Page 290 - DMGT408DMGT203_Marketing Management

Unit 12: Sales Management

customers, suppliers, resellers, trade association members, various directories, or cold calling Notes
(calling unannounced on offices and individual households) etc.

Pre-approach

Once the salesperson identifies a set of prospects and customers, the salesperson should try to
learn as much as possible about the individual or company needs. In case of a company, the
salesperson should collect as much information as possible about the company’s products,
competition, market, potential sales volume, the purchase procedure, who is involved in
influencing purchase decision, who is the final authority for making purchase decision, and
their personal traits. Salespersons scan company web sites, consult industrial reports, and explore
acquaintances. Kirk Smith, Eli Jones, and Edward Blair report that properly organised salespersons
usually develop some system because they have too many demands on their time.
The salesperson should consider the available facts and set specific call objectives that have
measurable outcomes. The call objectives may not always be to make a sale. The aim might not
always be to get an order but it could be to qualify the prospect, information collection, or to get
a sales order. In selling situations where multiple calls are needed, specific objectives should be
set for every stage. The salesperson should also determine the suitable approach method and
time. In certain cases this may require a phone call or a letter first. In some companies,
telemarketing personnel get an appointment for the salesperson’s call.

Approach

It is extremely important for the salesperson to determine how the customer should be greeted.
The first impression is not just important but crucial to the success of a sales call. The salesperson
must look and act like a professional.
A salesperson should select an approach that suits her/his personality and judgement about the
specific sales situation. Homer B. Smith has recommended different approaches. Some proven
techniques include:
1. Ask Questions: Questions should preferably be relevant to sales presentation.

2. Use a Referral: Preferably someone favourably known to the potential customer.
3. Offer a Benefit or Service: This can be quite effective if relevant to customer’s need.
4. Complement the Prospect: It is a good way to establish rapport if there is anything the
prospect has achieved.

Sales Presentation

Relevant to prospect needs, the salesperson presents the product/service story based on the
AIDA model (capture attention, hold interest, stimulate desire, and get action). The salesperson
describes product/service features, their advantages, benefits (economic, technical, service, and
social or psychological), and the total value prospect gains from making the purchase. James E.
Lukaszewski and Paul Ridgeway report that: to be effective with the prospect, the salesperson
should ensure that the sales presentation is clear, concise, and well prepared.
Salespersons can use different approaches to making sales presentation.

1. The oldest method is the stimulus-response theory of learning (sometimes called canned
presentation). This approach reflects the belief that a customer will buy a product or

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