2. Topics at a glance
• To know about buyer seller dyads
• Know about the different personal selling situations.
• To know the recent trends in selling.
3. Buyer Seller Dyad
The salesperson and the prospect, interacting with
each other
5. Diversity of Personal-selling
Situations
Group A (Service Selling)
1.Inside Order Taker
2.Delivery Salesperson
3.Route or Merchandising
4.Salesperson
5.Missionary
6.Technical Sales Person
Group B (Developmental
Selling)
1.Creative Salesperson of Tangibles
2.Creative Salesperson of
Intangibles
6. Group A (service Selling)
1. Inside Order Taker –”waits on” customers; for
example, the sales clerk behind the neckwear
counter in a men’s store. These jobs are known as
technical support staff, sales assistants,
telemarketers, and telesales professionals.
7. Group A (service Selling)
2. Delivery Salesperson – mainly engages in
delivering the product; for example, persons
delivering milk, bread, or fuel oil.
8. Group A (service Selling)
3. Route or Merchandising Salesperson – operates
as an order taker but works in the field – the soap or
spice salesperson calling on retailers is typical.
9. Group A (service Selling)
4.Missionary – aims only to build goodwill or to
educate the actual or potential user, and is not
expected to take an order; for example, the distiller’s
“missionary” and the pharmaceutical company’s
“detail” person.
10. Group A (service Selling)
Technical Salesperson – emphasises technical
knowledge; for example the engineering salesperson,
who is primarily a consultant to “client” companies.
11. Group B (developmental Selling)
1.Creative Salesperson of Tangibles – for example,
salespersons selling vacuum cleaners, automobiles,
siding, and encyclopaedia.
12. Group B (developmental Selling)
2. Creative Salesperson of Intangibles – for example.
Salespersons selling insurance, advertising services,
and educational programs.
13. Recent Trends In Selling
Relationship selling
Regular contacts over an extended period to
establish a sustained seller-buyer relationship. The
success of tomorrow’s marketers depends on the
relationships that they build today Relationships are
built upon trust.
14. Recent Trends In Selling
Consultative Selling
Meeting customer needs by listing to them,
understanding — and caring about — their problems,
paying attention to details, and following through after
the sale
15. Recent Trends In Selling
Team selling is the use of teams made up of people
from different functional areas to service large
accounts.
Useful in sales situations that call for detailed
knowledge of new, complex, and ever-changing
technologies
16. Recent Trends In Selling
Sales Force Automation (SFA) Applications of computer
and other technologies to make the sales function more
efficient and competitive
Sales automation (also known as customer asset management
and total customer management) implies that technology can
be used to speed up previously inefficient operations.
Salespeople have access to current, relevant marketing materials, including
data sheets, brochures, multimedia presentations, and proposal templates,
online.
17. Questions
Q1. Why is it necessary to understand buyer seller dyad?
Q2. What are the different personal selling situations?
Q3. What do you mean by Team selling?
Q4. Why is relationship selling important?
Q5. What do you mean by sales force automation?
