This activity is important because personal selling is a complicated activity th

Question

This activity is important because personal selling is a complicated activity that involves building buyer–seller relationships. Although the salesperson–customer interaction is essential to personal selling, much of a salesperson's work occurs before the meeting and continues after the sale itself. The personal selling process consists of six stages: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6) follow-up. The goal of this exercise is to demonstrate your understanding of the personal selling process by identifying the optimal strategies throughout the process. Read the personal selling process case and then answer the questions that follow. Pulte Homes is one of the nation's largest and most successful home builders, building over 500,000 homes over the past 55 years. During the sales and construction process, Pulte focuses on providing its customers with the best home for the best value. In 2016, Pulte Homes were ranked highest for customer satisfaction in 10 of its markets by J.D. Power and Associates New-Homebuilder Customer Satisfaction Survey. Pulte is trying to determine what the appropriate sales presentation would be for its prospective customers in order to better train the company's salesforce and provide value to its customers. To choose between the formula selling presentation format and the need-satisfaction presentation format, Pulte must consider the dynamics of the salesperson–customer home buying interaction. Prospective customers entering the Pulte new home sales model face a complex decision process for a very high-involvement process. To better understand the needs and wants of their prospective customers, salespeople must ask their prospective customers questions about their individual family's needs in terms of square footage requirements, feature and amenity desire, price, and financing considerations. Pulte salespeople must be good listeners to identify the key attributes valued by the prospective customer so that they may include these attributes in their eventual sales pitch. Canned sales presentations are generally ineffective for selling homes due to the need for salespeople to tailor the presentation to the prospect so that salesperson can highlight the product benefits that are most important to the customers. Pulte's goal is to continually improve its customer satisfaction by building customer relationships. To narrow in on the appropriate presentation format to use in future salesforce training, answer the following questions to understand whether a formula selling presentation format or a need-satisfaction presentation format would be most effective in helping Pulte achieve its goals.

1. The Pulte sales presentation format should emphasize

a. Pulte’s long history.

b. only the aspects that interest the customer.

c. Pulte's strengths and weaknesses.

c. Pulte’s large market share.

e. all aspects in which Pulte can potentially assist the customer.

2. In the need-satisfaction presentation format, who should do the majority of the talking during the presentation stage

a. the sales associate

b. the sales manager

c. the prospective customer

d. the chief marketing officer

e. the department manager

Explanation / Answer

1) B

The presentation must be focused on areas that are of interest of customer. Showcasing long history, focusing on strength & weakness, large market share will not help the Pulte sales pitch

2) C

The sales person should be a good listener. The customer should be able to express openly and freely. The requirement must be captured from whatever is shared by customer.

Related Questions

Navigate

• Browse (All)
• Browse T
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.