Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Selling
Pertemuan 24
Learning Outcome
•Students can explain in details a proper selling
methods required by corporation.
Bina Nusantara
Material Outline:
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Product-selling strategies that add value
Developing and qualifying a prospect base
Approaching the customer
Creating the consultative sales presentation
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Product-Selling Strategies that Add Value
• Generic product:
– Basic, substantive products. Generic product describes only the
product category, e.g. life insurance, rental cars, personal
computers.
• Expected product:
– Is everything that represents the customer’s minimal
expectation. The minimal purchase conditions vary among
customers, so the salesperson must acquire concerning the
expected product.
• Value-added product:
– Exists when salespeople offer customers more than they expect.
• Potential product:
– What may remain to be done.
– The potential product is more likely to be developed by
salespeople who are close to their customers.
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Developing and Qualifying a Prospect Base
• Importance of prospecting:
– Every salesperson must cope with customer attrition, that is, the
inevitable loss of customers over a period of time, which can be
attributed to a variety of causes.
• The customer may move to a new location outside the
salesperson’s territory
• A firm may go out of business or merge with another company
• A loyal buyer or purchasing agent may leave the position because
of promotion, retirement, or serious illness
• Sales are lost to the competition
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Developing and Qualifying a Prospect Base
• Prospecting requires planning:
– Increase the number of people who board the wheel. If the number of
potential prospects declines sharply, the number of sales closed also
declines.
– Improve the quality of the prospects who board the wheel.
– Shorten the sales cycle by quickly determining which of the new
prospects are qualified prospects.
• Sources of prospects:
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Friends, family members
Directories
Telemarketing
Website
Networking
Educational seminars
Developing and Qualifying a Prospect Base
• Qualifying the prospect:
– Does the prospect have a need for my product? Get permission
to ask questions and then determine the person’s real needs.
– Can the prospect make the buying decision? Ideally you should
talk to a person who has the authority to buy or can influence the
buying decision.
– Can the prospect pay for the purchase? Salespeople must be
aware of the possibility that a customer may provide incorrect or
misleading information
– Will anyone close the sale?
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Approaching The Customer
• Planning the preapproach:
– Establishing presentation objective
• Obtain personal and business information to update the customer’s
profile
• Conduct a needs assessment to determine if your product is
suitable
• Involve prospect in a product demonstration
• Make an appointment with the prospect’s boss who is the decision
maker
• Secure a list of referrals
• Provide postsale service
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Approaching The Customer
• Informative, persuasive and reminder presentation
objectives:
– Informative presentation: the objective of a presentation that
involves a new or unique product is generally to inform
customers of its features and explain how these features can
benefit the customer.
– Persuasive presentation: the act of presenting product appeals
so as to influence the prospect’s beliefs, attitudes, or behavior
– Reminder presentation: the primary objective of the sales call is
to remind the prospect of products and services offered by the
company.
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Creating the Consultative Sales
Presentation
• Be a consultant, a partner, an extension of your
client’s business. Be a friend, a problem solver.
Balance your client’s best interests with those of
your own and your company.
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Creating the Consultative Sales
Presentation
• Need discovery:
– Review of the behaviors displayed by high-performance
salespeople helps us understand the importance of precise need
discovery
– Unless the selling situation requires mere order taking
(customers know exactly what they want), need discovery is a
standard part of the sales presentation
– The pace, scope, depth and time allocated to inquiry depend on
a variety of factors.
– Some of these include the sophistication of the product, the
selling price, the customer’s knowledge of the product, the
product application and the time available for dialogue
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Creating the Consultative Sales
Presentation
• Selection of the product:
– The salesperson must choose the product or service that can
provide maximum satisfaction.
– Salespeople = trusted adviser
• Need satisfaction:
– Communicating to the customer, both verbally and nonverbally,
the satisfaction that the product or service can provide.
– The salespeople places less emphasis on the use of questions
and begins making statements.
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Conclusions:
• Value-added product exists when salespeople offer
customers more than they expect.
• Every salesperson must cope with customer attrition,
that is, the inevitable loss of customers over a period of
time, which can be attributed to a variety of causes.
• Be a consultant, a partner, an extension of your client’s
business. Be a friend, a problem solver. Balance your
client’s best interests with those of your own and your
company.
Bina Nusantara