PERSONAL SELLING Directly paid, personal communication that attempts to inform and persuade prospects and customers

Theory of Selling AIDA ====>attention ====>interest ====>desire ====>action The AIDA approach could be effective when prospects are in similar situations and can be sold using the same basic presentation. This would be appropriate, for example, in route sales, where the salesperson calls on the same customers each and every week. In some situations, however, canned sorts of approaches can be seen by a prospect as pushy. Focus in such an approach is in making a presentation that results in a sale, rather than focusing on the special needs on the prospect.

SEVEN-STEP SELLING PROCESS ====>prospecting ====>preapproach/approach ====>needs assessment ====>presentation ====>questions/objections ====>close ====>followup The focus of this approach is in finding organizations or people who need what you have for sale and in finding solutions to a prospect's needs. Hence it is a need based selling process.

SEVEN-STEP SELLING PROCESS

Prospecting Developing a list of potential buyers Pre-approach Initial preapproach letter, telephone call, etc. Approach Initial face-to-face contact with prospect during which first impressions are formed Needs analysis Discovery and assessment of prospects needs Presentation Presentation/demonstration of how the product fills a need or solves a problem for the prospect Answering questions and overcoming objections prospect provides feedback and salesperson attempts to further tailor the presentation for the prospect's needs Close salesperson asks the prospect to buy Follow-up/ Referrals Delivery, customer service, referrals