1.Personal Selling

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Personal Selling


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Sales ManagementDefinitions and Functions

The planning, direction and control ofpersonal selling, including recruiting,

selecting, equipping, assigning, routing,supervising, paying and motivating of thepersonal sales force -American MarketingAssociation


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Expectations from SalesManagement

What are they?


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Expectations from SalesManagement

Sales Volume

Contribution to Profits

Continuing Growth


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Sales Jobs Differ from otherjobs

How?


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Sales Jobs Differ from otherjobs

Implements the firms marketingstrategies on field

Authorised to spend company funds Represent co. to customers

Represent customers to company

Operate with little supervisionNeed tact and social intelligence

Require travel and time away fromhome


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Diversity of Personal SellingSituations


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Diversity of Personal SellingSituations

What are they?


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Group A-Service Selling

Inside Order Taker

Delivery Salesperson

Route or Merchandising SalespersonMissionary

Technical Salesperson


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Group B- DevelopmentalSelling

Creative Salesperson of tangibles

Creative Salesperson of intangibles


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Group C-DevelopmentalSelling requiring unusual

creativity Political, Indirect or Backdoor

Salesperson

Salesperson engaged in multiple sales


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Transaction Vs. RelationshipMarketing

What are the differences?


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Transaction Vs. RelationshipMarketing

Transaction Oriented Relationship Oriented

Get New Accounts Retain Existing Accounts

Get the order Become the preferred

supplierCut price to get the sale Price for profit

Manage all accounts tomaximise short term sales

Manage each targetedaccount for long term profit

Sell to anyone Concentrate on high profitpotential accounts


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Profit Impact of 5% ofRetention Rate


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Relationship Building

Panaromic has made numerous salesbut customer loyalty is low

Each order is negotiated afresh withoutany advantage to Panaromic as anestablished supplier


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The Personal Selling Process

Prospecting

Pre-approach-Planning the Sale

ApproachNeed Assessment

Presentation

Meeting ObjectionsGaining Commitment

Follow-up


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Prospecting

How will you prospect for when thereare a few customers and order size is

largeHow you will you prospect when there

are several customers and order size ismoderately large

How will you prospect when there are alarge no. of prospects and order size issmall


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Prospecting

Identify Leads

Qualify Leads


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Pre Approach

How will you study the Customer

How will you plan the sales presentation

Adaptive Selling


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Approach

Making appointment

Prepare for meeting

Understand the customer


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Need Assessment

Situational Questions

Problem Discovery Questions

Problem Impact Questions Solution Value Questions

Confirmatory Questions


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Presentation

The Product

Product Features

Advantage to the customer Specific benefits in Time, Money,

Convenience


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Presentation

Prepared or Canned Presentations

Developing Effective Presentations


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Meeting Objections

Listen

Clarify

Acknowledge and appreciate Respond


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Types of Objections

Price Objections

Value Objections

Product Objections Service Objections

Procrastinating Objections

Hidden Objections


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Objection Handling

Panaromic office products are priced at10% higher than Korean suppliers butPanaromic products have a lower cost ofownership

The Korean competitor is perceived tohave superior support systems which in

reality can be matched by Panaromic Panaromic has demonstrated

superiority in features, reliability and

product life


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Gaining Commitment

Deciding on Technical Specifications

Deciding on demonstration

Deciding quantity, delivery period,commercial terms


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Common Sales Closes

The Assumptive Close

Special Offer Close

Summary Close


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Follow-up

Post Sale Contact

Long Term Relationship Building


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Questions for Discussion

Panaromic wants to improve grossrevenues by 30%

Panaromic does not want to introducenew products or enter new geographicmarkets

As Sales Manager what avenues will you

explore in such a situation


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Price Vs. Value

Most customers base decisions on pricealone

Panaromic products are designed to befar superior in terms of improvingproductivity of staff


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AIDAS Theory of Selling


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AIDAS Theory of Selling

Securing Attention

Gaining Interest

Kindling Desire Inducing Actions

Building Satisfaction


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Setting Personal Selling

Objectives


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Types of Personal SellingObjectives

Do the entire selling job

Service existing accounts

Search and obtain new customers Secure customers cooperation in

stocking and promoting products

Inform customer of new products andpolicies

Assist dealers in selling the product line


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Types of Personal SellingObjectives

Provide technical advise to customers

Training middlemens sales personnel

Advise middlemen on managementissues

Collect and report market information


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Questions for Discussion

Draw up a set of objectives forPanaromics Industrial Products Group

Draw up a set of objectives forPanaromics Office Automation Groupand Consumer Products Group


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Presentation

Draw up a strategy 30% sales growthfor Panaromic Corporation

Draw up a strategy for developing arelationship strategy for PanaromicCorporation

Define personal selling objectives for

sales groups handling different productsfor Panaromic corporation


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1.Personal Selling