Personal Selling

1
Personal Selling

• Chapter 20

2
Personal Selling and Sales Management

• Personal Selling the two-way flow of
  communication between a buyer and a seller, often
  in a face-to-face encounter, designed to
  influence a purchase decision.
• Sales Management planning the selling program
  and implementing and controlling the personal
  selling effort of the firm.

3
The Roles of Personal Selling

• Salespeople serve as the link between the firm
  and its customers.
• Salespeople ARE the company in the eyes of the
  customer.
• Personal selling may play a vital role in a
  firms marketing program.

4
Relationship and Partnership Selling

• Relationship Selling building ties to customers
  based on a salespersons attention and commitment
  to customer needs over timeThe Long-Term.
• Partnership Selling (Enterprise Selling) buyers
  and sellers combine their experience and
  resources to create customized solutions.

5
Forms of Personal Selling

• Order Taking
• Order Getting
• Sales Support

6
Order Taking

• Outside Order Takers replenish inventory stocks
  of resellers
• Inside Order Takers (order clerks) answer
  simple questions, take orders, and complete
  transactions
• Inbound Telemarketing

7
Order Getting

• Identifies prospective customers, provides
  customers with information, persuades customers
  to buy, closes sales, and follows up on
  customers use of a product or service.

8
Sales Support

• Missionary Salesperson promote the firm and
  stimulate demand, but dont actually take orders.
  
• Sales Engineer specializes in identifying,
  analyzing, and solving customer problems.
• Team Selling a team may consist of a
  salesperson, a technical specialist, a sales
  engineer, or financial executive who would each
  deal with a counterpart in the customers firm.

9
The Sales Process
Prospecting and Qualifying
Preapproach
Approach
Sales Presentation
Handling Objections
Close
Follow-Up
10
Prospecting and Qualifying

• The search for and qualification of potential
  customers.
• Lead the name of a person who may be a possible
  customer.
• Prospect a customer who wants or needs a
  product.
• Qualified Prospect an individual who wants the
  product, can afford it, and is the decision
  maker.
• Cold Canvassing calling or visiting people or
  businesses at random.

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Preapproach

• Obtaining further information on the prospect and
  deciding on the best method of approach.

12
Approach

• The initial meeting between the salesperson and
  prospect.
• Gain the prospects attention
• Learn about the prospects needs (Needs Analysis)
• Stimulate interest
• Build foundation for the presentation

13
Presentation

• The objective is to convert a prospect into a
  customer by creating desire for the product or
  service.
• Stimulus-Response Presentation assumes that
  given a proper stimulus, a consumer will buy.
• Formula Selling Format assumes that a
  presentation consists of information that must be
  provided in a step-by-step manner.
• Need-Satisfaction Format emphasizes probing and
  listening by a salesperson to identify needs and
  interests of a buyer.

14
Handling Objections

• Excuses for not making a purchase commitment or
  decision.
• Acknowledge and convert the objection
• Postpone
• Agree and neutralize
• Accept the objection
• Denial
• Ignore the objection

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Close

• Involves obtaining a purchase commitment from the
  prospect.
• Buying Signals
• Body language
• Statements
• Questions
• Closing Techniques
• Trial close
• Assumptive close
• Urgency close

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Follow-Up

• Making sure the customers purchase has been
  properly delivered and installed and difficulties
  experienced with the use of the product are
  addressed.