PERSONAL SELLINGPROMOTION

UNIT NO. 5MARKETING MANAGEMENT

Vishwakarma Institute of Management

Today, many salespeople are problem solving professionals.

Definition of personal selling “Direct face-to-face communication

between seller and potential buyer to influence attitudes and behaviour”

The importance and role of personal selling Helping to buy is good selling Salespeople represent the whole

company –and customers, too Sales force aids in market information

functions as well Sales people can be strategy planners,

too

What kinds of personal selling are needed?

Basics sales tasks- A. Order getting

B. Order taking and

C. Supporting

Order getters develop new business- seeking possible buyers with a well-organized sales presentation designed to sell a product, service, or idea.Producers’ order getters- find new

opportunitiesWholesalers’ order getters- hand it to the

customers, almostRetail order getters influence consumer

behaviour

Order takers- keep the business comingProducers’ order takers- train and explainWholesalers’ order takers- not getting orders

but keeping themRetail order takers- often they are poor

salesclerks

Supporting sales force- supporting salespeople help the order-oriented salespeople- but they don’t try to get orders themselves.Missionary salespeople can increase salesTechnical specialists are experts who know

product applications

Three tasks may have to be blend

The right structure helps assign responsibility Different target markets require different

selling tasks Big accounts get special treatment Some salespeople specialize in

telephone selling Sales tasks are done in sales territories Size of sales force depends on workload

Types of sales presentation

1. Prepared sales presentation

2. Need-satisfaction approach

3. Selling formula approach- some of both