| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 100 === Taiwan has been the machine tools industry manufacturing stronghold that ranked as the third largest precision machinery exporter in the world right after German and Japan. In recent years, owing to China’s position of worldwide manufacturing base, Taiwanese machinery industry face not global rivals only, but also the emerging threat from China’s low-price competition. Building excellent sales team with well-trained elite sales person thus become the main approach for Taiwanese business seeking greater market share and achievement.
This thesis of empirical research, taking Taiwanese machinery industry as an example, studied and compared Consultative Selling with traditional selling approaches, confirms the former is more applicable to machinery products sales through various case interviews and validation by investigative questionnaire samples. Documents and data collected during the research reflect the facts that consultative selling approaches permanently enhanced customer loyalty by building long term partnership with customers through processes of understanding customer needs, promoting product values, customer problem solving, and selling the products by customer adoption to recommended solutions. The surveyed documents also prove that sales order engagement probability is improved by applying Consultative Selling in machinery industry.
The thesis focuses on the study of building customer loyalty which contributes to results which benefit both parties by repeat orders that bring product sales gains. Merged SPIN (Situation, Problem, Implication, Need-payoff ) selling techniques into the four aspects of Consultative Selling methods, this thesis with field practices proves that well-trained machinery industry sales person is more capable of achieving sales target by applying Consultative Selling techniques compared with traditional selling approaches.
This research through descriptive statistics, credibility analysis, paired samples T test and One-way ANOVA methods, investigated high-ranked executives and procurement staffs among Taiwanese machinery industry end-users. Collected 35%, 205 samples back from 580 questionnaires sent, with 145 (25%) effective samples, the research findings are concluded as following:
1. The traditional sales mode by simply selling products has transformed into problem-solving, total-solution oriented holistic Consultative Selling in Taiwanese machinery industry.
2. The middle and high rank executives of machinery industry end-users are more impressed with Consultative Selling approaches.
3. Machinery products procurement is trending towards customized, differentiated, middle to large size products that increase the sales amount accordingly.
Keywords: Consultative Selling, traditional selling, SPIN selling techniques, customer values, machine tools, credibility, satisfactory, customer loyalty.
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