Chapter 2, personal selling: Preparation and process. After studying this chapter you will be able: To understand psychology in selling, buying decision process and buying situations; to learn communication skills, sales knowledge, and sales related marketing policies; to understand personal selling process; to learn about negotiation. | Chapter 2 Personal Selling: Preparation and Process Learning Objectives To understand psychology in selling, buying decision process and buying situations To learn communication skills, sales knowledge, and sales related marketing policies To understand personal selling process To learn about negotiation Psychology in Selling If a sales person makes a presentation, the prospect may or may not buy The above “buyer behaviour model” does not tell us the reasons of buying or not buying To understand the psychological aspects of selling or buying, salespeople should study consumer or buyer behaviour, including buying process and situations Stimulus (Sales Presentation) Response (buy or no buy) Buyer’s decision making process Buying Process of Consumers and Business Buyers Five – stage model for household customers Eight – stage model for business buyers Problem / need recognition Problem / need recognition Characteristics and quantity determination Specification development Information . | Chapter 2 Personal Selling: Preparation and Process Learning Objectives To understand psychology in selling, buying decision process and buying situations To learn communication skills, sales knowledge, and sales related marketing policies To understand personal selling process To learn about negotiation Psychology in Selling If a sales person makes a presentation, the prospect may or may not buy The above “buyer behaviour model” does not tell us the reasons of buying or not buying To understand the psychological aspects of selling or buying, salespeople should study consumer or buyer behaviour, including buying process and situations Stimulus (Sales Presentation) Response (buy or no buy) Buyer’s decision making process Buying Process of Consumers and Business Buyers Five – stage model for household customers Eight – stage model for business buyers Problem / need recognition Problem / need recognition Characteristics and quantity determination Specification development Information search / collection Supplier search and qualification Obtain and analyse supplier proposals Evaluate alternatives Evaluation and selection of suppliers Purchase decision Selection of purchase order routine Post – purchase behaviour Performance feedback and post-purchase evaluation Buying Situations Faced By Household customers Business Buyers Routine decision-making New task / New purchase Limited decision-making Modified rebuy / change in supplier Extensive decision-making Straight rebuy / Repeat purchase Buying process and situations differ for household consumers and business buyers. Consumers / Buyers may skip or reverse some stages in buying process. . A consumer buying toothpaste Knowledge of Sales and Sales-related Marketing Policies Sales Knowledge Marketing Policies Company knowledge Pricing and Payment policies Product knowledge Product policies Customer knowledge Distribution policies Competitor knowledge Promotional policies Major reasons for giving above information / .
