Η διαδικασία της
πώλησης
Άννα Κ. Ζαρκάδα
Διαφήμιση & Προώθηση Πωλήσεων
ΜΠΣ στη Διοίκηση Υπηρεσιών
Όλοι αγαπούν να αγοράζουν
You buy how it makes you feel, then…
you logically justify the sale
Αναγνώριση του
Αναζήτηση
προβλήματος
Αξιολόγηση
εναλλακτικών
λύσεων
Επιλογή
Αγορά...
Επανάληψη...
Πίστη
Core
Product
Πυρήνας
Tangible
Product
Πραγματικό
προϊόν
Απόφαση
Augmented
Product
Ολοκληρωμένο
προϊόν
Διαδικασία αγοραστικής απόφασης –
Συμπεριφορά καταναλωτή
Γενικό (γνωστικό) υπόδειγμα
συμπεριφοράς καταναλωτή
πώληση
πώληση
πώληση
εξυπηρέτηση
Συστήματα προσωπικών πωλήσεων
 Σε καταστήματα
 Πόρτα - πόρτα
 Επιδείξεις
 Άμεσο Μάρκετινγκ
 Πολύ-επίπεδο μάρκετινγκ (MLM)
 Data base marketing
Προσωπικές Πωλήσεις: ορισμός
A traditional definition:
The personal communication of information to persuade a
prospective customer to buy something – a good, service, idea or
something else – that satisfies that individual's needs.
Futrell’s definition:
The personal communication of information to unselfishly
persuade a prospective customer to buy something – a good,
service, idea or something else – that satisfies that individual's
needs.
What a sales person does
 Functions
Serve
Sell – upselling & cross selling
Follow up
Long-term relationship building
 Types of sellers
 hunters
 farmers
Types of Selling Roles
 Order Getters (e.g. telemarketing, car salesmen, B2B)
 Order Takers (retail clerks or customer service agents)
 Order Influencers (WoM agents & Missionaries e.g pharma or HE book reps)
 Sales Support (technical or office support staff)
Ethics (caveat emptor  law  caveat venditor)
Building partnerships
ηθική των
πωλήσεων
Αναγνώριση
αναγκών και
πώληση
χτίσιμο
συνεταιρικών
σχέσεων
Ten Important Steps in the Customer
Relationship Selling Process
1. Prospecting. Locating and qualifying prospects.
2. Preapproach. Obtaining interview. Planning: determining sales call
objective, developing customer profile, customer benefit program, and
sales presentation strategies.
3. Approach. Meeting prospect and beginning customized sales
presentation.
4. Presentation. Further uncovering needs; relating product benefits to
needs using demonstration, dramatization, visuals, and proof
statements.
5. Trial close. Asking prospects’ opinions during and after presentation.
6. Objections. Uncovering objections.
7. Meet objections. Satisfactorily answering objections.
8. Trial close. Asking prospect’s opinion after overcoming each objection
and immediately before the close.
9. Close. Bringing prospect to the logical conclusion to buy.
10. Follow-up and service. Serving customer after the sale.
1-9
Prospecting
Definition
Finding qualified prospects = people who need the products or services you offer and
are able to make purchases (market segmentation)
Sources
 Personal list
 milking existing list
 expanding list
 Referrals
 from satisfied customers
 from personal list
Community Clubs/Organizations/business networking groups
Trade Shows
Contests
Mailing Lists
Techniques
 Info gathering
 Qualifying by phone
 Final qualification
 Setting up appointments
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Prospecting: Παρουσιάσεις για το επόμενο μάθημα
 Choose product / Service
1. B2C
2. B2B
 Make a list of all sources of prospects
1. personal list
2. trade publications
 Make a list of 10 prospects for each group
 Set qualifying criteria (needs & purchasing ability)
 Rank them in terms of priority