15 Personal Selling Process Final

Personal SellingPersonal Selling

PURPOSES OF SELLINGPURPOSES OF SELLING

Introducing Innovation to MarketsIntroducing Innovation to Markets Conveying InformationConveying Information Acting as Intelligence Agent Acting as Intelligence Agent Solving Customer ProblemsSolving Customer Problems

ATTITUDES ABOUT ATTITUDES ABOUT SELLINGSELLING

““Sales people are born and not made.”Sales people are born and not made.” ““Sales people must be good Communicator.”Sales people must be good Communicator.” ““Selling is a matter of knowing the right Selling is a matter of knowing the right

techniques or tricks.”techniques or tricks.” ““A good salesperson can sell ice to an A good salesperson can sell ice to an

Eskimo.”Eskimo.” ““People generally do not want to buy.”People generally do not want to buy.”

TRAITS OF “WINNING TRAITS OF “WINNING SALES PEOPLE”SALES PEOPLE”

Desire to succeedDesire to succeed Continually seek self-improvementContinually seek self-improvement Accept responsibilityAccept responsibility Have mental toughnessHave mental toughness

PERSONAL SELLING AND PERSONAL SELLING AND THE MARKETING MIXTHE MARKETING MIX

Price, Product, Place, and Price, Product, Place, and PromotionPromotion– Advertising, Sales Promotion, Public Advertising, Sales Promotion, Public

Relations, and Personal SellingRelations, and Personal Selling

PERSONAL SELLING IS PERSONAL SELLING IS CUSTOMER ORIENTED CUSTOMER ORIENTED

SELLINGSELLING

PERSONAL SELLING PERSONAL SELLING PROCESSPROCESS

PRETRANSACTIONAL PHASE PRETRANSACTIONAL PHASE (Prospecting, Qualifying, Pre-call (Prospecting, Qualifying, Pre-call Planning)Planning)

TRANSACTIONAL PHASE (Approach, TRANSACTIONAL PHASE (Approach, Needs Discovery, Presentation, Handling Needs Discovery, Presentation, Handling Objections, Closing)Objections, Closing)

POSTTRANSACTIONAL PHASE POSTTRANSACTIONAL PHASE (Service and Follow-up)(Service and Follow-up)

The Personal Selling ProcessThe Personal Selling Process

PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS

APPROACHING THE PROSPECT

FOLLOWING UP

CLOSING THE SALE

HANDLING OBJECTIONS

MAKING THE SALES PRESENTATION

Pre approach: QUALIFYING PROSPECTS

Personal Selling Process

Prospecting

Sales Approaching

Sales Presentation & Demonstration

Handling Objections

Sales Closing

Follow-up

Act of Closing A Sales(Action)

Increasing DesireAnd LoweringCognitive Dissonance

Secure General Interest & ArouseDesire

BringAttention

Further LoweringAnd MinimizingCognitiveDissonanceBringingSatisfaction

AIDAS Framework & Personal Selling Process


ProspectingProspecting– External SourcesExternal Sources

» Direct InquiriesDirect Inquiries

» ReferralsReferrals

» DirectoriesDirectories

» Cold CanvassingCold Canvassing

– Internal SourcesInternal Sources


QualifyingQualifying– Qualified candidates have a Qualified candidates have a needneed, have the , have the

authorityauthority to buy, and can to buy, and can affordafford to buy to buy


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


Precall Planning--”What do I want to Precall Planning--”What do I want to accomplish?”accomplish?”– determine information on historical determine information on historical

inventory levels.inventory levels.– determine who is involved in the purchasing determine who is involved in the purchasing

decision.decision.– arrange for a follow-up meetingarrange for a follow-up meeting– agreement to a trial-run purchaseagreement to a trial-run purchase


Precall Planning--”What do I know about Precall Planning--”What do I know about the prospect?”the prospect?”– Size of business/products sold/markets Size of business/products sold/markets

servedserved– Key personnelKey personnel– Buying routines/purchasing processBuying routines/purchasing process– Present supplier(s)/volumes purchasedPresent supplier(s)/volumes purchased– Future plansFuture plans


Precall Planning--”Where can I find Precall Planning--”Where can I find information?”information?”– Ask prospect directlyAsk prospect directly– Observe business facilitiesObserve business facilities– Ask other company salespeopleAsk other company salespeople– Ask current customersAsk current customers– Ask competitorsAsk competitors


Precall Planning--”What am I going to Precall Planning--”What am I going to say?”say?”– The Sales Mix ModelThe Sales Mix Model

» Presentation PacePresentation Pace

» Presentation ScopePresentation Scope

» Depth of InquiryDepth of Inquiry

» Two-way CommunicationTwo-way Communication

» Visual AidsVisual Aids


Precall Planning--”What am I going to Precall Planning--”What am I going to say?”say?”– Implications for managersImplications for managers

» how to structure the presentationhow to structure the presentation

» product, competitive, industry informationproduct, competitive, industry information

» increase rep confidenceincrease rep confidence


The ApproachThe Approach– Securing AppointmentsSecuring Appointments– Establishing Relationship / Bonding Establishing Relationship / Bonding


““Why is the approach important?”Why is the approach important?”– It can help capture the buyer’s attentionIt can help capture the buyer’s attention– It can help to establish a harmonious It can help to establish a harmonious

atmosphereatmosphere– It serves as a good transition to the It serves as a good transition to the

presentationpresentation– It can help in need determinationIt can help in need determination


The ApproachThe Approach– Types of ApproachesTypes of Approaches

» Introductory ApproachIntroductory Approach

» Assessment ApproachAssessment Approach

» Product ApproachProduct Approach

» Consumer Benefit ApproachConsumer Benefit Approach

» Referral ApproachReferral Approach


Need DiscoveryNeed Discovery– Ascertain buyer benefitsAscertain buyer benefits– Types of questions: permission, fact finding, Types of questions: permission, fact finding,

feeling finding, checkingfeeling finding, checking


Presentation TypesPresentation Types– CannedCanned– OrganizedOrganized– TailoredTailored


The PresentationThe Presentation– Focus on Benefits, not just FeaturesFocus on Benefits, not just Features– Keep it SimpleKeep it Simple– Talk the Prospect’s LanguageTalk the Prospect’s Language– Stress ApplicationStress Application– Get the Prospect Emotionally InvolvedGet the Prospect Emotionally Involved– Seek CredibilitySeek Credibility


Overcoming ObjectionsOvercoming Objections LSCPA Approach to Overcoming Objections:LSCPA Approach to Overcoming Objections:

– LListen to the buyer’s feelingsisten to the buyer’s feelings

– SShare the concerns without judgmenthare the concerns without judgment

– CClarify the real issue with questionslarify the real issue with questions

– PProblem solve by presenting options/solutionsroblem solve by presenting options/solutions

– AAsk for action to determine commitmentsk for action to determine commitment


ClosingClosing– Alternative ChoiceAlternative Choice– Summary CloseSummary Close


Service and Follow-upService and Follow-up– Entering OrdersEntering Orders– Installation of ProductInstallation of Product– TrainingTraining– Handling Billing ProblemsHandling Billing Problems

PERSONAL SELLING PERSONAL SELLING APPROACHESAPPROACHES

Stimulus-Response SellingStimulus-Response Selling Need Satisfaction SellingNeed Satisfaction Selling Problem Solving SellingProblem Solving Selling


STIMULUS RESPONSE SELLINGSTIMULUS RESPONSE SELLING– Manipulate customer to elicit desired Manipulate customer to elicit desired

responsesresponses


NEED SATISFACTION SELLINGNEED SATISFACTION SELLING– Presentation is tailored to fit needs of buyerPresentation is tailored to fit needs of buyer


PROBLEM SOLVING (PROBLEM-PROBLEM SOLVING (PROBLEM-SOLUTION) SELLINGSOLUTION) SELLING– The salesperson defines a customer problem The salesperson defines a customer problem

that may be solved by various alternatives.that may be solved by various alternatives.

PERSONAL SELLING PERSONAL SELLING POSITIONSPOSITIONS

Sales Support Personnel (Missionaries)Sales Support Personnel (Missionaries) New Business (Pioneers and Order Getters)New Business (Pioneers and Order Getters) Existing Business (Order Takers)Existing Business (Order Takers) Direct to Consumer SalesDirect to Consumer Sales Combination Sales PositionsCombination Sales Positions

When Personal Selling is UsedWhen Personal Selling is Used

When MARKET

is concentrated:

•geographically,

•in few industries,

•or in several

large customers

When PRODUCT

•value is not apparent,

•has high unit cost,

•is technical,

•requires demonstration,

•is fitted to customer’s need,

•is in introductory stage

of the Product Life Cycle

Scope of Personal SellingScope of Personal Selling

Variety of Sales JobsVariety of Sales Jobs

Delivery Sales

Outside Order Taker

Inside Order Taker

Missionary Sales Person

Sales EngineerConsultativeSales Person

Changing Patterns in Personal Changing Patterns in Personal SellingSelling

SellingCenters

SystemsSelling

GlobalSales Teams

Changing Patterns in Personal Changing Patterns in Personal SellingSelling

Automation

TelemarketingRelationshipSelling

InternetSelling

Compensating a Sales ForceCompensating a Sales Force

CommissionSalary

Combination

Evaluating a Sales Person’s Evaluating a Sales Person’s PerformancePerformance

Qualitative

Quantitative

Examples of Personal SellingExamples of Personal Selling

12 million people are engaged in personal 12 million people are engaged in personal selling in the United Statesselling in the United States

Represents about 10% of the work forceRepresents about 10% of the work force

Telemarketing

Inside selling

Retail selling

Field selling

Documents

15 Personal Selling Process Final