Overview of Personal Selling

Learning Objectives

1. Definition of personal selling. 2.Describe the evolution of personal selling from

ancient times to the modern era. 3.Stages of personal selling. 4.Explain the contributions of personal selling to

society, business firms, and customers.

Learning Objectives

4. Discuss five alternative approaches to selling.

5. Describe the three primary roles fulfilled by consultative salespeople

6. Understand the sales process as a series of interrelated steps.

Personal Selling – Defined

Personal selling refers to personalcommunication with a an audiencethrough paid personnel of anorganization or its agents insuch a way that the audienceperceives the communicator’sorganization as being the sourceof the message.

Personal selling –

1) two-way flow of communication

2) between a buyer and seller

3) a face-to-face or real time encounter

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”

IndustrialRevolution

Post-IndustrialRevolution

War andDepression

ModernEra

1800s1800s 1900s1900s 2000s2000s

Evolution of Personal Selling

Selling function became more structured

Selling function became more structured

Peddlers selling door to door . . . served as intermediariesPeddlers selling door to door . . . served as intermediaries

Business organizations employed salespeopleBusiness organizations employed salespeople

Selling function became more professional

Selling function became more professional

As we begin the 21st century, selling continues to develop,becoming more professional and more relational

As we begin the 21st century, selling continues to develop,becoming more professional and more relational

Six stages of Personal Selling

1) Prospecting

2) Pre-approach

3) Approach

4) Presentation

5) Close

6) Follow-Up

The Personal Selling ProcessThe Personal Selling Process

PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS

APPROACHING THE PROSPECT

FOLLOWING UP

CLOSING THE SALE

HANDLING OBJECTIONS

MAKING THE SALES PRESENTATION

Pre approach: QUALIFYING PROSPECTS

Prospecting and Qualifying Prospecting: identifying potential customers Qualifying: Screening leads

Pre approach Learning as much as possible about a prospective

customer prior to making a sales callApproach

Stage where the salesperson meets the customer for the first time

Presentation and Demonstration Benefits of the product are presented/demonstrated Understanding prospect needs is key

Handling Objections and Closing Asking for the order

Follow-up Helps ensure customer satisfaction

Personal Selling

Salespeople have many names Agents Sales consultants Sales Representatives Account

Executives Sales Engineers District Managers Marketing representatives Account Development Representatives

Examples of Personal Selling

Telemarketing

Inside selling

Retail selling

Field selling

• 12 million people are engaged in personal selling in the United States

• Represents about 10% of the work force

Contributions of Personal Selling: Salespeople and Society

Salespeople help stimulate the economy

Salespeople help with the diffusion of innovation

Contributions of Personal Selling: Salespeople and the Employing Firm

Salespeople generate revenue Salespeople provide market research

and customer feedback Salespeople become future leaders in

the organization

Contributions of Personal Selling: Salespeople and the Customer

Salespeople provide solutions to problems

Salespeople provide expertise and serve as information resources

Salespeople serve as advocates for the customer when dealing with the selling organization

Classification ofPersonal Selling Approaches

Stimulus Response Selling Mental States Selling Need Satisfaction Selling Problem Solving Selling

Stimulus Response Selling

Salesperson Provides Stimuli

BuyerResponses

Sought

Continue Process until

Purchase Decision

Mental States Selling

Attention Interest Conviction Desire Action

Need Satisfaction Selling

Uncover and Confirm

Buyer Needs

Present Offering to

Satisfy Buyer Needs

Continue Selling until

Purchase Decision

Problem Solving Selling

DefineProblem

GenerateAlternativeSolutions

ContinueSellinguntil

PurchaseDecision

EvaluateAlternativeSolutions

Long-term AllyLong-term Ally

Consultative Selling

The process of helping customers reach their

strategic goals by using the products, service, and

expertise of the selling organization.

Strategic OrchestratorStrategic Orchestrator

Business ConsultantBusiness Consultant

The Sales Process: An Overview

Developing Customer

Relationships

Initiating Customer

Relationships

Enhancing Customer

Relationships

Selling Foundations

Selling Strategy

The Sales Process: Selling Foundations

In order to be successful in today’s global business environment, salespeople must have a solid relationship building foundation. They must:

Possess Excellent Communication SkillsPossess Excellent Communication Skills

Understand Buyer BehaviorUnderstand Buyer Behavior

Behave EthicallyBehave Ethically

Be TrustworthyBe Trustworthy

The Sales Process: Selling Strategy

In order to be successful in today’s global business environment, salespeople must also think and act strategically. The must develop strategies for:

Their Sales Territories

Each Sales Call

Each Customer

Each strategy is related to the other

THEORIES OF SELLING

AIDAS Theory: ATTENTIONINTERESTDESIREACTIONSATISFACTION

A Key to Success

Stay Close to Your

Customerand

LISTEN!

THANK U ..!!!

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