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The Four Major Selling Approaches
1. Stimulus-Response Approach
2. Mental States Approach
3. Need Satisfaction Approach
4. Problem Solution Approach
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Stimulus-Response Approach
Psychological experiment shows that subjects
will respond in a predictable manner when
exposed to a specific stimulus.
When subjects are rewarded for correct
responses, the responses may become
automatic.
Salespeople using the stimulus-response
approach concentrate on saying the right
thing (the stimulus) at the right time to
develop a favorable response from the
prospect.
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Stimulus-Response Approach
A standard memorized presentation is used
to ensure the right points are made at the
right time.
Knowing how prospects normally respond to
certain stimuli helps salespeople build a
sequence of favorable responses.
The major disadvantages of this approach
that people often do not respond in the
expected way.
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Stimulus-Response Approach
When this happens, the salesperson is
thrown off track and may not be able to
complete the presentation.
This approach is most appropriate in simple,
straight forward selling situations such as
selling a vacuum cleaner in a home.
This approach is also useful when selling
time is limited, as in selling medicine to a
doctor.
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Mental States Approach
This approach is based on a slogan coined
by E. Sr. Elmo Lewis in 1898
➢ Attract Attention
➢ Maintain Interest
➢ Create Desire
➢ Get Action
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Mental States Approach
The AIDA formula suggests that a prospect
goes through a logical sequence of mental
states in any buying situation.
The salesperson’s first task is to present
sales appeals that will capture the prospect’s
attention.
Then the salesperson must plan and deliver
the sales story in order to advance the buyer
one mental state to another until the sales
has been completed.
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Mental States Approach
Although the mental states theory of selling is
widely accepted, it has shortcomings.
During a sales presentation, it is impossible
to know when attention stops and interest
starts or when interest stops and desire
starts.
In fact, most experienced salespeople agree
that they do not think about the various
mental states when making their
presentation.
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Mental States Approach
Another disadvantage of the mental states theory is
that it puts the emphasis in the wrong place.
Salespeople who follow this four-step plan may
overemphasize their side of the story to get the
attention and interest, in stead of adapting
themselves to the buyer’s desires, needs and wants.
This theory has the advantage of encouraging
salespeople to plan their sales presentations.
Because of its simplicity, it has been widely accepted.
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Need Satisfaction Approach
People buy products to satisfy their needs
and solve problems.
The need satisfaction approach uses the
prospect’s need as the logical starting point
for the sales presentation.
A salesperson using this approach first
determines the customer’s need.
After securing the prospect’s agreement the
need exists, the salesperson offers a solution
to satisfy the need.
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Need Satisfaction Approach
The major advantage of this approach is that
it forces the salesperson to practice the
marketing concept.
The emphasis is on satisfying the customer’s
needs, not on the product or service being
offered.
The salesperson must analyze the sales
process from the buyer’s viewpoint.
The presentation is planned.
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Need Satisfaction Approach
The selling points organized to answer such
questions as:
1. What are the prospect’s real needs and
wants?
2. How will my product benefit the buyer?
3. How can I best guide the prospect’s thinking
so a decision to buy by product will be
made, thus solving the buyer’s problems
and satisfying the buyer’s wants?
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Need Satisfaction Approach
The need satisfaction approach is designed
for more experienced and sophisticated
salespeople.
Salespeople using this approach must
understand the psychology of communication
and persuasion.
They must also spend time and effort to
determine the prospect’s needs to
demonstrate how their product satisfies those
needs.
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Need Satisfaction Approach
Because of the experience and time required
by this approach, it is typically used when the
product and the customer are rather
sophisticated.
This approach is often used in selling
insurance, stock and bonds, farm machinery
and industrial products.
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Problem Solution Approach
This approach combines the need
satisfaction approach with the scientific
method for solving problems.
Like the need satisfaction approach, the
problem solution approach begins with the
salesperson identifying the prospect’s need.
The salesperson then helps the customer list
possible alternative solutions and evaluate
the advantages and disadvantages of each
alternatives.
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Problem Solution Approach
Finally, the salesperson works with the
customer to select the best alternative.
In using this approach, the salesperson builds
a relationship with the customer that
resembles a consultant-client relationship.
This approach places greater demands on
the salesperson’s time and skills than the
three other approaches.
It is typically used in industrial sales of
technical products and services.
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Conclusion
Each approach has different advantages and
disadvantages.
However, each of the selling approaches
recognizes that buyers must be considered in
developing a sales presentation.
The stimulus-response approach assumes
salespeople must stimulate specific needs in
their customers while need satisfaction and
problem solution approaches emphasize
probing customers to uncover their needs.
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Conclusion
Most sales presentation involve a blend of
these approaches.
At some points in the presentation, a
stimulus-response approach might be
appropriate, while a problem solution
approach might be more effective at other
points.
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Conclusion
For example:
The use of an attention getting approach at
the beginning of the presentation is the
consistent with mental states approach .
On the other hand, probing for information
during the presentation is an important aspect
of the need satisfaction approach.