PERSONAL SELLING

Submitted to Ms. Shreya Bhargava

Submitted by Vikram Singh Tanwar

PURPOSES OF SELLING
Introducing Innovation to Markets Conveying Information Acting as Intelligence Agent Solving Customer Problems

ATTITUDES ABOUT SELLING

Sales people are born and not made. Sales people must be good talkers. Selling is a matter of knowing the right techniques or tricks. A good salesperson can sell ice to an Eskimo. People generally do not want to buy.

TRAITS OF WINNING SALES PEOPLE

Desire to succeed Continually seek selfimprovement Accept responsibility Have mental toughness

PERSONAL SELLING IS CUSTOMER ORIENTED SELLING

Consultative Selling Adaptive Selling

PERSONAL SELLING PROCESS

PRETRANSACTIONAL PHASE (Prospecting, Qualifying, Precall Planning) TRANSACTIONAL PHASE (Approach, Needs Discovery, Presentation, Handling Objections, Closing) POSTTRANSACTIONAL PHASE (Service and Follow-up)

PERSONAL SELLING PROCESS

Prospecting
External Sources
Direct Inquiries Referrals Directories Cold Canvassing

Internal Sources

PERSONAL SELLING PROCESS

Qualifying
Qualified candidates have a need, have the authority to buy, and can afford to buy

PERSONAL SELLING PROCESS

Precall Planning
What do I want to accomplish? What do I know about the prospect? Where can I find information? What am I going to say?

PERSONAL SELLING PROCESS

Precall Planning--What do I want to accomplish?
determine information on historical inventory levels. determine who is involved in the purchasing decision. arrange for a follow-up meeting agreement to a trial-run purchase

PERSONAL SELLING PROCESS

Precall Planning--What do I know about the prospect?
Size of business/products sold/markets served Key personnel Buying routines/purchasing process Present supplier(s)/volumes purchased Future plans

PERSONAL SELLING PROCESS

Precall Planning--Where can I find information?
Ask prospect directly Observe business facilities Ask other company salespeople Ask current customers Ask competitors

PERSONAL SELLING PROCESS

Precall Planning--What am I going to say?
The Sales Mix Model
Presentation Pace Presentation Scope Depth of Inquiry Two-way Communication Visual Aids

PERSONAL SELLING PROCESS

Precall Planning--What am I going to say?
Implications for managers
how to structure the presentation product, competitive, industry information increase rep confidence

PERSONAL SELLING PROCESS

The Approach
Securing Appointments Establishing Rapport

PERSONAL SELLING PROCESS

Why is the approach important?
It can help capture the buyers attention It can help to establish a harmonious atmosphere It serves as a good transition to the presentation It can help in need determination

PERSONAL SELLING PROCESS

The Approach
Types of Approaches
Introductory Approach Assessment Approach Product Approach Consumer Benefit Approach Referral Approach

PERSONAL SELLING PROCESS

Need Discovery
Ascertain buyer benefits Types of questions: permission, fact finding, feeling finding, checking

PERSONAL SELLING PROCESS

The Presentation
Focus on Benefits, not just Features Keep it Simple Talk the Prospects Language Stress Application Get the Prospect Emotionally Involved Seek Credibility

PERSONAL SELLING PROCESS

Overcoming Objections LSCPA Approach to Overcoming Objections: Listen to the buyers feelings Share the concerns without
judgment

Clarify the real issue with questions Problem solve by presenting

options/solutions

Ask for action to determine

PERSONAL SELLING PROCESS

Closing
Alternative Choice Summary Close

PERSONAL SELLING PROCESS

Service and Follow-up
Entering Orders Installation of Product Training Handling Billing Problems