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MM-403 (Chapter-2) .For 4th Sem
MM-403 (Chapter-2) .For 4th Sem
MM-403 (Chapter-2) .For 4th Sem
CHAPTERT -2
(SALES AND DISTRIBUTION MANAGEMENT)
Personal selling
- The effectiveness of communication between the sales persons and the customer during the
sales process decides the success of a sales call.
- Proper communication between buyer and seller make it effective.
- Whenever a seller and potential buyer interact, they constitute a dyad and it is called “buyer
seller dyad”. Research conducted by H. Lee Mathews, found that relationship on
expectations and communication skills. The study was among 300 college students.
- In study individual were not told about similar or dissimilarity.
- They displayed greater cooperation than individuals belonging to the group.
- Sales person make a sale to a customer is higher if he shares some characteristics with the
customer.
- The characteristics may be in the form of demographic aspects, physical features.
Theories of selling -
^ AIDAS Theory,
^ Buying formula theory of selling,
^ Behavioral Equation Theory,
^ Right set of circumstances theory.
It says that prospective customer’s mind passes through the above said
fine stages. Customers go through these stage either consciously or sub-
consciously.
- It is based on a stimulus response model and involves four elements of the learning process
Drive,
Cue,
Response,
Reinforcement.
- Here customer decision making companies at different stages of the learning process and
consists of the elements.
It arise from inmate psychological Arise from a erasing for fulfillment of social
needs such as hunger, thirst, pain. needs such as status or recognition.
CUE - Form of weak stimuli decides the response patterns of the buyer.
- This theory is based on the assumptions that create the right set of circumstances which will
make the buyer respond positively and buy a product.
- This theory depends on the skill and experience of the sales person. A mighty skilled and
experienced sales person knows to create right set of circumstances for positive decision.
- Creation of right circumstances depends on internal and external factors.
// Personal selling process -` The process of personal selling is stated on seven steps:-
Prospecting,
Pre-approach,
Approach,
Sales presentation,
Handling objects/Sales resistance,
Close,
Post sales follow up.
- It include
* Pass up method.
d) Miscellaneous techniques.