8 Personal selling skills - Arif Sari（8个人销售技能u2014u2014Arif纱丽）.pdfVIP

8 Personal selling skills OBJECTIVES After studying this chapter, you should be able to: 1. Distinguish the various phases of the selling process 2. Apply different questions to different selling situations 3. Understand what is involved in the presentation and the demonstration 4. Know how to deal with buyers’ objections 5. Understand and apply the art of negotiation 6. Close a sale KEY CONCEPTS • buying signals • objections • closing the sale • personal selling skills • demonstrations • reference selling • needs analysis • sales presentation • negotiation • trial close 248 Sales technique 8.1 INTRODUCTION The basic philosophy underlying the approach to personal selling adopted in this book is that selling should be an extension of the marketing concept. This implies that for long-term survival it is in the best interests of the salesperson and their com- pany to identify customer needs and aid customer decision-making by selecting from the product range those products that best fit the customer’s requirements. This philosophy of selling is in line with Weitz1 and the contingency framework, which suggests that the sales interview gives an unparalleled opportunity to match behav- iour to the specific customer interaction that is encountered. This is called ‘adaptive selling’ since the salesperson adapts their approach according to the specific situa- tion and it has been found to be a growing way of conducting sales interactions.2 Its importance is supported by research by Jaramillo et al. (2007) which showed that adaptive