Selling Concept
Every salesperson sells different kinds of products in different kinds of situations, and he follows a sequential order. Now, this particular order would mean different stages in the selling process, or in the sales cycle process. It is noteworthy that not all purchase situations, not all kinds of clients and customers, not all kinds of products and services, would require this process to be followed in entirety. In fact, for certain kinds of purchase situations, for certain kinds of products, it may so happen that we do not follow an order at all in this way, but in certain kinds of situations, we may have to go step-by-step following each of the different stages. I would also like to point out here that when we talk about goods, there are two kinds of goods -
High involvement of goods and low involvement goods. High involvement products are those, which are expensive, which are infrequently bought, where the level of perceived risk is high, and the action is irrevocable, which means that once the product has been bought, it cannot be returned, you know. It can be may be repaired or the parts may be replaced, but you cannot return the product. So the level of perceived risk is very high. On the other hand, there are goods which are low involvement goods, and in case of low involvement goods, what we talk of is the converse, where they are inexpensive, they are frequently bought, frequently used, and the level of perceived risk is low as compared to high involvement products. Also, the action is revocable in the sense that, you know, if you do not like a product, you can always go and return it, or you can ask for a replacement. So, the process is not very, complex in terms of low involvement products; neither does the salesperson have to put in a lot of effort, nor does the customer or the prospect go through a very complex cognitive process before he decides to buy a product which is low on involvement. This is typically, you know, in the case of a B2C.
In the case of B2B also, we see high and low, you know, levels of involvement. And we would define that, more in terms of the kind of complexity that goes about in the entire process because it is not a straight, simple decision taken by members of a family or by an individual as in the case of B2C but it is more complex, where the buying decision is actually taken by, you know, a buying center, or the decision-making unit, or the purchase unit of the organization. So, over there, even if products are low involvement products, they may involve some level of formality, some level of official procedures, some level of documentation, some amount of decision making. Now in the case of a B2B scenario, we speak of purchase situations as a new task, modified rebuy, and straight rebuy.
Every salesperson sells different kinds of products in different kinds of situations, and he follows a sequential order. Now, this particular order would mean different stages in the selling process, or in the sales cycle process. It is noteworthy that not all purchase situations, not all kinds of clients and customers, not all kinds of products and services, would require this process to be followed in entirety. In fact, for certain kinds of purchase situations, for certain kinds of products, it may so happen that we do not follow an order at all in this way, but in certain kinds of situations, we may have to go step-by-step following each of the different stages. I would also like to point out here that when we talk about goods, there are two kinds of goods -
High involvement of goods and low involvement goods. High involvement products are those, which are expensive, which are infrequently bought, where the level of perceived risk is high, and the action is irrevocable, which means that once the product has been bought, it cannot be returned, you know. It can be may be repaired or the parts may be replaced, but you cannot return the product. So the level of perceived risk is very high. On the other hand, there are goods which are low involvement goods, and in case of low involvement goods, what we talk of is the converse, where they are inexpensive, they are frequently bought, frequently used, and the level of perceived risk is low as compared to high involvement products. Also, the action is revocable in the sense that, you know, if you do not like a product, you can always go and return it, or you can ask for a replacement. So, the process is not very, complex in terms of low involvement products; neither does the salesperson have to put in a lot of effort, nor does the customer or the prospect go through a very complex cognitive process before he decides to buy a product which is low on involvement. This is typically, you know, in the case of a B2C.
In the case of B2B also, we see high and low, you know, levels of involvement. And we would define that, more in terms of the kind of complexity that goes about in the entire process because it is not a straight, simple decision taken by members of a family or by an individual as in the case of B2C but it is more complex, where the buying decision is actually taken by, you know, a buying center, or the decision-making unit, or the purchase unit of the organization. So, over there, even if products are low involvement products, they may involve some level of formality, some level of official procedures, some level of documentation, some amount of decision making. Now in the case of a B2B scenario, we speak of purchase situations as a new task, modified rebuy, and straight rebuy.
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