Chapter 2:

Selling skills
Nguyễn Thị Bích Trâm, PhD
Tram.ntb@ou.edu.vn
Main contents

1 2 3
Consumer and Sales Personal selling
organisational responsibilities skills
buyer behaviour and preparation
DIFFERENCES BETWEEN CONSUMER AND
ORGANISATIONAL BUYING

• Fewer organisational buyers

• Close, long-term relationships between organisational buyers and sellers
• Organisational buyers are more rational
• Organisational buying may be to specific requirements
• Reciprocal buying may be important in organisational buying
• Organisational selling/buying may be riskier and more complex
• Negotiation is often important in organisational buying
 Who is important in the buying decision?

How do they buy?

CONSUMER
BUYER What are their choice criteria?

BEHAVIOUR
Where do they buy?

When do they buy?

Who buys?
• Initiator: the person who begins the process of considering a
purchase. Information may be gathered by this person to help
the decision.
• Influencer: the person who attempts to persuade others in the
group concerning the outcome of the decision. Influencers
typically gather information and attempt to impose their choice
criteria on the decision.
• Decider: the individual with the power and/or financial authority
to make the ultimate choice regarding which product to buy.
• Buyer: the person who conducts the transaction: who calls the
supplier, visits the store, makes the payment and effects
delivery.
• User: the actual consumer/user of the product.
The consumer
decision-
making
process – how
they buy
FACTORS AFFECTING THE CONSUMER DECISION-
MAKING PROCESS

THE BUYING PERSONAL SOCIAL

SITUATION. INFLUENCES. INFLUENCES.
ORGANISATIONAL
BUYER
BEHAVIOUR
FACTORS
AFFECTING
ORGANISATIONAL
BUYER
BEHAVIOUR
 Materials to be
used in the
production process,
e.g. steel;
Product
constituents
Components to be
incorporated in the
finished product,
e.g. alternator
The product type

Plant and
equipment;
Productions
facilities
Products and
services for
maintenance, repair
and operation
2.1. Sales
responsibilities
and
preparation
Preparation for pure selling and sales
negotiations

• Product knowledge and benefits

• Knowledge of competitors’ products and their benefits
Preparation for pure selling and sales
negotiations

• Sales presentation planning

• Setting sales objectives
• Sales Cycle
• Understanding buyer behaviour
2.3. Personal selling skills
The personal
selling
process
DEALING
WITH
OBJECTIONS
NEGOTIATION

START HIGH BUT BE ATTEMPT TO TRADE IMPLEMENT BUYERS’

REALISTIC CONCESSION FOR BEHAVIOURAL NEGOTIATING
CONCESSION SKILLS TECHNIQUES
CLOSING
THE SALE