Mostafa Purmehdi
Marketing Management Class of 2015 @HEC Montreal
PERSONAL SELLING
S E S S I O N T W E L V E
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Mostafa Purmehdi
slides by
Department of Marketing
HEC Montreal
SALESPEOPLE
O B J E C T I V E S
SELL ME THIS PEN!
( W A R M U P A C T I V I T Y )
Wolves of Wall Street - SELL ME THIS PEN
since 00:59
SELL ME THIS PEN!
( R E C A P )
- a common sales interview question
- roleplay to understand the opportunities in a sales situation
- start by ASKING QUESTIONS
- this is called Needs Assessment
- up-selling and cross-selling
- this is called Needs Development
since 00:48
RECAP - SELL ME THIS PEN
S E L L I N G
is a form of
p e r s o n a l
communication
PERSONALIZED
B U S I N E S S
RELATIONSHIPS
ALL SALESPEOPLE SHARE A FUNDAMENTAL ROLE
All companies have at least ONE salesperson
marketing representative
account manager
customer managers
business development manager
advisors
vice-president
TIPS FROM EXPERTS:
CONSULTANT VS. SALESPERSON
A SHORT STORY
SALESFORCE MANAGEMENT
O B J E C T I V E S
FOUR MAJOR ACTIVITIES
STRATEGIC DECISIONS
BUILDING SALES FORCE
MANAGING SALES EFFORTS
MOTIVATING SALESPEOPLE
STRATEGIC DECISIONS
D 1
D2
D3
DEFINE THE ROLE OF THE SALES FORCE
CHOOSE AN ORGANIZATIONAL STRUCTURE
A COMPENSATION PLAN
salary, commissions, premiums and bonuses
according to market segmentation: 9 different ways
sales and market share, satisfaction and retention
S A L E S F O R C E M A N A G E M E N T
BUILDING A SALES TEAM
ONE. define hiring criteria
TWO. recruit a few candidates
THREE. prescreening
FOUR. selecting the best
FIVE. hire the candidate
SIX. integrate the new salesperson
SEVEN. initial training
MOTIVATING SALESPEOPLE!
PROCESS
O B J E C T I V E S
& techniques
Promotional sales
Internal sales
Direct sales
Business development sales
Commercial sales
Industrial sales
Technical sales
Consultative sales
Executive sales
S A L E S POSITIONS
TRANSACTIONAL SELLING
CONSULTATIVE SELLING
RELATIONSHIP SELLING
NEGOTIATED SELLING
FOUR APPROACHES TO SALES
1
PROSPECTING
Frequently meeting with existing customers, and identifying potential customers.
2
PRE-APPROACH
Preparing for the meeting by analyzing information and defining objectives.
3
APPROACH
Make an impression on the customer.
4
NEED ASSESSMENT
Collect information by interacting with customers: ask open-ended questions and attentively listen to what they say.
5
PRESENTATION
Highlight advantages of the product adapted to customer needs.
6
HANDLING OBJECTIONS
Doubt and hesitation oppose purchase, but are signs of customer interest. Salespeople must respond effectively without directly contradicting customers.
7
CLOSING
Gain customer commitment to your proposal.
8
FOLLOW UP
Verifying with customers that everything meets their expectations.
ACTIVE LISTENING
SCIENCE OF PERSUASION
international
SALES
O B J E C T I V E S
FirstThingsFirst
TALK BUSINESS OR CONNECT PERSONALLY
?
HOW TO OFFEND PEOPLE
I N O T H E R C O U N T R I E S !
NonVerbalSigns
THEY DON'T HAVE
the SAME MEANINGS ACROSS CULTURES
NONVERBAL COMMUNICATION
I N V A R I O U S C O U N T R I E S
THANK YOU
For Your Attention
t h i s w a s o u r d e m o s e s s i o n
Personal Selling
By Mostafa Purmehdi
Personal Selling
session twelve
