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As sales talk (English: Pitch) is designated the purposeful dialogue control of a salesman with a potenziellen customer, aligned to conclusion of a contract. In this article the definition is referred to the field service sales and extended by the range of the sale with high order for long-lived consumer goods. The standardized sales succession in the stationary retail trade is treated in the article sale.
The sales talk is a component of market communication of an enterprise and at the same time element of the distribution politics in marketing. From the social discussion guidance the sales talk guidance differs by a strong structuring, the avoidance of discussions and the purposeful use of attraction words and asymmetrical information representation. The most well-known classification scheme for sales talks is the AIDA formula in such a way specified. Central one of elements of the sales talk guidance are need collection, argumentation and price penetration.
Particularly within operational communication the purposeful influence of coworkers and customers has a high value. Behaviors, which are often rated within the private sector as manipulation, accept precise tool tools at the end of the creation of value chain of an economical achievement contribution, within the range of the personnel management or with unionized arguments. The use of language and nonverbaler communication when leading sales talks exhibits psychologically just as high degree of abstraction, as those of the actor. Thus straight within the range of the capital goods its own dramaturgy of the sales talk guidance in the reference to motivation curve, reference representation and demonstration and/or personal tracing, every now and then even a Choreographie for the employment of several selling forces is planned within a Selling center in such a way specified. This thesis is supported by the extensive training in the range of the psychology of selling, which modern selling forces have to complete.
Generally it can be said that high-level personnel spends in principle a high portion of their work time with discussions. The following table represents for this some investigations:
| Authors | Number of seized superiors | Portion of the verbal contacts of the collective labor period |
|---|---|---|
| Guest (1956) | 56 | 46% |
| Horne & Lupton (1965) | 66 | 63% |
| Steward | 160 | 56% |
| (1972) | 194 | 46% |
| Mintzberg (1975) | 5 | 78% |
| Brinkmann (1982) | 459 | 79% |
Portion of the verbal contacts of the collective labor period. Source: H. point: Sales talk guidance, 1992
The expenditure of time for sales talks depends for salesmen however strongly on the employment of the advisor. While in the retail trade and sale customer contact exists predominantly, travelers use field representatives in the sales between 25 and 40 per cent of their work time on pure discussion guidance. The remainder is filled out with administrative and travel activities.
| Activity | FAZ (1975) | Lebensm.ztg. (1978) | Dare (1977) | Mc Graw Hill (1986) |
|---|---|---|---|---|
| Sales talk | approx. 38% | approx. 25% | approx. 36% | approx. 42% |
| Travels (journeys) | approx. 45% | approx. 23% | approx. 39% | approx. 25% |
| Waiting period | approx. 12% | approx. 12% | - | - |
| Reports | approx. 5% | approx. 10% | approx. 10% | approx. 22% |
| Other | - | approx. 30% | approx. 15% | approx. 11% |
Distribution of the work time of the salesman. Source: To H. point 1989
Due to the high meaning of successful interhuman communication the sales talk guidance falls back to the realizations of different scientific disciplines.
Already with the occupation choice to the salesman it is to be asked whether the personal self value feeling of the advisor is high enough, in order to bear recurring refusal and disappointment durable in the sales. At the time of an average conclusion ratio from 1:3 to 1:5 in the sales field service, in rare cases high-quality and also more highly, to communication of the product value, the goodwill and the goal orientation of the salesman a very high meaning comes strongly inquired goods and services. In psychological training courses it is for this arranged for the salesman that refusal is not always equivalent to personal criticism, even if the salesman places himself as humans behind the product. At the same time it applies to avoid a certain emotional cold weather and arrogance as protection from continuing refusal.
Salespsychologically regarded the success of the salesman depends thus not only on it, which is sold, but to a large extent on his effect on the customer. Body attitude, movement, Mimik, gesturing, language, view contact and clothes must stand with one another in agreement. How important psychology of selling is, also the realization of the Psychoanalytikers Sigmund Freud shows: Decisions are made to a large extent with the feeling. Confidence, reliability, sympathy and expectation attitude dominate particularly in transparent markets with informed customers the rational facts such as utilizable value or price.
An outdated, but one describes still in basic training like the arrangement of sales talks, obtained to the technical adviser in the field service (IHK), with the abbreviation AIDA. Attention obtain, interest arouse, urge develop and conclusion transact (after free translation of attention, the Irish interest, action) should to the salesman a simple formula offer, in order to distribute at the beginning of the industrial company the often urgently needed and limited goods. The today's sales talks are more strongly funktionalisiert.
The following 12 phases of the sales talk guidance have as a goal in such a way to plan the customer speech in the context enterprise marketing that the message over image and customer use of the offer, obtained first, can be converted into a sales conclusion. Motivation-theoretical and perception-psychological realizations are converted directly here.
In the context marketing will receive the salesman a founded target group analysis, so that it can recognize and estimate typical characteristics of potenziellen customers better. The entrepreneur will accomplish for this a competition analysis, in order to learn to know its direct and indirect competitors and instruct the salesman. The strengths and the weaknesses of the competition to know is just as important, to estimate as the own strengths and weaknesses realistically.
With as complete a customer history as possible the salesman prepares on the prioritization of his customers forwards (customer value). Here marketing helps it e.g. with the ABC analysis in such a way specified. Before the establishment of contact and the actual sales the salesman begins with the preparation of the sales talks and the speech of the customer for date agreement.
Important elements of the Pre Sales are:
If the priority identification is final, the customers and prospective customer keep resources assigned after their value. The more important a prospective customer for the economic success of the enterprise is, to more time, money and advertising material on him will be used. The personal time management of the salesman illustrates to that extent at the same time the priorities of the enterprise, for which it works. Without time management no strategic planning can take place.
In the context of an individual route planning can be specified daily, week or monthly routes. The date agreement for this takes place usually by telephone. At new customers it is advisable however, first a personal attendance in the course of a regular route to flat, in order to judge local conditions, secretariat and/or receipt. Frequently enormous obstacles are developed by enterprises, in order not to let annoying salesmen penetrate to decision makers. Here the better offer of the salesman is in the apron of crucial importance. Is frequent in combination with offer in writing to reach telephone date agreement and personal acquisition at least a date for the conception of the achievements. In many industries the salesman must be also locally, appear on the building site, in the work "trickles" or on meetings contacts to attach.
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