MANAGING SALES AND

DISTRIBUTION
BE-MBA Spring Semester Term2
(March 2023 – May 2023)

Harjot Singh, LM TSM, TIET

4/2/2023
Classification of
Personal Selling Approaches
• Stimulus Response Selling
• Mental States Selling
• Need Satisfaction Selling
• Problem Solving Selling
• Consultative Selling
Stimulus Response Selling : Sets of
words and actions, continued
affirmation

Continue
Salesperson Buyer
Process until
Provides Responses
Purchase
Stimuli Sought
Decision
Mental States Selling : Formula
approach, structured

Attention Interest Conviction Desire Action

Need Satisfaction Selling : Focuses on
needs /set of needs of customers

Present Continue
Uncover and
Offering to Selling until
Confirm Buyer
Satisfy Buyer Purchase
Needs
Needs Decision
Problem Solving Selling : Focuses
on alternative solutions

Continue
Generate Evaluate Selling
Define
Alternative Alternative until
Problem
Solutions Solutions Purchase
Decision
 Consultative Selling : Focuses on
strategic goals of customers

Business Consultant

The process of helping

customers reach their
strategic goals by using Strategic Orchestrator
the products, service, and
expertise of the selling
organization.
Long-term Ally
 The Sales Process: An Overview

Selling
Foundations
Initiating Developing Enhancing
Customer Customer Customer
Relationships Relationships Relationships
Selling
Strategy
How sales people spend their time
Overview of Direct
Marketing

10
Forms of Direct Marketing
 Direct Marketing Model
• Some firms use direct marketing as a supplemental
medium.
• For many companies, direct marketing – especially
Internet and e-commerce companies – constitutes a
new and complete model for doing business.
• Some firms use the new direct model as their only
approach.
• New marketing model of this millennium (also
reference to MLM).
• Examples Amway, Oriflame
Customer Databases and Database
Marketing
• Customer Databases are an
Organized Collection of
Comprehensive Data About
Individual Customers or
Prospects.
• Allows companies to offer
fine-tuned marketing offers and
communications to customers.
• Personalized approach
• Customized and customerized
offers
References
• Still, R. R. ; E W Cundiff & N A P Govoni, Sales
Management – Decisions, Strategies and Cases,
Prentice Hall of India (2017).
• Google Images

14
SUGGESTIONS FOR TELECOM SERVICE PROVIDERS

• Telecom service providers need to put greater focus on

pre-paid consumers to prevent them from availing MNP
and churning.

• Telecom service providers need to focus more on the

functional dimension of service quality rather than the
technical dimension of service quality.

Thank You
• Service providers need to make greater efforts to retain
those customers who have been on the network for a
longer time and who have been contributing more to the
top line or bottom line.