MKT Module 8: Selling
Listening to the customer and serving the customer
1. Sales Objectives
A new product must go through several selling efforts.
Must be personally sold to investors or senior executives
Personally sold to production and sales force
Then the sales force get the chance to personally sell the product to
distributors, retailers and end users.
Personal selling involves knowing networks of customers and distributors on a
personal level and are constantly crossing paths with the competition.
Personal selling is the most expensive and powerful communication strategy a
marketer can employ. The basic objectives of personal selling are:
1. To keep current customers happy and loyal, particularly highly profitable
2. To persuade a current customer to buy more.
3. To persuade a potential customer to buy a new product or service.
4. To feed back ideas on customer needs, improved product positioning, and the
success of company and competitor marketing tactics.
The most important objective of the sales force is the help achieve the financial
and marketing goals.
• Typical functions of a field sales force
A list of some of the varied activities that field salesperson may undertake in a
day is given in the table below.
o Selling function
Searching for leads
Setting up appointments
Developing a call schedule and organizing time
Reading customers account histories
o Working orders
Handling shipping problems
Handling back orders
o Customer Service
Problem solving, designing solutions
Demonstrating and training
Dining with clients
Arranging parties A company considers sales force to efficiency to be very high if salespeople spend
50 percent or more of their time actually selling.
• Relationship selling process
Creative, winwin process improve trading relationships and processes.
The first 3 techniques are to:
1) listen carefully to objections, concerns, problems, and points of view of key
decision makers within the buying organization.
2) Develop a deep understanding of the buying issues and the drivers of the
3) Create ways to improve your terms and service processes that overcome
4 approaches to relationship selling
o Expanding the size of pie:
expand the size of the current deal and, through economies of scale,
reduce the costs to the seller and buyer of both selling and buying. This
often also reduces the average price of the package of products and
services sold to the buyer.
o Giving back parts of the pie
For both the buyer and seller to talk about which parts of the training
terms are most important to each.
o Adding a new ingredient to the pie
Expand the terms of the trade by adding another dimention, such as
offering and extended after sales service and consumables supply contract
opening up a long term relationship possibility.
o Reengineering the whole piemaking process:
create a completely different trading relationship by changing the existing
relationship processes. Also called bringing
in bridging not only is a new trading dimension added, but also the
fundamental, long term trading processes are changes to both parties
For a seller to embark on any of the 4 relationship selling approaches, a
foundational relationship must exist based on mutual respect, expected
cooperation and performance.
• Fitting the sales function to customer buying behavior.
The customers buying behavior and channel use will define the selling/role of top
management, the salespeople and technical specialists.
It is critical that sales management know when customers are reviewing their
choice of vendors (suppliers) so that a push campaign can be launched and timed
to have a max effect on the customers decision.
Know how the competitors salesforces are organized and managed
Buying behavior: o “order takers” are typically involved in transactional sales, where the
focus is on simple purchase situations that tend to be tangible goods and
o “Order getters” are required to uncover customer needs and
understanding their product or service usage processes.
2. Sales force Structure
The development of special teams for the largest, most complex customers is
called national account management (NAM).
Assign a sales team to coordinate major accounts at the national (or global) level.
Competitive thinking has to be directed at the new role of the salesperson in the
ongoing trade relationship.
• EDI and crossfunctional team selling
Electronic data interchange (EDI) enables automated, just in time d