Personal Selling
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Transcript of Personal Selling
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Personal SellingPersonal Selling
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Advantages of Personal Selling
• Provides a detailed explanation or demonstration of product
• Message can be varied to fit the needs of each prospective customer
• Can be directed to specific qualified prospects
• Costs can be controlled by adjusting sales force size
• Most effective in obtaining sales and gaining satisfied customers
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Personal Selling
Customers are concentrated
Customers are concentrated
There are few customersThere are few customers
Product is technically complex
Product is technically complex
Product is custom madeProduct is custom made
Product has a high valueProduct has a high value
Personal Selling is more important if...
Customers are geographically dispersed
Customers are geographically dispersed
There are many customersThere are many customers
Product is simple to understand
Product is simple to understand
Product is standardizedProduct is standardized
Product has a low valueProduct has a low value
Advertising & Sales Promotion are more important if...
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Relationship Selling
A sales practice that involves
building, maintaining, and
enhancing interactions with
customers in order to develop
long-term satisfaction through
mutually beneficial
partnerships.
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Relationship Selling
Focus:Focus:
BuildingBuilding
MutualMutual
TrustTrust
Long-TermLong-TermValue-Added Value-Added Benefits to Benefits to
BuyerBuyer
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Relationship Selling vs. Traditional Selling
Sell advice, assistance, counsel Sell advice, assistance, counsel Sell products
TraditionalTraditionalPersonal SellingPersonal Selling Relationship SellingRelationship Selling
Focus on closing salesFocus on closing sales
Limited sales planningLimited sales planning
Discuss productDiscuss product
Assess “Product-specific” needsAssess “Product-specific” needs
“Lone wolf” approach“Lone wolf” approach
Pricing/product focusPricing/product focus
Short-term sales follow-up Short-term sales follow-up
Focus on customer’s bottom lineFocus on customer’s bottom line
Sales planning is top prioritySales planning is top priority
Build problem-solving environmentBuild problem-solving environment
Conduct discovery in scope of operationsConduct discovery in scope of operations
Team approachTeam approach
Profit impact and strategic benefit focusProfit impact and strategic benefit focus
Long-term sales follow-up Long-term sales follow-up
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Sales Process
The set of steps a
salesperson goes through in
a particular organization to
sell a particular
product or service.
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Steps in Personal Selling1. Prospecting
2. Preapproach
3. Approach
4. Presentation and Demonstration
5. Handling Objections & Queries
6. Closing
7. Follow-up
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Steps in the Selling Process
Generate LeadsGenerate Leads
Qualify LeadsQualify Leads
Probe Customer NeedsProbe Customer Needs
Develop SolutionsDevelop Solutions
Handle ObjectionsHandle Objections
Close the SaleClose the Sale
Follow UpFollow Up
Basic StepsBasic Stepsin thein the
Personal SellingPersonal SellingProcessProcess
Basic StepsBasic Stepsin thein the
Personal SellingPersonal SellingProcessProcess
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Generating Leads
Cold CallingCold CallingAdvertisingAdvertising PublicityPublicity Direct Mail/TelemarketingDirect Mail/
Telemarketing
Trade Shows/Conventions
Trade Shows/Conventions
Web Sites/Internet
Web Sites/Internet ReferralsReferrals NetworkingNetworking
Company Records
Company Records
Sources ofSources ofSales LeadsSales LeadsSources ofSources of
Sales LeadsSales Leads
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Cold Calling
A form of lead generation in
which the salesperson
approaches potential buyers
without any prior knowledge
of the prospects’ needs or
financial status.
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Qualifying Leads
Recognized NeedRecognized Need
Buying PowerBuying Power
Receptivity & Accessibility
Receptivity & Accessibility
Characteristics ofCharacteristics ofQualified LeadsQualified Leads
Characteristics ofCharacteristics ofQualified LeadsQualified Leads
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Probing Needs
Product or serviceProduct or service
Salesperson must knoweverything
about...
Salesperson must knoweverything
about...
Customers and their needsCustomers and their needs
CompetitionCompetition
IndustryIndustry
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Needs Assessment
A determination of the
customer’s specific needs
and wants and the range
of options a customer has for
satisfying them.
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Developing and Proposing Solutions
Sales ProposalSales Proposal
Sales PresentationSales Presentation
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Handling Objections
Handling Handling ObjectionsObjections
Handling Handling ObjectionsObjections
Use the objection to close the sale
Use the objection to close the sale
Anticipate specific objections
Anticipate specific objections
View objections as requests for information
View objections as requests for information
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Closing the Sale
Closing Closing the Salethe Sale
Closing Closing the Salethe Sale
NegotiateNegotiate
Keep an open mindKeep an open mind
Look for customer signals
Look for customer signals
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Following Up
ResponsibilitiesResponsibilitiesinin
Following UpFollowing Up
ResponsibilitiesResponsibilitiesinin
Following UpFollowing Up
Employees are trainedEmployees are trained
Goods or service performas promised
Goods or service performas promised
Ensure delivery schedules are metEnsure delivery
schedules are met
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Prerequisites of effective selling
Know your company
Know your Product
Know your competitors and their products
Know your Customers
Know the Process of Selling
Know yourself
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Qualities of a Good Salesman
• Physical Qualities
• Social Qualities
• Mental Qualities
• Moral Qualities
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Sales Management Responsibilities
Evaluate sales forceEvaluate sales force
Compensate and motivatesales force
Compensate and motivatesales force
Recruit and trainsales force
Recruit and trainsales force
Determine sales force structure
Determine sales force structure
Define sales goals andsales process
Define sales goals andsales process
Tasks of Tasks of Sales ManagementSales Management
Tasks of Tasks of Sales ManagementSales Management
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Defining Sales Goals
ClearClear
Sales GoalsShould Be...Sales GoalsShould Be...
PrecisePrecise
MeasurableMeasurable
Time SpecificTime Specific
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Quota
A statement of the individual
salesperson’s sales
objectives, usually based on
sales volume alone but
sometimes including key
accounts.
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Sales Force Structure
CommonCommonSalesSales
OrganizationOrganizationStructuresStructures
CommonCommonSalesSales
OrganizationOrganizationStructuresStructures
Individual client or account
Individual client or account
Market or IndustryMarket or Industry
Marketing FunctionMarketing Function
Product LineProduct Line
Geographic RegionGeographic Region
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Training the Sales Force
Training Training includes...includes...
Training Training includes...includes...
Nonselling dutiesNonselling duties
Industry and customer characteristics
Industry and customer characteristics
Product knowledgeProduct knowledge
Selling techniquesSelling techniques
Company policies and practice
Company policies and practice
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Compensation Plans
CommissionCommission
CombinationPlans
CombinationPlans
SalarySalary
BasicBasicCompensation Compensation
MethodsMethods
BasicBasicCompensation Compensation
MethodsMethods
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Compensation Plans
StraightCommission
StraightCommission
StraightSalary
StraightSalary
The salesperson is paid some percentage when a sale is made. The salesperson is paid some percentage when a sale is made.
The salesperson receives a salary regardless of sales productivity.
The salesperson receives a salary regardless of sales productivity.
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Effective Sales Leaders
Effective Sales LeadersEffective Sales Leaders......Effective Sales LeadersEffective Sales Leaders......
Are assertive Are assertive
Possess ego drivePossess ego drive
Possess ego strengthPossess ego strength
Take risksTake risks
Are innovativeAre innovative
Have a sense of urgencyHave a sense of urgency
Are empatheticAre empathetic
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PerformancePerformanceMeasuresMeasures
PerformancePerformanceMeasuresMeasures
Evaluating the Sales Force
Contribution to ProfitContribution to Profit
Calls per OrderCalls per Order
Sales or Profits per CallSales or Profits per Call
Call Percentage Achieving GoalsCall Percentage Achieving Goals
Sales VolumeSales Volume
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The Impact of Technology on Personal Selling
Laptop computer linkLaptop computer link
Mobile telephonesMobile telephones
PagersPagers
Personal data assistantsPersonal data assistants
E-MailE-Mail
InternetInternet
Sales ForceSales ForceAutomationAutomationSales ForceSales ForceAutomationAutomation