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    Subject Name: Marketing Management Department of Management Studies Created By: Ms. Anu Bhardwaj

    Uploaded by

    Akshay Sharma
    The document provides an overview of the personal selling process, outlining the key steps as prospecting, pre-approach, approach, presentation, demonstration, objection handling, and close. It then proceeds to define and describe each step in more detail. For example, it notes that prospecting involves identifying and qualifying potential customers, pre-approach focuses on researching the prospect, and the approach stage is when the salesperson makes initial contact with the prospect. The document aims to educate about best practices at each phase of the selling process.

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    Subject Name: Marketing Management Department of Management Studies Created By: Ms. Anu Bhardwaj

    Uploaded by

    Akshay Sharma
    24 views18 pages
    The document provides an overview of the personal selling process, outlining the key steps as prospecting, pre-approach, approach, presentation, demonstration, objection handling, and close. It then proceeds to define and describe each step in more detail. For example, it notes that prospecting involves identifying and qualifying potential customers, pre-approach focuses on researching the prospect, and the approach stage is when the salesperson makes initial contact with the prospect. The document aims to educate about best practices at each phase of the selling process.

    Original Title

    Unit 4-Session 30

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    The document provides an overview of the personal selling process, outlining the key steps as prospecting, pre-approach, approach, presentation, demonstration, objection handling, and close. It then proceeds to define and describe each step in more detail. For example, it notes that prospecting involves identifying and qualifying potential customers, pre-approach focuses on researching the prospect, and the approach stage is when the salesperson makes initial contact with the prospect. The document aims to educate about best practices at each phase of the selling process.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    24 views18 pages

    Subject Name: Marketing Management Department of Management Studies Created By: Ms. Anu Bhardwaj

    Uploaded by

    Akshay Sharma
    The document provides an overview of the personal selling process, outlining the key steps as prospecting, pre-approach, approach, presentation, demonstration, objection handling, and close. It then proceeds to define and describe each step in more detail. For example, it notes that prospecting involves identifying and qualifying potential customers, pre-approach focuses on researching the prospect, and the approach stage is when the salesperson makes initial contact with the prospect. The document aims to educate about best practices at each phase of the selling process.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 18

    Subject Name: Marketing Management

    Department of Management Studies


    Created By: Ms. Anu Bhardwaj

    Jagannath International Management School


    Vasant Kunj, New Delhi - 110070
    (Affiliated to Guru Gobind Singh Indraprastha University, New Delhi)
    Recognized u/s 2(f) by UGC & Accredited with ‘A’ Grade by NAAC
    Participant of UNGC & UNPRME, New York
    ISO 9001:2015 Quality Certified
    Programme : BBA
    Semester : III
    Subject Code : BBA-203
    Subject : Marketing Management
    Topic : Personal Selling Process
    Lecture No. : 30
    Faculty : Ms. Anu Bhardwaj
    Personal Selling Process

    Lecture 30

    Anu Bhardwaj
    Topics to be Covered
    • Personal Selling Process
    • Prospecting
    • Pre Approach
    • Approach
    • Presentation
    • Demonstration
    • Negotiation
    • Objection Handling
    • Close
    1. Prospecting
    • Prospecting is the process of identifying prospective buyers of the product. A
    prospect is qualified if he has the authority, need, ability and eligibility to buy.
    • Prospect- possible customer
    • Qualified Prospect-customer who has desire, means and power to decide

    • Process of Prospecting:-
    • Identify and define the prospects
    • Search for sources of potential account
    • Qualify the Prospect from Suspect
    Prospecting
    There are different ways to identify prospects. Some of the most frequently used
    methods are described below:
     Acquaintance References
     Cold Calling
     Centre of Influence Method
     Personal Observation Method
     Direct Mail or Telephone Method
     Company’s Records
     Newspapers
     Retailers
     Other Methods
    2. Pre-approach
    Pre-approach is the second step in the selling process which emphasizes that the salesman should
    know, after identifying the prospect in the prospecting stage, the prospect’s likes and dislikes, his
    needs, preferences, habits, nature, behaviour, economic and social status etc.

    Significance of Pre-Approach
    1. Salesman concentrates only on the prospects and not the suspects.
    2. Salesman gain all the possible information about the prospect before approaching him. Hence
    any kind of mistake can be avoided.
    3. He is able to give a sales presentation more efficiently, effectively and with confidence.
    4. It does not waste the prospect’s time and energy since the salesman is already aware of the
    needs and preferences of the prospect.
    Pre- approach Consist of two stages:-
    1. Knowing the customer-
    • Who is the customer?
    • Who will influence decision?
    • What other information is required?

    2. Planning the Call-


    • Objective of the call
    • To get the purchase order
    • To obtain more information about the prospect
    • Develop strategy to achieve the objective
    • Make an appointment
    3. The Approach
    In this stage the prospect and the salesman come in contact with each other face to face. The salesman
    has an opportunity to understand and interact with the prospect in a better way.

     Salesman should put forward his best efforts to make the best use of this opportunity in getting
    the attention of the prospect and to convince him to buy the product.

     Getting the attention of the prospect and persuading him to buy are the two main objectives of
    a salesman.
    Successful Approach
    The following points specify the importance of a successful approach:

    i. A successful approach enhances the sale and it is thus important for the running of a business.

    ii. A failed approach will give an opportunity to the rival company. So a good approach will go a long
    way in building good relations with the prospect while a bad approach will not only result in losing
    business but will also make it easy for a competitor to tap new customers.

    iii. The approach helps in enlightening the prospect by providing him ample information about the
    product, price, competitor’s product, benefits etc. that he can derive from the product.
    Key guidelines for successful approach
     Prior Appointment
     Timing
     Command
     Relaxed Atmosphere
     Open Mindedness
     Courtesies
     Effective Presentation
     Follow up
    4. Presentation

    Quick presentation creates a good impression.


     Attractively packaged, decorated and well- organized.

     Should explain the product with its features and price advantage to the customer
    in simple and easy terms.

     Customer be shown the kind of quality that he is looking for.

     Helps the salesman to prove the features of the product and emphasize its
    genuineness.
    Methods of Selling

    • Stimulus-Response Format – (suggestive selling) keep suggesting items until the


    buyer responds, like the McDonalds order taker
    • Formula Selling Format – more formal and planned, like a telemarketer
    • Canned Selling Presentation- Memorized, standardized message conveyed to every
    prospect. Works when seller is a novice or does not know the buyer well.
    • Need-Satisfaction Format- Let the customer do the talking- Salesman probes, listens
    then suggests, like a financial planner
    • Adaptive Selling- pro-active but selective presentation of offerings based on pre-
    approach data
    • Consultative Selling – re-active presentation for problem solution
    5. Demonstration
    Demonstration is an exercise to prove the characteristics of the product.

     It highlights various attributes of the product such as utility, performance, service and
    quality.

     It is only during the demonstration that the customer gets an opportunity to verify the
    facts about the product.

     Demonstration is imperative and essential for a prospect to make a buying decision.


    6. Handling Objections
    • Acknowledge and Convert the Objection-
    use the objection as a reason to buy (expensive)
    • Postpone-
    hold off answer because next info will convince buyer
    • Agree and Neutralize-
    show the objection’s insignificance (side effects)
    • Denial-
    refuse objection with clear facts
    7. Close
    This is the last stage of any sales presentation.
     The main aim of the close is to convince the prospect to sign the order form or to place an
    order immediately rather than in the future.
     It is also important that through proper planning, prospecting, presentation and demonstration
    the salesman should try to capture the attention of the prospect and not let the prospect change his
    mind.
    •Type of Close
    Trial Close-”Can I put you down for blue or green?”
    Assumptive Close-ask about delivery or warranty choices.
    Urgency Close-”Offer valid for today only.”
     Final Close-Buyer initiated acceptance of the sale.
    Follow Up
    Address concerns with delivery and installation.
    So that today’s customer becomes tomorrow’s qualified prospect or referral source
    Thank You !!

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