospect.

The close is that stage in the selling

process where the salesperson tries to

obtain a purchase order from the

prospect.

The more closing strategies the

salesperson knows and can effectively

apply, the greater the chances for

closing the sale

Step 6: Confirming and Closing the Sale

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Step 6: Confirming and Closing the Sale

5.

Lost Sale Closes

4.

Concession Closes

3.

Straightforward Closes

2.

Psychologically Oriented Closes

1.

Clarification Closes

Closing Categories

• Suggestion close • Stimulus-response close

• Minor points close

• Ask for the order close

• Order form close

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The seventh and final step of the SP concerns

Following Up and Servicing the Account, which

will help you retain your customers

After making the sale, top salespeople don’t

disappear, instead they maintain close contact

with the customer to handle any complaints

Recall, CRM—it’s less costly to keep present

customers satisfied than to search out and

acquire new customers

Frequent and comprehensive follow-up is a

primary means of retaining long-run, satisfied,

loyal, and profitable customers

Step 7: Following Up and Servicing the Account

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Applying CRM to the Selling Process:

Empowering Salespeople for CRM

Empower salespeople to:

1 Accept returns of unsatisfactory

products

2 Negotiate price discounts

3 Provide purchase incentives, and

4 Resolve customer complaints

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This Electronic Presentation To Be Used With:

Hair, Joe, Rolph Anderson, Rajiv Mehta, & Barry Babin (2020), “Sales

Force Management,” 2nd Ed Hoboken: John Wiley & Sons

(ISBN-13: 9781119702832)

Text/images may not be modified or reproduced in any way without

prior written permission of the publisher www.wiley.com/go/permissions

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express written permission of the copyright owner is unlawful Request for further information should be addressed to the Permissions Department, John Wiley & Sons, Inc The purchaser may make back-up copies for

his/her own use only and not for distribution or resale The Publisher

assumes no responsibility for errors, omissions, or damages, caused by the use of these programs or from the use of the information contained

herein.

Copyright

Tiêu đề	The Selling Process
Tác giả	Joe F. Hair, Rolph E. Anderson, Rajiv Mehta, Barry J. Babin
Người hướng dẫn	Dr. Rajiv Mehta, Professor of Marketing
Trường học	New Jersey Institute of Technology
Chuyên ngành	Sales Force Management
Thể loại	Lecture
Năm xuất bản	2020
Thành phố	Newark

Định dạng
Số trang	35
Dung lượng	2,24 MB