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Personal selling refers to the person to person communications with customers by professional sales people and other employee. Within the promotion mix, personal selling has an inter dependent relationship with the other promotion elements and is more important with a push strategy. The importance of personal selling within the promotion mix is related to the position and experience of the buyer and the complexity and cost of the products. The job of the salesperson may be proactive, order getters are creative sales people or account managers who creatively develop relationships with customers. Reactive selling means that a sales person facilitates transactions initiated by the customer. The first step in the sales process, prospecting, involves identifying new customers from a variety of sources. The first stop in the sales process, prospecting, involves identifying new customers from a variety of sources. Actual contact with the customer begins with the approach where the salesperson learns more about the customers needs and builds a rapport. The sales presentation is the part of the process in which the sales person seeks to persuade the customer. In the closing phase of the sales presentation. The salesperson asks the customer to buy the product. The final step, follow-up after the sale, involves arranging for delivery

payments and later making sure that the order was received and that the customer is satisfied. Sales management means planning, implementing and controlling the selling function. Ethically, socially responsible sales behavior always benefits the firm. Sales managers encourage ethical behavior by having realistic goals for sales people I AN OVERIEW OF PERSONAL SELLING The part of the promotion mix that involves direct contact between a company representative and a customer. A. Its not just a job, its an adventure . A sales career is often very well paid, particularly in business to business selling for large companies. B. The evolution of personal selling As a profession personal selling has moved from a transactional hard sell approach to marketing to a relationship marketing approach. 1. From sectional marketing, putting on the hard sell the hard sell is a high pressure form of selling. Transactional selling a form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer. 2. Relationship selling: Countering the furnished image a form of personal selling in which the sales person seeks to develop a mutually satisfying relationship with the customer so or to work together to satisfy each others needs. C. The importance of personal selling to the marketing function An important part of an organizations overall marketing plan. 1. One message per customer, pleas personal selling allows for flexible, precisely targeted one on one marketing communications.

2. Customers told back in direct customer sales person interactions, the sales person can listen to customers and can address objections as well as communicate product benefits. 3. More than just communications the sales function allour the firm to provide a variety of important services for their customers. 4. Feed back on marketing strategy sales people who know their customers are also able to provide valuable information about changes in customer needs market place developments, etc.

D. The Role of personal selling in the promotion mise personal selling strategies are designed to supports other promotion activities and the personal sales function in turn is enhanced by the other promotion mix elements. 1. Factors that make the sales function more important A Personal sales effort is more important when a firm engages in a push strategy where the goal is to push the product through the channel of distribution. 2. Customer related factors for both consumer and industrial customers, the buyers experience in making the decision also affects the relative importance of the salesperson contact. 3. Product related factors characteristics of the products or service itself also contribute to the relative emphasis placed on the sales function. 4. Limitations of personal selling a major limitation is cost per contact compared to other forms of communication. 5. Personal selling and integrated marketing communication. The focus of an IMC program is on the customer and not the product, so in implementing an IMS strategy the sales manger becomes a customer manager and sales

people are not just sales people but become real links between the customer and the organization. II TYPES OF PERSONAL SELLING --- Different personal sales jobs require that the sales person engage in different sales activities and work with different types of customers. A. From getting to taking: personal selling functions the major types of personal sales functions differ in terms of how the sales person interacts with the customers. 3. Other getler A salesperson who works creatively to develop relationship with customers or to generate new sales. 4. Order taker A salesperson whose primary function is to facilitate transactions that are initiated by the customer. 5. Sales support personnel company representatives who provide support or assistance to the sales force but are not involved in actually making sales. The technical specialist contributes expertise in the form of product demonstrations, recommendations for complex equipment, set up of machinery, or in service education. The missionary sales people sales people who promote the firm and try to stimulate demand for a product but do not actually complete a sale. The sales team A group of individuals with different skills or expertise who work together in selling products to customers. B. The sales environment : The circumstances under which the salesperson and the customer come together. 1. Outside selling a form of selling in which sales people visit face to face with customers away from their companys place of business. 2. Inside selling selling (other than in store retail selling) conducted at the organizations place of business.

C. Consumer versus industrial selling sales jobs also differ in terms of the types of customers and their reason for purchase. 1. Retail selling involves the selling of goods and services to individuals or groups who purchase for some reason other than for personal consumption.

III. THE SELLING PROCESS Most sales people understand and follow a series of activities that are necessary to result in a transaction. Active selling process . The process of seeking out customers, analyzing needs, determining how product attributes might provide benefits for the customer, an d then communicating that information. A. Prospecting and qualifying customers the process of identifying and developing a list of potential of or prospective customers. B. Planning the sales call: The pre approach includes developing information about prospective customers and planning the sales interview. C. Initiating the sales interaction: The approach the first step of the actual sales presentation in which the sales person tries to learn more about customers needs, create a good impression, and build rapport. D. Making the sales presentation the part of the selling process in which the salesperson seeks to persuasively communicate about the product, its features, and the benefits it will provide to the customer. 1. Elements of the successful sales presentation first and foremost, the presenter needs to be enthusiastic about what he or she is selling. To be persuasive, the communication must also be logical, believable, simple, personal and diplomatic. 2. Sales presentation techniques sales presentations can be described in terms of the amount of creativity and customization they require on the part of the salesperson, as well as the degree of participation of the prospect.

The canned sales presentation. The selling formula approach--- A method of selling in which a structured or ordered plan for adrieving a sale is used. The need satisfaction approach ---- A method of selling in which the sales person fully understand the needs of the customer and develops sales appeals based on product benefits that relate to the needs and want of the customer. The problem solution approach ---- the sales person first conducts a detailed study of the buyers situation and problems, and then maked detailed recommendations for meeting the buyers needs. E. Overcoming customers objections the effective salesperson anticipates what objections are of concern (from the prospects view point) and is prepared in advance to overcome them with additional information or persuasive arguments. Overcoming customer objections the effective sales person anticipates what objections are of concern (from the prospects view point) and is prepared in advance to overcome them with additional. F. Closing the sale the stage of the selling process in which the sales person actually asks the customer to buy the product. G. Following up after the sale sales activities which provide important services to customers after the sale.