Secondary Literature Review: In the selling process we need to have exhaustive knowledge about our prospect‟s needs and

wants. It is important to understand what will motivate them to make the purchase and for this reason the selling process is sometimes spread over a relatively long time frame without any certainty about closing of the sale. A typical selling process is described in fig. 1. Therefore, the success of the entire process rests heavily on the quality of prospecting and qualifying. Pursuing a prospect requires time which directly translates to resources. These resources can be quantified in terms of the value of the agent‟s time spent on a particular prospect. However, the time invested in all the prospects does not necessarily yield an income. Therefore, if we view our prospects as an investment, we need to qualify them on the basis of which prospects would be a better investment of our time and will lead to a closed sale or income. Fig.1. the Steps of the Sales Process





Conviction and Motivation

Completion and Partnering

Salesman must tap into that need and preferably work towards a situation which benefits both parties and leads to a „win-win‟ situation. We can apply Maslow‟s need hierarchy theory to the concept of selling to needs and wants. salespeople should appeal to this need by sharing relevant information with their prospects about how the product or service will help the buyer by reducing operating costs and or improving productivity. or facing a new competitive threat. to help them deal with what is important to them. . Their motivation lies in the fulfillment of their psychological wants and needs. developed a need hierarchy theory which can also be applied to the process of selling. The need hierarchy theory is represented in a pyramid with the lower level representing the basic needs and upper levels more developed needs. In selling to buyers. The condition for progression to the next level is the satisfaction of the previous level. security or safety needs. a humanistic psychologist. social needs. ego or esteem needs and finally self-actualization need. The needs described in this pyramid are in the following order: biological/physiological needs. 2 The Hierarchy of information Coping information: Information that is needed when a buyer is losing money. Abraham Maslow. UmoveFree can meet this information need by helping the customer find more affordable housing than the present one. from basic to more advanced. People buy in because the purchase is somehow instrumental in achieving a certain goal that they want to fulfill. people at each level in the needs hierarchy seek information.It is important to understand why buyers buy. This hierarchy can also be translated into a hierarchy of information needs from the perspective of the salesperson. Let us discuss the levels of information hierarchy and also try and apply these principles to discuss and understand examples where UmoveFree may use these principles to meet their customers‟ information needs. The levels in hierarchy of information may be described as follows: Fig. In business.

This requires salespeople to be creative for e.Helping information: This is information on how to protect and defend profitability or market share. Salespeople can help their prospects defend against other competitive buyers and prices. In order to elicit this arousal seeking behavior salesman should implement optimal level of stimulation. Edifying information: This is information that provides special business support beyond salespeople‟s information about product performance. Enlightening information: This is information on how to improve business performance. UmoveFree can meet this need by Informing about places nearby where they can volunteer to do community service or participate in their religious community. UmoveFree can meet this information need by helping the customer with comprehensive information on competitive prices and best value.”(2) Automatic and emotive arousal generally leads to relevant behavior directly while cognitive arousal causes a person to deliberate upon the possible alternatives. As business consultants. we must first understand the needs of the customer. when a client first learns that she is being promoted on the job and becomes joyful.e. Therefore. Empowering information: Information to enhance employee performance. such as when a prospect is struggling to find a way out of a deal she no longer finds attractive and is in the thinking mode. Many business executives are concerned about improving employee productivity. The arousal can be automatic (felt physiologically). It can also be emotive. salespeople should constantly challenge themselves to help their prospects succeed in the area of community awareness. UmoveFree can satisfy this information need identified by business organizations by providing information about locations that may enhance their family‟s wellbeing and standard of living. Or it can be cognitive. Optimal level of stimulation is at a level where the person should not feel overwhelmed by the . for example. Such arousal is usually need based and salesman often probe to understand the needs of the buyers and tries to influence their attitude towards their products or services.. Successful salespeople demonstrate how their solution (i. Salespeople can also enlighten their prospects about new tools and processes that will facilitate enhancements in the way they and their businesses perform. it is important to analyze historical data pertaining to customer specifications and the sales achieved to understand which factors or variables influence the decision of the customer? “The motivational process begins when a stimulus engenders arousal or drive. UmoveFree can satisfy this information need by informing the customer about latest trends and new amenities.g. such as when a prospect first realizes an urgent need to cut operating costs and shows signs of stress. Bridging the gap between customer’s needs and communication of information: In order to understand what kind of information to convey to the customer. product or service) will improve the way a prospect‟s employees perform.

Desire to buy: The desire component is clearly a necessity for a prospective customer. Money to buy: The ability to buy a product is measured in terms of money or buying power. Three basic components of buying power can be distinguished: income. can make people buy things they do not want. Gatekeepers: They are the ones who control the flow of information. and desire. . Qualifying the prospects: Lead qualification involves such things as the prospect's budget. Participants involved in a buying situation It is also important for us to know who the participants are who may influence the purchase decision so that we as salespeople can direct our efforts accordingly. and existing supplier situation. market position. the goal of the salesman should be to keep the buyer interested. The prospect must want the product. Authority to buy: Authority to buy is the legal ability to buy and the power to consummate an exchange transaction. Buyers: they are the ones who make the physical purchase. Following are the participants: Users: they influence the buying decision by identifying the need for the product and specifying the characteristics of in the product that will fulfill the need. Personal selling and other marketing efforts can stimulate demand by both influencing and persuading people. and credit worthiness. assets. but no selling or marketing effort. authority to buy can be difficult to determine. Without desire. as well as key people involved in the buying process. purchasing time frame. a prospect is not a qualified prospective customer. In many situations. Influencers: they help the buyer evaluate the various alternatives. Qualification involves assessing the prospect in terms of the sales organization's criteria to determine whether the prospect has one or more of the prerequisites that show the suspect is a realistic prospect: money. authority. Deciders: the decider may be the buyer or the one paying for the final purchase. yet she should also not feel bored.(3) Therefore.information. no matter how sophisticated or intense. You cannot afford to waste time and energy making presentations to people who do not have the authority to buy.

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