measures selling interest and motivation level based on the following orientations:
- Just-A-Job
A person who
has this sales orientation has a take-it-or-leave-it attitude toward
selling. A low concern for making a sale, coupled with a low concern for
the customer, is shown in this persons tendency to be passive (neither
trying to build acceptance for the product, nor pushing to build a better
relationship with the prospective customer)
- Friendly
A person with this orientation
is extremely person-oriented, manisfesting only a minimum concern for
making a sale. A strong need for the friendship and approval of the
customer results in the salesperson's spending much time and effort to
understand the customer's feelings and interests in order to be liked in
return. A sale is therefore seen as a by-product of friendliness rather
than as the effect of direct persuasion.
- Sales Technique
The ST-oriented person balances a
moderate concern for making a sale with a moderate concern for the
customer. He or she uses tried-and-true techniques for getting a prospect
to buy, blending some pleasant behavior with some emphasis on the product.
The sales presentation of this style is often described as mechanical,
methodical, and monotonous.
- Hard-Sell
This selling
style shows a high concern for making a sale but little or no concern for
the prospective customer. HS-oriented persons see prospects as means to an
end - a sale; thus they pile on all the pressure it takes to get the
prospects to buy. Because of a high need for esteem and independence,
HS-oriented persons perceive making a sale as a victory over the customer.
Since winning is all-important to these persons, they are often blind to
the customer's needs and feelings, and aggressively push their product.
- Person-Product
Salespersons with this orientation
integrate a high concern for making a sale with a real and deep concern
for the customer. This is indicated in their attempts to get to know the
customer's needs and problems in order to show shat benefits can be
obtained from using a product or service. Such salespersons can be
described as consultative, need-satisfying, and problem-solving.