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CHAPTER THREE

Personal Selling

PURPOSES OF SELLING
Introducing Innovation to Markets  Conveying Information  Acting as Intelligence Agent  Solving Customer Problems


ATTITUDES ABOUT SELLING


Sales people are born and not made.  Sales people must be good talkers.  Selling is a matter of knowing the right techniques or tricks.  A good salesperson can sell ice to an Eskimo.  People generally do not want to buy.


TRAITS OF WINNING SALES PEOPLE


Desire to succeed  Continually seek self-improvement self Accept responsibility  Have mental toughness


PERSONAL SELLING AND THE MARKETING MIX




Price, Product, Place, and Promotion


Advertising, Sales Promotion, Public Relations, and Personal Selling

PERSONAL SELLING IS CUSTOMER ORIENTED SELLING


Consultative Selling Adaptive Selling

PERSONAL SELLING PROCESS


PRETRANSACTIONAL PHASE (Prospecting, Qualifying, Precall Planning)  TRANSACTIONAL PHASE (Approach, Needs Discovery, Presentation, Handling Objections, Closing)  POSTTRANSACTIONAL PHASE (Service and Follow-up) Follow

PERSONAL SELLING PROCESS




Prospecting
External Sources
Direct Inquiries Referrals Directories Cold Canvassing

Internal Sources

PERSONAL SELLING PROCESS




Qualifying
Qualified candidates have a need, have the need, authority to buy, and can afford to buy

PERSONAL SELLING PROCESS




Precall Planning
What do I want to accomplish? What do I know about the prospect? Where can I find information? What am I going to say?

PERSONAL SELLING PROCESS




Precall Planning--What do I want to Planning--What accomplish?


determine information on historical inventory levels. determine who is involved in the purchasing decision. arrange for a follow-up meeting follow agreement to a trial-run purchase trial-

PERSONAL SELLING PROCESS




Precall Planning--What do I know about Planning--What the prospect?


Size of business/products sold/markets served Key personnel Buying routines/purchasing process Present supplier(s)/volumes purchased Future plans

PERSONAL SELLING PROCESS




Precall Planning--Where can I find Planning--Where information?


Ask prospect directly Observe business facilities Ask other company salespeople Ask current customers Ask competitors

PERSONAL SELLING PROCESS




Precall Planning--What am I going to Planning--What say?


The Sales Mix Model
Presentation Pace Presentation Scope Depth of Inquiry Two-way Communication Two Visual Aids

PERSONAL SELLING PROCESS




Precall Planning--What am I going to Planning--What say?


Implications for managers
how to structure the presentation product, competitive, industry information increase rep confidence

PERSONAL SELLING PROCESS




The Approach
Securing Appointments Establishing Rapport

PERSONAL SELLING PROCESS




Why is the approach important?


It can help capture the buyers attention It can help to establish a harmonious atmosphere It serves as a good transition to the presentation It can help in need determination

PERSONAL SELLING PROCESS




The Approach
Types of Approaches
Introductory Approach Assessment Approach Product Approach Consumer Benefit Approach Referral Approach

PERSONAL SELLING PROCESS




Need Discovery
Ascertain buyer benefits Types of questions: permission, fact finding, feeling finding, checking

PERSONAL SELLING PROCESS




Presentation Types
Canned Organized Tailored

PERSONAL SELLING PROCESS




The Presentation
Focus on Benefits, not just Features Keep it Simple Talk the Prospects Language Stress Application Get the Prospect Emotionally Involved Seek Credibility

FROM THE INTERNET


Psycho Selling Skills--Getting Inside Skills--Getting Your Prospects Head  <http://www.pentech.net/psycho.htm>


PERSONAL SELLING PROCESS


Overcoming Objections  LSCPA Approach to Overcoming Objections: Listen to the buyers feelings Share the concerns without judgment Clarify the real issue with questions Problem solve by presenting


options/solutions

Ask for action to determine commitment

PERSONAL SELLING PROCESS




Closing
Alternative Choice Summary Close

PERSONAL SELLING PROCESS




Service and Follow-up Follow Entering Orders Installation of Product Training Handling Billing Problems

FROM THE INTERNET


Basic Selling Skills Questionnaire  <http://www.sales.org/quizes/BSQ.html>


PERSONAL SELLING APPROACHES


StimulusStimulus-Response Selling  Need Satisfaction Selling  Problem Solving Selling


PERSONAL SELLING APPROACHES




STIMULUS RESPONSE SELLING


Manipulate customer to elicit desired responses

PERSONAL SELLING APPROACHES




NEED SATISFACTION SELLING


Presentation is tailored to fit needs of buyer

PERSONAL SELLING APPROACHES




PROBLEM SOLVING (PROBLEM(PROBLEMSOLUTION) SELLING


The salesperson defines a customer problem that may be solved by various alternatives.

PERSONAL SELLING POSITIONS


Sales Support Personnel (Missionaries)  New Business (Pioneers and Order Getters)  Existing Business (Order Takers)  Direct to Consumer Sales  Combination Sales Positions


FROM THE TEXT... TEXT...




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