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Personal Selling is

The delivery of a specially designed message to a prospect by a seller, usually in the form of faceto-face communication, personal correspondence, or a personal telephone conversation. For instance, the marketing of a sophisticated computer system may require the use of personal selling, while the introduction of a new product to millions of consumers would not.

May also involve door-to-door selling and home demonstration parties especially for high-end products . Ideally, personal selling should be supported by advertising to strengthen its impact.

PURPOSES OF SELLING
Introducing Innovation to Markets Conveying Information Acting as Intelligence Agent Solving Customer Problems

ATTITUDES ABOUT SELLING


Sales people are born and not made. Sales people must be good talkers. Selling is a matter of knowing the right techniques or tricks. A good salesperson can sell ice to an Eskimo. People generally do not want to buy. Selling is a low-paying and low class job
The opposite is actually true!!

TRAITS OF WINNING SALES PEOPLE


Desire to succeed Continually seek self-improvement Accept responsibility Have mental toughness GENERALLY SALESPEOPLE BELIEVE IN ONE GOAL :

Its either we SELL the product or we SELL it!

PERSONAL SELLING AND THE MARKETING MIX

Price, Product, Place, and Promotion


Advertising, Sales Promotion, Public Relations, and Personal Selling

PERSONAL SELLING IS CUSTOMER ORIENTED SELLING


Consultative Selling Adaptive Selling

THE SELLING PROCESS


Has 3 major PHASES: PRETRANSACTIONAL PHASE (Prospecting, Qualifying, Precall Planning) TRANSACTIONAL PHASE (Approach, Needs Discovery, Presentation, Handling Objections, Closing) POSTTRANSACTIONAL PHASE (Service and Follow-up)

The 7 stages of the selling process:


Prospecting and qualifying Planning the sales call (pre-approach) Approaching the prospect Making the sales presentation and demonstration Negotiating sales resistance or buyer objections Confirming and closing the sale Following up and servicing the account

1. PROSPECTING & Qualification

Prospecting involves locating potential customers. May also be called lead-generation.


External Sources
Direct Inquiries Referrals Directories Cold Canvassing

Internal Sources
using a database mailing list.

Qualifying
finding out if candidates are in a position to buy. Qualified candidates have a need, have the authority to buy, and can afford to buy The MAN approach to qualifying candidates

2. PRECALL PLANNING
Involves the salesperson determining the best time to make the sales call and establish sales call objectives. What do I want to accomplish? What do I know about the prospect? Where can I find information? What am I going to say?

What do I want to accomplish?


determine information on historical inventory levels. determine who is involved in the purchasing decision. arrange for a follow-up meeting agreement to a trial-run purchase

What do I know about the prospect?


Size of business/products sold/markets served Key personnel Buying routines/purchasing process Present supplier(s)/volumes purchased Future plans

Where can I find information?


Ask prospect directly Observe business facilities Ask other company salespeople Ask current customers Ask competitors

What am I going to say?


The Sales Mix Model
Presentation Pace Presentation Scope Depth of Inquiry Two-way Communication Visual Aids

What am I going to say?


Implications for managers
how to structure the presentation product, competitive, industry information increase rep confidence

3. THE APPROACH
This

step involves Securing Appointments Establishing Rapport

Importance of the approach


It can help capture the buyers attention It can help to establish a harmonious atmosphere It serves as a good transition to the presentation It can help in need determination

Types of Approaches
Introductory

Approach Assessment Approach Product Approach Consumer Benefit Approach Referral Approach

4. MAKING THE SALES PRESENTATION

Presentation Types
Prepared/Canned approach
involves a tightly scripted talk that is either memorized or read.

Organized Tailored

Presentation Key requirements:


Focus on Benefits, not just Features Keep it Simple Talk the Prospects Language Stress Application Get the Prospect Emotionally Involved Seek Credibility

FROM THE INTERNET


Psycho Selling Skills--Getting Inside Your Prospects Head http://www.pentech.net/psycho.htm Basic Selling Skills Questionnaire <http://www.sales.org/quizes/BSQ.html>

5. HANDLING OJECTIONS

Objection a hindrance / barrier to closing a potential sale.


It is opposition or resistance to information or a request

Many objections should be anticipated, raised, and answered by the salesperson


Prospect may be afraid of purchasing the wrong type of product The salesperson should welcome objections The most difficult prospect to handle is one who says no and gives no reason Objections should not be taken personally

Types of Objections
Real

vs. hidden The stall The specific objection The price objection

Real objection- tangible With a real objection, the salesperson can show that the product provides the benefits necessary and is worth the price Hidden objections- when the object is not clearly state due to the prospect not wanting to clearly state it Usually the prospect will not purchase the product until the hidden objections have been handled

Types of Objections
The Stall 1) Ill be back 2) I need to think it over 3) I need to bring my spouse Care needs to be taken because a stall could be a specific objection

Types of Objections
The Specific objection- Prospect telling you certain information that they are concerned with, for instance: I am not sure about the color I need to measure The computer doesnt have enough memory

Types of Objections

Objections pertaining to: 1) Price value, Budget Solution is not to cut price unnecessarilyThe salesperson should show the true economic value of the product (show that the benefits outweigh the costs) 2) Product 3) Timing 4) Source 5) Service 6) Need

How to Handle Objections

Handling Objections 1. Listen carefully, sincerely, with undivided attention 2. Repeat the objection back, in a slightly different form 3. Provide new evidence or information without offending the prospect 4. Answer the objection a) convert the objection into a question b) Use testimonials or third-party experiences c) Use boomerang or positive conversion techniques d) Use comparisons

Handling Objections

The Boomerang/Positive Conversion

Convert the prospects objection into a reason why the prospect should buy

The LSCPA Approach to Overcoming Objections:


Listen to the buyers feelings Share the concerns without judgment Clarify the real issue with questions Problem solve by presenting

options/solutions
Ask for action to determine commitment

6. CLOSING THE SALE


Viewed as part of the total selling process that will naturally occur if the salesperson meets the desires of the prospect Close- a question or action by the salesperson intended to evoke a favorable decision from the prospect

When to close? Salespeople need to learn to recognize the clues when they occur 1) Facial Expression, 2) Physical Actions, 3) Verbal Comments

How to Close the Sale

Direct close Assumptive close Summative close Demonstration close Negative close - Normally used as a last resort, Used on
procrastinators e.g. Product shortage; Price increases will follow

Special concession close e.g. offering a price concession; some additional piece of merchandise either free or at X off the price

7. POST-TRANSACTION

Service and Follow-up


Entering Orders Installation of Product Training Handling Billing Problems Handling Cognitive Dissonance

Personal SELLING APPROACHES

Stimulus-Response Selling
Manipulate customer to elicit desired responses

Need Satisfaction Selling


Presentation is tailored to fit needs of buyer

Problem Solving Selling


The salesperson defines a customer problem that may be solved by various alternatives.

RETAIL SELLING POSITIONS


Sales Support Personnel (Missionaries) New Business (Pioneers and Order Getters) Existing Business (Order Takers) Direct to Consumer Sales Combination Sales Positions