PERSONAL SELLING

Effective personal selling involves building relationships with potential customers,

understanding their needs, and presenting your product or service as the best solution.
There are seven main steps in the personal selling process:

1. Prospecting: This is the process of identifying and qualifying potential customers.

You can use a variety of methods to prospect, such as networking, attending
industry events, or using online lead generation tools.
2. Pre-approach: Once you have identified a potential customer, you need to
research them and gather information about their needs and challenges. This will
help you tailor your sales pitch to their specific needs.
3. Approach: This is the first face-to-face or virtual meeting with a potential
customer. The goal of the approach is to make a good first impression and build
rapport with the customer.
4. Presentation: This is where you present your product or service to the potential
customer. Be sure to focus on the benefits of your product or service and how it
can solve the customer's problems.
5. Handling objections: It is common for potential customers to have objections to
your product or service. Be prepared to address these objections in a
professional and respectful manner.
6. Closing: This is the step where you ask for the sale. Be confident and
persuasive, but not pushy.
7. Follow-up: Even if you do not close the sale immediately, it is important to follow
up with the potential customer and continue to build the relationship. This may
involve sending them additional information, answering questions, or scheduling
a follow-up meeting.

By following these steps, you can increase your chances of success in personal selling

PROSPECTS AND CUSTOMER

In the context of sales and marketing, there is a clear distinction between prospects and
customers.

Prospects are individuals or organizations that have shown some interest in a

company's products or services. They may have visited the company's website,
downloaded a whitepaper, or attended a webinar. Prospects have not yet made a
purchase, but they are considered to be potential customers.

Customers are individuals or organizations that have purchased a company's products

or services. They have made a financial commitment to the company and are
considered to be valuable assets.

SALES FUNNEL
A sales funnel, also known as a purchase funnel, is a visual representation of the
customer journey, depicting the sales process from awareness to action. It helps
businesses understand how potential customers move through the buying process and
identify opportunities to improve their sales and marketing efforts.

Stages of the Sales Funnel

The sales funnel is typically divided into three main stages:

1. Top of the funnel (TOFU): This stage is about awareness and attracting potential
customers. It involves creating content that educates and informs prospects
about your products or services.
2. Middle of the funnel (MOFU): This stage is about consideration and nurturing
qualified leads. It involves providing more in-depth information and resources to
help prospects evaluate your offerings.
3. Bottom of the funnel (BOFU): This stage is about decision and converting leads
into customers. It involves providing incentives and making it easy for prospects
to buy your products or services.

Benefits of Using a Sales Funnel

There are several benefits to using a sales funnel, including:

 Increased customer acquisition: By understanding the customer journey,

businesses can create more effective marketing campaigns that attract and
convert more leads.
 Improved customer retention: By nurturing leads and providing them with
valuable information, businesses can increase customer satisfaction and loyalty,
which can lead to repeat purchases and referrals.
  Optimized sales process: By identifying bottlenecks and inefficiencies in the
sales process, businesses can make improvements that lead to faster deal
cycles and higher sales volume.

Creating an Effective Sales Funnel

To create an effective sales funnel, businesses need to take the following steps:

1. Define your target audience: Understanding your ideal customer's demographics,

interests, and needs is essential for tailoring your marketing and sales efforts.
2. Set clear goals: Determine what you want to achieve with your sales funnel, such
as increasing website traffic, generating leads, or closing deals.
3. Map the customer journey: Identify the different stages potential customers go
through before making a purchase.
4. Create targeted content: Develop content that is relevant to each stage of the
customer journey.
5. Choose the right marketing channels: Use the channels that your target audience
is most likely to use.
6. Track and measure results: Use analytics tools to track the effectiveness of your
sales funnel and make adjustments as needed.

By following these steps, businesses can create a sales funnel that helps them attract,
nurture, and convert more leads into paying customers.

CASE STUDY

Company: Acme Software

Product: Acme CRM

Industry: Software as a Service (SaaS)

Challenge: Acme Software was a relatively new company with a limited sales team.
They were struggling to compete against larger, more established CRM vendors.
Solution: Acme Software decided to focus on personal selling to reach their target
market of small and medium-sized businesses (SMBs). They hired a team of
experienced sales reps who were trained to build relationships with SMBs and
understand their specific needs.

Results: Acme Software's personal selling strategy was a success. The company's
sales grew by 30% in the first year of implementing the strategy. Acme Software was
also able to increase its customer satisfaction rating by 15%.

Key Lessons Learned:

 Personal selling is an effective way to reach SMBs.

 Sales reps need to be trained to build relationships and understand the needs of
SMBs.
 A strong customer satisfaction rating can lead to increased sales and customer
retention.

Conclusion:

Acme Software's case study shows that personal selling can be a powerful tool for
businesses of all sizes. By investing in a strong sales team and focusing on building
relationships with customers, businesses can achieve significant growth.

QUESTIONS

1. What were the specific objections that potential customers had to Acme CRM?
2. How did Acme Software's sales reps overcome these objections?
3. What specific marketing channels did Acme Software use to generate leads for
their sales reps?
4. How did Acme Software measure the success of their personal selling strategy?
5. What are Acme Software's plans for the future of their personal selling strategy?
 Theory of Selling

1.AIDAS The AIDAS theory of selling is a simple and effective framework for
understanding the sales process. It stands for Attention, Interest, Desire, and Action.
The goal of the salesperson is to move the prospect through these stages in order to
close the sale.

2.Right Set of Circumstances Theory of Selling

The right set of circumstances theory of selling suggests that the salesperson must
create the right environment in order to make a sale. This includes factors such as the
buyer's mood, the buyer's needs, and the buyer's perception of the salesperson.

3.Buying Formula Theory of Selling

The buying formula theory of selling suggests that the buyer's decision to purchase is
based on a simple formula: P=WS, where P is the purchase, W is the want or need, and
S is the satisfaction. The salesperson's job is to identify the buyer's wants and needs
and then show how their product or service can satisfy those wants and needs.

4.Behavioral Equation Theory

The behavioral equation theory of selling is a more complex model of buying behavior. It
suggests that the buyer's decision to purchase is based on a complex interplay of
factors, including their drives, cues, responses, and reinforcements. The salesperson's
job is to understand these factors and then use them to their advantage in order to
make a sale.

5.Need Satisfaction Theory of Selling

The need satisfaction theory of selling suggests that the buyer's decision to purchase is
based on their desire to satisfy a need or solve a problem. The salesperson's job is to
identify the buyer's needs and then show how their product or service can satisfy those
needs.

6.Problem-Solution Selling
Problem-solution selling is a sales approach that focuses on identifying the buyer's
problems and then presenting the product or service as a solution to those problems.
This approach is often used in high-value sales situations, where the buyer is more
likely to be interested in a product or service that can solve a specific problem.

7.SPIN Selling

SPIN selling is a sales approach that focuses on asking the buyer probing questions in
order to uncover their needs and pain points. The salesperson then uses this
information to position their product or service as a solution to the buyer's problems.

8.Challenger Selling

Challenger selling is a sales approach that focuses on challenging the buyer's

assumptions about their business and their needs. The salesperson then uses this
information to position their product or service as a solution to the buyer's problems.

9.Customer-Centric Selling

Customer-centric selling is a sales approach that focuses on putting the customer's

needs first. The salesperson then uses this information to build relationships with their
customers and to sell them products or services that they actually need.

10.Relationship Selling

Relationship selling is a sales approach that focuses on building long-term relationships

with customers. The salesperson then uses these relationships to sell them products or
services over time.

Feature Lead Prospect Customer

A person who has A lead who has been
shown some interest in a qualified and deemed to be a A person who has
company's product or good fit for the company's purchased a company's
Definition service. product or service. product or service.
Level of
engagement Low Medium High
Likelihood of
purchasing Low Medium High
Sales stage Top of the funnel Middle of the funnel Bottom of the funnel
Build relationships with
Qualify leads and move customers and sell them
Goal of sales them into the prospect Nurture prospects and move additional products or
team stage. them into the customer stage. services.
TYPES OF CUSTOMERS

Customers are the lifeblood of any business, and it's important to understand the
different types of customers you have in order to market to them effectively. Here are
some of the most common types of customers:

1. New customers: These are customers who have never purchased from your
business before. They may be aware of your brand or have been referred by a
friend, but they have not yet made a purchase. New customers are an important
source of growth for any business, and it's important to make a good first
impression.

o Tips for marketing to new customers:

 Offer a welcome discount or promotion to encourage them to try
your products or services.
 Make sure your website and marketing materials are clear and
informative.
 Use social media to connect with potential customers and build
relationships.
2. Potential customers: These are individuals who have shown interest in your
product or service but haven't made a buying decision yet. They may have visited
your website, signed up for a newsletter, or requested more information.
Potential customers are a valuable segment of your customer base, and it's
important to nurture them so that they eventually become paying customers.

o Tips for marketing to potential customers:

 Stay in touch with them through email, social media, or direct mail.
 Offer them exclusive content or discounts.
 Invite them to events or webinars.
3. Angry customers: No business wants to deal with angry customers, but they are
an inevitable part of doing business. Angry customers can damage your
reputation and drive away other potential customers. It's important to handle
angry customers with care and professionalism in order to resolve their issues
and minimize negative impact.
 o Tips for dealing with angry customers:
 Listen to their complaint without interrupting.
 Apologize for any inconvenience they have experienced.
 Do your best to resolve their issue to their satisfaction.
 Follow up with them to make sure they are happy with the outcome.
4. Curious customers: These are customers who are interested in your product or
service but are not yet ready to buy. They may be browsing your website,
reading your blog, or following you on social media. Curious customers are a
good opportunity to educate them about your products or services and build
interest.

o Tips for marketing to curious customers:

 Offer them valuable content, such as white papers, infographics, or
case studies.
 Invite them to participate in webinars or demo sessions.
 Run contests or giveaways to generate excitement and
engagement.
5. Loyal customers: Loyal customers are the bread and butter of any business.
They are the ones who keep coming back for more, and they are the ones who
are most likely to recommend your products or services to their friends. Loyal
customers are worth their weight in gold, and it's important to keep them happy.

o Tips for marketing to loyal customers:

 Reward them with loyalty programs and discounts.
 Make them feel special with exclusive offers and events.
 Ask for their feedback and use it to improve your products or
services.

By understanding the different types of customers you have, you can develop targeted
marketing campaigns that are more likely to resonate with each group. Remember,
customer satisfaction is key to building a successful business.

PR

Public relations (PR) is the management of communication between an organization

and its publics. It is a strategic process that helps organizations build and maintain
relationships with their key stakeholders. PR professionals use a variety of tools and
techniques to communicate with their publics, including media relations, social media,
events, and marketing.

There are many different types of public relations, each with its own focus and goals.
Some of the most common types of PR include:

 Media relations: This type of PR focuses on building relationships with journalists

and other media professionals in order to get positive coverage of the
organization. Media relations professionals may write press releases, pitch
stories to journalists, and arrange interviews.

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Media relations in public relations

 Investor relations: This type of PR focuses on communicating with investors and
financial analysts in order to maintain investor confidence. Investor relations
professionals may prepare financial reports, participate in investor conferences,
and answer investor questions.

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help.smartsims.com

Investor relations in public relations

 Community relations: This type of PR focuses on building relationships with the
community in which the organization operates. Community relations
professionals may organize community events, sponsor local organizations, and
volunteer their time.

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www.agilitypr.com

Community relations in public relations

 Internal communications: This type of PR focuses on communicating with
employees. Internal communications professionals may produce newsletters,
write employee handbooks, and manage the company's intranet.

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prsuperstar.co.uk

Internal communications in public relations

 Crisis communications: This type of PR focuses on managing the organization's
reputation during a crisis. Crisis communications professionals may develop
crisis plans, communicate with the media, and provide support to employees.
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Crisis communications in public relations

 Public affairs: This type of PR focuses on influencing government policy. Public
affairs professionals may lobby elected officials, testify before Congress, and
organize grassroots campaigns.

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cfmadvocates.com

Public affairs in public relations

 Social media PR: This type of PR focuses on using social media to communicate
with the organization's publics. Social media PR professionals may create social
media content, manage social media accounts, and interact with followers.
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Social media PR in public relations

The specific types of PR that an organization uses will depend on its goals and target
publics. However, all types of PR share the common goal of building and maintaining
positive relationships with key stakeholders.

Here are some of the benefits of using public relations:

 Improved reputation: PR can help an organization build and maintain a positive

reputation.
 Increased visibility: PR can help an organization increase its visibility among its
target publics.
 Enhanced relationships: PR can help an organization build stronger relationships
with its key stakeholders.
 Improved crisis management: PR can help an organization prepare for and
manage crises.
 Increased sales and profits: PR can help an organization increase sales and
profits.

Overall, public relations is an essential tool for any organization that wants to be
successful. By using PR effectively, organizations can build and maintain positive
relationships with their key stakeholders, which can lead to a number of benefits,
including an improved reputation, increased visibility, and enhanced relationships.