Lecture # 09

ɸ Definition of Personal Selling

“Personal selling involves direct spoken communication between sellers and potential customers” – McCarthy.

“Personal selling as the personal communication of information to persuade somebody to buy something” – W
J Stanton.

“Personal selling involves informing customers and persuading them to purchase product through personal
communication in an exchange” – Pride & Ferrell.

ɸ Process / Steps of Personal Selling

Prospecting Pre- Approach Presentation & Handling Closing Follow

& Qualifying approach Demonstration Objections Sales up

Figure : Process of Personal Selling

1) Prospecting and qualifying

“Prospecting is the step in the selling process in which the sales person identifies qualified potential
customers” – Philip Kotler.

The first step in the selling process is to identify qualified potential customers.

2) Pre-approach
“Pre-approach is the step in the selling process in which the salesperson learns as much as possible
about a prospective customer before making a sales call” – Pride & Ferrell.
The salesperson learns as much as possible about a prospective customer before making a sales call.
To know about the customer the salesperson can consult standard sources acquaintances and others.

3) Approach
“Approach is the step in the selling process in which the salesperson meets and greets the buyer to get
the relationship off to a good start” - Philip Kotler.
In this step, the salesperson meets and greets the buyer to get the relationship off to a good start. This
step consists of the salesperson’s appearance, opening lines and the follow-up remarks.

4) Presentation and Demonstration

“Presentation is the step in the selling process in which the salesperson tells the product story to the
buyer, showing how the product will make or save money for the buyer” – Philip Kotler.
During this step, the salesperson tells the product “story” to the buyer, explaining how the product will
make or save money.

5) Handling Objections
“Handling objections is the step in the selling process in which the salesperson seeks out, clarifies and
overcomes customers objections to buying” – Philip Kotler.
 During this step, the salesperson seeks out, clarifies and overcomes customer objections to buying in
handling objections.

6) Closing Sales
“Closing is the step in the selling process in which the salesperson asks the customer for an order” –
Philip Kotler.
During this step the salesperson asks the customer for an order. Salespeople can apply one of several
closing techniques.

7) Follow up
“Follow up is the last step in the selling process in which the salesperson follow up after the sale to
ensure customer satisfaction and repeat business” – Philip Kotler.
The last step in the selling process in which the salesperson follows up after the sale to ensure
customer satisfaction and repeat business.

ɸ Qualities of a Salesman

A. Physical Qualities
1) Visual :
a. Health
b. Appearance
c. Smile
d. Posture
e. Poise and walk
f. Nervous habit
2) Non-visual :
a. Sound voice
b. Hearing
c. Smell
d. Sight
e. Cleanliness
f. Warm touch

B. Psychological Qualities
1) Optimism
2) Enthusiasm
3) Self-confidence
4) Determination
5) Sincerity
6) Pleasing personality
7) Imagination
8) Self-control
 9) Education
10) Discernment
11) Curiosity
12) Persistency

C. Morale Qualities
1) Believability
2) Truthfulness and simplicity
3) Honesty
4) Dependency
5) Mental promptness
6) Persuasiveness

D. Social Qualities
1) Gregarious nature
2) Ability of conversation
3) Polite manner
4) Sociable
5) Social grace
6) Humorous

ɸ Obligation of a Salesman
A. Obligation to Company
1) Earning profit
2) Work with care
3) Helping attitude
4) Loyalty and confidence

B. Obligation to Present and Potential Customers

1) Consider the buyer logically
2) Help the buyers
3) Advise the consumers

C. Obligation to Himself
1) Perform activities with honesty and devotion
2) Mental preparation
3) Try to be successful
4) Careful to health