AdPrac Report

7/29/2019 AdPrac Report

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PERSONALSELLING

PROMOTIONALMIXAngel Perez

Austine Velasco

Franchesca TobiasKatrina Vinalay


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SELLING

o

Selling, the art of persuasion, is defined as aone-on-one interaction whereby a tangible or

intangible item of value is exchanged for a

different item, usually with money in an

amount of equal or greater value of the itembeing sold.

o

Selling is part of the promotional mix. It issystematic, repetitive, and measurable.

When properly analyzed, sales data will offer

objections to overcome and help to predict

sales patterns and projections.


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PERSONAL SELLING

In personal selling, people are used in businesses to

sell their products after meeting the customer

personally.

The sellers promote the product through their

attitude, appearance and specialist product

knowledge.

They aim to inform and encourage the customer to

buy, or at least try the product.

It is used usually when selling products with high

prices

A good example of personal selling is found in

department stores on the perfume and cosmetic

counters.


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COMPARISON TO OTHER PROMOTIONAL MIX:

resources are fewer

pricing is generally negotiated

client need specific information

contact between buyer and seller after the

sale so that an ongoing relationship is built.

to involve large sums of money.


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FORMS:

Telephone marketing, direct mail, online marketing, etc.;

FOUR DISTINCTIVE CHARACTERISTICS:

Nonpublic, Immediate, Customized, Interactive; Well-suited to

highly-targeted marketing efforts


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THE MECHANICS OF PERSONAL

SELLINGAt the core of personal selling is the human exchange

between buyer and seller. The interaction is based upon

fulfilling a need or desire with the product or service that is

offered and paid for. A systematic approach to successful

personal selling includes good prospecting, the salespersons

in-depth knowledge of the product, and the qualification of

potential buyers. Good prospects are predisposed and well-

suited to the product or service being offered, allowing the

salesperson to facilitate the exchange of value and to guide

them through the process with a minimum amount of

objections or resistance.


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PERSONAL SELLING PROCESS

1. Prospecting

Prospecting is all about finding prospects, or potential new

customers.

Prospects should be 'qualified,' which means that they

need to be assessed to see if there is business potential,

otherwise you could be wasting your time

2. Pre-approach

Collecting of as much relevant information as possibleprior to the sales presentation

It is carried out on the regular customers especially on the

new ones


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3. Making first contact

The salesperson must focus on the benefits for the

customers

FAB technique

Features - refers to the physical characteristics of the

product

Advantages - refers to the performance provided by the

physical characteristics

Benefits - refers to the benefits for the prospect


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4. Sales Presentation

The presentation of the product to thepotential customer.

Tips!! It is best to be enthusiastic about yourproduct or service. If you are not excited about

it, don't expect your prospect to be excited.

Focus on the real benefits of the product or

service to the specific needs of your client,

rather than listing endless lists of features. This

should be done in a relaxed atmosphere to

encourage the prospect to give information in

order to establish requirements


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5. Handling Objections

Objection handling is the way in which salespeople tackle obstacles

put in their way by clients. Some objections may prove too difficultto handle, and sometimes the client may just take a dislike to you

(aka the hidden objection).

6. Closing the Sale Last part of the presentation

Allows the salesperson to summarize everything that the client

need


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7. Follow Up

Follow up activities are very important to check if

the products have been received in a good condition

Useful to establish the long-term business

relationship

To know if the customer is satisfied


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THREE TYPES OF PERSONAL

SELLINGOrder-takers:

Inside order-taker

is the retail sales assistant. The customer has full

freedom to choose products without the presence of a

saleperson. The sales assistant's task is purely

transactional:receiving payment and passing over the

goods as another type of order taker is thetelemarketing sales team, which supports field sales by

taking customers' orders over the telephone.


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Delivery salespeople's

Task is primarily concerned with delivering

the product. In the UK , milk,newspapers and

magazines are delivered to the door.Howeverthere is little attempt to persuade the

household to increase the milk order or number

of newspapers taken- changes in order size are

customer driven.


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Outside order-takers

unlike inside order -takers, these salespeople visitthe customer but also primarily respond to customer

requests rather than actively seek to persuade. Unlike

delivery salespeople, outside order-takers do not

deliver. Outside order-takers are a dying breed, and

are being replaced by the more cost-effectivetelemarketing teams.


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II. Order-creators:

Missionary Salespeople

In some industries,notably pharmaceuticals, the sales

task is not to close the sale but to persuade the customer

to specify the seller's products.For example medicalrepresentatives calling on doctors cannot make a direct

sale since the doctor does not buy drugs but prescribes

them for patients.


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III. Order-getters:

are thoses in selling jobs where a major objective is to

persuade the custormer to make a direct purchase. These

are the front line Salespeople, who are supported by

technological support salespeople and merchandisers.


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New business salespeople

The selling tasks are to win new business byidentifying and selling to prospects.

Organizational salespeople

The salespeople have the job of maintaining

close long-term relationships withorganizational customers. The selling job

may involve team selling.Where mainstream

salespeolple are supported by product and

finacial specialists.


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Consumer salespeople

o This type of selling task involves selling to individuals

physical products and services such as double glasing,

encyclopaedias, cars, incurance and personal pension

plans.

Technical support salespeople

o Where a product is highly technical and negotiations

complex, a saleperson may supported by product and

financial specialist who can provide the detailed

technical information required by customers. This maybe ongoing as part of a key account team or on a

temporary basis, with the specilists being called in to

the selling situation when required.


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Merchandisers These provide sales support in retail and wholesale

selling. Orders may be negotiated nationally at headoffice but sales to individual outlets are supported by

merchandisers, who give advice on display, implement

sales promotions, check stock levels and maintain

contact with store managers.


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PRODUCT LIFE CYCLEPre-Introduction:

Light advertising, pre-introduction publicity

Introduction:

Heavy use of advertising, public relations for awareness, sales promotion for trial

Growth:

Advertising, public relations, branding and brand marketing, personal selling for

distribution

Maturity:

Advertising decreases, sales promotion, personal selling, reminder & persuasion

Decline:

Advertising and public relations decrease, limited sales promotion, personal selling

for distribution


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AdPrac Report

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