1 2 personal selling

8/7/2019 1 2 personal selling

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Personal Selling


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The process of:Developing customer relationships,

Discovering customer needs,Matching appropriate products withthese needs, and communicatingbenefits.


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H igh Pressure Sellingtrying every means to get the prospect tobuy, regardless of whether it is in the

prospects best interest.

Salesmanship - The art of sellingsomeone something that theydont want, dont need,and certainly cant afford.

Old Attitude towards SellingOld Attitude towards Selling


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IndustrialRevolution

Post-IndustrialRevolution

War andDepression

ModernEra

1800 s1800 s 1900 s1900 s 2 000 s2000 s

Evolution of Personal Selling Selling function

became morestructured

Peddlers selling door to door . . . servedas intermediaries

Business organizationsemployed salespeople

Selling functionbecame moreprofessional

As we begin the 21 st century, selling continues to develop,becoming more professional and more relational


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M odern Selling Philosophy

Based on trust and mutual agreement

Customer-driven

Act as if on customers payroll

After-sales service is key

Professionalism and integrity are essential


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S alesperson focuses on developing a trusting partnership in which the salesperson seeks to provide long-term customer satisfaction bylistening, gathering information, educating, andadding value for the customer.

Relationship S ellingRelationship S elling


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Transaction- vs. Relationship Focused

Transaction-FocusedShort term thinking

M aking the sale haspriority over mostother considerationsInteraction betweenbuyer and seller iscompetitiveSalesperson is self-interest oriented

Relationship-Focused

Long term thinking

Developing therelationship takes priorityover getting the saleInteraction betweenbuyer and seller is

collaborative.Salesperson is customer-oriented


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Th e Sales Process: Selling Foundations

In order to be successful in todays global businessenvironment, salespeople must have a solidrelationship building foundation. They must:

Possess Excellent Communication SkillsPossess Excellent Communication Skills

Understand Buyer Behavior Understand Buyer Behavior

Behave EthicallyBehave Ethically

Be TrustworthyBe Trustworthy


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W hat buyers want from salespeople

K nowledgeEmpathy

OrganizationQuick turnaroundFollow-through

S olutionsPunctuality

Hard work EnergyHonesty


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W hat buyers DON

Twant

L ack of preparationL ack of knowledge

AggressivenessL ack of dependabilityPoor follow-through

PresumptionWalk-ins

Hot air Problem avoidanceL ack of personal respect


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Selling Philosophy of Good Salespeople:

1. Selling is problem solving2. Selling is a caring activity3. A customer is a person to be served , not a

prospect to be sold4. Treat people as human beings , not $ signs5. Be customer driven , not product driven6. Long-term success depends on customers

relations7. Selling is a win-win activity8. Adherence to ethics, mutual trust , and honesty

is essential


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Course Introduction

The foundation of good selling is the desireto help people.

Professional salespeople typically viewthemselves as problem solvers and selling asproblem solving.

People tend to respond better to being treated ashuman beings than as dollar signs.


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Course Introduction

A salesperson is no longer a vendor out to sella product, but rather a consultant out to helptheir customers business.

There is no such thing as soft sell and hardsell, there is only smart sell and stupid sell.

Selling should be a friendly act. It is somethingwe do WITH and FOR people, not TO them.

People dont care what you know until theyknow that you care.


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Course Introduction

Forget about the sales you hope to make andconcentrate on the service you want to render. Themoment peoples attention is centered on service toothers, they become more dynamic, more forceful and

harder to resist. How can you resist someone who istrying to help you solve a problem? . . . Start out eachmorning with the thought, I want to help as manypeople as possible today, instead of I want to make asmany sales as possible today . . .

The object of a salesperson is not to make sales, but tomake customers.


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The Essence of Marketing

The customer first , lastand always !


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Argument -- Discussion

Throws Heat

Throws light

Stems from Ego and closed mind

Open mind

Exchange of IgnoranceExchange of Knowledge

Expression of temper

Expression of LogicTries to prove who is right

Tries to prove What is Right

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1 2 personal selling