Personal Selling

Personal Selling—Definition

Direct communication by salesperson to potential customers• In person or by phone• Important for more expensive items

o Requires more of a decision making processo Television, car, electronic productso Business to Business

Higher $ cost per customer

than other methods of promotion

What is selling all about?

Selling is not about…. Selling is about…

• Fast talking• Tricking• Lying• Pushing product

to everyone

• Understanding your customer

• Solving problems• Building

relationships

ProspectingLooking for potential customers (leads)• Generated by company

o Trade ShowsoAdvertising

• Generated by SalespersonoCold calling: Calling potential

customers with no prior contact

Steps in Selling Process

1.Approacho First face-to-face meetingo Establish relationship with customero Hi, how are you? Welcome to . . .

2.Determine needso Observing, listening, questioningo Read your customero Understand their “problem”

Steps in Selling Process

3. Present the producto Developed around customer’s

needs & wantso Focus on features and benefits

4.Overcome objectionso Answering questions & eliminating

doubts of customero Turn customer objections into selling

points

Steps in Selling Process

5.Close the saleo Ask for the sale!

6.Suggestion sellingo Presenting ideas for additional merchandiseo Ex: batteries, socks, tie, accessories

7.Follow up (professional selling)

o Good practiceo Develops relationship with customers