Personal Selling..
Personal Selling..
Personal Selling..
Problem or Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post Buyer Behaviour
trade arrangement, initiated and perpetuated at either a personal or impersonal level but commonly confined to oral representation supported by visual aids (Institute of Marketing).
Types of Communication
Product Promotion Place Price
Personal Selling
Public Relations
Advertising
Sales Promotion
Direct Marketing
Unimportant
Food Grocery
Double glazing
Security systems Conservatories
Clothing
CDs/DVDs Books
goods
persuasive communication to potential clients Involves two way, persuasive communication The aim is to match customer needs with the goods/services on offer Ultimate objective: to make a sale
Selling involves..
Creating positive attitudes towards a product or service Motivating people to want to purchase a product or
service Convincing people that they will be acting wisely if the buy Closing/clinching a sale Reassuring people that they have acted wisely in making a purchase
To increase the volume of sales To increase sales revenue To reduce the costs of sales To increase the number of distribution outlets To prospect for new customers To increase sales per customer To reduce the number of customers with minimum viable orders
the customer
To prospect-look for new opportunities. Prospecting is concerned with locating
potential customers
To display and demonstrate the product To advise customers
(the potential buyer) Presentation - delivering the presentation Post sale support - re-enforcing and confirming the customers choice
and the prospect (the potential buyer). The approach - face to face meeting
to create favourable impression to verify the facts to set the stage for the rest of the meeting
present additional points. Closing - the critical stage in which the salesperson seeks to gain the buyers commitment to purchase. The follow-up: to make sure the buyer is satisfied.
Identifying Needs
Identifying Needs
Approach
Presentation
Handling Objections
Follow up
Sources of prospects
The application of the product and the features and benefits required.
between the buyer and seller before the formal and serious business discussion.
Two approaches:
Initial phone call for a meeting appointment Could calling/visiting for a lucky meeting arrangement
Using Demonstration
Sales presentation demonstration
can
be
improved
by
tools EGs: Test drive of cars; demonstration of industrial products in use Benefits of using demonstration for selling are:
Buyers objections are cleared
Improves the buyers purchasing interest Helps to find specific benefits of the prospect
Typical objections:
Your: company, product, service, pricing; You; you are not competitive enough I cant afford it; I dont need it Ask the objection back. Agree and counter. Boomerang. Feel, felt, found. Denial.
Co-operative or win-win - trading concessions results in a better deal for both parties.
purchase.
Personal selling process (8) Follow-up and account management The role of personal contact
If the product is not available when it is actually required by the customer, then the whole business activity and all related efforts are rendered useless.
Without this effort the whole exercise of advertising and public relations would be futile.
Advertising and public relations actually support the efforts of the sales 2 31 And thus personal selling promotes a product. Dr. S L Gupta Excel Books force.
The significance of a good presentation of the product can be gauged from the fact that many a time an attractively packed presentation is sufficient to sell the
product.
A good presentation can be in the form of attractive packaging and display, conspicuous placement of the product in the display window, etc. A good presentation also includes the interior decoration of the shop and appearance of the article.
Dr. S L Gupta
Excel Books
Negotiation
Salespeople, particularly in business to business selling, need
negotiating skills When to negotiate? (a) When the buyer puts certain conditions for buying to the seller (b) When agreement between the buyer and the seller is needed on several factors (c) When the product is customised (d) When the final price is to be decided How to prepare for negotiation? (a) planning, (b) building relationship, Styles of negotiation (a) I win, you lose, (b) Both of us win (or win-win style), (c) You win, I lose, and (d) Both of us lose
Key Learnings
For understanding psychology in selling, study consumer
or buyer behaviour, buying process and situations Salespeople are given knowledge of sales and relevant marketing policies in order to increase their selfconfidence and sales, and meet customers expectations Typical steps in the sales process include prospecting and qualifying, pre-approach, approach, presentation and demonstration, overcoming objections, trial close / closing the sale, follow-up and service Salespeople should know when to negotiate, how to prepare for negotiation and which style of negotiation to use
customers and perceive the customers needs with the sole view to serve them better. 2.
salespeople to constantly mobilize resources and modify the end product by catering to the specifics of the buyer. This culminates in building long-term relationships. 3.
realizing sales volume. They act as consultants to their prospective customers constantly advising them of new products.
4.
containing the inputs of the experts from different areas such as maintenance, installation, trouble shooting, delivery staff, sales personnel, etc. 2 35 Excel Books
Dr. S L Gupta