PERSONAL SELLING AND SALES MANAGEMENT

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PERSONALSELLINGAND SALES MANAGEMENT
CHAPTER
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Definition of Personal Selling

• Personal selling
• 1) two-way flow of communication
• 2) between a buyer and seller
• 3) a face-to-face or real time encounter

Why are face to face and two-way important?
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Advantages of Personal Selling

• Provides a detailed explanation or demonstration
  of product
• Message can be varied to fit the needs of each
  prospective customer
• Can be directed to specific qualified prospects
• Instant feedback
• Personal persuasion can be used
  
  A good salesman can get
  
  you to buy ice in winter

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When to Use Personal Selling
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Creating Value Through Salespeople
Relationship Selling
building ties to the customer, based on a
salespersons attention and commitment to
customer needs over time.
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Six stages of Personal Selling

• 1) Prospecting
• 2) Pre-approach
• 3) Approach
• 4) Presentation
• 5) Close
• 6) Follow-Up

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Personal Selling Prospecting

• Prospect- possible customer
• Qualified Prospect-customer who has desire,
• means and
  power to decide
• Cold Canvassing- seller initiated contact
  of,potential
• customers
  without advance warning.

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Personal Selling Pre- Approach Approach
2) Pre-approach-Gathering information (when to
call, income level, risk tolerance)
3) Approach-First meeting (Physical
impressions highly important-appearance,
timeliness, confidence)
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Personal SellingPresentation
A) Stimulus-Response Format (suggestive
selling) keep suggesting items until the buyer
responds, like the McDonalds order taker
B) Formula Selling Format more formal and
planned, like a telemarketer
Canned Selling
Presentation Memorized, standardized message
conveyed to every prospect. Works when seller
is a novice or does not know the buyer well
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Personal Selling Presentation
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Personal Selling Presentation
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Personal Selling Close
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Personal Selling Follow-Up
Address concerns with
delivery and installation,
so todays customer becomes tomorrows
qualified prospect or referral source
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Sales Force Motivation
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Sales Force Evaluation

• Quantitative Assessments sales quotas

easy but ignores selling environment

• Qualitative Assessments behavioral evaluations

• attitude
• attention
• product knowledge
• selling skills
• appearance and professionalism

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Personal Selling
Personal selling involves thetwo-way flow of
communication between a buyer and seller, often
in a face-to-face encounter, designed to
influence a persons or groups purchase decision.
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Personal Selling Process
The personal selling process consistsof six
stages (1) prospecting,(2) preapproach, (3)
approach,(4) presentation, (5) close, and(6)
follow-up.
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Adaptive Selling
Adaptive selling involves adjustingthe
presentation to fit the selling situation, such
as knowing when to offer solutions and when to
ask for more information.
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Consultative Selling
Consultative selling focuses on problem
identification, where the salesperson serves as
an expert on problem recognition and resolution.