【正文】 oblem or Need Determination Recognition Initiating the Relationship Description Search and Qualification Proposals Selection of Suppliers Order Routine Developing the Relationship Enhancing the Relationship ? Followup to Assess Customer Satisfaction ? Take Action to Assure Customer Satisfaction ? Encourage Critical Encounters ? Expand Collaborative Involvement ? Add Values and Enhance Mutual Opportunities Copyright 169。 2022 by Harcourt, Inc. 1 The Buying Process (Figure ) Determination of Item and Quantity Needed Recognition of the Problem or Need Initiating the Relationship ? Gathering and Studying Precall Information ? Approaching and Initiating Contact ? Assessing the Situation and Discovering Needs Copyright 169。 2022 by Harcourt, Inc. 1 Types of Buyers ? Consumer Markets ? Business Markets Copyright 169。 2022 by Harcourt, Inc. 1 Managing the Sales Force (1:26) Copyright 169。 2022 by Harcourt, Inc. 1 BoundaryRole Effects Role Stress ? Role Conflict ? Role Ambiguity ? Role stress must be dealt with to insure maximum sales productivity Copyright 169。 2022 by Harcourt, Inc. 1 Classification Of Personal Selling Jobs ? Sales Support Personnel – Missionary Salespeople ? Detailer – Technical Support Salespeople ? New Business – Pioneers – Ordergetters ? Existing Business – Ordertakers ? Insider Sales (nonretail) ? DirecttoConsumer Sales (retail) ? Combination Sales Jobs Copyright 169。 2022 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。 2022 by Harcourt, Inc. 1 Contributions of Personal Selling Salespeople and Society ? Salespeople as Economic Stimuli ? Salespeople and Diffusion of Innovation Copyright 169。 2022 by Harcourt, Inc. 1 Characteristics of Sales Professionalism ? Customer Orientation ? Use of Truthful and Nonmanipulative Tactics ? Focus on LongTerm Satisfaction of Customer and Selling Firm Copyright 169。 1850s US) ? PostIndustrial Revolution Era – (1800s Europe。 2022 by Harcourt, Inc. 1 Module 1 An Overview of Personal Selling Copyright 169。Copyright 169。 2022 by Harcourt, Inc. 1 Selling Ingram, Lafe, Avila, Schwepker, and Williams Multimedia Presentations Steven J. Remington, . Buena Vista University August, 2022 ： ； :； ： Copyright 169。 2022 by Harcourt, Inc. 1 Evolution of Personal Selling ? Early Origins of Personal Selling ? Industrial Revolution Era – (1700s Europe。 1900 US) – Canned Sales Presentation ? The War and Depression Era ? Professionalism: The Modern Era Copyright 169。 2022 by Harcourt, Inc. 1 Cost/Sales Call $80$242/ call Copyright 169。 2022 by Harcourt, Inc. 1 Contributions of Personal Selling Salespeople and the Employing Firm ? Salespeople as Revenue Producers ? Market Research and Feedback ? Salespeople as Future Managers Copyright 169。s business ? Provide guidance throughout the sales process ? Help the buyer to solve problems ? Have a pleasant personality and a good professional image ? Coordinate all aspects of the product and service to provide a total package Industrial buyers prefer to deal with salespeople who: Copyright 169。 2022 by Harcourt, Inc. 1 Characteristics Of Sales Careers ? Job Security ? Advancement Opportunities ? Immediate Feedback ? Prestige ? Job Variety ? Independence ? Compensation ? BoundaryRole Effects Copyright 169。 2022 by Harcourt, Inc. 1 Qualifications And Skills Required For Success By Salespeople ? Empathy – To see things as others would see them ? Ego Drive – Determination to achieve goals ? Ego Strength – Selfassured and selfaccepting ? Interpersonal Communication Skills – Including listening and questioning ? Enthusiasm – In general, and for sales as a career ? Additional Characteristics Related to a Given Sales Job Copyright 169。 2022 by Harcourt, Inc. 1 Module 2 Understanding Buyers Copyright 169。 2022 by Harcourt, Inc. 1 Distinguishing Characteristics of Business Markets ? Buyers are Larger but Fewer in Number ? Derived Demand ? Higher Levels of Demand Fluctuation ? Purchasing Professionals ? Multiple Buying Influences ? Close BuyerSeller Relationships – Supply Chain Management Copyright 169。 2022 by Harcourt, Inc. 1 Selection of an Order Routine Evaluation of Proposals And Selection of Suppliers The Buying Process (Figure ) Acquisition and Analysis of Proposals Recognition Initiating the Relationship Developing the Relationship ? Select Presentation ? Explain Features ? Confirm Benefits ? Handle Objections ? Earn and Gain Commitment Search and Qualification Of Potential Sources Description of Item and Quantity Needed Determination Copyright 169。 2022 by Harcourt, Inc. 1 Phase One Recognition of the Problem or Need: The Needs Gap (Figure ) Desired State Produce 1,250 units/day Actual State Produce 1,000 units/day The Gap Or Need 250 units/day Copyright 169。 2022 by Harcourt, Inc. 1 Phase Two Determination of Characteristics of the Item and the Quality Needed Phase Three Description of Characteristics of the Item and the Quality Needed Phase Four Search for and Qualification of Potential Sources Copyright 169。 2022 by Harcourt, Inc. 1 Phase Five Acquisition and Analysis of Proposals MultiAttribute Model of Adhesives by GM Buyers E xh i b i t 2 .5W e i g h te d A v e r a g e s fo r P e r fo r m a n c e a n d O v e r a l l Ev a l u a ti o n S c o r e sC h a r a c t e r i s t i c s B o n d I t 3 0 2 A d C o 4 5 S ti k F a s t 2 1 7P I P* I P I P* I P I P* IQ