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    SF&CM - Personal Sales B2C B2B - Optimize

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    HemShah
    The document discusses various aspects of business-to-business (B2B) and business-to-consumer (B2C) sales including: 1) The consumer decision journey which has four phases and is now seen as more circular rather than linear. 2) Factors that influence the degree of active reasoning in consumer purchases. 3) The industrial buying decision making process and importance of relationships between buyers and sellers. 4) Key members of buying centers and methods to influence industrial customers like sales presentations and negotiation styles. 5) Supplier evaluation systems and different buying situations/classes. 6) The customer lifecycle and how content is used at different stages.

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    SF&CM - Personal Sales B2C B2B - Optimize

    Uploaded by

    HemShah
    40 views28 pages
    The document discusses various aspects of business-to-business (B2B) and business-to-consumer (B2C) sales including: 1) The consumer decision journey which has four phases and is now seen as more circular rather than linear. 2) Factors that influence the degree of active reasoning in consumer purchases. 3) The industrial buying decision making process and importance of relationships between buyers and sellers. 4) Key members of buying centers and methods to influence industrial customers like sales presentations and negotiation styles. 5) Supplier evaluation systems and different buying situations/classes. 6) The customer lifecycle and how content is used at different stages.

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    Sales Force Personal Sales B2B and B2C

    Original Title

    SF&CM- Personal Sales B2C B2B_Optimize

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    The document discusses various aspects of business-to-business (B2B) and business-to-consumer (B2C) sales including: 1) The consumer decision journey which has four phases and is now seen as more circular rather than linear. 2) Factors that influence the degree of active reasoning in consumer purchases. 3) The industrial buying decision making process and importance of relationships between buyers and sellers. 4) Key members of buying centers and methods to influence industrial customers like sales presentations and negotiation styles. 5) Supplier evaluation systems and different buying situations/classes. 6) The customer lifecycle and how content is used at different stages.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    40 views28 pages

    SF&CM - Personal Sales B2C B2B - Optimize

    Uploaded by

    HemShah
    The document discusses various aspects of business-to-business (B2B) and business-to-consumer (B2C) sales including: 1) The consumer decision journey which has four phases and is now seen as more circular rather than linear. 2) Factors that influence the degree of active reasoning in consumer purchases. 3) The industrial buying decision making process and importance of relationships between buyers and sellers. 4) Key members of buying centers and methods to influence industrial customers like sales presentations and negotiation styles. 5) Supplier evaluation systems and different buying situations/classes. 6) The customer lifecycle and how content is used at different stages.

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    SELLING

    B2C, B2B AND CHANNEL SALES


    CONSUMER DECISION JOURNEY
    Traditional Funnel Metaphor
    SALES COVERAGE MODEL
    TIMES HAVE CHANGED, SO HAS YOUR BUYER
    CONSUMER DECISION JOURNEY
    Four Phases of consumer Journey
    ü Initial consideration
    ü Active evaluation
    ü Closure
    ü Post purchase experience

    New Findings
    q Decision journey is circular
    q The number of brands added
    for consideration in different
    stages differ by industry
    q Two-third of touchpoints
    during active evaluation involve
    consumer-driven activity
    q There are two types of loyalty
    –Active & Passive
    Mckinsey’s model of new consumer decision journey
    BUYING BEHAVIOUR FOR CONSUMER PRODUCTS
    3 Factors Influencing
    degree of active reasoning

    ü Involvement
    • Personal factors
    • Product factors
    • Situational factors
    ü Alternative
    differentiation
    ü Time pressure
    B2B SALES
    INDUSTRIAL BUYING DECISION MAKING PROCESS
    BUYER-SELLER RELATIONSHIP
    Development of mutually satisfying,
    Buyer’s profitable, long-term relationships with
    perception of customers is a major business asset of
    sales rep an industrial marketer.

    Is the Dimensions of Role played by


    industrial
    buyer rational Buyer-Seller industrial
    Relationship buyer
    or irrational

    Role played by
    industrial sales
    rep
    BUYER-SELLER INTERACTION – A CONCEPTUAL FRAMEWORK

    Compatible Style Incompatible Style

    Compatible
    Ideal Inefficient Task
    Content Oriented
    Transaction Transaction Interaction
    Oriented

    Self-
    oriented
    Incompatible Inefficient No
    Content Transaction Transaction

    Styles of interaction
    RELATIONSHIP MARKETING
    Relationship marketing is a task of creating strong customer bond or loyalty.

    Add financial Transaction marketing is


    benefits
    transaction oriented buyer-seller
    interaction, which focuses on
    closing a sale with a customer.
    Approaches
    This is achieved by single sales
    for
    developing person.
    customer For large customer, companies
    Add bond are moving towards team selling
    structural ties Add social
    to financial & benefits & relationship marketing.
    social benefits
    BUYING CENTER ROLES & KEY MEMBERS.
    IDENTIFYING KEY MEMBERS OF BUYING CENTER
    q Sales / Marketing persons must identify important members of buying Centre.
    q Buying Centre consists of individuals and groups who take part in buying decision making process,
    have common objectives & share common risks. It is also called purchase committee, buying
    committee or decision making unit.
    q Members of buying Centre are
    (i) Technical persons. Represent design, production/operations, maintenance, Q.C., Industrial Engg. Dept
    (ii) Purchasers / Buyers. Purchase / Materials dept. persons.
    (iii) Accounts / Finance persons.
    (iv) Marketing persons
    (v) Top management persons. G. M. & above.
    METHODS USED TO INFLUENCE INDUSTRIAL CUSTOMERS
    Sales Presentation
    Get information about the buying centre members, needs of potential
    customer firms.
    A sales presentation must be tailor made to fit the needs & expectation of
    the potential customer.
    A sales presentation should first present the positive points about his
    products, services & company, & keep difficult or negative points at the en.
    Project the products/services as differentiator.

    Negotiation with Industrial Customers


    Negotiation is a process that tries to maximize the benefits to both buyer &
    seller, & takes long-term view of their relationship.
    Purpose | Information | Customer Trust | Styles of negotiation | Time factor
    Styles of negotiation
    I win, you lose | Both of us win | You win, I lose | Both of us lose
    METHODS USED TO INFLUENCE INDUSTRIAL CUSTOMERS
    Reciprocity
    It is a practice of buying from one’s own customers & also using
    purchasing power to sell to one’s supplier.
    When products are homogenous or products have little
    differentiation & price competition are less, reciprocal dealings are
    likely to occur.
    Caution must be exercised to keep it to minimum level.

    Dealing with Customer’s Customer


    One of the complexities in Industrial marketing is the need to deal
    with a customer’s customer & become the customer’s competitor.
    SUPPLIER EVALUATION SYSTEM
    Attribute Weight Supplier Supplier Rating
    (Factors) (Importance) performance
    Quality 30 0.8 30 X 0.8 = 24
    Delivery 25 0.4 25 X 0.4 = 10
    Price 15 0.6 15 X 0.6 = 9
    Service 20 0.6 20 X 0.6 = 12
    Flexibility 10 0.2 10 X 0.2 = 2
    Total 100 57

    The supplier(s) who gets the highest total score receives the business or the order form
    from the buying organization.
    BUYING SITUATIONS / BUY CLASSES
    BUYGRID FRAMEWORK

    BUYPHASES BUYCLASSES
    New Task Modified Straight
    Rebuy Rebuy
    1. Problem Recognition Yes May Be No
    2. Characteristics of Product Yes May Be No
    3. Product Specification Yes May Be No
    4. Supplier Search Yes Yes No
    5. Analyzing Supplier Offers Yes Yes May Be
    6. Supplier Selection Yes Yes No
    7. Order – Routine Selection Yes Yes May Be
    8. Post Purchase Review Yes Yes Yes
    CUSTOMER LIFE-CYCLE
    B2B CONTENT CREATION STRATEGY
    HOW CONTENT IS USED

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