The Personal Selling Process

Sales Force ManagementMasters in Business Management

CHAPTER THREE

Sherinne Christie Ann Z. Albao

The Nature of Personal Selling

Personal Selling Process

The steps of the Selling Activities Sales people must master the basic

selling process to perform at satisfactory levels.

PROSPECTING

PRE-APPROACH

APPROACH

NEEDS ASSESSMENT

PRESENTATION

MEETING OBJECTIVES

GAINING COMMITMENT

FOLLOW UP

Personal Selling Process

PROSPECTING A method or system used to

salespeople to learn the names of the people who needs the product and can afford it.

Steps in Prospecting

Identifying Leads

Referrals from customers Referrals from internal company

sources. Referrals from external agencies. Published directories. Networking by the salesperson Cold Canvassing

Qualifying Leads

The customer has a need The customer can afford The customer is receptive to the

salesperson

Sales PipelinePROSPECTS (LEADS)

QUALIFIED PROSPECT

SHOT

PROSPECTS

CUSTOMERS

Sales Proces

s

PROSPECTING

PROSPECTING

PREAPPROACH: Planning the Sale

This includes all the information gathering activities that are relevant about the prospects, their needs and situation and with the basis of this information, sales people can plan their sales presentation;

Steps in Pre-Approach

Adaptive Selling – altering the initial objectives or plans during an actual presentation.

THE APPROACH

A good approach makes a favorable impression and establishes some degree of rapport between the salesperson and the buyer.

THE APPROACH

THE APPROACH

THE APPROACH

THE APPROACH

NEED ASSESSMENT

The stage in which the salesperson must discover, clarify, and understand the buyer’s needs.

The best way to understand their needs are through asking questions.

The more questions the salesperson asks, the more likely they will be successful.

SITUATIONAL QUESTIONS Questions that are asked for factual

information about the buyer’s current situation.

Who is involved in the purchase decision for this product?

How often do you change the oil in your drill?

How much inventory do you currently carry?

PROBLEM DISCOVERY QUESTIONS

Used to uncover potential problems, difficulties, or dissatisfaction the customer is experiencing that the product can help solve.

Have you experience delays in getting those materials from your current suppliers?

Have you experience any problems in using your product?

PROBLEM IMPACT QUESTIONS Questions about the impact that the

buyers problem will have on various aspects of the company’s operations.

How do these delays in getting parts affect your production costs?

What impact do the quality consistency problems have on your production costs?

SOLUTION VALUE QUESTIONS

These are questions ask about the value or the importance of a solution to a problem uncovered earlier in the conversation.

If your inventories could be reduced by 20%, how much would that save you?

If your rejection rate on final inspection was reduced to under one percent, how much would that save you?

CONFIRMATORY QUESTIONS

Trial closes Asking confirmation from buyers that are

interested in hearing about hoe the products can help them.

So, you would be interested in an inventory control system that reduced your inventories by 20%?

If I can provide evidence to you that our products would lower your rejection rate to under one percent, would you be interested?

THE PRESENTATION

Primarily is the discussion of the product/service features, advantages and benefits that the customer has deemed important.

PRODUCT

FEATURES

ADVANTAGES

BENEFITS

Copy Machine Ten service reps Fast Service Saves time

Shoes Inventory Control System

Reduces need for inventory

Saves money

Motor Oil Rust Inhibitor Oil and engine have longer life

Saves time

Forklift Truck One-month Trial Ensure product meets needs

Saves time and money

PRODUCT DEMONSTRATION

PREPARED SALES PRESENTATION

ADVANTAGES OF A PREPARED PRESENTATION It gives sales people confidence It can use tested sales techniques

that have been proven effective It gives assurance that the complete

story will be told. It greatly simplifies sales training.

DEVELOPING EFFECTIVE PRESENTATION Keep it simple Talk the prospect’s language Stress application of the

product/service based on prospect’s situation.

Seek credibility at every turn.

MEETING OBJECTIONS

Listen Clarify Respect Respond

COMMON TYPES OF OBJECTIONSPrice or Value Objections “I don’t need it” or “It cost too

much” Sales persons must convince the

buyer of the importance of the problem and the value of the solution.

COMMON TYPES OF OBJECTIONSProduct or Service Objections Case Histories Demonstrations Testimonials Trial Use Independent Test Expert Opinion

COMMON TYPES OF OBJECTIONS

Procrastinating Objections Let me think about it. I’ll talk it over with my boss I’ll wait for the next budget cycle I have to talk to other reps before I

make a decision.The best strategy is to ask for a

commitment for some future action that will move the sale forward

COMMON TYPES OF OBJECTIONSHidden Objections The state a reason why they don’t

buy when the real reason is hidden.Ask questions that keep the

prospect talking

GAINING COMMITMENT

Asking the buyer to commit to some action that moves the sale forward.

Also known as “Closing” Plan realistic objectives for each

sales call Ask for a commitment.

GAINING COMMITMENT

FOLLOW UP

Reps must learn that the sale is not over when they get the order.

It is much more expensive to acquire new customers than it is to retain existing customers.

Following up to ensure that the customer is fully satisfied builds trust and is consistent with the concepts of Relationship Marketing.

~FIN~