Audyogik Shikshan

Mandal’s.

Institute of Management
and Computer Studies.
 THE SELLING SKILLS.

MMS PART I
SUBJECT- Selling And Negotiation Skills.
Group Members – (1)Deepti. –Rollno. 98
(2)Vaibhav. –Rollno. 102
(3)Siddhesh. –Rollno. 108
(4)Narsinha. –Rollno. 109
(5)Ashwin. –Rollno. 119
Part 1 :
1. Promotion Mix.
2. Personal & non-personal elements.
3. Why personal selling ?
4. Promotion Strategies.
Part 2 :
1. Steps in effective selling process.
2. SUPER sales person skills.
Part 3 :

1. Understanding the Buyer

2. 13 Reasons Why People Buy

Sellingis providing
customers with goods
and services they
want to buy.
 Advertising
Advertising
Reaches
Reaches ManyBuyers,
Many Buyers,Expressive
Expressive
1. Promotion Mix. Impersonal
Impersonal

2. Personal & non- Personal

PersonalSelling
Selling
Personal
Personal Interaction, BuildsRelationships
Interaction, Builds Relationships
personal elements. Costly
Costly

3. What is personal selling? Sales

SalesPromotion
Promotion
Provides
Provides StrongIncentives
Strong Incentivesto
toBuy
Buy
Short-Lived
Short-Lived
4. Why personal selling?
Public
PublicRelations
Relations
Believable,
Believable, Effective,Economical
Effective, Economical
5. Promotion Strategies. Underused by Many Companies
Underused by Many Companies
Direct
DirectMarketing
Marketing
Nonpublic,
Nonpublic, Immediate,Customized,
Immediate, Customized,
Interactive
Interactive
 SALES PROMOTION

Definition
Sales promotion can be defined as an activity
taken up to boost the sales of a product.

It can include distribution of free samples,

offering free gifts, conducting trade fairs,
exhibitions & competitions, offering temporary
price discounts etc.
 Purpose of Sales Promotion
Encouraging the customers to try a new product
like free samples distributed by different
companies.
Attract new customers.
Encourage customers to use the
product or service & make them brand
loyal.
Counter a competitor’s promotional activities.
Summing up
In a specific sense, sales promotion includes those
sales activities that supplement both personal &
advertising & co-ordinate them & make them
effective, such as displays, shows, demonstrations
& other non recurrent selling efforts not in the
ordinary routine.
Examples
Distributing coupons, free gifts/samples, giving
money refunds, frequent user incentives,
installment offers etc.
1.Promotion Mix.
Personal
2.Personal & non-
Selling
personal elements.

3.What is personal
selling?
market
4.Why personal Product
selling? money
(cost)
5.Promotion Strategies.
Personal selling –

1) two-way flow of communication

Personal selling is a promotional
method in which one party (e.g.,
salesperson) uses skills and techniques for
building personal relationships with another.
2) between a buyer and seller
3) a face-to-face or real time encounter
Because selling involves personal
contact, this promotional method often
occurs through face-to-face meetings or via a
telephone conversation, though newer
technologies allow contact to take place over
the Internet including using video
conferencing or text messaging (e.g., online
chat).
When to Use Personal
Selling Why Personal Selling

Product
Producthas
hasaahigh
highvalue
value
Provides a detailed explanation
or demonstration of product
Product
Productis
iscustom
custommade
made
Message can be varied to fit the
needs of each prospective customer
Product
Productis
istechnically
technicallycomplex
complex

Can be directed to specific

There
Thereare
arefew
fewcustomers
customers
qualified prospects

Instant feedback
Customers are concentrated
Personal persuasion can be used

Selling
Sellingimage,
image,not
notproduct
product
“ A good salesman can get
• Informative Advertising - Advertising approach
intended to build initial demand for a good or
service in the introductory phase of the product
life cycle.
• Newspapers - C an be costly so you want to
reach the exact audience that will buy your
product or service.
• Television and R adio - Are typically expensive.
The most popular stations are typically expensive.
Be sure to know your target audience and study
the media kits to determine if the station reaches
that audience.
• Direct Mail - Can be either generated by you
individually or can be a part of a co-op program
such as Val-Pak.
• Magaz ines and Trade Journals - Many have
space available regionally.
• Outdoor Advertising Including Billboards and
Transit Ads (buses, cabs) Yellow Pages - This is
possibly the first type of advertising you should
purchase. The downfall with Yellow Page
advertising is that it takes the customer directly to
your competition!
 promotion efforts

Distribution
Producer Customer
Channels

demand
Push Strategy - “Pushing” the Product
Through Distribution Channels to Final
Consumers.
 promotion efforts

Distribution
Producer Customer
Channels

demand demand
Pull Strategy - Producer Directs It’s
Marketing Activities Toward Final
Consumers to Induce Them to Buy the
Product.
Prospecting
Pre- Approac Presentation &
&
approach h demonstration
qualifying
Identify
Learn as much
qualified Make a Tell the product “story” &
as possible
potential relationship focus on customer benefits
about customer
customers

Handling
Follow- To insure customer
objection Closing
up satisfaction & repeat
s business

Overcome customer Ask for

objections an order
1. Prospecting
Salesperson locates and qualifies prospects

2. Pre approach
Salesperson
determines sales call objective, develops customer profile, customer
benefit program, and selling strategies. Customer’s needs are
determined.
3. Approach
Salesperson obtains interview, meets prospect, and begins
individualized sales presentation. Needs are further uncovered.

4. Presentation
Salesperson relates product benefits to needs, using demonstration,
dramatizations, visuals, and proof statements.

5.Trial close
Salesperson asks prospect’s opinion on benefits during and after
presentation.

6. Objections
Salesperson uncovers objections.
7. Meet Objections
Salesperson satisfactorily answers objections.

8. Close
Salesperson has determined prospect is ready to buy and now asks for
the order.

9. Follow-Up
Salesperson provides customer service after the sale.
  Risky & innovator
(a) Characteristics of  Sense of mission
Effective Salespeople
 Partner & team
(b) 9 Keys to Sales Success player
 Solving problems
 Rejections are
information
(a) Characteristics of Possesses Good
Effective Salespeople Communication Skills
Demonstrates Good
Interpersonal Skills
Possesses Solid Technical
Skills
Has a Positive Attitude
Radiates Self-Confidence
Goal Oriented
Empathetic
Honest
Enthusiastic
(b) 9 Keys to Sales
Success
 “If you make a sale you make
commissions...If you make a friend you
can make a fortune”
 1. Have a total belief system..high self-
belief = high
 success (best person, best company,
best
 product/service)
 2. Belief drives passion (intangible
persuader) failur2. failure
 comes from lack of belief not lack of
skills
 3. Y es ! Attitude : I think I can sets
up a positive outcome
 4. Invest in things that make you
successful...improve
 skills; knowledge of your clients,
biggest obstacles, or
 biggest opportunities
 5.. Write down your thoughts, strategies &
ideas and
 your mind & 6 th sense will supply info
6.. Take courses to improve your knowledge
 7. Be a speaker / writer...positions you as an
exper7. expert
 8.. Publish something...someone else confirms
you are
 an expert
 9. . G ive value first...put valuable info in the
hands of
 purchasers, so they may benefit...will allow
them to
 know you, trust you, respect you & will want to
buy
 from you.
“ People don’ t like to be sold ......but they love to buy ”
Forget knowing how to sell...get to know why people
buy
You don’t know the answer if:
1. You get a price objection
2. You have to present a bid, or proposal
3. They say they are satisfied with their existing
supplier
4. No one returns your call
5. You think the economy is too slow
 “ 1st sale is you, then people buy your product / service ”
 1. I like my rep (like leads to trust...leads to buying...leads to a relationship)
 2. I understand what I am buying
 3. I perceive a difference in the rep, or company
 4. I perceive value in my purchase
 5. . I believe my rep
 6. . I have confidence in my rep
 7.. I trust my rep
 8. . I am comfortable with my rep
 9. . I feel a fit with my needs & their products
 1 0. The price is fair (not necessarily the lowest)
 11. I perceive the purchase will improve productivity
 12. I perceive that this purchase will increase profits
 13. I perceive that my rep is helping me and is a valuable resource