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PROCESS OF
EFFECTIVE
PERSONAL
SELLING
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SELLING
IST STEP: PROSPECTING
Basic qualification of
potential customer.>>NEED.
>>ABILITY TO PURCHASE.
>>AUTHORITY.
Identifying potential customer.
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TWO STAGES OF PROSPECTING.
IDENTIFYING PROSPECT
TECHNIQUESOF IDENTIFYING
. Former prospect.
. Present customer.
. Cold calling.
. Personal contact.
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QUALIFYING PROSPECT
Qualifying prospect stage includes MAN
approach.
MMONEY A AUTHORITY.
NNEED.
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2ND STEP: PRE-APPROACH
This step involves more detailed information
about prospective customer. i.e
Taste and preferences. Ability .etc
This helps sales person to prepare sales
presentation.
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3rd STEP: APPROACH
Approach consists of two major parts.
CONTACT.
INTERVIEW.
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4th STEP: SALES PRESENTATION
Technique used by sales person to make sales
presentation effective include.
Visual display technique.
Non-visual displaytechnique.
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Sales presentation.
Visualizing.
Pictures .
Graphs. Logos. etc
Non visualizing .
Questioning.
Comparison. Showman ship
(dramatizing theproduct).
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5th STEP: OBJECTION
THREETYPESOF OBJECTIONS.
Timing .
Price. Competition.
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Methods ofhandling/controlling
the objections.
Superior feature method.
Yes, but method.Reverse/ boomerang.
Indirect denial method.Pass out method.
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6th STEP: CLOSING SALE
Its the goal in any selling process, which
comes after the objections are effectively
handled and customer is satisfied with thepresentation and ready
to place an order.
Key aspects of closing sale are:
When to close?
How to close?
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WHEN TO CLOSE?
Looking and listening for buyingsignals. These signals are
likeclues in a mystery novel. The cluesare not noticed by others
but
they are clear to professionals. It may be VERBAL / NON-
VERBAL.
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COMPARISON
VERBAL How soon can order be
processed. I understand your co. is
the innovator in thisfield.
NON-VE
RBALFacial expressions. Moving forward on the
chair.
Noting head up anddown.
Using open handedprotection. Etc..
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HOWTO CLOSE?
This is also very important and more
important than opening the sale;
Handling the prospect a pen to sign the orderor handling over
the keys is an example ofphysical action devoting a sale close.
A negative close occurs when the salespersonask the customer to
buy immediately.
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7th step: FOLLOW-UP SALES
Final stage in the personal selling , sales
person focus and reduce any negative felling
the customer may have about the product bystressing the customer
has taken right
decision to purchase the product and that its
a very good product.
If the customer is happy with productperformance the salesperson
may ask forreferencess.
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Books:
principals of marketing (kotler)
References
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t
Thanks andhave a nice day.
