SellingIngram Laforge Avila Schwepker andWilliams MultimediaPresentationsStevenJ Remington Ph D BuenaVistaUniversityAugust 2000 Module1AnOverviewofPersonalSelling EvolutionofPersonalSelling EarlyOriginsofPersonalSellingIndustrialRevolutionEra 1700sEurope 1850sUS Post IndustrialRevolutionEra 1800sEurope 1900US CannedSalesPresentationTheWarandDepressionEraProfessionalism TheModernEra CharacteristicsofSalesProfessionalism CustomerOrientationUseofTruthfulandNonmanipulativeTacticsFocusonLong TermSatisfactionofCustomerandSellingFirm Cost SalesCall 80 242 call ContributionsofPersonalSellingSalespeopleandSociety SalespeopleasEconomicStimuliSalespeopleandDiffusionofInnovation ContributionsofPersonalSellingSalespeopleandtheEmployingFirm SalespeopleasRevenueProducersMarketResearchandFeedbackSalespeopleasFutureManagers ContributionsofPersonalSellingSalespeopleandtheCustomer ArehonestUnderstandgeneralbusinessandeconomictrends aswellasthebuyer sbusinessProvideguidancethroughoutthesalesprocessHelpthebuyertosolveproblemsHaveapleasantpersonalityandagoodprofessionalimageCoordinateallaspectsoftheproductandservicetoprovideatotalpackage Industrialbuyersprefertodealwithsalespeoplewho ClassificationOfPersonalSellingJobs SalesSupportPersonnelMissionarySalespeopleDetailerTechnicalSupportSalespeopleNewBusinessPioneersOrder getters ExistingBusinessOrder takersInsiderSales non retail Direct to ConsumerSales retail CombinationSalesJobs CharacteristicsOfSalesCareers JobSecurityAdvancementOpportunitiesImmediateFeedbackPrestigeJobVarietyIndependenceCompensationBoundary RoleEffects Boundary RoleEffectsRoleStress RoleConflictRoleAmbiguityRolestressmustbedealtwithtoinsuremaximumsalesproductivity QualificationsAndSkillsRequiredForSuccessBySalespeople EmpathyToseethingsasotherswouldseethemEgoDriveDeterminationtoachievegoalsEgoStrengthSelf assuredandself acceptingInterpersonalCommunicationSkillsIncludinglisteningandquestioningEnthusiasmIngeneral andforsalesasacareerAdditionalCharacteristicsRelatedtoaGivenSalesJob ManagingtheSalesForce 1 26 Module2UnderstandingBuyers TypesofBuyers ConsumerMarketsBusinessMarkets DistinguishingCharacteristicsofBusinessMarkets BuyersareLargerbutFewerinNumberDerivedDemandHigherLevelsofDemandFluctuationPurchasingProfessionalsMultipleBuyingInfluencesCloseBuyer SellerRelationshipsSupplyChainManagement TheBuyingProcess Figure2 1 RecognitionoftheProblemorNeed TheBuyingProcess Figure2 1 Recognition Determination TheBuyingProcess Figure2 1 RecognitionoftheProblemorNeed PhaseOneRecognitionoftheProblemorNeed TheNeedsGap Figure2 2 ComplexMixofBusinessBuyerNeeds Figure2 3 PhaseTwoDeterminationofCharacteristicsoftheItemandtheQualityNeeded PhaseThreeDescriptionofCharacteristicsoftheItemandtheQualityNeeded PhaseFourSearchforandQualificationofPotentialSources PhaseFiveAcquisitionandAnalysisofProposalsEvaluatingSuppliersandProducts Multi AttributeModelAssessmentofProductorSupplierPerformance P AssessingtheRelativeImportanceofEachCharacteristic I PhaseFiveAcquisitionandAnalysisofProposalsMulti AttributeModelofAdhesivesbyGMBuyers PhaseFiveAcquisitionandAnalysisofProposalsEmployingBuyerEvaluationProcedurestoEnhanceSellingStrategies ModifytheProductOfferingBeingProposedAltertheBuyer sBeliefsabouttheProposedOfferingAltertheBuyer sBeliefsabouttheCompetitor sOfferingAltertheImportanceWeightsCallAttentiontoNeglectedAttributes PhaseSixEvaluationofProposalsandSelectionofSupplier PhaseSevenSelectionofOrderRoutine PhaseEightPerformanceEvaluationandFeedback PhaseEightPerformanceEvaluationandFeedback UnderstandingPost PurchaseEvaluationandtheFormationofSatisfaction Figure2 4 ComplexMixofBusinessBuyerNeeds BuyersLevelofSatisfaction 63 LevelofInfluenceOnBuyers Satisfaction 37 LevelofInfluenceOnBuyers Satisfaction PhaseEightPerformanceEvaluationandFeedback UnderstandingPost PurchaseEvaluationandtheFormationofSatisfactionTheGrowingImportanceofSalespeopleinBuyer sPost PurchaseEvaluation TypesofPurchasingDecisionsBuyingSituation StraightRebuyBuyingSituationRoutinizedResponseBehaviorModifiedRebuyBuyingSituationLimitedProblemSolvingNewTaskBuyingSituationExtensiveProblemSolving TypesofPurchasingDecisionsThreeTypesofBuyingDecisions Exhibit2 6 TypesofPurchasingDecisionsThreeTypesofBuyingDecisions Exhibit2 6 TypesofPurchasingDecisionsThreeTypesofBuyingDecisions Exhibit2 6 TypesofPurchasingDecisionsThreeTypesofBuyingDecisions Exhibit2 6 OrganizationalBuyerBehaviorBuyingCenter InitiatorsUsersGatekeepersInfluencersDecidersPurchasers CurrentDevelopmentsinPurchasing IncreasingUseofInformationTechnologyRelationshipEmphasisonCooperationandCollaborationSupplyChainManagementIncreasedOutsourcingTargetPricingIncreasedImportanceofKnowledgeandCreativity Module3BuildingTrust Buyersdefinetrustusingtermssuchas OpennessDependabilityCandorHonestyConfidence SecurityReliabilityFairnessPredictability WhatisTrust Trustanswersthequestions Doyouknowwhatyouaretalkingabout Willyourecommendwhatisbestforme Areyoutruthful Canyouandyourcompanybackupyourpromises Willyousafeguardconfident