PERSONAL SELLING

SELLING PROCESS

Introduction to Selling Process

The selling process is defined as a process by which a salesperson identifies and locates the
prospects, separates the prospects from the suspects, approaches them and makes a sales
presentation, handles their objections, and closes a sale. Subsequently, he also follows up the
existing customers to identify sales leads, And measures the success and customer satisfaction
level of the current products and service of the current products and service offering (figure 2.1).

Pre-sale Preparation
Prospecting

Pre-approach

Approach

Presentation and demonstration

Handling objections

Closing the Sale

Follow up Action

The steps in the selling process are as follows:

1) Pre-sale preparation,
2) Prospecting,
3) Pre-approach,
4) Approach,
5) Presentation and demonstration,
6) Closing the Sale, and
7) Follow up Action.

❖ Pre-Sale Preparation

Before going for selling job, the salesmen must be prepared for all important aspects of selling.
They must be familiar with product, market, organization, techniques of selling, and prevailing

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marketing environment. The salesmen Should have through knowledge of strength and
weaknesses of their own product and the product of competitor. They must be thoroughly aware
of the potential buyers, their needs, and problems. They should also be aware of competitor’s
selling and marketing strategy, their products, their brands, their strengths, and weaknesses.
Before starting selling, they must be well-acquainted with market environment in which they
have to operate. Background knowledge regarding product, company, competition, and
customers, is called pre-sales preparation.

❖ Prospecting

Prospecting is the process of identifying prospective buyers of the product. The prospects are
those who have a need or will to buy and power to pay. Prospects may be individuals or
institutions. Hence, identifying the prospects and discovering newer customer needs and
preferences is a part of prospecting. A prospect is qualified if he has the authority, need, ability
and eligibility to buy.

Methods of prospecting

1) Acquaintance Reference: A satisfied customer can be a good source of information

about the names, addresses and phone numbers of prospects who may be among his
acquaintances, relatives or family members. In addition, the sales personnel can give the
reference of a satisfied customer to motivate a prospect to buy, thus obtaining further
references.
2) Cold Calling: This method of prospecting identifies the customer segment to whom the
sales personnel might call upon without any reference but with an anticipation of
converting the call into a sale. This method is also called ‘random prospecting’.
3) Centre of Influence Method: Using this approach, the salesmen obtain the references
for prospects from the eminent people of society. Using such references, the prospect are
influenced to make a buying decision since the recommendations of eminent personalities
such as politicians, actors, poets etc. are taken seriously.
4) Personal Observation Method: A salesman has ample opportunity to identify prospects
on several occasions such as interacting with friends and acquaintances, attending
seminars, social gatherings, functions, traveling, etc. If the salesman is observant and
vigilant, he can definitely find prospects and thus convert leads into sales.
5) Direct Mail or Telephone Method: A salesman can contact prospective buyers on the
telephone and inform them about the product range, plus the benefits and price of the
products available. The salesman can also send mail/letters to old customers informing
them about the modifications made in the existing range. For this method lo be
successful, the prospect must be educated in order to understand the contents of the letter.
Secondly, the letter must contain a reply card to facilitate the prospects response or else

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the responses will be limited. Another source of identifying prospects is through the
telephone directory and the prospective clients may then be contacted.
6) Company’s Records: The salesman can refer to the company’s records and get in touch
with several old and new contacts. Besides, there are chances of reviving many old lost
contacts and thus sales may be promoted.
7) Newspapers: there are several people who advertise their requirements through
newspapers.
8) Retailers: Retailers could provide valuable leads to the sales force since they are in direct
contact with the customers and familiar with the taste, needs, preferences and
temperament of the prospects.
9) Other Methods: Among other methods could probably be, leads given by the junior
sales force. Trade fairs and exhibition could be another source of finding prospects since
the people who show interest in the company’s products may be those leads which may
be converted into sale at a later date.

❖ Pre-approach

Pre-approach is the second step in the selling process which emphasizes that the salesman
should know, after identifying the prospect in the prospecting stage, the prospect’s likes and
dislikes, his needs, preferences, habits, nature, behavior, economic and social status etc.
Based on all this information, the salesman has the necessary tools to plan his visit/interview
with the prospect and can give an effective sales presentation. This kind of preparation to
meet the prospect is called the pre-approach.

Importance of pre-approach

1) Saves Time, Effort and Energy: A salesman – by means of pre-approach – can save his
valuable time, effort and energy by concentrating on those prospects exclusively who are
most likely to buy. In other words, he can distinguish between ‘most likely prospects and
general prospects’ and confine his approach to genuine prospects by remaining selective.
2) Confident and Enthusiastic Approach: Pre-approach makes the salesman more
confident and enthusiastic while meeting the prospects and putting forth the sales
proposition before them. This confidence and enthusiasm is the cumulative result of the
detailed background information about the prospects collected during pre-approach.
3) Prior Understanding of Prospects: Pre-approach enables the salesman to know
beforehand about the needs and requirements of the prospects in the most detailed manner
possible.
4) Lessen Possibility of Mistakes: By pre-approach, the salesman’s knowledge about the
prospects is considerably enhanced. As a result, serious lapses, vital mistakes by the
salesman are automatically avoided. As the salesman has prior information about the likes,

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dislikes, tastes, financial status, and so on of the prospects, he is likely to commit the least
number of mistakes at the subsequent stages of sales presentation.
5) Ease in Prospect Handling: On the other hand, equipped with all possible socio-
economic information about the prospects, the salesman is better placed in handing the
prospects. Consequently, the salesman can plan out the sales talk in advance and present
the same on scientific lines for assured success.
6) Provides Information of the Prospects Beforehand: At the pre-approach stage, the
salesman is able to gather ail possible information about the prospects beforehand. In case
of need, the salesman can seek advice and guidance from seniors and experienced
colleagues for planning his approach on successful lines.

❖ Approach to the customer

Approach means meeting the prospect face. Ti is the first appearance of the salesman with the
prospect. Merely pre-approach is not enough to convert a prospect into a buyer, he must see him
face. The sales strategy is complete only when a salesman comes face to face with the prospect.
The pre-approach is an effort to know things only in part and to know the prospects completely,
an approach is necessary. Approach is the most critical part of the selling process. At this time
the salesman should create a favorable sales impression on the prospect.

Essentials of a Good Approach

1) Making appointments,
2) Making the prospect feel relaxed,
3) Timing of the approach,
4) Use of business card,
5) Appearance,
6) Avoid early dismissal,
7) Never apologies,
8) Win buyer’s undivided attention, and
9) Call back.

❖ Sales Presentation and Demonstration

At the stage of presentation and demonstration, the prospective buyers are presented with the
products physically and demonstrated whit the product would do for them. These are explained
in detail below.

Presentation

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In salesmanship presentation means proper arrangement and decoration of the products do as to

increase the outward decorum of the shop. Presentation also includes the interior decoration of
the shop, an eye catching display and the proper placing of the products on the counter.

Effective presentation is highly essential in selling goods because generally customers come to a
counter attracted by the goods displayed in the window of the shop. Proper presentation of goods
is important in creating and holding the interest of the consumer for the products.

Presentation or sales presentation is a process during which the salesman tries to attract the
attention and interest of the customer towards the product. Presentation helps in convincing the
customer that the salesman’s product is the best one for satisfying his need. A planned
presentation saves the time of the customer and the salesman. It relieves the salesman of the
nervous strain and gives him the much needed confidence. Effective sales presentation is a vital
force in selling. The customer normally approaches the shop of the salesman with a vague idea
of what he actually needs or wants. It is the sales presentation which a helps the customer in
taking final decision for purchasing the product.

Demonstration

Demonstration means pointing out clearly the quality and features of the product and improving
them with certainty. In salesmanship, demonstration is nothing but providing the statement about
quality, utility, performance and service of a product put up for sale by means of experiment,
operation and test.

According to B. R. Cunfield, “demonstration is showing with proof and example how a product
or service benefits the buyer”.

Types of Demonstration

1) Demonstration in Use: the most effective form of demonstration is to show the reality of
the product when in use. In fact, customers are usually very much impressed by this kind
of demonstration. So, in order to win the confidence, the salesman can allow the
customers to use the product and examine themselves. For example, while selling coat,
shirt, sweater, tie, shoe, sunglasses, jewelleries, etc. the salesman may ask the customers
to try and look into the dressing mirror. If the customers find the product meeting their
choice and requirement, they experience the immediate impulse to buy.

2) Demonstration of Specific Features: some articles are very popular for their special
features and advantages. There are also some products for which a full-fledged
demonstration is not possible. In such cases, special features and additional advantages
can be demonstrated. For example, unbreakability, leak proof, waterproof, fireproof,
shockproof, crease resistance, and other such feature of product can easily be

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demonstrated with special emphasis on the specific aspects. Such specific features of the
product go a long way in convincing the prospects.

Significance of Demonstration

A good demonstration provides a number of advantages. Some of the important aspects of

demonstration are as follows:

1) Highlights Specific Features: Demonstration enables the salesman to show specific features
of the product or service more clearly which can not be presented orally. For example, in
case of a vacuum cleaner, demonstration is more effective than the description.
2) Creates Lasting Impressions: It creates a lasting impression in the minds of the prospective
buyers because they see the live demonstration of the product or handle them personally.
3) opportunity to Experience the Benefits: It gives the prospects an opportunity to experience
the benefits and utilities to be derived from the owning of the demonstrated product.
4) Opportunity to Prove Claim: Demonstration provides an opportunity of proving as to what
the salesman is claiming about the product. The salesman can easily demonstrate the claims
of the product through tests, experiments and operations. Thus, the conviction of the
prospective buyers is secured more readily by demonstration.
5) Quenching the Customer’s Curiosity: By proper demonstration, the customer’s sense of
curiosity about the product is considerably satisfied. As a result, the salesman is relieved
from long, boring and repetitive sales talk.
6) Lessens Sales Resistance: It also relieves the natural sales resistance of the prospects by
taking their minds off the business of buying. Rather, it focuses their attention on the
satisfaction and utility that will be deriving out of the ownership of such products. This is
particularly true in case of high priced goods.
7) Provides an Opportunity of Comparison: Demonstration also provides a golden
opportunity to the prospects for making comparisons with the competing products. Through
observation and trials, the benefits and utilities of the products are compared with rival
products to arrive at firm purchase decisions.
8) Provides Visual Demonstration: Many buyers, more particularly, rural based, are visual
oriented. In such cases, demonstration of the product in operation appeals quite favorably to
the prospect, thereby creating a lasting impression.

❖ Handling Customer Objections

An objection is the expression of disapproval of an action taken by the salesman. In other words,
objections are feelings of disapproval and usually raised by the prospects. Once an objection is
raised, it indicates that the prospect is undecided about the purchase. Further, it also points out
that the prospect is in need of some more convincing and persuasion to arrive at a decision. It is
the duty of the salesman to remove all possible doubts and queries from the minds of the

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prospects which gives birth to objections. This objection, raised by the prospect is otherwise
known as sales resistance.

Procedure for Handling Objections

Overcoming objections is one of the crucial and delicate stages in the selling process. There are
certain techniques which are helpful in successful handling of objections. Following are some of
the important techniques:

1) Listening Attentively: Before any attempt is made in meeting objections, first of all the
salesman should listen to the prospect attentively. It is quit important for the salesman to
listen carefully to the prospect. While talking, the prospect should not be interrupted in the
middle. A patient hearing proves to be of great help to the salesman. First, the prospect’s
enthusiasm to raise further objections gradually dies down. Secondly, the salesman is able to
understand the objections in its right perspective.
2) Cushioning the jolt: The cushion technique makes the shock of the objection lighter. This
work like a shock absorber. The salesman has to soften the jolt of the objection
considerably, by softening it. For example, he can invite a third party to act as the neutral
judge, and seek his unbiased opinion. This soothes the prospect and helps the salesman to
establish his views before the prospect.
3) Anticipating Objections: One of the most effective methods of meeting objections is
anticipate them in advance and answer them before it is raised by the prospect. An
intelligent salesman usually covers all possible objection points to be raised by the prospect
and their possible answers during his sales talk. As such, some of the objections are
clarified before they are actually raised. Once the salesman is aware of the possible
objection in advance, he becomes fearless and confident while meeting such objections.
4) Admitting Valid Objections: A good salesman always welcomes valid objections.
However, valid objections are explained intelligently by the salesman so that the prospect is
fully convinced. For example, when a prospect complains about the high price, he has to
admit it. But he can overcome the objection by saying that good quality and durable articles
always cost a bit high.
5) Avoiding Objection Prevention: while presenting a sales talk, salesman generally make
some common mistakes. These mistakes include the salesman telling sentences like, ‘The
customer cannot challenge me’, or, ‘The customer do not know anything’ and so on. By
avoiding such silly mistakes, the salesman can prevent subsequent objections. He should
take all precautionary measures not to use over positive and egoistic sentences and also not
to prevent the customer from saying anything during the sales talk.

❖ Closing the Sale

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All of the effort that has gone into the prospecting, pre-approach, approach, and presentation
have as its aim a successful close. Closing is the process of helping people makes a purchase. It
is the part of the selling process that ultimately brings the sale to a conclusion. If all goes well,
the conclusion will be positive; however, it can be negative.

❖ Follow-Up Action

Unfortunately, many salespeople have the attitude that making the sale is all that is important.
Once the sale is made, they can forget about their customers. They are wrong. Salespeople’s
responsibilities do not end with making the sales and placing the orders. One of the most
important aspects of their jobs is follow-up – the final step in the selling process, in which they
must ensure that delivery schedules are met, that the goods or services perform as promised, and
that the buyers’ employees are properly trained to use the products.

In the traditional sales approach, follow-up with the customer is generally limited to successful
product delivery and performance. A basic goal of relationship selling is to motivate customers
to come back, again and again, by developing and nurturing long-term relationship. Most
businesses depend on repeat sales, and repeat sales depend on through and continued follow-up
by the salesperson. Finding a new customer is far more expensive than retaining an existing
customer. When customers feel abandoned, cognitive dissonance arises and repeat sales decline.
Today, this issue is more pertinent than ever because customers are far less loyal to brands and
vendors. Buyers are more inclined to look for the best deal, especially in the case of poor after-
the-sale follow-up. More and more buyers favor building a relationship with sellers. One
farmers’ Insurance agent suggests following-up on insurance claims with a question to determine
the customer’s level of satisfaction.

➢ Introduction to Relationship Selling

Developing a mutually beneficial relationship selected customer on a regular basis over time is
relationship selling. It may an extension of team selling or it may be developed by individual
sales representative in their dealing with customer. In relationship selling, a seller discontinues
the usual territorial practice of covering many accounts. Instead the seller attempts to develop a
deeper, long lasting relationship built on trust with key customers usually large buyers.

Relationship selling relies on the salesperson’s ability to develop a genuine (versus superficial)
relationship with the prospect through a series of “get-to-know-you-better” meetings. The
concept is based on the belief that people prefer to do business with people they like, so the goal
is to make friends first and sales later.

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