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
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