Role of Business Communication in Personal Selling

8/19/2019 Role of Business Communication in Personal Selling

1/17

Role of Business

Communication in Personal

Selling

Presented By:

Mohsin khan 220

Adnan rashed 204

M.Fayyaz 225

Sadia Iftikhar 234

Hina sarwar 2

M. Faran 25


2/17

Agenda/Topics To Be

Covered• !on"e#t$a%izin& #ersona% se%%in&

• I'#ortan"e of effe"ti(e "o''$ni"ation in

)$siness

• *e(e%s for "o''$ni"ation

• Ski%%s for se%%in&

•

*istenin& ski%%s• +nderstandin& non,(er)a% "$es


3/17

Conceptualizing Personal

Selling• Persona% se%%in& in(o%(es the )$i%din& of

re%ationshi#s thro$&h "o''$ni"ation for the

#$r#oses of "reatin& a sa%es transa"tion.

Defined by Weitz, Castleberry, and Tanner Persona% se%%in& is an inter#ersona% #ro"ess

where)y a se%%er tries to $n"o(er and satisfy a

)$yer-s needs in a '$t$a%%y %on&,ter'

)enefi"ia% 'anner s$ita)%e for )oth #arties.


4/17

Imp rtance f effective

c mmunicati n in

business

• !o'#anies are f$n"tionin& in a )r$ta%%y

"o'#etiti(e )$siness wor%d. /ne 'inor 'istake

and it "an "ost "o'#anies 'i%%ions of do%%ars

and %oss of %oya% "$sto'er )ase. /r&anizations"an do nothin& to ward off the "ha%%en&ers.

Howe(er what they "an do is to )$i%d $# the

"o''$ni"ations ski%%s of e'#%oyees whi"h #%ay

a si&nifi"ant ro%e in retainin& "$sto'er )aseoffer )etter ser(i"e and 'ake the "$sto'ers

(isit the' a&ain and a&ain.


5/17

Cont’d

• he fa"t is "$sto'ers ha(e )e"o'e (ery

"hoosy on the s$)1e"t of #rod$"ts and

ser(i"es. here is no '$"h differen"e

)etween the $a%ity of #rod$"ts andser(i"es offered )y the "o'#anies in

sa'e "ate&ory. B$t they "an definite%y

differentiate the'se%(es on the )asis of)etter "$sto'er ser(i"e and effe"ti(e

"o''$ni"ation.


6/17


7/17

Sills for Selling

• hen se%%in& to "$sto'ers yo$r non,

(er)a% "o''$ni"ation ski%%s , s$"h as

a"ti(e %istenin& and inter#retin& non,

(er)a% "$es , are 1$st as i'#ortant aswhat yo$ say. e(e%o#in& these ski%%s wi%%

he%# yo$ $nderstand what yo$r

"$sto'ers want so yo$ "an offer the'the 'ost s$ita)%e #rod$"ts and ser(i"es.


8/17

Listening sills

o )e a &ood a"ti(e %istener yo$ sho$%d:

• Fo"$s yo$r f$%% attention on yo$r "$sto'er

• Brief%y s$''arize yo$r $nderstandin& of what

yo$r "$sto'er has said• ake notes if ne"essary

• +se a##ro#riate non,(er)a% "$es s$"h as

noddin& yo$r head in"%inin& yo$r )ody forwardand 'aintainin& eye "onta"t


9/17

!nderstanding non"verbal

cues• Fa"ia% e#ressions

)ad , wrink%in& the nose f$rrowin& the )row or

ro%%in& the eyes

&ood , s'i%in& raised eye)rows re%aed 'o$th

• 6ye "onta"t

)ad , a(oidin& yo$r "$sto'er or %ookin& o$tside yo$r

sa%es s#a"e

&ood , %ookin& )a"k to yo$r "$sto'er7s fa"e and at

yo$r #rod$"ts

• S'i%e

)ad , "%osed fir' or e#ression%ess 'o$th

&ood , s'i%in& or re%aed 'o$th


10/17


11/17

#$% s$ould %ou learn about

personal selling&

6(eryone se%%s eitherfor'a%%y orinfor'a%%y999


12/17

It’s an imp rtant means f

c mmunicating directl% 'it$

cust mers and p tential cust mers(


13/17

#$at are t$e various met$ods t$at can be used

to communicate 'it$ customers&

,

Persona%I'#ersona%

Persona% Se%%in&

Internet e) Site

Ad(ertisin&

Sa%es Pro'otion

P$)%i"ity ord of Mo$th

P a

i d

+ n # a i d


14/17

#$at are t$e c$aracteristics

of successful salespeople&

Se%f starters

+se ti'e effi"ient%y

Moti(ated to %earn

e#enda)%e and tr$stworthy

6thi"a%

Ha(e #rod$"t know%ed&e

8ood "o''$ni"ator Ada#t to their "$sto'er

Ha(e e'otiona% inte%%i&en"e

,


15/17

Sta% Cl se t t$e Cust mer

• he sa%es for"e has a "entra% ro%e in

the fir'-s strate&y: 'ana&in&

"$sto'er re%ationshi#s.

• In B2B )$siness #ersona% se%%in& is

the do'inant "o'#onent and a'a1or deter'inant of o(era%%

"o'#any s$""ess.


16/17

T$e Role of t$e Sales )orce

Personal selling is the inter#ersona% #art

of the #ro'otion 'i and "an in"%$de:

• Fa"e,to,fa"e "o''$ni"ation

• e%e#hone "o''$ni"ation

• ;ideo or e) "onferen"in&


17/17

Thank You

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Role of Business Communication in Personal Selling