2/5/2010

Personal S lli P l Selling

Amay Kothari

Factor Affecting the Importance of Personal Selling in the Promotional Mix
Variable Conditions that favor Personal Selling Conditions that favor Advertising

Consumer

Geographically concentrated Relatively low number

Geographically dispersed Relatively high number

Products

Expensive Technically Complex Custom made Special handling requirement Transactions frequently involve trade-ins Relatively high Relatively short

Inexpensive Simple to understand Standardized No special handling requirement Transactions seldom involve trade - ins Relatively low Relatively Long

Price Channels

1

What buyers Expect from Salespeople Buyers prefer to do business with salespeople who: Orchestrate O h t t events and bring to bear whatever resources are t dbi t b h t necessary to satisfy the customer. Willingly advocate the customer's cause within the selling organization Creates imaginative arrangements to meet buyers’ needs Arrive well – prepared for sales calls. Today’s professional salespersons are problem solvers who seek to develop long – term relationship with customers. 2 . Provide counseling to the customer based on in – depth knowledge of the product. the market.2/5/2010 Evolution of Personal selling It has been a standard business activity for thousands of years Early peddlers sold goods they manufactured or imported viewed selling as a secondary activity. Demonstrate high ethical standards and communicate honestly at all time. and the customer’s needs Solve problems extremely proficiently to ensure satisfactory customer service over extended time periods. non manipulative tactics in order to satisfy the long – term to needs of both the customer and the selling firm firm. Today’s salesperson is usually a highly – trained professional Sales professionals take a customer – oriented approach employing truthful.

3 . understanding – and caring about – their problems.2/5/2010 Recent trends in personal Selling Relationship Selling Consultative Selling Relationship selling: g regular contacts over an extended period to establish a sustained seller – buyer relationship. The success of tomorrow’s marketers depends on the relationships that they build today. paying attention to details and following through after the sales. Team Selling Sales Force Automation Recent trends in personal Selling Relationship Selling Consultative Selling Team Selling Sales Force Automation Consultative selling: meeting customers needs by listing to them.

Team Selling Sales Force Automation 4 . improved product launches. and ever – changing technologies. and attentive customer service.2/5/2010 Recent trends in personal Selling Relationship Selling Consultative Selling Team Selling: combination of salespeople with specialists from other functional areas to promote a products. Team Selling Sales Force Automation Recent trends in personal Selling Relationship Selling Consultative Selling Sales forces automation (SFA): applications of computers and other technologies to make sales functions more efficient and competitive Benefits include improved effectiveness due to improved access to information. complex. Useful in sales situations that call for detailed knowledge of news. lower costs.

The Sales Process The AIDA Concepts and the personal Selling Process. that involves identifying customer needs.2/5/2010 Sales Tasks Three basic sales tasks can be identified. Missionary sales: Indirect type of selling in which specialized salespeople promote the firm’s goodwill among indirect customers. pointing them out to customers. Step 1 Prospecting & Qualifying Step 2 Approach Step 3 Presentation Step 4Demonstration Step 5 Handling Objections Step 6 Closing Step 7 Follow – Up 5 . Creating Selling: Personal Selling involving situations in which a considerable degree of analytical decision making on the buyer’s part results in the need for skillful proposals of solutions for the customer s needs customer’s needs. g g y Order Processing: selling. and completing orders. often by assisting customers in product use. mostly at the wholesale and retail levels.

Step 1 Prospecting & Qualifying Attention Step 2 Approach Step 3 Presentation Step 4Demonstration Step 5 Handling Objections Step 6 Closing Action Step 7 Follow – Up Interest Desire Demonstration Handling Objects Closing Follow .2/5/2010 The Sales Process The AIDA Concepts and the personal Selling Process. incomes. and purchase authority necessary for being a potential customers 6 .Up Presentation Approach Prospecting & Qualifying Prospecting: Personal – selling function of identifying potential customers Qualifying: determining that a prospect has the needs.

Precall planning: use of information collected during the prospecting and qualifying stages of the sales process and d i f th l d during previous contacts with the prospect to tailor the approach and presentation to match the customer’s needs Demonstration Handling Objects Closing Follow .2/5/2010 Demonstration Handling Objects Closing Follow .Up Presentation Approach Presentation: describing a product’s major features and relating them to a custo e s problems or customer’s p ob e s o needs Prospecting & Qualifying 7 .Up Presentation Approach Prospecting & Qualifying Approach: salesperson’s initial contact with a prospective customer.

Demonstration Handling Objects Closing Follow .Up Presentation Approach Prospecting & Qualifying A demonstration allows the customer to experience a good or service Even good advertisements can not substitute for an effective demonstration ride in a new automobile.Up Presentation Approach Prospecting & Qualifying Objections: expression of sales resistance by the prospect Example: A customer’s “I don’t like the colour “ is probably their way of asking what other colours are available Objections are reasonable and professional salespeople are prepared to handle them appropriately. 8 .2/5/2010 Demonstration Handling Objects Closing Follow .

Demonstration Handling Objects Closing Follow .2/5/2010 Demonstration Handling Objects Closing Follow .Up Presentation Approach Prospecting & Qualifying Follows – up: post – sales activities that often determines whether an individual who has made a recent purchase will become a repeat customer b t t Follow – up helps build mutually beneficial long – term relationship 9 .Up Presentation Approach Prospecting & Qualifying Closing: stages of personal selling where the salesperson asks the customer to make a purchase d i i h decision Nearly 80% of salespeople fail to close where the buyer is ready.

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