Ch.3 The Personal Selling Process -Omar Kotta

Ch ( 3 )

Management of Sales Force

Prepared By Omar Kotta

01116911852

Management of sales force

Omar Kotta P a g e | 1

Chapter 3 The Personal Selling Process In this chapter we focus on activities related to generating sales and satisfying customers.

These activities are known as the steps of the personal selling process.

Selling process can be likened to a chain, each link of which must be closed successfully

or the seller will fail to get the order.

Each step overlaps others and their sequence may be altered to meet the situation at

head.

Step 1: Prospecting:

The method or system by which sales-people learn the names of people who need the

product and can afford it.

Prospects: Are people who recognize their needs and are ready to buy.

There are two steps in successful prospecting:

A. Generating (Identifying) Leads: It’s identifying the names and addresses of good

prospects, they can be obtained through:

1. Referrals from existing customers: a great time to ask is after the salesperson has

resolved a sticky situation. ( walhi el nas el customer bto3y homa aktr nas law

be7bo el shrka w loyal lel product begbo nas Tania tshry menk , fe bt3mtd 3la

enhom ydok recommendations lel nas Tania )

2. Referrals from internal company sources: E.g. Sales manager; Marketing dept,

Telemarketing dept. by making customer inquiries through direct mail, company

web site.



3. Referrals from external agencies: some dot-com businesses which provide a list of

leads for reasonable fees. Ex. Entering the phrase “Sales leads” into Google

Returns millions of web sites OR GoLeads.com (bro7 le shrka Tania a5leha tgbly

data lel potential customer moqbl mbl8 mn flos , then bsht8l 3ala data de )

4. Published directories: E.g. Yellow Pages, local chambers of commerce, trade

associations, and net government.

5. Networking by the Salesperson: Many salespeople join professional and civic

organizations to meet new people who may be potential customers.( walhi ana

bt3rf 3la nas gdeda w b7dr events lel shrkat w bekon feha nas kbera momken ast8l

el network de fe eny abd2 asht8l 3la nas de latter )

6. Cold Canvassing: Salespeople make unannounced calls on businesses which may

need the products which the sales rep sells. The popularity of this approach is

declining because it’s time consuming and not cost effective due to high rejection

rate. ( bto3 telesales 3andna fe msr , ytsl y2olk walhi 3ndna talga gdeda w m3rfsh

a w enta momken tksb law ashtrt 2 , w el gow da . howa asln my3rfsh 3ndk needs

wala la , fe betslo fe ay w2t )

B. Qualifying Leads (prospects) V. imp

A qualified prospect must satisfy three conditions:

1. Has a need for the products being sold.

2. Can afford to buy the products.

Is receptive to being called on by the salesperson

- Traditionally sales reps were expected to find their own prospects as a part of selling

process. Today many companies realize that the marketing department is in the best

position to develop effective prospecting systems. But firm benefits when its reps

can spend more time making sales presentations to qualified prospects

- On way to improve on prospect follow up is to introduce the concept of:

Sales pipeline:

• It is a full listing of the names and contact

information for all prospects; categorized by how

likely they are to purchase the product.

• It suggests that the sales process turns leads into

qualified prospects, hot prospects and eventually

customers.

• Tracking prospects in this way keeps the

salespeople focused on developing new clients.

• Successful sales organizations keep the sales

pipeline full.

Prospects (or Leads)

(Process of qualifying

leads

takes place)

Qualified Prospects

(Sales rep schedules

visit)

Hot Prospects

(Interest

expressed in

buying product)

Customers

(Product

has been

purchased!)

Sales

Proce

ss



Step 2: Pre-approach - Planning the Sale: - It includes all the information-gathering activities which salespeople perform to

learn relevant facts about the prospects, their needs, and their overall situation.

- It includes:

A. Customer Research: The sales rep should be prepared for any problems that

might face him with the customer, familiar with them through gathering

information about the customer and obtain information about them through the

internet, magazines or reports of companies.

- The goal for the salespeople is to know as much as they can about the prospects

before making the first call.

B. Planning the sales presentation: To define the objectives for the particular call.

- The goal is not to close the sale. It takes four calls to close a sale. Move the sales

forward in each call.

- Ex. determines vendor selection criteria, set up a meeting with other people who are

involved in the decision.

- ( b3d am 3rft el 3mel el mota7 ely momken yshtry meni , habtdy a3ml research

3ala sh5s da w a3rf kol 7aga 3no , 3arf size bt3 el shrka , wezft el prospect da , el

mkan fen , names of executives bto3 el shrka men ely be5od qarar el purchase , a

el needs bt3thom mn 5alal website , internet , reports , 7ad mn gowa el shrka

m3rfa , b7es enk tkon mzbt kol 7aga , walhi homa 3ndhom flos yshtro asln wala la

, de btedy impression 7lw gdn lel manger ely htb3lo by7s enk mohtem beh )

- Adaptive selling: When a salesperson alters (Ta8er) the initial objectives or plans of

the sales process because of new information gained from the customer during the

actual call.

Step 3: The Approach: The first minute or so of the call: - A good approach makes a favorable impression and establishes some degree of

rapport between the salesperson and the buyer.

- Expectations in the U.S.: Firm handshake, Professional attire & Good eye contact.

- The approach usually takes up only the first minute or so of a call but it can make or

break the entire presentation.

( fe 3lam el business el first impression is imp , mn treqt kalmk , do5lk , labsk ely bemsl el

shrka bt3tk , w eye contact m3 el 3mel w enta btklmo )

Step 4: Need Assessment - The stages in which the salesperson must discover, clarify, and understand the

buyer’s needs by asking questions.

- Salespeople should ask the questions in a logical order.

- Successful salespeople are those who use fewer situational questions and more

problem discovery and impact questions



Types of questions: A. Situational questions: They are questions that ask for factual information about

the buyer’s current situation.

E.g. who is involved for the purchasing decision for the product?

B. Problem discovery questions: They are questions used to uncover potential

problems, difficulties or dissatisfaction that customer is experiencing.

E.g. have you experienced any delays in getting those materials from your current

supplier?

C. Problem impact questions: They are questions about the impact that the buyer’s

problem will have on various aspects of their operations.

E.g. what effects do the delays in receiving the materials have on your

operations?

D. Solution Value questions: They are questions that ask about the value or the

importance of a solution to a problem uncovered earlier in the conservation.

E.g. how much your production costs increased by material stock outs?

E. Confirmatory questions: They are questions that are asked for confirmation

from buyers that they are interested in hearing about how your products will

help them.

E.g. so you would be interested in a maintenance program that would minimize

your downtime, is that correct?

Step 5: The Presentation: - A discussion of those product and/or service features, advantages, and benefits that

the customer has indicated are important.

- Most presentation is oral and they often include written proposals, supporting

material and visual aids.

- The goal of the presentation is to convince the customer that the product being sold

will satisfy the customer΄s needs better than that of a competitor.

- Features: Describe the characteristics of the product or service.

- Advantages: Describe how feature changes the performance of the product.

- Benefit: Describe how the advantage will help buyer.

(Htbe3 mknet tswer w enta btbe3 bt2ol de btswr 3ady w alwan w kamn ay warq mtshfr (

Features ) tyb walhi de btswr el warq asr3 mn el mkana el 3adya( advantage tyb ma da

hay5lk enta s7eb el mkana tngz w twfr w2t le kamyat Tania (benefits )



- Product demonstration: A good sales presentation is built around a forceful product

demonstration in which sales reps should demonstrate everything possible during

the presentation. E.g, Sound effects, personalized graphics…so on.

- Prepared sales presentation has several advantages

a) It gives new salespeople confidence.

b) It can utilize effective sales techniques.

c) It gives assurance that complete story will be told.

d) It simplifies sales training.

- Tips for effective presentations:

a) Keep it simple ( 3ashan yfhm w msh yrg3k kol shwya lel old points )

b) Talk the prospect’s language ( atklm bl8to w msh lazm td5l kalm sa3b zai 7agat

san3ya , anw3 materials ela law 7ad fahem )

c) Stress the application of the product/service to the prospects situation

d) Seek credibility at every turn.

Step 6: Meeting Objections: Objections should be welcomed because they indicate that the prospect has some

interest in the proposition.

In responding to an objection, there are several techniques should be used:

a) Listen to the buyer: do not assume what the buyer is going to say, and never

interrupt.

b) Clarify the objection by asking for more information

c) Respect the buyer’s concern: remember that the buyer is not attacking you

personally, so you should not become defensive.

d) Respond to the objection

- Common types of objections: 1. Price or value objections: Reps should convince the buyer with the

importance of the problem & value of its solution.

2. Product/service objections: Reps must prove that the product has the

capability to fulfill their needs. ( cases histories- trial use- expert opinions)

3. Procrastinating objections: E.g. Let me think about it a while.

- The best way here is to ask for commitment to move the sale forward in future.

4. Hidden objections: Prospects hide their real reasons for rejection.

- Reps should discover the hidden objections by asking questions.

( Bt7sl kter ama bngy nshtry 7ga w tkon 3gbk , t3rf sa3rha tta5d :D 3ala enhom

7armya y3ni zai (mall el 3arb ) w (el 3tba) msln . fe enta msln bt2ol la de msh

3bgk bs el sbab asln el sa3r , fe da y3tobr Hidden objections mn customer )



Step 7: Gaining Commitment (btkees el zabon zai ma ba n2ol) :

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

- Common Sales Closes:

a) The Assumptive Close: “Now what size do you want?”

b) Special Offer Close: “If you buy this product today, we’ll double the length of the

warranty.”

c) Summary Close: “You have agreed that our product is the best on the market.

Correct? Then I suggest that you place your first order today so we can have it to you

by the end of the week.”

Step 8: Follow-up: Reps must learn that the sale is not over when they get the order.

Follow up means that reps make certain that they have answered all the buyer’s

questions and the buyer understands the details of the contract.

Following up to ensure that the customer is fully satisfied builds trust and is

consistent with the concepts of Relationship Marketing.

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

customers.

(Finally the follow up , ymkn de aktr 7aga fe msr msh bt7sl 8er 2olel , kol hamna enna

n5ls el deal w 5als , follow up befr2 gdn m3 ay 3mel , say msln law enta lesa shry

mobile gded w lqet 7ad mn shrka b3d month bes2lk 3n el mobile bt3k w feh mashkel

wala la , sure enta bt7s enohm shrka mo7trma w ahm 7aga 3ndhom customer

satisfaction , fe enta btkon loyal aktr lel mkan , w zai ma fe ch01 , bt3ml long term

relationship m3 customers w bt7fz 3lehom fe bezwdo sales bt3tk )

End of Ch.3

Always remember

خلي السعي عاده