Personal Selling

PURPOSES OF SELLING
Introducing Innovation to Markets Conveying Information Acting as Intelligence Agent Solving Customer Problems

ATTITUDES ABOUT SELLING

Sales people are born and not made. Sales people must be good Communicator. Selling is a matter of knowing the right techniques or tricks. A good salesperson can sell ice to an Eskimo. People generally do not want to buy.

TRAITS OF WINNING SALES PEOPLE

Desire to succeed Continually seek self-improvement Accept responsibility Have mental toughness

PERSONAL SELLING AND THE MARKETING MIX

Price, Product, Place, and Promotion

Advertising, Sales Promotion, Public Relations, and Personal Selling

PERSONAL SELLING IS CUSTOMER ORIENTED SELLING

PERSONAL SELLING PROCESS

PRETRANSACTIONAL PHASE (Prospecting, Qualifying, Pre-call Planning) TRANSACTIONAL PHASE (Approach, Needs Discovery, Presentation, Handling Objections, Closing) POSTTRANSACTIONAL PHASE (Service and Follow-up)

FOLLOWING UP
CLOSING THE SALE HANDLING OBJECTIONS MAKING THE SALES PRESENTATION APPROACHING THE PROSPECT

Pre approach: QUALIFYING PROSPECTS

PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS

The Personal Selling Process

Personal Selling Process

AIDAS Framework & Personal Selling Process Follow-up

Further Lowering And Minimizing Cognitive Dissonance Bringing Satisfaction

Sales Closing
Act of Closing A Sales (Action) Handling Objections Increasing Desire And Lowering Cognitive Dissonance Sales Presentation & Demonstration Sales Secure Approaching General Interest Bring & Arouse Attention Prospecting Desire

PERSONAL SELLING PROCESS

Prospecting
External Sources
Direct Inquiries Referrals Directories Cold Canvassing

Internal Sources

PERSONAL SELLING PROCESS

Qualifying
Qualified candidates have a need, have the authority to buy, and can afford to buy

PERSONAL SELLING PROCESS

Precall Planning
What do I want to accomplish? What do I know about the prospect? Where can I find information? What am I going to say?

PERSONAL SELLING PROCESS

Precall Planning--What do I want to accomplish?

determine information on historical inventory levels. determine who is involved in the purchasing decision. arrange for a follow-up meeting agreement to a trial-run purchase

PERSONAL SELLING PROCESS

Precall Planning--What do I know about the prospect?

Size of business/products sold/markets served Key personnel Buying routines/purchasing process Present supplier(s)/volumes purchased Future plans

PERSONAL SELLING PROCESS

Precall Planning--Where can I find information?

Ask prospect directly Observe business facilities Ask other company salespeople Ask current customers Ask competitors

PERSONAL SELLING PROCESS

Precall Planning--What am I going to say?

The Sales Mix Model
Presentation Pace Presentation Scope Depth of Inquiry Two-way Communication Visual Aids

PERSONAL SELLING PROCESS

Precall Planning--What am I going to say?

Implications for managers
how to structure the presentation product, competitive, industry information increase rep confidence

PERSONAL SELLING PROCESS

The Approach
Securing Appointments Establishing Relationship / Bonding

PERSONAL SELLING PROCESS

Why is the approach important?

It can help capture the buyers attention It can help to establish a harmonious atmosphere It serves as a good transition to the presentation It can help in need determination

PERSONAL SELLING PROCESS

The Approach
Types of Approaches
Introductory Approach Assessment Approach Product Approach Consumer Benefit Approach Referral Approach

PERSONAL SELLING PROCESS

Need Discovery
Ascertain buyer benefits Types of questions: permission, fact finding, feeling finding, checking

PERSONAL SELLING PROCESS

Presentation Types
Canned Organized Tailored

PERSONAL SELLING PROCESS

The Presentation
Focus on Benefits, not just Features Keep it Simple Talk the Prospects Language Stress Application Get the Prospect Emotionally Involved Seek Credibility

PERSONAL SELLING PROCESS

Overcoming Objections LSCPA Approach to Overcoming Objections: Listen to the buyers feelings Share the concerns without judgment Clarify the real issue with questions Problem solve by presenting options/solutions Ask for action to determine commitment

PERSONAL SELLING PROCESS

Closing
Alternative Choice Summary Close

PERSONAL SELLING PROCESS

Service and Follow-up

Entering Orders Installation of Product Training Handling Billing Problems

PERSONAL SELLING APPROACHES

Stimulus-Response Selling Need Satisfaction Selling Problem Solving Selling

PERSONAL SELLING APPROACHES

STIMULUS RESPONSE SELLING

Manipulate customer to elicit desired responses

PERSONAL SELLING APPROACHES

NEED SATISFACTION SELLING

Presentation is tailored to fit needs of buyer

PERSONAL SELLING APPROACHES

PROBLEM SOLVING (PROBLEMSOLUTION) SELLING

The salesperson defines a customer problem that may be solved by various alternatives.

PERSONAL SELLING POSITIONS

Sales Support Personnel (Missionaries) New Business (Pioneers and Order Getters) Existing Business (Order Takers) Direct to Consumer Sales Combination Sales Positions

When Personal Selling is Used

When MARKET When PRODUCT
value is not apparent,
has high unit cost, is technical, requires demonstration, is fitted to customers need, is in introductory stage of the Product Life Cycle

is concentrated:
geographically, in few industries, or in several large customers

Scope of Personal Selling

Variety of Sales Jobs

Delivery Sales Inside Order Taker

Missionary Sales Person

Outside Order Taker

Sales Engineer Consultative Sales Person

Changing Patterns in Personal Selling

Selling Centers Systems Selling

Global Sales Teams

Changing Patterns in Personal Selling

Relationship Selling Telemarketing

Internet Selling

Automation

Compensating a Sales Force

Salary Commission

Combination

Evaluating a Sales Persons Performance

Quantitative

Qualitative

Examples of Personal Selling

Retail selling Field selling Telemarketing Inside selling

12 million people are engaged in personal selling in the United States Represents about 10% of the work force