OVERVIEW OF PERSONAL

SELLING

Presented by:

Kushal Patel 11

Priyanka Rao 13

Tarun Koul 7

10/18/2010
Learning Objectives

1. Describe the evolution of personal selling from

ancient times to the modern era.
2. Explain the contributions of personal selling to
society, business firms, and customers.
3. Distinguish between transaction-focused
traditional selling and trust-based relationship
selling.

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Overview of Personal Selling 10/18/2010
Learning Objectives

4. Discuss five alternative approaches to selling.

5. Describe the three primary roles fulfilled by
consultative salespeople
6. Understand the sales process as a series of
interrelated steps.

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Overview of Personal Selling 10/18/2010
Personal Selling – Defined

Personal selling refers to personal

communication with a an audience
through paid personnel of an
organization or its agents in
such a way that the audience
perceives the communicator’s
organization as being the source
of the message.

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Overview of Personal Selling 10/18/2010
Evolution of Personal Selling

Peddlers selling door Selling function

to door . . . served became more
as intermediaries structured

1800s 1900s 2000s

As we begin Post-Industrial
Industrial the 21 century, selling
st
continues toModern
War and develop,
becomingRevolution
Revolution more professional and more relational
Depression Era

Selling function
Business organizations
became more
employed salespeople
professional

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Overview of Personal Selling 10/18/2010
Contributions of Personal Selling:
Salespeople and Society

 Salespeople help
stimulate the economy

 Salespeople help with the

diffusion of innovation

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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

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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

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Overview of Personal Selling 10/18/2010
 Transaction-Focused vs.
Relationship Focused
Transaction-Focused Relationship-Focused
• Short term thinking • Long term thinking
• Making the sale has • Developing the
priority over most relationship takes
other considerations priority over getting
• Interaction between the sale
buyer and seller is • Interaction between
competitive buyer and seller is
• Salesperson is self- collaborative.
interest oriented • Salesperson is
customer-oriented

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Classification of
Personal Selling Approaches

 Stimulus Response Selling

 Mental States Selling
 Need Satisfaction Selling
 Problem Solving Selling

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Stimulus Response Selling

Continue
Salesperson Buyer
Process until
Provides Responses
Purchase
Stimuli Sought
Decision

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Mental States Selling

Attention Interest Conviction Desire Action

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Need Satisfaction Selling

Present Continue
Uncover and
Offering to Selling until
Confirm
Satisfy Purchase
Buyer Needs
Buyer Needs Decision

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Problem Solving Selling

Continue
Generate Evaluate Selling
Define
Alternative Alternative until
Problem
Solutions Solutions Purchase
Decision

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 The Sales Process: An Overview

Selling
Foundations
Initiating Developing Enhancing
Customer Customer Customer
Relationships Relationships Relationships
Selling
Strategy

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The Sales Process: Selling Foundations
In order to be successful in today’s global business
environment, salespeople must have a solid
relationship building foundation. They must:

Be Trustworthy

Behave Ethically

Understand Buyer Behavior

Possess Excellent Communication Skills

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The Sales Process: Selling Strategy
In order to be successful in today’s global business
environment, salespeople must also think and act
strategically. The must develop strategies for:

Each Sales Call

Each Customer

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Overview of Personal Selling 10/18/2010
The Sales Process

Initiating Developing Enhancing

Customer Customer Customer
Relationships Relationships Relationships

Adding Value through Follow-up,

Self-leadership, and Teamwork
• Sales Presentation Delivery
• Earning Customer
Commitment

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Overview of Personal Selling 10/18/2010