Objectives

History of Personal Selling

Personal Selling Approaches
Sales Process
Classification of Personal Selling Jobs
Why do people take a Sales Career?
Skill set required
 Evolution of Personal Selling
Change
Intensified competition
More emphasis on improving sales
productivity
Fragmentation of traditional customer
bases
Customers dictating quality standards
and shipping procedures
Demand for in-depth ,specialized
knowledge
Salesforce Response
More emphasis on developing and
maintaining long term Relationships
Increased use of technology (laptops,
email, CRM)
Use of lower cost methods (internet)
Gross margin objectives
Sales specialists for specific customer
types
Multiple sales channels (internet,
telemarketing, major account
programs)
CFTs, Compensation based on
customer satisfaction and team
performance
Team selling, emphasis on customer
oriented sales training
 How do Salespeople contribute?
Economic Stimuli
Diffusion of Innovation
Revenue Producers
Market Research and Feedback
Future Managers
Customer relationships
 Personal Selling Approaches
Stimulus Response Selling
Mental States Selling
Need Satisfaction Selling
Problem Solving Selling
Consultative Selling
 Stimulus Response Selling

Salesperson Buyer Responses

Provides Stimuli Sought
Continue Process
Statements Until Purchase
Questions
Favourable Decision
Actions
Reactions
Audio / Visual Aids
Eventual Purchase
Demos
 Mental States Selling (AIDA)
• Attention ,Interest ,Desire ,Action

Mental State Sales Step Critical Sales Task

Curiosity Attention Get prospects excited, get
them to like you
Interest Interest Interview : Needs and
wants
Conviction Conviction “What’s in it for me” ,
“Do I need it now”
Desire Desire Overcome their stall
Action Close Alternate choice close:
which , not if!
 Need Satisfaction Selling

Uncover and Present Offering Continue Selling

Confirm Buyer to Satisfy Buyer Until Purchase
Needs Needs Decision
 Problem Solving Selling

Continue
Generate Evaluate
Define Selling till
Alternative Alternative
Problem Purchase
Solutions Solutions
Decision
 Consultative Selling
Solution Based
Long term ally
Often does not result in immediate sales
Concentrates on the ultimate goal of the
buying organization
 The Sales Process
Prospecting
Pre Approach
Approach
Presentation
Objections
Closing
Follow up

https://www.youtube.com/watch?v=n2oAvYMX
Awk
 Classification of Personal Selling Jobs

Sales Support
New Business
Existing Business
Inside Sales – on the premises of employer
Direct to Consumer Sales
Combination
 Why do people take up a Sales Career?

Job Security
Growth Opportunities
Immediate Feedback
Prestige
Job Variety
Independence
Compensation
 Key Skills Required for a Sales Career

Empathy
Ego Drive / Determination
Ego Strength / Confidence
Interpersonal Communication Skills
Enthusiasm

https://youtu.be/MNIRoecGJSw 750,000 sales people

15,000 companies
2 reviews of sales success
over 4 decades
 What makes a complete SC
individual?
Purchasing 2 years
MPS 2 years
Logistics 1 years ICI UK Head
Office Training
Sales 2-3 years
Marketing 2 years
Head of Supply Chain (10 yrs overall)
 Common Sales Terms

Steps of Call
Morning Meeting
Communication Mix
Target Setting
Merchandizing
Route Planning
Commination Skills
Frequency of Service
 Common Sales Terms

First Moment of Truth

 When a customer is first confronted with the product, taking place either offline or online. [3] It
occurs within the first 3-7 seconds of a consumer encountering the product and it is during this
time that marketers have the capability of turning a browser into a buyer [4]. Procter &
Gamble describe the first moment of truth as the "moment a consumer chooses a product over

the other competitors offerings “

Building Blocks

http://www.smipartners.net/building-blocks-of-salesforce . [9]

Perfect Store
 https://www.linkedin.com/pulse/6-pillars-perfect-store-peter-liesting/