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    Personal Selling

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    api-3774614
    The document provides an overview of the evolution and key aspects of personal selling. It discusses how personal selling has changed over time from early history through the 20th century with the rise of large corporations and marketing departments. The core personal selling process is then outlined, including preliminary steps like prospecting and preparing, as well as advanced steps such as presenting, handling objections, closing, and follow up. Best practices and techniques are provided for each step. The document concludes with suggestions on what salespeople should avoid in their interactions.

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    Personal Selling

    Uploaded by

    api-3774614
    4K views37 pages
    The document provides an overview of the evolution and key aspects of personal selling. It discusses how personal selling has changed over time from early history through the 20th century with the rise of large corporations and marketing departments. The core personal selling process is then outlined, including preliminary steps like prospecting and preparing, as well as advanced steps such as presenting, handling objections, closing, and follow up. Best practices and techniques are provided for each step. The document concludes with suggestions on what salespeople should avoid in their interactions.

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    The document provides an overview of the evolution and key aspects of personal selling. It discusses how personal selling has changed over time from early history through the 20th century with the rise of large corporations and marketing departments. The core personal selling process is then outlined, including preliminary steps like prospecting and preparing, as well as advanced steps such as presenting, handling objections, closing, and follow up. Best practices and techniques are provided for each step. The document concludes with suggestions on what salespeople should avoid in their interactions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    4K views37 pages

    Personal Selling

    Uploaded by

    api-3774614
    The document provides an overview of the evolution and key aspects of personal selling. It discusses how personal selling has changed over time from early history through the 20th century with the rise of large corporations and marketing departments. The core personal selling process is then outlined, including preliminary steps like prospecting and preparing, as well as advanced steps such as presenting, handling objections, closing, and follow up. Best practices and techniques are provided for each step. The document concludes with suggestions on what salespeople should avoid in their interactions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 37

    Personal Selling

    A Simple Exercise to start


    off…
     At this point in time  Irregardless
     In the event of  Owing to the fact of
     Due to the fact of  Close scrutiny
     At a later date in time  Terminated the scheduled
     On a daily basis engagements
     Each and everyone  Refer back
     In my opinion, I think  True facts
     In the majority of  When and if
    instances  For a period of two weeks
     In an intelligent manner  Specific example
    Answers
     Now  Regardless
     When  Due to
     Because  Scrutinize
     Later  Cancelled the
     Daily appointment
     All  Refer
     I think  Facts
     Usually  If
     Intelligently  For two weeks
     example
    Road Map
     Evolution of Personal Selling

     Preliminary steps in the selling process

     Advanced steps in the selling process

     “What not to do” in Personal selling


    Evolution of Personal
    Selling
    Early history of selling
     Marketing’s early development

     Personal Selling
     Town economy
     Agricultural Middlemen
     Bagman
     Yankee Peddler
     Wagon Peddler
     Greeters
     Drummers
     Credit Investigators
    Selling in the 20th century

    “Things were different in the 1890’s, but


    people still bought from people (not from
    companies) and the salesmen’s ability to
    produce new business, develop new
    markets, introduce new products and find
    new customers was as necessary then as
    it is today.”
    Jack Falvey
    Selling in the 20th century
     From production to sales
     Great depression of 1930’s
     Creation and growth of corporate departments
    to support sales efforts

     Traditional sales approaches


     Canned sales presentations
     Stimulus - Response theory
     Selling formulae - AIDR / AIDA
    Selling in the 20th century
     Emergence of marketing concept
     Increased sophistication of buyers
     Further professionalization of purchasing
    management
     Wider adoption of marketing concept
     Better training of sales people

     Team work in selling


     Systems selling
    Sales Activities & Tasks

     Selling  Training
     Handling orders  Entertaining
     Product servicing  Traveling
     Information handling  Assisting distributors
     Account servicing  Conferences and
    meetings

    Development / Missionary / Maintenance /


    Support
    Classifying Sales People
     Creative Selling Vs Service Selling

     Thomas Wotruba’s classification


     Provider
     Persuader
     Prospector
     Problem solver
     Procreator
    Selling in the 90’s
     Partnering / Relationship selling / Team selling /
    Value added selling / Consultative selling

     Emphasis on
     Marketing research
     Situational / Personal / Relationship factors
     Buyer – Seller dyad

     Communication as the essence of interaction


     B2B – Selling center Vs buying center
    Personal Selling

    “When you’re out there selling, face-to-


    face with your customer, there is no place
    to hide. It’s the acid test.”

    James Koch
    The Personal Selling Process
     Preliminary steps
     Prospecting
     Preparing

     Advanced steps
     Presenting
     Handling objections
     Closing
     Follow up
    Personal Selling
    Preliminary steps
    Prospecting
     Identification & qualification of potential
    buyers
     Networking
     Sales Lead

     Prospecting Process
     Define Target Market
     Generate Sales leads
     Qualify Prospects
    Identifying Prospects

     Present Customers
     Former Customers
     Cold Calling
     Spotters
     Directories and Mailing lists
     Prospecting Services
    Identifying Prospects

     Referrals
     Center of influence
     Endless Chain prospecting
     Personal Contacts
     Trade shows and exhibits
     Direct Marketing
     Lead Management system
    Qualifying Prospects

     MAN approach
     Money
     Authority
     Need
    Preparing
     Pre-Approach
     Who is the customer?
     Gatekeeper
     Economic Buyer

     Users

     Technical personnel

     What are the customer’s needs?


     Dominant Buying motive
     What other information is required?
     Where does one obtain information?
    Preparing
     Call Planning
     Specifying the objectives
     Why am I going on this interview?
     What am I trying to make happen?

     If the prospect says “yes, I want to buy,” what am I

    going to recommend?
     Developing a strategy
     Making an appointment
    Personal Selling
    Advanced Steps
    “Salesmen fail not when they open their
    mouths, but before they open them. Their
    appearances convey they are not likable,
    not honest, not trustworthy, not even
    sincere”

    John T. Molloy
    Presenting

     Approach
     Probe for needs
     Convince the prospect

     Adaptive selling
    Approach
     First impressions are essential
     Preparation
     Beginning the presentation
     Ask questions
     Use a referral
     Offer a benefit
     Offer a service
     Compliment the prospect
     Give something of value
    Probing for needs

     SPIN selling
     S – Situation questions
     P – Problem Questions
     I – Implication Questions
     N – Need payoff Questions

     Empathy
     Active listening skills
    Probing for needs
     Types of questions
     Open-ended questions
     Reflective questions
     Directive questions

     Benefits of questions
     Learn about the prospect
     Maintain control over the sale
     Involve the prospect
     Build relation
     Establish trust
    Convincing the prospect
     Persuasion

     Features-Benefits selling

     Presentation techniques
     Visual aids
     Testimonials
     Examples
     Guarantees
     Demos
    Handling objections
     Sales resistance Vs Objections

     Objections as opportunities
     Types of objections
     Timing
     Price
     Source
     Competition
    Responding to objections
     Prospect states the objection
     Listen carefully
     Ask questions
     Respond to the objection
     Yes…but method
     Boomerang method
     Comparison method
     Compensation method
     Case history method
     Confirm your response
    Closing

     When to close?
     Looking & Listening for buying signals
     Verbal
     Non-verbal buying signals
     Using a trial close
    Closing

     How to close?
     Alternative proposal close
     Assumptive close
     Gift close
     Action close
     One more yes close
     Balance sheet close
     Direct close
    Follow up

    “I’ll be there after the sale because after I


    have sold something to someone, I can
    sell them more. I just don’t disappear”

    Xerox Corporation
    Follow up
     Post sale action

     Customer relations
     Handling complaints promptly & pleasantly
     Maintain contact with customers
     Keep serving the customers
     Show appreciation
    Self analysis
     Were the planned sales objectives
    achieved?

     What could I have done better?

     What did I learn from this call that will


    contribute to my future success?
    What not to do?
     Failing to seat the prospect properly
     Pointing finger / pencil at the prospect
     Sitting awkwardly in chair
     Having a calendar in the wall
     Smoking
     Slapping / Poking
     Chewing gums
     Mocking
     Talking fast
    Thank you…

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