Professor Chip Besio

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Personal Selling and Public Relations

• Professor Chip Besio
• Cox School of Business
• Southern Methodist University

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Personal selling and sales management quiz.
What are your answers?
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Personal Selling

• Basic Types of Selling Approaches

1. Stimulus-Response 2. Need Satisfaction 3.
Problem-Solution
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Personal Selling

• Personal Selling Definition
• Direct communications between paid
  representatives and prospects that lead to
  purchase orders, customer satisfaction and
  post-sale service.

• Sales Management Definition
• The planning, implementing and control of
  personal contact programs designed to achieve the
  sales and profits of the firm.

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THE MANY FORMS OF PERSONAL SELLING CUSTOMER SALES
SUPPORT PERSONNEL

• Missionary Salespeople

• Sales Engineer

• Team Selling

• Conference Selling

• Seminar Selling

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How outside order-getting salespeople spend
their time each week
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Comparing order takers and order getters
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Stages and objectives of the personal selling
process
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THE PERSONAL SELLING PROCESS BUILDING
RELATIONSHIPS PROSPECTING

• Types of Prospects

• Lead

• Prospect

• Qualified Prospect

• Cold Canvassing/Cold Calling

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THE PERSONAL SELLING PROCESS BUILDING
RELATIONSHIPS

• Preapproach Stage

• When to Contact

• International Customs

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THE PERSONAL SELLING PROCESS BUILDING
RELATIONSHIPS

• Approach Stage

• Customs

• Gestures

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THE PERSONAL SELLING PROCESS BUILDING
RELATIONSHIPS

• Presentation Stage

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Personal Selling

• Needs Discovery
• Types of questions

1. Permission Close-ended 2. Fact-finding
Factual information 3. Feeling finding
Open-ended questions 4. Checking Confirm
questions understanding
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Personal Selling

• Advocating Skills
• Three Elements of Presentation

1. Features Tangible or intangible 2.
Benefits Solutions to buyers problems,
related to buying motive 3. Evidence Proof
benefit will be realized
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Personal Selling
Handling Objections

• Acknowledge and Convert

• Acceptance

• Postpone

• Denial

• Agree and Neutralize

• Ignore

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Personal Selling
Close Stage

• Direct Close

• Summary Close

• Assumptive Close

• Single Obstacle

• Choice Close

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Closing Techniques
Selling Technique
Direct Ask for the order in a straight-forward
manner Summary Summarize the benefits already
cover in the presentation Single Asks for the
order if last obstacle is Obstacle overcome
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Closing Techniques
Selling Technique
Assumption Assume readiness to buy and focus
on the transaction details Choice Focus on
version to be ordered
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Personal Selling
Follow-up Stage

• Repeat Sales

• Referrals

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Pillars of Sales Support
Support the buying decision
Implementation
Deal with Dissatis-faction
Enhance the Relation-ship
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Pillars of Sales Support

• Reduce buyer anxiety
• Make a follow-up call
• Ask for feedback

Support Buying Decision
Manage the Implementation

• Assist w/ approval process
• Introduce support resources
• Monitor report progress

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Pillars of Sales Support

• Empathize with the buyer
• Respond to problems --
• use objection handling
• techniques
• Anticipate buyer concerns
• and expectations
• Reinforce the Benefits

Deal with Dissatisfaction
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Pillars of Sales Support
Enhance the Relationship

• Be available
• Arrange continued
• personal
• communications
• Maintain quality of
• products/services
• Provide ongoing
• updates and
• progress reports

• Be a resource for info,
• help and ideas
• Grow the business
• internally
• Ask for referrals

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Public Relations
Public Relations a form of communication
management that seeks to influence the image of
an organization and its products or services.
Public Relations can also be essential in
minimizing the negative impact of a problem or a
crisis, e.g. Toyotas - Brakes BPs - Oil Spill.
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Public Relations

• Publicity Tools

• News Release

• Personal Appearances

• News Conference

• Photo Opps

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Public Relations

• Publicity Tools

• Public ServiceAnnouncement (PSA)

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Public Relations

• Publicity Tools

• Events