Overview of Personal Selling

1
Overview of Personal Selling

• Module Two

2
Personal Selling Defined

• Personal communication
• Communicator is paid representative of the
  organization that is the source of the message
• Identity of the organization that is the source
  of the message is obvious to the audience

3
Evolution of Personal Selling
Selling function became more structured
Peddlers selling door to door . . . served as
intermediaries
Business organizations employed salespeople
Selling function became more professional
4
Evolution of Personal Selling
In the 21st century, selling continues to
develop, becoming more professional and more
relational
5
Contributions of Personal Selling Salespeople
and Society

• Salespeople help stimulate the economy
• Salespeople help withthe diffusion of innovation

6
Contributions of Personal Selling Salespeople
and the Employing Firm

• Salespeople generate revenue
• Salespeople provide market research and customer
  feedback
• Salespeople become future leaders in the
  organization

7
Contributions of Personal Selling Salespeople
and the Customer

• Salespeople provide solutions to problems
• Salespeople provide expertise and serve as
  information resources
• Salespeople serve as advocates for the customer
  when dealing with the selling organization

8
Classification of Personal Selling Approaches

• Stimulus Response
• Mental States
• Need Satisfaction
• Problem Solving
• Consultative Selling
• Adaptive Selling
• Relationship-based methods

9
Classification of Personal Selling Approaches

• Stimulus Response
• Various stimuli can elicit predictable responses.
• Example continued affirmation.

10
Classification of Personal Selling Approaches

• Mental States
• Assumes the buying process is essentially
  identical for most buyers
• Buyers are led through certain mental states
• AIDA (attention, interest, desire, and action)

11
Classification of Personal Selling Approaches

• Need Satisfaction
• Based on the notion that the customer is buying
  to satisfy a need
• Identify needs
• Questioning, probing
• Show how offering fulfills needs

12
Classification of Personal Selling Approaches

• Problem Solving
• An extension of need satisfaction selling
• Sometimes competitors offerings are included as
  alternatives

13
Classification of Personal Selling Approaches

• Consultative Selling

14
The Sales Process Selling Foundations
In order to be successful in todays global
business environment, salespeople must have a
solid relationship building foundation. They
must
15
The Sales ProcessSelling Strategy
Strategy from Corporate Business Unit Marketing
Dept Sales Organization
16
The Sales Process
17
The Sales Process
18
The Sales Process
19
Sales Careers Benefits

• Job security
• Advancement opportunities
• Immediate feedback
• Prestige
• Job variety
• Independence
• Compensation

20
Classification of Personal Selling Jobs

• Sales support
• Missionary salespeople
• Technical support salespeople
• New business
• Pioneers
• Order-getters
• Existing business
• Order-takers
• Inside sales
• Direct-to-consumer sales
• Combination sales jobs

21
Qualifications for Salespeople

• Empathy
• Ego drive
• Ego strength
• Interpersonal communication skills
• Enthusiasm