MKTM508

SALES AND DISTRIBUTION MANAGEMENT

Dr. Rajesh Verma

Lecture #4 January 30, 2024

Learning Outcomes
After the session you will be able to
• Understand personal selling process.
• Make effective sales calls
SELLING PROCESS
1. Prospecting & Qualifying
PROSPECTING- Methods for Identifying Leads

• Consulting Existing customers

• Referrals from external sources
• Referrals from internal company sources
• Publication
• Networking by salespeople
• Cold Canvasing
• Internet
• Standard Industrial Classification System
QUALIFYING
• Need for the product
• Affordability
• Ability to make decision
PROCESS OF PROSPECTING & QUALIFYING

Start with leads/probable prospects (using

methods for identifying sales leads).

From leads to qualified prospects (using

need, decision making, affordability criteria).

Identify hot prospects (criteria : sound

finance, likely to buy).

Convert hot prospects to customers

(purchased the company’s products/
services).
SELLING PROCESS
2. Pre-Approach
(a) Information Gathering
(b) Planning the Sales Call
PERSONAL SELLING PROCESS
3. Approach
(a) Introductory Approach
(b) Opening Benefit Statement
(c) Product Approach
3A. Discovering & Understanding buyers Needs
(a)Situational Questions
How often do you carry out maintenance of this printer?

(a)Problem Question
Have you experienced any problem in servicing your printer?

(a)Implication Question
Has your work ever suffered because of maintenance time?

(a)Need PayOff Question

If the maintenance is reduced, how much money would that save you?
PERSONAL SELLING PROCESS
4. Sales Presentation
(a)Stimulus Response method

Salesperson (S): Good morning! I appreciate your time today. I have a printer that can significantly benefit your
business. Let me show you a key feature.
Stimulus (St): This printer offers automatic double-sided printing and a high-speed capability of 35 pages per minute.
Response (R): Imagine the time and cost savings. Automatic double-sided printing reduces paper consumption,
enhancing efficiency and translating into lower operational costs.
S: Additionally, the printer has advanced security features, including user authentication and data encryption.
St: Ensuring data security is crucial in today's digital age. These features protect sensitive information, maintaining the
confidentiality of your business documents.
S: Now, let's talk about overall convenience.
St: The printer has a user-friendly touchscreen interface.
R: This simplifies the printing process, reducing the learning curve for your team and leading to increased productivity.
S: These are just a few highlights. How do you see these features aligning with your needs, and do you have any specific
concerns or requirements we should address?
4. Sales Presentation
(b) Formula Method (AIDA)
4. Sales Presentation
(C) Need Satisfaction Method

Features are one of the easier things to identify. These are facts or characteristics about business,
products, and services. For example, a “1 inch insulation layer” on a sleeping bag is the feature.

Advantages are what the features do. These tend to be factual, and aren’t connected to a prospects
need… Yet. For example, “helps retain body heat on cold nights” (sticking with our sleeping bag example).

Benefits answer why someone should value the advantage. It connects the facts about product to a
solution for client. For example, “when you’re camping, you’ll have a nice warm sleep at night so that
when you wake up you’ll be well rested and ready for a day of fun activities.”