PERSONAL SELLING : Introduction &

PERKULIHAN 9

Overview

 Developing a Personal Selling Philosophy

 Developing a Relationship Strategy
 Tujuan Pembelajaran

• Memahami Konsep ‘Personal Selling’ secara mendasar dan

komprehensif.
• Memahami Filosofi ‘Personal Selling’.
• Memahami Relationship Strategy [Strategi Keterhubungan] dalam
‘Personal Selling’.
• Memahami atau Mampu Mengidentifikasi Cara-Cara dalam
Pelaksanaan ‘Personal Selling’
 Ruang Lingkup Pembahasan

• Developing a Personal Selling Philosophy

– Personal Selling and the Marketing Concept
– Personal Selling Opportunities in the Age of Information

• Developing a Relationship Strategy

– Creating Value with a Relationship Strategy
– Communication Styles: A Key to Adaptive Selling Today
– The Foundation for Relationships in Selling
 Brainstorming

• Ketika mendengar istilah ‘Personal Selling’………:

– Kata-kata spontan yang relevan [words] ?
– Gambaran apa yang terbayangkan [image] ?
– Apa yang terlintas dalam pikiran [ideas] ?
– Asosiasi apa yang timbul [association] ?

• Asosiasi positip dan asosiasi negatif ?

– Asosiasi Positip ?
– Asosiasi Negatif ?
 Definisi / Pengertian

• Personal Selling occurs when a company representative

interacts directly with a customer or prospective customer
to present information about a product or service.

Interaksi langsung perusahaan dengan pelanggan atau calon

pelanggan untuk menyampaikan informasi mengenai barang atau
jasa.

 Person to Person Communication

• It is a process of developing relationships; discovering needs;
matching the appropriate products with these needs; and
communicating benefits through informing, reminding, or
persuading.
Proses membangun keterhubungan, menemukan/memahami
kebutuhan,penyelarasan produk yang sesuai kebutuhan, dan
mengomunikasikan berbagai manfaat produk melalui upaya
informasi, pengingatan dan ajakan.

 Process that Adds Value

• Proses pertambahan nilai [adds value], karena upaya tenaga
penjual membangun hubungan yang baik dan saling
menguntungkan dengan pelanggan; diagnosis kebutuhan
mereka, dan menyediakan produk yang sesuai kebutuhannya.

– Having knowledge of these customer needs will lead to higher

customer satisfaction and willingness to purchase a product.
– The term product should be broadly interpreted to encompass
information, services, ideas, and issues.
 PERSONAL SELLING

Person-to-Person Communication with a Prospect :

– Developing relationships
– Discovering needs
– Matching products with needs
– Communicating benefits
– Viewed as a process that adds value
 Urgensi Personal Selling

• Personal Selling berkembang pesat dan menjadi penting

karena :
– Barang dan jasa [products & services] yang semakin kompleks.
– Kompetisi yang meningkat dan luar biasa ketat.
– Tuntutan pelanggan akan kualitas, nilai dan layanan yang
berkembang sangat tajam.

PS seringkali dijadikan program utama promosi

Perusahaan melakukan investasi besar untuk PS

 Perkembangan Penting dalam Personal
Selling

• Ruang lingkup persaingan penjualan [selling] yang kian luas dan

ketat [sejalan dg perkembangan dunia usaha]; semakin diperlukan
terutama keahlian menjual produk tak berwujud; serta selalu
selalu menyesuaikan diri dengan era informasi.

• ‘Information Exchange’ sebagai penekanan baru dalam dunia

usaha, sebelumnya ‘Producing Goods’, sangat mempengaruhi
perkembangan Personal Selling.

• Berevolusi dari era ekonomi industrial ke era ekonomi informasi

[information economy].
INCREASES IN RELATIONSHIP SELLING
AND RELATIONSHIP MARKETING

Information Economy
1960 – 2020

• Advances in information
Industrial Economy technology
1860 - 1960 • Strategic resource is information
• Business defined by customer
relations
• Advances in transport and • Sales success depends on adding
manufacturing value
• Strategic resources are capital and
natural resources
• Products and factories define the
business
• Sales success means meeting
quotas
 Evolusi Personal Selling

MARKETING ERA [ 1950-AN]

SALES & MARKETING Organizations determine needs and wants of target

EMPHASIS market and adapt themselves to delivering desired
satisfaction; product orientation is replaced by a
customer orientation

SELLING EMPHASIS
More organizations recognize that the salesperson is in a
position to collect product, market, and service
information concerning the buyer’s needs
CONSULTATIVE SELLING ERA 1960s-1970s

SALES & MARKETING Salespeople are becoming diagnosticians of customer’s

EMPHASIS needs as well as consultants offering well-considered
recommendations; mass markets are breaking into target
markets

SELLING EMPHASIS  Buyer needs are identified through two-way

communication

 Information giving and negotiation tactics replace

manipulation
STRATEGIC SELLING ERA [1980-an]

SALES & MARKETING The evolution of a more complex selling environment and
EMPHASIS greater emphasis on market niches create the need for
greater structure and more emphasis on planning

SELLING EMPHASIS  Strategy is given as much attention as selling tactics

 Product positioning is given more attention
 Greater emphasis on account management and team
selling
PARTNERING ERA [1990s-Present]

SALES & MARKETING Sales people are encouraged to think of everything they say
EMPHASIS or do in the context of their long-term, high-quality
partnership with individual customers; sales force
automation provides specific customer information

SELLING EMPHASIS  Customer supplants the product as the driving force in

sales
 Greater emphasis on strategies that create customer value
 Adaptive selling is given greater emphasis
 Filosofi Personal Selling

• Personal Selling merupakan perwujudan marketing-concept yang

secara dinamis berubah dari product orientation (peddling), kini ke
customer orientation (partnering).

• Fokus Personal Selling  bermitra (partnering) dengan pelanggan dalam

penciptaan nilai (creating value) yang diharapkan.

• Filosofi PS dibangun atas 3 aspek dasar : i. penerapan marketing-

concept; ii. nilai penting personal selling; dan iii. asumsi mengenai
adanya peran sebagai mitra yang membantu mengatasi masalah
pelanggan dalam memutuskan pembelian secara cerdas.
 Selling Model

• Filosofi Personal Selling merupakan bagian dari Selling Model.

• Selling model yang dikembangkan adalah Strategic/Consultative
Selling Model sebagai respons atas kian pesatnya persaingan, kian
kompleksnya produk, semakin meningkatnya kesadaran melakukan
penekanan lebih atas kebutuhan pelanggan, serta pentingnya
hubungan jangka panjang dengan pelanggan.
• Strategic/Consultative Selling Model terdiri dari beberapa tahap
strategi, yaitu :
– Develop a Personal Selling Philosophy
– Develop a Relationship Strategy
– Develop a Product Strategy
– Develop a Customer Strategy
– Develop a Presentation Strategy
SELLING
MODEL
 STRATEGIC/CONSULTATIVE SELLING MODEL
Strategic Step
Develop a Personal Selling Philosophy
Develop a Relationship Strategy
Develop a Product Strategy
Develop a Customer Strategy
Develop a Presentation Strategy
Prescription
 Adopt Marketing Concept
 Value Personal Selling
 Become a Problem Solver/Partner
 Adopt Win-Win Philosophy
 Project Professional Image
 Maintain High Ethical Standards
 Become a Product Expert
 Sell Benefits
 Configure Value-Added Solutions
 Understand the Buying Process
 Understand Buyer Behavior
 Develop Prospect Base
 Prepare Objectives
 Develop Presentation Plan
 Provide Outstanding Service
 Keterkaitan Antar Strategi Dasar
[Interrelationship of Basic Strategies]
Developing a Relationship Strategy
[Mengembangkan Strategi Keterhubungan]
 Pentingnya Strategi Keterhubungan
[Urgensi Relationship Strategy]

• Kunci utama sukses dalam Personal Selling adalah relationship.

– Upaya salespeople menetapkan strategi, membangun dan memelihara
keterhubungan dengan pelanggan = penentu keberhasilan penjualan.

• Dalam mengembangkan relationship strategy, mutlak diperlukan

interpersonal skill, khususnya emotional intelligence [EI].
– Kemampuan untuk mengelola emosi, pikiran dan perasaan diri dalam
melakukan relationship.
– Self-confidence, trust-worthiness, adaptability, initiative, optimism, empathy,
and well-developed social skills.

• Terdapat tiga tantangan besar : 1. Membangun relationship baru; 2.

Meningkatkan personal ke bisnis; 3. Pengelolaan relationship.
 Developing a Relationship Strategy
[Mengembangkan Strategi Keterhubungan]

• Add Value. Dalam pendangan pelanggan, nilai tambah terjadi ketika

mereka merasakan kenyamanan [comportable] dengan relationship
yang tercipta dengan tenaga penjual [salesperson].
– Karakter utama tenaga penjual yang menciptakan nilai tambah : Jujur
[honesty], bertanggung jawab/akuntabilitas [accountability], dan memiliki
perhatian yang tulus untuk kesejahteraan pelanggan Sincere concern for
customer welfare

• Partnering. Bermitra adalah bentuk hubungan paling strategis, paling

bermutu dan berjangka panjang. Fokus pada pemecahan masalah
pelanggan.
– Menekankan membangun hubungan
– Penjualan [selling] harus dilihat sebagai proses, bukan peristiwa
• Fokus pada : pelanggan [customer], pembuat kebijakan sekunder
[secondary decision makers], staff pendukung [company support staff],
manajemen personal [management personnel].

• Adapt/Tailoring Relationship Strategy. Idealnya menerapkan cara yang

sesuai dengan tipe pelanggan yang dijangkau.
Prinsip & Proses Mengembangkan Strategi
[Thought Process to Enhance Relationship Strategy]

• Self-Concept is key dimension

• Win-Win Philosophy
• Empathy and Ego Drive
• Character and Integrity
 Pengembangan Konsep Diri
[Self-Concept : An Important Dimension]

• Konsep diri [self-concept] merupakan gabungan dari fakta, opini,

keyakinan, dan persepsi mengenai diri seseorang yang tampil setiap saat
dalam hidupnya.
– Dibentuk oleh gagasan, sikap, perasaan, dan pemikiran yang dimiliki
seseorang tentang dirinya dan mempengaruhi cara berhubungan dengan
orang lain
– Sikap dan tindakan selalu konsisten dengan konsep diri.
– Konsep diri dapat berubah atau dikembangkan.

• Mengembangkan Konsip Diri lebih Positip :

– Berfokus pada masa depan [Focus on future, not past mistakes]
– Kembangkan Keahlian Spesifik [Develop expertise in selected areas]
– Mengembangkan Sikap positip [Develop a positive mental attitude]
 Win-Win Philosophy

• Kepuasan pelanggan adalah kepentingan utama

[Customer satisfaction is of primary importance]

• Menerapkan filosofi Win-Win sebagai langkah awal dan utama dalam

mengembangkan strategi keterhubungan
[Win-Win Philosophy is the first step in developing relationship]

• Baik pembeli maupun penjual keluar sebagai pemenang di mana

kepentingan masing-masing terpenuhi dan terlayani dengan baik […come
out of the sales understanding that their respective best interest have
been serve]
Win-Win People
Versus
Win-Lose People
 Empathy and Ego Drive

• Mengembangkan kemampuan ber-empati [emphaty].

– Kemampuan imajinatif menempatkan diri pada posisi orang lain untuk
memahami apa yang ada dalam pikiran dan perasan mereka.
– Program penjualan tidak akan sukses tanpa didukung adanya umpan balik
dari pelanggan yang difahami dari sekap empati ini.

• Mengoptimalkan kekuatan dalam diri [ego drive] yang mendorong

kebutuhan dan keinginan sesorang berbuat/melakukan sesuatu.
– Ego drive dalam PS adalah kekuatan besar diri seseorang untuk melakukan
penjualan.
– Penjualan yang sukses selalu dilatari ‘ego drive’ yang maksimum.
– Berbagai riset menunjukan, Empathy dan Ego-Drive berhubungan dengan
motivasi seseorang dalam selling.
 Character and Integrity

• Karakter adalah rujukan dasar pribadi, antara lain mencakup :

kejujuran, integritas, dan kekuatan moral.

• Integritas adalah kesesuaian/keselarasan antara apa yang diketahui,

dikatakan dan diperlihatkan dalam tindakan.
– Integritas merupakan ciri utama mengenai karakter, yang paling bernilai.
– Pengembangan karakter dan integritas dalam PS mutlak dilakukan karena
merupakan salah satu kunci keberhasilan.
 Strategi Verbal & Non Verbal

• Penampilan dan citra yang mempengaruhi pelanggan dari tenaga SP

dibentuk melalui komunikasi verbal dan non verbal.
– Verbal = kata-kata
– Non Verbal = tanpa kata-kata [message without words, silent message]

• Non verbal atau silent message dikomunikasikan melalui ekspresi wajah,

nada suara, gerak tubuh, penampilan, postur, dan cara atau sarana
nonverbal lainnya.
– Memiliki dampak yang lebih besar daripada pesan verbal
– Harus dipastikan bahwa pesan verbal dan nonverbal konsisten
Nilai tambah keterhubungan [relationship] yang dibentuk melalui
komunikasi verbal dan nonverbal, dilakukan dengan
memperhatikan/melakukan :

• Cara Memulai dan Membawa Diri [Entrance and Carriage]

• Jabat Tangan [shaking hands]
• Ekspresi Wajah [Facial Expression]
• Kontak Mata [Eye Contact]
• Efek Penampilan [Effect of Appearance]
• Efek Kualitas Suara [Voice Quality on Relationships]
• Etiket [Etiduaette/Manners and Relationships]
• Tatacara dalam Percakapan [Coversational Strategies]
 Entrance and Carriage

– Believe and project that you have a reason to be

there and something important to offer the client

– Communicate confidence with: Strong stride, Good

posture, Friendly smile
 Shaking Hands

• Proper greeting, symbolizes respect

• Make eye contact
• Use firm, deep grip
• Duration and dryness
• State your name when you extend your hand
 Facial Expressions

• Facial expressions convey inner feelings

• People tend to trust a smiling face
• Reading facial expressions fairly universal across cultures

3-35
 Eye Contact

• Good eye contact says “I’m listening.”

• Prolonged eye contact can send the wrong message

3-36
 Effect of Appearance

• Simplicity
• Appropriateness
 Formal
 Business casual
• Quality
• Visual integrity
 Voice Quality and Relationships

Ever hear
“It’s not just what you say, but how you say it?”

• Avoid rapid-fire speech

• Vary speed of your delivery
• Sound upbeat and energetic, but not phony
• Convey enthusiasm in your voice
• Try to sound “relaxed”
• Avoid bad speech habits
 Manners and Relationships

• Avoid temptation to start on first name basis

• Avoid offensive comments or jokes
• Recognize the importance of punctuality
• When dining, avoid discussing business before meals are
ordered, unless customer initiates
• When leaving voice-mail messages, leave a clear, concise
message
• Avoid cell-phone contempt
 Conversational Strategies

• Become genuinely interested in other people

• Be a good listener
• Talk about interests of others

• Comment on here and now observations

• Compliment your customers when appropriate
• Find mutual acquaintances or interests
 Communication Style
[Gaya Komunikasi]

• Gaya komunikasi pada dasarnya berbagai pola perilaku atau segala hal
yang diperlihatkan setiap saat dan dapat dilihat orang lain.
– Your communication style is the you that is on display every day, the
outer pattern of behavior that others see.

• Masalah utama : Kerancuan/Bias dalam Komunkasi

– Most frequently occurring form of bias
– Not commonly understood
– A state of mind that is difficult to explain
– Develops when we have contact with another whose communication
style is different from our own
 Prinsip-Prinsip Gaya Komunikasi
[Communication-Style Principles]

1. Individual Differences
• Individual differences exist and are very important
• Each person displays individual array of verbal and nonverbal
characteristics

2. Style as a Way of Thinking and Behaving

• A preferred way of using one’s abilities
• Ability = how well you can do something
• Style = how you like to do it

3. Style Tends to Be Stable over Time

• Based on hereditary and environmental factors
• Our “style” tends to remain rather constant through life
4. There Is a Finite Number of Styles
• Most people display one of several behavioral clusters
• We can often “label” a person’s style

5. Get in Sync with Styles of Others

• Style differences can be source of friction
• Develop an ability to adapt to another person’s style
 Improving Relationship Skills

• First goal: understand your own preferred

communication style
• Second goal: develop greater understanding and
appreciation for different styles
• Third goal: manage selling relationships by adapting
style (style-flexing)
Model Gaya Komunikasi
[Communication-Style Model]

4-45
Dominance Continuum
Low dominance High dominance
• Cooperative  Like to control
• Let others control  Initiate demands
• Low in assertiveness  More aggressive

Sociability Continuum
Low High
 Control feelings  Express feelings
 Prefer solitude  Prefer interaction
 More reserved  More outgoing
 More formal  More informal
EMOTIVE
• Appears quite active
• Takes social initiative
• Encourages informality
• Expresses emotional opinions

DIRECTIVE
• Appears quite busy
• May give the impression of not listening
• Displays rather serious attitude
• Likes to maintain control
SUPPORTIVE
• Appears to be quiet and reserved
• Listens attentively
• Tends to avoid use of power
• Makes thoughtful decisions in deliberate manner

REFLECTIVE
• Controls emotional expression
• Displays preference for order
• Tends to express measured opinions
• Seems difficult to get to know
 Meminimalkan Bias Komunikasi
Minimizing Communication-Style Bias

• Salespeople often focus too much on the content and not enough on
the delivery of their sales presentation;
– It can be a barrier to sales success;
– One must work with people from all four quadrants;
– Become highly adaptable

• Achieving interpersonal versatility to minimize communication-style

bias :
– Adapting to the customer’s preferred style can enhance sales performance
– Move toward a more mature style
– Strength-weakness paradox
– Intensity zones
 Versatility Through Style Flexing
• Style-flexing: the deliberate attempt to adjust
one’s communication style to accommodate
others’ needs
• Learn about each customer’s style during
preapproach stage
• Do not become preoccupied with identifying
style during sales calls
• Analyze call afterward for style clues

4-50
 Versatility Through Style Flexing

Selling to Emotive and Directors

Selling to Emotives
• Be enthusiastic
• Don’t be too stiff or formal
• Take time to establish goodwill/relationships
• Maintain eye contact
• Be good listener

Selling to Directors
• Keep as businesslike as possible
• Be efficient, time disciplined, organized
• Identify their goals
• Ask questions and note responses
Selling to Reflective and Supportive

Selling to Reflective
• Use thoughtful, well-organized approach
• Present information in deliberate manner
• Provide documentation
• Never pressure for quick decisions

Selling to Supportive
• Take time to build the relationship
• Listen carefully to their opinions and feelings
• Provide assurances for their views
• Have patience, give them time to comprehend
 Etika dalam Relationship
[Ethics: The Foundation for Relationships in Selling]
 Laws, Contracts, and Agreements

• Legal environment plays a role in preventing unethical behavior

• Cooling-off laws
• Uniform Commercial Code—law influencing buyer-seller
transactions
• Oral and written contracts
• Beyond the letter of the law
 Develop a Personal Code of Ethics

Some general guidelines:

• Personal selling must be viewed as an exchange of value
• Relationship comes first, tasks second
• Be honest with yourself and others
Terima Kasih