Materi-MSC3508-M 05-Steps in Personal Selling

MSC3508
Personal & Relationship Selling

“Steps in Personal Selling”
©2021.MSC3508. Personal & Relationship Selling
Week-5
for internal use only
Lesson Plan
Generating Qualifying Knowledge
leads prospects acquisition
Sales Handling
sales closing
presentation objection
follow up
The Personal Selling Steps

Steps in Personal Selling
1. Generating Leads.
Referrals are ideal leads, because most recommendations are made by satisfied
individuals. Databases provide quality leads, especially internal databases.
Search engines may generate leads.
2. Qualifying Prospects.
Evaluating leads on two dimensions:
(A) Potential income the lead can generate
(B) Probability of acquiring prospect as a customer.
3. Knowledge Acquisition.
Salespeople gather information about the prospect in preparation for a sales
call. Understanding the prospect’s business, and needs will be extremely helpful.
Steps in Personal Selling
4. Sales Presentation
Telling the “value story” to the buyer, showing how the firm’s offer solves
problems.
5. Handling Objections
Seeking out, clarifying, and overcoming customer objections to buying.
6. Closing
Asking the customer for an order.
7. Follow up
Following up after the sale to ensure customer satisfaction and repeat business
1. GENERATING
LEADS GENERATING LEADS
“YANG BISA DIPROSPEK SIAPA SAJA DAN BISA DAPET DARIMANA AJA?”
PROSPECTING: SEARCHING AND CALLING PEOPLE
TEKNIK REFERRAL MARKETING WHO HAVE NOT PURCHASE FROM THE COMPANY.
(DAPAT LEAD DARI CUSTOMER & NON-). ADA 4 MACAM:
REFERRAL MARKETING DEPENDS ON OTHER PEOPLE,
EXPERIENCE REFERRAL: “SWAB DI SITU AJA JENG. BUT PROSPECTING DEPENDS ON OURSELVES.
275K HASILNYA CUMA
DAPAT DARI CUSTOMER & NON- YANG 3 JAM. GA SAKIT LAGI
PUNYA PENGALAMAN POSITIF COLOKNYA!”
6 SOURCES OF PROSPECTS:
“HONDA MEGAPRO AJA. EXISTING CUSTOMER WEBSITE & SEARCH ENGINE

EXPERTISE REFERRAL:
SAYA SENENG TIAP SERVIS
DAPAT DARI REKOMENDASI AHLI “WE CALL YOU BECAUSE “WE CALL YOU BECAUSE WE
MEGAPRO. GAMPANG,
TERKAIT YANG BUKAN CUSTOMER. CEPET, GA REWEL.” OUR CUST. MENTION YOU.” FOUND YOU ON GOOGLE.”
“PAKE ANTERAJA AJA. BIZ DIRECTORIES THE PRESS & INTERNET

REPUTATION REFERRAL:
TEMPAT LAIN BISA 3 HARI,

DAPAT KARENA PUNYA KELEBIHAN TAPI DIA BESOKNYA “WE CALL BECAUSE YOU ARE “WE CALL YOU BECAUSE YOU
TERTENTU SAMPE CUY.” LISTED IN LINKEDIN.” ARE ON THIS ARTICLE.”
COLD CANVASSING /
NETWORK REFERRAL: ENQUIRIES
DATANGI PAMERAN. COLD CALLING
DAPAT DARI JARINGAN LURING/DARING, LIHAT REELS ORANG.
LIHAT DI JALAN. “WE RECEIVE CALLS DUE TO “HI. I FOUND YOU BY TYPING
TIDAK ADA PENGETAHUAN SEBELUMNYA.
THAT BILLBOARD WE PUT.” RANDOM NAME IN IG.”
Clow, K. E., & Back, D. (2022). Integrated Advertising, Promotion & Marketing Communications (9th ed.) (pp. 320-321). Harlow: Pearson.
Jobber, D., Lancaster, G., & Meunier-FitzHugh, K.L. (2018). Selling and Sales Management (11th ed.) (pp. 180-182). Harlow, UK: Pearson
PERSONAL & RELATIONSHIP SELLING – UNIVERSITAS MULTIMEDIA NUSANTARA

2. QUALIFYING
PROSPECTS QUALIFYING PROSPECTS
“YANG BISA DIPROSPEK TADI MANA YANG OKE MANA YANG ENGGAK?”
WE SHOULD ACCEPT
THE FACT THAT NOT ALL
PROSPECT OR LEAD
ARE VIABLE.
SOME OF THEM:
• MIGHT REQUIRE EXCESSIVE
EFFORT JUST TO BE REACHED,
• MIGHT DIRECTLY SAY “NO”
• MIGHT NOT GIVE

DECENT REVENUE.
SOMETIMES NOT REACHING IS BETTER THAN

REACHING. DISCERN YOUR PROSPECTS!
Clow, K. E., & Back, D. (2022). Integrated Advertising, Promotion & Marketing Communications (9th ed.) (p. 321). Harlow: Pearson

2. QUALIFYING
PROSPECTS QUALIFYING PROSPECTS
“YANG BISA DIPROSPEK TADI MANA YANG OKE MANA YANG ENGGAK?”
ADAPTING THE B2B SALES, WE CAN

ANALYZE TWO POINTS TO QUALIFY
PROSPECTS:
SALES POTENTIAL
“HOW MUCH CAN WE GET, AT LEAST AND AT MOST?”
AND ACQUISITION PROBABILITY

“HOW BIG IS THE CHANCE WE GET A “YES”?”
THEN, DIVIDE THEM TO THREE GROUPS:
A-LIST : HIGH ON BOTH DIMENSIONS.

DON’T LET THEM GO. KEEP IN TOUCH. HIGH PRIORITY.
B-LIST : HIGH ON ONE OF THE DIMENSION.
GIVE THEM A CALL, EMAIL THEM. LOW PRIORITY.
C-LIST : BACK-UP LIST, HIGH ON NEITHER.
MONITOR THEM, MARKET & WAIT FOR INQUIRIES.
Clow, K. E., & Back, D. (2022). Integrated Advertising, Promotion & Marketing Communications (9th ed.) (p. 321). Harlow: Pearson

3. KNOWLEDGE
ACQUISITION KNOWLEDGE ACQUISITION
“YANG OKE BISA DIPROSPEK TADI SIAPA DAN DETAIL MEREKA GIMANA?”
1 UNDERSTAND THE PROSPECT’S BUSINESS.
2 KNOW AND UNDERSTAND

THE PROSPECT’S CUSTOMERS.
3 IDENTIFY THE PROSPECT’S NEEDS.

4 EVALUATE THE RISK FACTORS AND

COSTS IN SWITCHING VENDORS.
5 IDENTIFY THE DECISION MAKERS AND

INFLUENCERS.
CONTOH: B2B, MENAWARKAN SERAGAM KE MAYORA GROUP???
Clow, K. E., & Back, D. (2022). Integrated Advertising, Promotion & Marketing Communications (9th ed.) (p. 322). Harlow: Pearson.

4. SALES
PRESENTATION SALES PRESENTATION
SAATNYA BERHADAPAN DENGAN PROSPEK
OPENING 4 CARA MENGURANGI RISIKO “TIDAK”:
FIRST IMPRESSION: DON’T : GUARANTEES

REFERENCE SELLING
PENAMPILAN, KELAKUAN BISA DIBANTU?
RELIABILITY, AFTERSALES,
INVOLVES PREVIOUS
WARRANTY; THESE
SATISFIED CUSTOMER TO
CONVINCE BOTH
CONVICE THE PROSPECT:
DO : SALESPERSON AND
ENDORSEMENT,
SIAP DAN FOKUS, PROSPECT. MAKE SURE
OPEN QUESTION, JOIN THE PRESENTATION.
YOU TELL THESE.
MEREKA JUGA SIBUK.
MENGUNDANG
JAWABAN PANJANG;
BUKAN HANYA TRIAL ORDERS

“YA/TIDAK”. DEMONSTRATION
BAHASA NONVERBAL,
FOR PROSPECTS IN DOUBT.
UDAH DIPERBOLEHKAN SHOW, DON’T TELL.
ALTHOUGH IT MAY BE
BICARA LEBIH HATI-HATI ! ASK THE CUSTOMER TO
UNECONOMIC, TRIAL MAY
CUSTOMER YANG PARTICIPATE, RELATE TO
LANJUT/DUDUK ATAU BE THE ONLY WAY TO
THEIR NEEDS. FOCUS ON
BELUM? JABATAN? MENGUASAI THE SELLING POINT.
DEMONSTRATE THE
PEMBICARAAN PRODUCT.

4. SALES
PRESENTATION SALES PRESENTATION
JENIS-JENIS PERTANYAAN WAKTU PRESENTASI
JENIS PERTANYAAN TUJUAN
TIE-DOWN KONFIRMASI, MENGUNCI PROSPEK PADA SATU POSISI
LEADING MENGARAHKAN PEMIKIRAN
STATEMENT / QUESTION PERNYATAAN LALU PERTANYAAN TENTANG PERNYATAAN ITU
SHARP-ANGLE MENGUNCI PROSPEK PADA POSISI DETAIL
INFORMATION-GATHERING MENGUMPULKAN FAKTA
OPINION-GATHERING MENGUMPULKAN OPINI ATAU INFO PERASAAN
CONFIRMATION KONFIRMASI PERSETUJUAN

CLARIFICATION MENGURANGI AMBIGUITAS, GENERALITAS, & KATA-KATA NONKOMITAL
INCLUSION MENYAJIKAN ISU RISIKO RENDAH UNTUK PERTIMBANGAN
COUNTERBIASING MENDAPAT INFO SENSITIF DENGAN MENORMALKAN YANG MEMALUKAN
TRANSITIONING MENGHUBUNGKAN SATU TAHAP SALES KE BERIKUTNYA

REVERSING MENGEMBALIKAN TANGGUNGJAWAB KE KONSUMEN
Jobber, D., Lancaster, G., & Meunier-FitzHugh, K.L. (2018). Selling and Sales Management (11th ed.) (pp. 210). Harlow, UK: Pearson

5. HANDLING
OBJECTION 5 CATEGORIES OF OBJECTION
1. WAKTU
“Kelamaan. Waktunya gak pas. Ah pasti ribet…”
2. UANG
“Mahal, ga masuk budget, di sono lebih murah.”
3. ORANG LAIN
“Tanya istri dulu. Ga dikasi izin sama

bos.”
4. TAKUT
“Yang bener? Ah nanti ga kayak di iklan. Boong.”
5. MALU
“Sebetulnya saya terpaksa. Saya bisa sendiri

kok.”
IN SHORT, 3 REASONS WHY PEOPLE SAY NO TO YOU:
THEY DON’T TRUST THEMSELVES; THEY DON’T TRUST YOU; OR THEY DON’T WANT TO DECIDE.
Watt, D. (2021). Selling Through the Screen: Mastering the art of connecting, communicating, and closing the sale virtually. Sierra Vista, AZ: Jetlaunch Publishing

5. HANDLING
OBJECTION 7 HANDLING OBJECTION TECHNIQUES
“CARA ENAK RESPON BANTAHAN MEREKA GIMANA?”
1 2 3 4
LISTEN AND DO NOT AGREE AND THE STRAIGHT QUESTION THE
INTERRUPT COUNTER DENIAL OBJECTION
THE “YES… BUT” TECHNIQUE. QUESTION SPECIFIC POINTS

SALESPERSON WHO
FOR MORE EXPERT BUYER, ABOUT THE OBJECTION TO
INTERRUPTS  THINK THE A RISKY STRATEGY SINCE IT
BE MORE SUBTLE: CLARIFY WHAT’S THE REAL
OBJECTION IS WRONG; WOULD RESULT TO A KIND OF
“THAT’S RIGHT / I ISSUE. IT MAY HELPS THE
TRIVIAL/NOT IMPORTANT; AND ANTAGONISM, THAT YOU ARE
UNDERSTAND / SOMEBODY CUSTOMER TO REALIZE THE
IS NOT WORTH THE TIME TO THE BAD GUY.
SAID THAT, HOWEVER / THAT’S OBJECTION IS TRIVIAL/NOT
BE FINISHED.
WHY…” IMPORTANT.
TIPS:
LISTEN PROPERLY. TIPS: TIPS:

THE BUYER WILL RESPECT USE REFERENCE SELLING TIPS: YOU CAN ALSO USE THIS TO
YOU FOR THAT, FIRST. TACTIC (FORMER BUYER USE IT WHEN BUYER IS ENSURE THAT YOU
POSITIVE EXPERIENCE), CLEARLY SEEKING FACTUAL ADDRESS THEIR CONCERN
YOU WILL ALSO GET ESPECIALLY FROM PUBLIC INFORMATION. CORRECTLY BEFORE
CLARITY ABOUT THEIR FIGURE / EXPERT. RESPONDING.
CONCERN.

5. HANDLING
OBJECTION 7 HANDLING OBJECTION TECHNIQUES
“CARA ENAK RESPON BANTAHAN MEREKA GIMANA?”
5 6 7
TURN THE
FORESTALL THE
OBJECTION INTO HIDDEN OBJECTIONS
OBJECTION
A TRIAL CLOSE
TRY TO CLOSE THE SALE NOT ALL PROSPECT STATE
ANTICIPATE THE OBJECTION WITHOUT PREJUDICE OF THEIR OBJECTIONS. WHY?
BY INCLUDING THEM IN YOUR REFUSAL. IT HAS TO BE THEY DON’T WANT TO
PRESENTATION. IT CAN BE PERFECTLY TIMED WITH A PROLONG THE PRESENTATION
PLANNED TO BE DISPENSED CONSIDERABLE JUDGEMENT. OR IT’S SENSITIVE FOR THEM.
ACCORDINGLY. USE IT IF YOU JUDGE THAT ONLY SO? ASK POLITELY, DON’T
ONE OBJECTION REMAINS. RUSH THEM.
TIPS: TIPS: TIPS:

BEWARE OF TWO THINGS: NEGOTIATE WHEN YOU USE IF THEY STILL DON’T TALK,
(1) CUSTOMER MAY NOT THIS TECHNIQUE, E.G. SECOND-GUESS AND
ADDRESS THE
MENTIONED OBJECTIVE. “IF I CAN PROVIDE (1) SUGGEST IT TO THEM,
(2) CUSTOMER MAY SOLUTION FOR THAT ONE OR (2) PROVIDE THE
CONSIDER THIS AS SELF- PROBLEM, WOULD YOU SOLUTIONS BEFORE THEY
DEFEND. PLACE THE ORDER?” CONFIRM THEM.

6. CLOSING
THE SALE 6 WAYS CLOSING THE SALE
“CARA ENAK NANYA JADI BELI ENGGAKNYA GIMANA?”
1. SIMPLY ASK FOR ORDER 4. THE ASSUMPTIVE CLOSE

THE KEY: KEEP SILENT AFTER ASKING. ASSUMING IT WILL BE A YES; YOU
NO RESPOND? CONTINUE TALKING. DIRECTLY ASK ABOUT THE DETAIL.
“JADI, BOLEH SAYA MASUKIN ORDERNYA BU?” “JADI, MAU BELI SATU ATAU DUA, PAK?”
“APA BAPAK MAU BELI?” “NAH, LEBIH SUKA PUTIH ATAU PINK, BU?”
2. SUMMARIZE & ASK FOR ORDER 5. THE OBJECTION CLOSE

SUMMARY IMPLIES IT IS THE MOMENT YOU BARGAIN IF IT IS A YES, YOU HELP
FOR THE PROSPECT TO DECIDE. TO OVERCOME THE OBJECTION.
“JADI, KITA SEPAKAT RUMAH INI COCOK UNTUK “KALAU SAYA BISA BANTU NEGO DP-NYA KE
KEBUTUHAN IBU. MAU DEAL SEKARANG, BU?” BOS SAYA, IBU DEAL SEKARANG?”
3. THE CONCESSION CLOSE 6. ACTION AGREEMENT

KEEP ONE CONCESSION IN RESERVE AGREEING TO A BUY DO STH BEFORE
FOR FINAL PUSH TOWARDS THE DEAL. NEXT MEETING. COMMON IN B2B.
“KALAU IBU BELI SEKARANG, SAYA BANTU “BAIK, MINGGU DEPAN SAYA BAWAKAN SEMUA
USAHAKAN DISKON 10% TAMBAHAN, BU!” SAMPLE DAN WARNA YANG IBU MAU.”

7. FOLLOW-UP
FOLLOW-UP
HABIS BELI JANGAN DITINGGAL
WHAT TO DO IN ‘FOLLOW-UP’?
ensure that the customer is satisfied with the

purchase and no problems with factors such as
delivery, installation, product use and training.
COGNITIVE
WHY DO WE DO IT?
DISSONANCE
A GOOD POSTPURCHASE
SALESPERSON ANXIETY ABOUT THE

REALLY CARES ABOUT PURCHASE, WHETHER
THE CUSTOMER, IT IS RIGHT OR NOT.
NOT ONLY ABOUT WE SHOULD BE THERE
MAKING SALES. TO COUNSEL THE
CUSTOMERS.

Can We Sell Without Selling ?
MAKE THEM WANT TO BUY FROM YOU • Be Fiendly
The first step is to start from a friendly perspective by getting to
know who your customers are and what they need and want by
asking questions
• Show Empathy
Next, you prove that you understand and have empathy for their
concerns by echoing their frustations. Share a personal story of
your own experience with a similar problem and tell them how
were you able to solve that problem with the product you are
about to endorse
• Be Honest
Above all, be honest. No product is perfect, so 100% positive
product endorsement will be met with skepticism and resistance
by your readers. So, be sure to point out any minor shortfalls and
limitations. Alternatively, consider comparing and constrasting

two different products to give your customers a variety of options
from which to choose
HOW THE BUSINESS DEAL IS DO
 Both parties get benefits.

 Customer get the good product at
the reasonable price with
additional other value added
after-sales service
 Seller can sell product with
reasonable margin and reasonable

demanding on services
COLLECTING INFORMATION
 Customer business
 Their success factor
 Current product in
use/price/supplier
 Services from current suppliers
 Problem issues with current
product/suppliers
 Customer production/machine
info/application of lubricants
 Customer’s expectation
 ALLPPT
Customer
Layout decision making process
Clean Text Slide for your Presentation
(who is in decision process?)
 Customer decision factors
(price/quality/service/approval)
TUGAS KELOMPOK
Secara berkelompok, kalian merupakan perwakilan dari tim Marketing sebuah brand.
Setelah melakukan presentasi mengenai product dan service knowledge, kalian menghadapi objection
dari customer/client yang kalian temui.
Customer/client tersebut mengemukakan berbagai objection. Sebagai tim Marketing yang juga
bertanggung jawab memerankan Personal Selling, hadapilah objection tersebut dengan sepenuh hati.
Terapkan langkah-langkah dalam menghadapi objection tersebut secara langsung.
Role presentasi:
- Pilih sebuah brand atau organisasi yang kalian wakilkan
- Customer/client dapat diperankan oleh dosen atau salah satu anggota dalam kelompok (pilih salah
satu)
- Objection
ALLPPT Layout dapat berupa kendala produk, waktu, finansial, orang lain, takut, malu, atau kombinasi
Clean Text
dariSlide for your
beberapa hal Presentation
tersebut
- Siapkan beberapa dokumen atau data yang dapat memperkuat argumen kalian dalam menanggapi
objection atau dapat membantu meyakinkan customer/client kalian, seperti (bukti legalitas usaha,
sertifikasi produk, publikasi, dsb)

- Durasi role-playing masing-masing kelompok adalah 20 menit, dilanjutkan dengan masukan dari
dosen selama 5 menit
TUGAS KELOMPOK
Pilihan Brand:
 SayurBox
 Jenius
 Adakami
 Mitra10
 Meikarta (Apartment)
Poin Penilaian:
 Kesesuaian dalam menerapkan langkah-langkah handling objection
 Kesesuaian dalam menanggapi objection
 Kesesuiaan dalam melakukan closing
Submit scenario berupa powerpoint handling objection dalam e-learning, paling lambat
Rabu, 4 Oktober 2023, pukul 23.59
THANK YOU

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MSC3508

Personal & Relationship Selling

The Personal Selling Steps

(B) Probability of acquiring prospect as a customer.

Asking the customer for an order.

“HONDA MEGAPRO AJA. EXISTING CUSTOMER WEBSITE & SEARCH ENGINE

“PAKE ANTERAJA AJA. BIZ DIRECTORIES THE PRESS & INTERNET

TEMPAT LAIN BISA 3 HARI,

PERSONAL & RELATIONSHIP SELLING – UNIVERSITAS MULTIMEDIA NUSANTARA

• MIGHT NOT GIVE

SOMETIMES NOT REACHING IS BETTER THAN

PERSONAL & RELATIONSHIP SELLING – UNIVERSITAS MULTIMEDIA NUSANTARA

ADAPTING THE B2B SALES, WE CAN

AND ACQUISITION PROBABILITY

THEN, DIVIDE THEM TO THREE GROUPS:

A-LIST : HIGH ON BOTH DIMENSIONS.

PERSONAL & RELATIONSHIP SELLING – UNIVERSITAS MULTIMEDIA NUSANTARA

1 UNDERSTAND THE PROSPECT’S BUSINESS.

2 KNOW AND UNDERSTAND

3 IDENTIFY THE PROSPECT’S NEEDS.

4 EVALUATE THE RISK FACTORS AND

5 IDENTIFY THE DECISION MAKERS AND

CONTOH: B2B, MENAWARKAN SERAGAM KE MAYORA GROUP???

PERSONAL & RELATIONSHIP SELLING – UNIVERSITAS MULTIMEDIA NUSANTARA

OPENING 4 CARA MENGURANGI RISIKO “TIDAK”:

FIRST IMPRESSION: DON’T : GUARANTEES

BUKAN HANYA TRIAL ORDERS

PERSONAL & RELATIONSHIP SELLING – UNIVERSITAS MULTIMEDIA NUSANTARA

LEADING MENGARAHKAN PEMIKIRAN

STATEMENT / QUESTION PERNYATAAN LALU PERTANYAAN TENTANG PERNYATAAN ITU

SHARP-ANGLE MENGUNCI PROSPEK PADA POSISI DETAIL

INFORMATION-GATHERING MENGUMPULKAN FAKTA

OPINION-GATHERING MENGUMPULKAN OPINI ATAU INFO PERASAAN

CONFIRMATION KONFIRMASI PERSETUJUAN

CLARIFICATION MENGURANGI AMBIGUITAS, GENERALITAS, & KATA-KATA NONKOMITAL

INCLUSION MENYAJIKAN ISU RISIKO RENDAH UNTUK PERTIMBANGAN

COUNTERBIASING MENDAPAT INFO SENSITIF DENGAN MENORMALKAN YANG MEMALUKAN

TRANSITIONING MENGHUBUNGKAN SATU TAHAP SALES KE BERIKUTNYA

REVERSING MENGEMBALIKAN TANGGUNGJAWAB KE KONSUMEN

PERSONAL & RELATIONSHIP SELLING – UNIVERSITAS MULTIMEDIA NUSANTARA

“Kelamaan. Waktunya gak pas. Ah pasti ribet…”

“Mahal, ga masuk budget, di sono lebih murah.”

“Tanya istri dulu. Ga dikasi izin sama

“Yang bener? Ah nanti ga kayak di iklan. Boong.”

“Sebetulnya saya terpaksa. Saya bisa sendiri

PERSONAL & RELATIONSHIP SELLING – UNIVERSITAS MULTIMEDIA NUSANTARA

THE “YES… BUT” TECHNIQUE. QUESTION SPECIFIC POINTS

LISTEN PROPERLY. TIPS: TIPS:

PERSONAL & RELATIONSHIP SELLING – UNIVERSITAS MULTIMEDIA NUSANTARA

TIPS: TIPS: TIPS:

PERSONAL & RELATIONSHIP SELLING – UNIVERSITAS MULTIMEDIA NUSANTARA

1. SIMPLY ASK FOR ORDER 4. THE ASSUMPTIVE CLOSE

2. SUMMARIZE & ASK FOR ORDER 5. THE OBJECTION CLOSE

3. THE CONCESSION CLOSE 6. ACTION AGREEMENT

PERSONAL & RELATIONSHIP SELLING – UNIVERSITAS MULTIMEDIA NUSANTARA

ensure that the customer is satisfied with the

SALESPERSON ANXIETY ABOUT THE

PERSONAL & RELATIONSHIP SELLING – UNIVERSITAS MULTIMEDIA NUSANTARA

limitations. Alternatively, consider comparing and constrasting

 Both parties get benefits.

reasonable margin and reasonable

sertifikasi produk, publikasi, dsb)

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