Personal Selling (Part-II)

What is the personal selling process? (Advance steps in the selling process

How is personal selling managed and how does it relate to an IMC program?

Lecture Outline

Presentation

APPROACH First impressions are essentials.

Wear neat, conservative clothes

Be clean and carefully groomed

Know the prospect’s name and pronounce it correctly

Be alert and pleasant

Let the prospect offer to shake hands

Forget about yourself and concentrate on the prospect

Avoid smoking or chewing gum

Presentation…

APPROACH… Beginning the presentation.

Ask questions

Use a reference

Offer a benefit

Offer a service

Compliment the prospect

Give something of value

Probing for needs SPIN selling

S(Situation question) P(Problem question) I(Implication question N(Need assessment)

Presentation…

APPROACH…

Benefits of questions

Learn about prospect’s needs

To maintain control

To involve the prospect

To build relationship

To establish trust

Presentation…

APPROACH…

Types of questions Open ended questions

Broad questions that are asked early in the presentation

Reflective questions Questions asked in response to prospect’s

comments

Directive questions Leading questions designed to point the prospect

towards areas of agreement

Convincing the prospect

Seek agreement

Read signals

Emphasize benefit relating to customer

Narrow choice

Presentation technique

Visual Aids/Exhibits

Testimonials

Examples

Guarantees

Demonstrations

Identifying and handling objections

Sales resistance: Actions or statements by a prospect that postpone, hinder or prevent the completion of a sale.

Objection: Outwards expression of a prospect’s doubts or negative feelings about a sales proposal.

Objections represent sales opportunities.

Types of Objections

Timing

Price

Competition

Source

Confronting an objections

Listen carefully:

Make sure you know what has been said

Ask Questions:

Clarify the objection so there is no misunderstanding

Respond to the objection:

Use an appropriate technique be tactful and honest Yes.....But method

Boomerang method

Comparison method

The compensation method

Case history method

Closing

When to close  Looking & listening for buying signals

Verbal buying signals

Non verbal buying signals

Closing

How to close Alternative proposal close

Choice between details….truck or rail shipment

Assumptive Close Prepare all documents and ask the prospect

to sign

Gift Close Added inducement for taking immediate

action

Closing

How to close Action close

Follow up with other people and do the needful yourself

One-more-yes Restate the benefits in a series of question that will

result in positive response and final question ask the person to complete the sales

Balance Sheet List reasons for action now and delaying and out

weight the reasons for delay

Sales funnel

Qualification

Preparation

Presentation

Closing

Follow up

Post Sale Action

Customer Relations

Handle Complaints Promptly and Pleasantly

Maintain Contact with Customers

Keep Serving the Customers

Show Appreciation

Self Analysis Were the plan sales objectives achieved?

What could I have done better?

What did I learn from this sales call that will contribute to my future success?

Provides Salespeople With an Automated System for Organizing

Their Sales Activities

Provides Salespeople With an Automated System for Organizing

Their Sales Activities

CRM Databases Integrate Organization and Client DataCRM Databases Integrate

Organization and Client Data

Provides Salespeople With an Automated System for Organizing

Their Sales Activities

Provides Salespeople With an Automated System for Organizing

Their Sales Activities

Strategies such as CRM (Customer Relationship Management)

CRMCRM

Insight: Use of CRM by Sales People

CRM can be divided into 5 categories of primary use:

1. Sales force automation (44% of all CRM use)2. Customer service and technical support (27%)3. Help desk for supporting channel members

(20%)4. Tracking of field service technicians (6%)5. Support for planning, executing, and tracking marketing campaigns (3% but the fastest

growing)

An Example of Sales Literature

++

Salesperson’s Call-to-sales Ratio

5-1 = 1 sale for every 5 calls

Salesperson’s Call-to-sales Ratio

5-1 = 1 sale for every 5 calls

Salesperson’s Call-to-sales Ratio

5-1 = 1 sale for every 5 calls

Salesperson’s Call-to-sales Ratio

5-1 = 1 sale for every 5 calls

Number of Referrals Made by a Salesperson’s Accounts

Number of Referrals Made by a Salesperson’s Accounts

Sales and Profitability of Salesperson’s AccountsSales and Profitability of Salesperson’s AccountsSales and Profitability of Salesperson’s AccountsSales and Profitability of Salesperson’s Accounts

Sales Management Issues

MeasuringSuccess

MeasuringSuccess

Public Relations

Public Relations

Direct Response

Direct Response

Sales Promotion

Sales PromotionAdvertisingAdvertising Sales Promotion

Sales Promotion

Direct Response

Direct Response

Public Relations

Public Relations

Other MC Functions Support Sales

MCFunctions

MCFunctions

Tales From the Real World

It’s amazing, but true, that many sales people feel totally disconnected from the remainder of the MC functions.

In fact, in many organizations, “sales” is a separate department, and views marketing communications as a rival. As a result, in the real world, there is sometimes very little coordination between a salesperson’s pitch and what the organization is saying in its advertising, direct marketing, or public relations.

Vs.

StrengthsStrengths

• Customized two-way communication

• Very measurable• Very flexible about

pricing and customer needs

• Customized two-way communication

• Very measurable• Very flexible about

pricing and customer needs

StrengthsStrengths

• Customized two-way communication

• Very measurable• Very flexible about

pricing and customer needs

• Customized two-way communication

• Very measurable• Very flexible about

pricing and customer needs

How Does it Relate to An IMC Program?

LimitationsLimitations

• High cost• Image of being high-pressure

• High cost• Image of being high-pressure

Final Note:

The critical balance of personal sales:

It’s the most costly way to reach customers…

It’s the most costly way to reach customers…

…It has the most powerful one-on-one impact

…It has the most powerful one-on-one impact

Bibliography

Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.

Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall.

Advertising Principles and Practice by W. Wells, S. Moriarty and J. Burnett, Published by Prentice Hall International.

Integrated Marketing Communications by David Pickton & Amanda Broderick Published by Prentice Hall.

The End:

“If you maintain politeness in authority & observe silence in

anger, then be sure that nobody can break you or bend you.”