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    Personal Selling and Sales Management: Hapter

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    ritikaaggarwal
    Personal selling involves a two-way communication between a buyer and seller, often face-to-face, to influence a purchase decision. The personal selling process has six stages: prospecting, pre-approach, approach, presentation, close, and follow-up. Adaptive selling adjusts the presentation based on the situation, while consultative selling focuses on problem identification and resolution with the salesperson as an expert.

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    Personal Selling and Sales Management: Hapter

    Uploaded by

    ritikaaggarwal
    370 views19 pages
    Personal selling involves a two-way communication between a buyer and seller, often face-to-face, to influence a purchase decision. The personal selling process has six stages: prospecting, pre-approach, approach, presentation, close, and follow-up. Adaptive selling adjusts the presentation based on the situation, while consultative selling focuses on problem identification and resolution with the salesperson as an expert.

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    Canned Selling

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    Personal selling involves a two-way communication between a buyer and seller, often face-to-face, to influence a purchase decision. The personal selling process has six stages: prospecting, pre-approach, approach, presentation, close, and follow-up. Adaptive selling adjusts the presentation based on the situation, while consultative selling focuses on problem identification and resolution with the salesperson as an expert.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    370 views19 pages

    Personal Selling and Sales Management: Hapter

    Uploaded by

    ritikaaggarwal
    Personal selling involves a two-way communication between a buyer and seller, often face-to-face, to influence a purchase decision. The personal selling process has six stages: prospecting, pre-approach, approach, presentation, close, and follow-up. Adaptive selling adjusts the presentation based on the situation, while consultative selling focuses on problem identification and resolution with the salesperson as an expert.

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    CHAPTER

    PERSONAL
    SELLING
    AND SALES
    MANAGEMENT
    Definition of Personal Selling

    Personal selling –
    1) two-way flow of communication
    2) between a buyer and seller
    3) a face-to-face or real time encount

    hy are “ face to face” and “two-way” important?


    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
    • Instant feedback
    • Personal persuasion can be used

    “A good salesman can get

    you to buy ice in winter”


    When to Use Personal Selling

    Product
    Product has
    has aa high
    high value
    value

    Product
    Product is
    is custom
    custom made
    made

    Product
    Product is
    is technically
    technically complex
    complex

    There
    There are
    are few
    few customers
    customers

    Customers
    Customers are
    are concentrated
    concentrated

    Selling
    Selling image,
    image, not
    not product
    product
    Creating Value Through Salespeople

    Relationship Selling
    building ties to the
    customer, based on a
    salesperson’s attention and
    commitment to customer needs
    over time.
    Six stages of Personal Selling

    1) Prospecting
    2) Pre-
    approach
    3) Approach
    4)
    Presentation
    5) Close
    6) Follow-Up
    Personal Selling: Prospecting

     Prospect- possible customer


    Qualified Prospect-customer who has desire,
    means and power to decide
    Cold Canvassing- seller initiated contact of,potential
    customers without advance warning.
    Personal Selling:
    Pre- Approach & Approach

    2) Pre-approach-Gathering information
    (when to call, income level, risk tolerance)

    3) Approach-First meeting
    (Physical impressions highly important-appearance, timeliness,
    confidence)
    Personal Selling:Presentation

    A) Stimulus-Response Format – (suggestive selling)


    keep suggesting items until the buyer responds, like the
    McDonalds order taker
    B) 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
    Personal Selling: Presentation

     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
    Personal Selling: Presentation

     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
    (complicated)
    •Agree and Neutralize
    show the objection’s insignificance (side effects)

    •Denial
    refute objection with clear facts
    Personal Selling: 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.


    Personal Selling: Follow-Up

    Address concerns with delivery and installation,

    so today’s customer becomes tomorrow’s

    qualified prospect or referral source


    Sales Force Motivation

    • Compensation

    • Straight Salary Compensation Plan

    • Straight Commission Compensation Plan


    • Combination Compensation Plan
    Sales Force Evaluation

     Quantitative Assessments – sales quotas


    easy but ignores selling environment

     Qualitative Assessments – behavioral evaluations


    •attitude
    •attention
    • product knowledge
    •selling skills
    •appearance and professionalism
    Personal Selling

    Personal
    Personal selling
    selling involves
    involves the
    the
    two-way
    two-way flow
    flow of
    of communication
    communication
    between
    between aa buyer
    buyer and
    and seller,
    seller,
    often
    often in
    in aa face-to-face
    face-to-face
    encounter,
    encounter, designed
    designed to
    to
    influence
    influence aa person’s
    person’s or
    or
    group’s
    group’s purchase
    purchase decision.
    decision.
    Personal Selling Process

    The
    The personal
    personal selling
    selling process
    process consists
    consists
    of
    of six
    six stages:
    stages: (1)
    (1) prospecting,
    prospecting,
    (2)
    (2) preapproach,
    preapproach, (3)
    (3) approach,
    approach,
    (4)
    (4) presentation,
    presentation, (5)
    (5) close,
    close, and
    and
    (6)
    (6) follow-up.
    follow-up.
    Adaptive Selling

    Adaptive
    Adaptive selling
    selling involves
    involves adjusting
    adjusting
    the
    the presentation
    presentation to
    to fit
    fit the
    the selling
    selling
    situation,
    situation, such
    such as
    as knowing
    knowing whenwhen toto
    offer
    offer solutions
    solutions and
    and when
    when to to ask
    ask for
    for
    more
    more information.
    information.
    Consultative Selling

    Consultative
    Consultative selling
    selling focuses
    focuses on
    on
    problem
    problem identification,
    identification, where
    where the
    the
    salesperson
    salesperson serves
    serves as
    as an
    an expert
    expert on
    on
    problem
    problem recognition
    recognition and
    and resolution.
    resolution.

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