【正文】 ecurity ? Advancement Opportunities ? Immediate Feedback ? Prestige ? Job Variety ? Independence ? Compensation ? BoundaryRole Effects Copyright 169。 1900 US) – Canned Sales Presentation ? The War and Depression Era ? Professionalism: The Modern Era Copyright 169。 2023 by Harcourt, Inc. 1 Module 1 An Overview of Personal Selling Copyright 169。 2023 by Harcourt, Inc. 1 Contributions of Personal Selling Salespeople and the Customer ? Are honest ? Understand general business and economic trends, as well as the buyer39。 2023 by Harcourt, Inc. 1 Types of Buyers ? Consumer Markets ? Business Markets Copyright 169。 2023 by Harcourt, Inc. 1 Phase Five Acquisition and Analysis of Proposals Evaluating Suppliers and Products MultiAttribute Model – Assessment of Product or Supplier Performance (P) – Assessing the Relative Importance of Each Characteristic (I) Copyright 169。 2023 by Harcourt, Inc. 1 Types of Purchasing Decisions Three Types of Buying Decisions (Exhibit ) D EC I SI O N T Y PEN e w n e s s o f P r o b l e m o r N e e dI n f o r m a t i o n R e q u i r e m e n t sI n f o r m a t i o n S e a r c hC o n s i d e r a t i o n o f N e w A l t e r n a t i v e sM u l t i p l e B u y i n g I n f l u e n c eF i n a n c i a l R i s k sCopyright 169。 2023 by Harcourt, Inc. 1 What is Trust? ? Trust answers the questions: – Do you know what you are talking about? – Will you remend what is best for me? – Are you truthful? – Can you and your pany back up your promises? – Will you safeguard confidential information that I share with you? Copyright 169。 2023 by Harcourt, Inc. 1 Sales Ethics Image of Salespeople (Exhibit ) Deceptive Practices Deceptive Deceive Hustle Scam Exaggerate Withhold Bluff NonCustomerOriented Behavior Pushy Hard Sell Fast Talking High Pressure Illegal Activities Defraud Con Misuse Company Assets Copyright 169。 2023 by Harcourt, Inc. 1 Guidelines for Combining Types of Questions for Maximal Effectiveness (Exhibit ) Amount of and Specificity of Information Desired Choice from Alternatives Discussion and Interpretation Confirmation and Agreement Explore and Dig for Details Gain Confirmation Discover Attitudes/Opinions Change Topics or Direct Attention FollowUp Previously Elicited Statements Amount of and Specificity of Information Desired Openend Questions Designed to be Probing in Nature Closedend Questions Designed to be Probing in Nature Dichotomous or Multiplechoice Questions Designed to be Probing in Nature Openend Questions Designed to be Reactive in Nature Closedend Questions Designed to be Reactive in Nature Dichotomous or Multiplechoice Questions Designed to be Reactive in Nature Openend Questions Designed to be Tactical in Nature Closedend Questions Designed to be Tactical in Nature Dichotomous or Multiplechoice Questions Designed to be Tactical in Nature Openend Questions Designed to be Evaluative in Nature Closedend Questions Designed to be Evaluative in Nature Dichotomous or Multiplechoice Questions Designed to be Evaluative in Nature Copyright 169。 2023 by Harcourt, Inc. 1 Verbal Communication: Using Different Types of Listening ? Social Listening ? Serious Listening – Active Listening – Concentration – Cognition Copyright 169。 2023 by Harcourt, Inc. 1 Five Sequential Stages of SelfLeadership (Figure ) Setting Goals Objective Territory Analysis Account Classification Development Implementation Of Strategies Plans Tapping Technology Automation Assessment Evaluation Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Copyright 169。 2023 by Harcourt, Inc. 1 Effective SelfLeadership Stage Two: Account Classification (Exhibit ) Portfolio Model Segments and Strategies Competitive Position Segment 1 Level of Attractiveness Selling Effort Strategy Segment 2 Level of Attractiveness Selling Effort Strategy Segment 4 Level of Attractiveness Selling Effort Strategy Segment 3 Level of Attractiveness Selling Effort Strategy Strong Weak Low High Account Opportunity Copyright 169。 2023 by Harcourt, Inc. 1 Classi。 2023 by Harcourt, Inc. 1 Effective SelfLeadership Stage Four: Tapping Technology and Automation ? Computers – Siebel Systems – Proximity ? Inter and World Wide Web – Inter – Intras and Extras ? Pagers and Cell Phones ? Voice Mail ? HighTech Sales Support Offices Copyright 169。 2023 by Harcourt, Inc. 1 Effective SelfLeadership Stage Two: Territory Analysis and Account Classification Territory Analysis Who are prospective buyers? Where are they located? What and why do they buy? Who has the authority to buy, who influences the buying decision? What is the probability of selling this account? What is the potential share of account that might be gained? Copyright 169。 2023 by Harcourt, Inc. 1 Verbal Communication: Giving Information ? Understanding the Superiority of Pictures over Words ? Impact of Grammar and Logical Sequencing Copyright 169。 2023 by Harcourt, Inc. 1 Verbal Communication: SPIN Questioning System ? Situation Questions – solicits general background information and descriptions of the buyer’s existing situation – ―Who are your current suppliers?‖ – ―Do you typically purchase or lease?‖ – ―Who is involved in the purchasing decisions?‖ Copyright 169。 2023 by Harcourt, Inc. 1 Sales Communication as a Collaborative Process ? Relational Sales Communication – A twoway and naturally collaborative interaction – Allows buyers and sellers to ? Develop a better unders