Personal selling

Theories of Selling
• AIDAS Theory of Selling

A = Securing attention
I = Gaining interest
D = Kindling Desire
A = Inducing actions
S = Building satisfaction

• “Right set of circumstances” – Theory of selling

• “Buying formula” – Theory of selling

• Need (problem) Solution purchase
Continued…

• “Behavioral Equation” Theory

– Combination of four factors

• Internal drives ( Physical), Learned drives (Psychological, Social)

• Cues that instigate buyer to respond
– Triggering cues activating purchase decision
– Non triggering cues influence decision process (product cues +
information cues)
• Response – What buyer does
• Reinforcement – event that strengthens the buyer’s tendency to
make a particular response
The Personal Selling Process
(Steps 1 & 2)

1. Prospecting and Qualifying

– Identify potential customers.
– Qualifying involves determining whether prospects
have the willingness, purchasing power, and authority
to buy.

2. Preapproach to Individual Prospects

– Salespeople must learn how buying decisions are

made.
– Salespeople should also try to find out a prospect’s
personal habits and preferences.
The Personal Selling Process
(Steps 3 to 5)

3. Presenting the Sales Message: AIDA

– Attract the prospect’s Attention.
– Hold the prospect’s Interest.
– Build a Desire for the product.
– Stimulate the Action of closing the sale.

4. Meet Objections and Close the Sale

– Objections help clarify customer’s concerns.

5. Postsale Services
– Deal with cognitive dissonance.
– Ensure everything happened as it should (delivery).
Prospecting methods and strategies

• Centers of influence

• Spotters
• Observation
• Advertising
• Cold calling
• Internal records
• Service or assisting personnel
• Directories or mailing addresses
• Trade shows / road shows / exhibits
• Sales representatives
Always be prepared Before
the Call
• Know your product inside out.
• Be knowledgeable about this industry.
• Know your competition
• Know the basics of the customers needs.
• People in common.
• Believe in yourself, your company, and product or
DON’T be there.
The pre-call Plan

• Always have a written plan

– Hello/smiles, get 2 names, name impression

• Always have a list of objectives for you/customer

– Free product trial, competitors terms, secure lunch date

• Always have a goal of learning something new about the

customer
– Equipment, ancillary products, 2nd tier suppliers
– Their “go to market strategy” and unique advantages

• Always try to have an actionable item for you and your

customer after the call
– Price on equipment, tech specs, trial in plant, customer volume per
month
 Before intro…

• Read the “sign in sheet”. Always. Consider whether to write

your name/company legibly or not.
• Extra effort with reception. Always.
• Never talk in car parking, elevators, lobby, bathroom, etc.

• Review your written plan briefly.

• Look very relaxed in the lobby. (even if not)

First few minutes matter…

• Nonverbal visual cues

– Your dress. Plan it.
– Look them in the eye and shake firmly.
– Smile broadly.
– Show personal enthusiasm in body language.
– Pace yourself by customer…watch them approach
The opener…
• “I’m Vikram, How are you?”

• “Nice looking kids. I’ve got a few just about that age,
pretty darn busy around our place.”

• “Got your name from Nikumbh…thanks for seeing me. He

thought this might make sense for us to get together…”

• It’s a nice office/ Good campus

Concerns/Objections

• Typically a natural part of any call

• An opportunity for more dialogue
• Helps both parties in buying process.
– “this is a buying process”
• Customer “indifference” is the killer not active
objections
Handling Objections

• Listen
• Agree/restate without prejudice
• Get clear about the real issue
• Discuss solutions
• Ask for a commitment
Basic rules to overcome and
objection

• Never argue - (“ interesting point” is a better word than

“objection”)

• Never Answer too quickly

• Don’t over answer

• Don’t be drawn into a pointless angles

• Don’t guess at any answer

Strategies to deal with Objections

• Indirect Denial Method (“Yes , but” approach)

• Boomerang Method (Turning an objection into buying reason)

• Counterbalance Method (balancing the disadvantage with some other

advantage of the product)

• Denial Method ( Gently denying the objection with some solid facts)

• Question Method ( Asking for specific objection)

• Failure – to –hear Method (deliberately ignoring a prospect’s objection if

muttered under the breath)
Closing…
• Trial closes might uncover more issues/needs
– Is this what you had in mind?
– Would this do the job for you?
– How does this look?
• If still no…
– What specifically doesn’t seem as though it meets your
needs?
Look for buying cues…

• Nonverbal yes’s
• Sounds good…
• Focus on delivery and terms in discussion
• Timelines
• Pulling out PO forms
• Looking up stock/inventory
Closing cues
Lights, Camera, Action ……
• Positive statement about the product
• Prospect begins handling the product
• Prospect plays with the pen and order form
• Prospect asks about product price, installation, use etc.
• Prospect asks how else is using the product
• Prospect’s voice tone is more positive
• Prospects asks for any schemes or incentives for the product
• Prospect’s relaxed and happy expression
• You can complete your full presentation
• When you successfully answers prospect’s objections
Close

• Alternative close
– Which would you prefer the single case or pallet quantity?

• Summary close
– With the 10% gain in factory efficiency and unique new
volume price program lets get this on the books. When
would you like delivery?
Closing Techniques and Explanations

Options Explanations
• Choice close • Offer alternative products to chose from
• Assumptive close • Assume the purchase decision is already made
and compel the prospect to buy
• Stimulus – • Ask sequence of leading questions to make it
response close easier for prospect to say ‘yes’
• Summary close • Summarizing advantages and disadvantages
before asking for order
• Standing – room- • Describe the less of opportunity due to product
only great in demand
• Special deal close • Availability of ‘special offer’ to instigate buying
• Success story close • Narrating the success of solving similar
problems with other customers
• Asking for order by turning the objection into
• Closing on
reason to buy
resistance
Continued…
Options Explanations
• Turnover close • Turning the closing over to the other person for
fresh approach
• Trial close • Elicit some commitment verbally or non verbally
• Ask-for-the-order • Simply ask for the order directly or indirectly
• Puppy dog close • Let the prospect take the product to home and
use
• Agree to take the product back and refund
• No-risk close
customer's money back in case of
dissatisfaction
• Lost sale close • Apologize for not being able to satisfy the
customer and check if any other product can
match his requirements
Post Sale

• Service, service, service.

• Know your company’s ability
• Don’t ever oversell
• Call and write.
• Creative thanks.
• Visit again soon after product delivery.