Selling style and Service

orientation
 Automobile industry
Servicing: Customer Survey
• Customers have a huge doubt whether service is good
quality or not.
– How can we know which part was changed, we don’t even know
what is wrong and what is right?
• The duty of service center is not only servicing, they
should also help me maintain it
• Today, only one-third of the cars that are sold by the
dealerships go back to the dealerships, post-warranty. 
Service and its impact on WOM
Satisfaction Satisfaction Positive Word of
with with Sales Mouth
Aftersales

+ + 93%

+ 45%
-
+ 14%
-
3%
- -
Selling style
 Buyer and seller involvement in decision
Involvement of the end consumer in the decision process

Low High

Low Involvement Picking Variety seeking, habit

of the Impulse buying Textiles
salesperson Petrol
required during
decision
process

High Sub contracted decision Problem solving

Involvement of Consumer not Risk high
the salesperson knowledgeable about High involvement in
required during product/ brands. decision process.
decision Trust/ relationship Buyer knowledgeable
process Ex: Lubricants New Business selling
Ex: Industrial buying
 Selling styles
Involvement of the end consumer in the decision
process
Low High

Low Trade selling Trade selling

Involvement of the Salesman (I am) not OK Buyer: Variety seeking
salesperson Retailer (U) are OK behaviour, then:
required during Acceptance Salesman (I am) not OK
decision process Retailer (U) are OK
Acceptance
Buyer: Habitual
Salesman (I am) OK
Retailer (U) are notOK
Drive

High Missionary selling New Business selling

Involvement of the Salesman (I am) OK Salesman (I am) OK
salesperson Buyer (U) are not OK Buyer (U) are OK
required during Dominance Analytical thinking
decision process
 Generalized Framework - Selling style
 Product Low uncertainty of untried High uncertainty of untried
characteristi brands brands
cs
Low differences Trade selling High advertising support.
between Trade schemes Salesman (I am) OK
brands Salesman (I am) not OK Retailer (U) are not OK
Retailer (U) are OK Dominance
Acceptance
High differences Trade selling Selling solutions (if consumers’
between Salesman (I am) not OK knowledgeable)
brands Retailer (U) are OK Salesman (I am) OK
Acceptance Buyer (U) are OK
Analytical thinking
Missionary selling (if
consumers’ not
knowledgeable)
Salesman (I am) OK
Buyer (U) are not OK
Dominance
 Service Orientation

Service orientation

Relationship Increase value Reduce dissonance

 Service orientation for different types of buying

Involvement of the end consumer in the decision process

Low High
Low Picking Habit
Involvement of the Consumer indifferent to Risk of purchase is high
salesperson the brand Brand decision dominates
required during Service: Increase value Service: Reduce dissonance
decision process proposition to the Increase Post sale service
trade. Variety Seeking
Risk of purchase is low
Increase Value at the time of
purchase (At service)
High Sub contracted decision Problem solving
Involvement of the Consumer not Risk high
salesperson knowledgeable about High involvement in decision
required during product/ brands. process.
decision process Trust/ relationship Buyer knowledgeable
Service: Relationship New Business selling
Increase pre sale service Total service provider.
Complete service Pre-At and Post
 Generalized Framework – Service orientation

 Product Low uncertainty of untried High uncertainty of untried

characteri brands brands
stics
Low Increase value to retailer Reduce Dissonance.
differences Service: “Post” sale
between
brands
High Increase sales promotion. Total solution provider (if
differences Service: “At” point of sale consumer is
between knowledgeable)
brands If consumer is not
knowledgeable:
Relationship.
Service: “Pre” sale