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Personal Selling

Presented By:
Jatin Vaid
Consumer buying process
Problem / Need recognition

Information search / collection

Evaluation of alternatives

Purchase decision

Post-purchase behaviour

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Stages of consumer buying process
1. Problem recognition
Internal stimuli (hunger, prestige)
External stimuli

2. Information search
Low involvement V/S High involvement category
Visiting stores, asking friends, talking to sales
personnel, Internet

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Stages of consumer buying process
3. Evaluation of alternatives
Evaluation of product features
Brand beliefs: Price, quality, safety and life
Positive & negative emotional beliefs

4. Purchase decision
Most preferred brand
Attitude of others: Friends, published reviews
Situational factors
Brand; timing; quantity; payment method

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Stages of consumer buying process
5. Post-purchase behavior
Meeting customer expectations
Satisfied: Repurchase, brand ambassadors
Dissatisfied: Return product, stop buying,
negative word of mouth, complain, legal
recourse

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Personal Selling
According to AMA, Personal Selling is an oral
presentation in a conversation with one or more
prospective purchaser for the purpose of
making sales

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Nature of Personal Selling
Face to face contact
Two way communication
Helps build long term customer relations
Highly effective method of promotion
Flexible
Expensive
Limited reach

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Objectives of Personal Selling
Product Awareness

Creates interest

Provides information

Causes demand

Reinforcing brand

Increase sales volume

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Personal Selling Process
Steps:
1. Prospecting & Qualifying
2. Pre-approach
3. Approach
4. Presentation & Demonstration
5. Overcoming objections
6. Closing the sale
7. Follow-up & Service

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1. Prospecting & Qualifying
Prospect or a potential customer is Qualifying means the prospect is
someone who needs a product and qualified to meet necessary
has an ability to buy standards and receive further
attention
Search for new markets / Have the need for the product
customers Can afford the product
Methods:
i. Referrals from existing Category:
customers i. Hot Good requirement &
ii. Internal company sources financially sound
iii. Sales people networking ii. Warm Medium requirement
iv. Cold canvassing & financially sound
v. Standard Databases iii. Cool Low requirements & low
affordability

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2. Pre-approach
i. Information gathering:
Details about prospects: Business, purchasing
practices, problems faced, industry challenges
Sources: Internet, trade magazines, newspapers,
annual reports, existing customers

ii. Planning the sales call:


Setting call objectives
Sales strategy Presentations, messages,
behavior

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3. Approach
Make an appointment to meet the prospect
Favourable first impression
Appearance, dressing sense, attitude, opening
lines, greetings
Get the attention of prospects
Arouse interest

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4. Presentation & Demonstration
Presentation:

i. Understanding buyers needs


Relevant questions situation/problem/impact/solution
ii. Sales presentation methods
Attention, Interest, Desire, Action (AIDA)
Features, Advantages, Benefits, Value (FABV)
Problem solution
Team Selling
iii. Effective presentation
Tailored to the situation
Persuasive & Convincing
Use of technology
Easily understood

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Presentation & Demonstration (Cont.)
Demonstration
Important selling tool
Prove benefits
Reduce risk of wrong buying
Potential to clear buyers doubt
Potential to suit specific customer needs

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5. Overcoming objections
Welcome objections & handle satisfactorily
Important to sales
Types of objections:
i. Psychological predetermined beliefs, preferences,
decision-making, anxiety.
ii. Logical quicker delivery, high price, quality, availability
Methods of handling objections:
i. Asking questions
ii. Focus on benefits
iii. Denial
iv. Third party certificate

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6. Closing the sale
Closing means asking customer for order
It helps buyer make a decision
Trial close: Technique to check customers attitude /
opinion before closing
Favourable response to trial close: Ask for order
Negative response to trial close: Go back to presentation
Readiness to buy signals:
Examines the product
Ask a friends opinion
Asks questions
Becomes friendly

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Closing Techniques
1. Alternative choice close Choice between
two or more items
2. Minor points close Choice on variants,
Options on delivery; payment, etc.
3. Assumptive close Delivery options, non-
verbal actions of packing; getting the card
swipe machine
4. Summary of benefits close FABV Approach
5. Special offer Irresistible offer to customer
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7. Follow-up & Service
Sales personnels job is not over after closing the
sale. Customer service is crucial to maintain
long-term relations
Check customer order
Plan follow-up visit at delivery
Account penetration
Relationship marketing (CRM)
Cross-selling & Up-selling
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Transactional V/S Relationship Selling
Parameters Transactional Selling Relationship Selling
1. Objective Get orders / sales Become preferred seller
2. Focus Presentation, closing Build trust, CRM
3. Customer type Many customers with low Fewer customers with high
profit potential profit potential
4. Relationship length Short term (Days) Long term (Years)
5. Sales team Junior level sales people Mix of senior level and
medium level sales people
6. Selling efforts Low to medium High, with diverse
functions
7. Pricing strategy Competitive; Lowest prices Mutually acceptable prices
to get sales for profits

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Thank You!
jatinvaid@gmail.com

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