Personal Selling

Personal Selling
1
Advantages of Personal Selling
• Provides a detailed explanation

or demonstration of product
• Message can be varied to fit the
needs of each prospective customer
• Can be directed to specific qualified prospects
• Costs can be controlled by adjusting
sales force size
• Most effective in obtaining sales and
gaining satisfied customers
2
Personal Selling
Personal Selling Advertising & Sales Promotion
is more important if... are more important if...
Product has a high value Product has a low value
Product is custom made Product is standardized
Product is Product is
technically complex simple to understand
There are few customers There are many customers
Customers are Customers are

concentrated geographically dispersed
3
Relationship Selling
A sales practice that involves

building, maintaining, and
enhancing interactions with
customers in order to develop
long-term satisfaction through
mutually beneficial
partnerships.
4
Focus:
Long-Term
Building Value-Added
Mutual Benefits to
Buyer
Trust
5
vs. Traditional Selling
Traditional
Personal Selling
Sell products Sell advice, assistance, counsel
Focus on closing sales Focus on customer’s bottom line
Limited sales planning Sales planning is top priority
Discuss product Build problem-solving environment
Assess “Product-specific” Conduct discovery in scope of
needs operations
“Lone wolf” approach Team approach
Profit impact and strategic
Pricing/product focus
benefit focus
Short-term sales follow-up Long-term sales follow-up 6
Sales Process
The set of steps a

salesperson goes through in
a particular organization to
sell a particular
product or service.
7
Steps in Personal Selling
1. Prospecting
2. Preapproach
3. Approach
4. Presentation and Demonstration
5. Handling Objections & Queries
6. Closing
7. Follow-up
8
Steps in the Selling Process
Generate Leads
Qualify Leads
Probe Customer Needs
Develop Solutions
Basic Steps Handle Objections

in the
Personal Selling Close the Sale
Process
Follow Up
9
Generating Leads
Direct Mail/
Advertising Publicity Cold Calling
Telemarketing
Web Sites/ Trade Shows/

Referrals Networking
Internet Conventions
Company
Records
Sources of
Sales Leads
10
Cold Calling
A form of lead generation in

which the salesperson
approaches potential buyers
without any prior knowledge
of the prospects’ needs or
financial status.
11
Qualifying Leads
Characteristics of
Qualified Leads
Receptivity &
Recognized Need
Accessibility
Buying Power
12
Probing Needs
Product or service
Salesperson Customers and their needs

must know
everything
about... Competition
Industry
13
Needs Assessment
A determination of the
customer’s specific needs
and wants and the range
of options a customer has for
satisfying them.
14
Developing and
Proposing Solutions
Sales Proposal
Sales Presentation
15
Handling Objections
View objections as
requests for information
Handling
Anticipate
Objections specific objections
Use the objection

to close the sale
16
Closing the Sale
Look for
customer signals
Closing
the Sale Keep an open mind
Negotiate
17
Following Up
Ensure delivery
schedules are met
Responsibilities
in Goods or service perform
Following Up as promised
Employees are trained
18
Prerequisites of effective selling
Know your company
Know your Product
Know your competitors and their products
Know your Customers
Know the Process of Selling
Know yourself
19
Qualities of a Good Salesman
• Physical Qualities
• Social Qualities
• Mental Qualities
• Moral Qualities
20
Sales Management
Responsibilities
Define sales goals and
sales process
Determine sales
force structure
Tasks of
Sales Management Recruit and train
sales force
Compensate and motivate

sales force
Evaluate sales force

21
Defining Sales Goals
Clear
Precise
Sales Goals
Should Be...
Measurable
Time Specific
22
Quota
A statement of the individual

salesperson’s sales
objectives, usually based on
sales volume alone but
sometimes including key
accounts.
23
Sales Force Structure
Geographic Region
Product Line
Common
Sales
Marketing Function
Organization
Structures
Market or Industry
Individual client
or account
24
Training the Sales Force
Company policies
and practice
Selling techniques
Training
includes... Product knowledge
Industry and customer

characteristics
Nonselling duties
25
Compensation Plans
Basic
Compensation
Methods
Commission Salary
Combination
Plans
26
Compensation Plans
Straight The salesperson is paid some

Commission percentage when a sale is made.
Straight The salesperson receives a salary

Salary regardless of sales productivity.
27
Effective Sales Leaders
Effective Sales Leaders...
Are assertive
Possess ego drive
Possess ego strength
Take risks
Are innovative
Have a sense of urgency
Are empathetic
28
Evaluating the Sales Force
Sales Volume
Contribution to Profit
Calls per Order
Sales or Profits per Call

Performance
Measures
Call Percentage Achieving Goals
29
The Impact of Technology
on Personal Selling
Laptop computer link
Mobile telephones
Pagers
Personal data assistants

Sales Force
Automation E-Mail
Internet
30

Personal Selling

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Personal Selling

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Personal Selling

• Provides a detailed explanation

Product is custom made Product is standardized

There are few customers There are many customers

Customers are Customers are

A sales practice that involves

The set of steps a

Probe Customer Needs

Basic Steps Handle Objections

Web Sites/ Trade Shows/

A form of lead generation in

Salesperson Customers and their needs

Use the objection

Employees are trained

Compensate and motivate

Evaluate sales force

A statement of the individual

Industry and customer

Straight The salesperson is paid some

Straight The salesperson receives a salary

Calls per Order

Sales or Profits per Call

Personal data assistants

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