DEVELOPING A Group 5

PERSONAL SELLING
Adeesh Kakar
Aishwarya Phutane
Manisha Sahu
Natasha Benny

STRATEGY Shriya Rajgaria

WHAT IS PERSONAL SELLING?
•Personal selling is an integral part of promotion mix. It involves face to face
interaction with prospective buyers for presenting goods and services and convincing
them to make a purchase.
•According to American Marketing Association (AMA) “It is a personal process of
assisting and persuading a prospective customer to buy a commodity or service and
to act favorably upon an idea that has a commercial significance”
•Philip Kotler defines “Personal selling is a face-to-face interaction with one or more
prospective purchasers for the purpose of making presentations, answering questions
and procuring orders.”
OBJECTIVES OF PERSONAL
SELLING
1. Identifying prospective buyers: The primary objective of personal selling is to
identify and search the prospective buyers for the products.
2. Stimulating demand: Once the prospects have been identified, the next step is to
push the products by convincing efforts of salesperson.
3. Informing, educating and guiding: The task of personal selling involves providing
information and assistance, promoting, educating and guiding the customers
throughout their journey of seeking the solution to their problem.
4. Persuading and reinforcing prospects: The persuasion and positive reinforcement
is the key objective of personal selling.
5. Building long term relationships: The personal selling efforts are undertaken to
cultivate relationships with buyers.
CASE OVERVIEW
•Kasturi, an engineer in Hyderabad living a hectic and mechanical life along with his
colleagues Ranjan and Shraddha decided that he would take up the assignment of
selling spiritual books to engineers as a pet project and find a way to distribute the
books.
•They realized their competition ranged from corporate style booksellers like
Crossword and Walden to mom and pop shops.
•Based on which, they decided to lay down a strategy before approaching clients.
WHAT KIND OF PRE-SALES
APPROACH SHOULD THEY ADOPT?
The goal of pre-sales support is to help the sales and marketing teams find, win, and renew customers. A
well-oiled pre-sales process plays a critical role in identifying and capitalizing on opportunities with new and
existing partners and accelerating the sales process.
The following process should be adopted:
1. Prospecting and qualifying leads
2. Product research
3. Market research
4. Data and customer analysis
5. Preparing call scripts
6. Identifying solutions to customer pain points
7. Crafting a unique selling proposition
8. Managing deal qualification and proposals
 WHAT SHOULD THEIR
BUSINESS PROPOSITION BE ?
Business Proposition- A proposition should clearly explain how a product fills a need,
communicate the specifics of its added benefit, and state the reason why it's better than
similar products on the market. The ideal value proposition is to-the-point and appeals to
a customer's strongest decision-making drivers.

Book that meet your spiritual need.

Helps you connect with inner self.
Teaches you to remain calm & composed in a fast paced world.
Available in multiple languages.
Ranges from Rs.18 – Rs.150 (Affordable prices)
 WHAT KIND OF SALES PITCH
SHOULD THEY FOLLOW?
Sales Pitch- A well-crafted sales pitch can get your prospect excited about the
opportunity you’re offering and encourage them to take the next steps with you, it’s
your chance to make a good first impression and get your foot in the door; the first
step towards closing a deal.
WHAT TYPE OF OBJECTION SHOULD
THEY EXPECT AND HOW SHOULD THEY
HANDLE THEM?
Few people are aware of the benefits of spiritual books. – We will create awareness
about the same through the launch of our marketing campaigns.
 Shelf movement of spiritual books is slow – Will launch a sales promotion
including book signing by authors, combo offers, easy return policies, etc.
COORDINATION IN HIGH
TECH COMPANIES
 CASE OVERVIEW

Suppliers need to have highly differentiated professional skills when dealing with automation
technology firms.
Different departments in the companies should a proper network for communication to ensure
consistency.
The case outlines companies that supply the systems have organised their product management ,
sales and marketing activities to facilitate intra- firm coordination and ensure consistency in a
customer's experience of dealing with an automation and control system supplier.
INTERACTION & FLOW OF
INFORMATION THROUGH SALES
PERSONNEL

2 way interaction:
● Account Manager
● Project Manager

Flow of Information:
● Sales personnel to Maintenance & Service Team
● Product Management to Sales Personnel
 Account Manager
● Placing a customer's orders, ensuring
the product is delivered by the client's
requested deadline
● Meeting sales goals for their accounts
● Scheduling meetings with employees
who are responsible for buying
products for a client
● Developing professional presentations
for sales pitches
Sales Personnel
● Hiring new sales representatives
● Designing training programs for new
sales representatives
● Offering discounted rates to
customers
● Maintaining inventory of the available
products
 Scope of conflict
● During hand-off of new client to the account manager, the sales person need to
communicate all the information about goals, plans, and challenges to them.
● Account managers then should let salespeople know when there are upsell
opportunities.
● Accordingly to who is eligible for the sales closure, account managers and sales
personals should make the final decision.
● Any commitments made by the either of the departments should be clearly
communicated to avoid any conflicts.
THANK YOU