Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Selling
Pertemuan 23
Learning Outcome
•Students can relate selling to experiential
marketing
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Material Outline:
• Personal selling and the marketing concept
• Creating value with a relationship strategy
• Creating product solutions
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Personel Selling and The Marketing Concept
• UPS founder Jim Casey adopted the marketing concept when the
company was first established. He described the firm’s customer
focus this way: “Our real, primary objective is to serve – to render
perfect service to our stores and their customers. If we keep that
objective constantly in mind, our reward in money can be beyond
our fondest dreams”.
• Marriott Hotels uses a blend of “high tech” and “high touch” to build
customer goodwill and repeat business. Each of the 5,500 sales
representatives can sell the services of 10 motel brands in Marriott’s
portfolio.
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Personel Selling and The Marketing Concept
• Personal selling is often the major promotional method
used – whether measured by people employed, by total
expenditures, or by expenses as a percentage of sales.
• Firms make large investments in personal selling in
response to several major trends:
– Products and services are becoming increasingly sophisticated
and complex,
– competition has greatly increased in most product areas and
– demand for quality, value, and service by customers has risen
sharply.
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Creating Value with A Relationship Strategy
• Relationships add value:
– The manner in which salespeople establish, build and manage
relationships is not an incidental aspect of personal selling; in the
information age it is the key to success.
– In the information economy business is defined by customer
relationships and sales success depends on adding value.
– Value-added selling is a series of creative improvements in the sales
process that enhance the customer experience.
– Customers perceive that value is added when they feel comfortable with
the relationship they have with a salesperson.
– A good relationship causes customers to feel that, if a problem arises,
they will receive a just and fair solution.
– A good relationship creates a clearer channel of communication about
issues that might surface during each step of the sales process
– The salesperson who is hones, accountable and sincerely concerned
about the customer’s welfare brings added value to the sale.
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Creating Value with A Relationship Strategy
• Partnering-The highest-quality selling relationship:
– The relationship is built on shared values. If your client believes
that you both share the same ideas and values, it goes a long
way toward creating a powerful relationship
– Everyone needs to clearly understand the purpose of the
partnership and be committed to the vision. Both the
salesperson and the client must agree on what they are trying to
do together
– The role of the salesperson must move from selling to
supporting. The salesperson in a partnership is actively
concerned with the growth, health, and satisfaction of the
company to which she is selling.
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Creating Value with A Relationship Strategy
• Thought processes that enhance your relationship
strategy:
– Self image, is shaped by the ideas, attitudes, feelings, and other
thought you have about yourself that influence the way you
relate to others.
– Two important aspects to understand the “why” of human
behavior:
• Feelings and behavior are consistent with the self-image.
• The self-image can be changed.
– Low self-esteem correlates with resistance to change and with
clinging to the known and familiar. It is noted that low selfesteem is economically disadvantageous in an information
economy where knowledge and new ideas count for almost
everything.
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Creating Value with A Relationship Strategy
• How to develop a more positive self-image?
– Focus on the future and stop being overly concerned with past
mistakes or failures.
– Develop expertise in selected areas.
– Learn to develop a positive mental attitude.
• Character is composed of personal standards, including
honesty, integrity and moral strength.
• Integrity is the basic ingredient of character that is
exhibited when you achieve congruence between what
you know, what you say, and what you do.
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Creating Value with A Relationship Strategy
• Nonverbal strategies that add value to your relationships:
– The first contact between a salesperson and a prospect is very
important.
– During the first few minutes-or seconds- the prospect and the
salesperson form impressions of each other that either facilitate
or distract from the sales call.
– Every salesperson projects an image to prospective customers,
and this image influences how a customer feels about the sales
representative.
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Creating Value with A Relationship Strategy
• Conversational strategies that enhance relationships
– Become genuinely interested in other people.
– Be a good listener; encourage others to talk about themselves
– Talk in terms of the other person’s interest.
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Creating Product Solutions
• Developing a product solution that adds value:
– Become a product expert:
• Product development and quality improvement process
• Performance data and specifications
• Maintenance and service contracts
• Price and delivery
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Creating Product Solutions
– Sell benefits:
• Distinguish between features and benefits.
– Feature is anything that can be felt, seen or measured.
– Benefit is anything provides the customer with personal advantage or
gain.
– Configure value-added solutions
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Creating Product Solutions
– Know your company:
• We should never underestimate information about the company itself as a
strong appeal that can be used during the sales presentation.
• Life insurance can be purchased from a large number of fims at nearly
identical rates
– Know your competition:
• Salespeople who have knowledge of their competitor’s strengths and
weakness are better able to emphasize the benefits they offer and add
value.
• You must acquire facts about competing products before the sales
presentation.
• Do not refer to the competition during the sales presentation.
• Never discuss the competition unless you have all you facts straight.
• Avoid criticizing the competition
• Be prepared to add value.
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Conclusions:
• Personal selling is often the major promotional method
used – whether measured by people employed, by total
expenditures, or by expenses as a percentage of sales.
• Customers perceive that value is added when they feel
comfortable with the relationship they have with a
salesperson.
• Self image, is shaped by the ideas, attitudes, feelings, and
other thought you have about yourself that influence the
way you relate to others.
• Every salesperson projects an image to prospective
customers, and this image influences how a customer
feels about the sales representative.
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