Effective Personal Selling Requires Managerial Skills
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Transcript of Effective Personal Selling Requires Managerial Skills
Effective Personal Selling Requires Effective Personal Selling Requires Managerial SkillsManagerial Skills
Date – 22/08/09Date – 22/08/09Submitted bySubmitted by
Neha Rai FT-2K8-32Neha Rai FT-2K8-32Neha Shrivastava FT-2K8-33Neha Shrivastava FT-2K8-33
Tanuja Kemkar FT-2K8-54Tanuja Kemkar FT-2K8-54Tosh Keshri FT-2K8-55Tosh Keshri FT-2K8-55
IndexIndex
Meaning Of Personal SellingMeaning Of Personal Selling EvolutionEvolution ImportanceImportance ElementsElements ClassificationClassification ProcessProcess FormsForms Managerial Skills RequiredManagerial Skills Required ContributionsContributions BibliographyBibliography
What is Personal Selling?What is Personal Selling?
Presentation of goods and services before Presentation of goods and services before the potential customers and persuading the potential customers and persuading them to buy the products or services.them to buy the products or services.
Interpersonal influence process involving a Interpersonal influence process involving a sellerseller’s’s promotional presentation promotional presentation conducted on a person-to-person basis conducted on a person-to-person basis with the buyer.with the buyer.
Evolution Of Personal SellingEvolution Of Personal Selling
IndustrialRevolution
Post-IndustrialRevolution
War andDepression
ModernEra
1800s1800s 1900s1900s 2000s2000s
Selling function became more
structured
Selling function became more
structured
Peddlers selling door to door . . . served as intermediaries
Peddlers 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
Importance of Personal SellingImportance of Personal Selling
From seller’s point of viewFrom seller’s point of view1.1. creates demand for products both new as well as creates demand for products both new as well as
existing ones.existing ones.2.2. creates new customers and, thus helps in expanding creates new customers and, thus helps in expanding
the market for the product.the market for the product.3.3. leads to product improvement. While selling leads to product improvement. While selling
personally the seller gets acquainted with the choice personally the seller gets acquainted with the choice and demands of customers and makes suggestions and demands of customers and makes suggestions accordingly to the manufacturer.accordingly to the manufacturer.
From customer’s point of viewFrom customer’s point of view1.1. provides an opportunity to know about new productsprovides an opportunity to know about new products2.2. informs and educates the consumers about new informs and educates the consumers about new
products.products.
Essential Elements of Personal Essential Elements of Personal SellingSelling
Face-to-Face interactionFace-to-Face interaction PersuasionPersuasion FlexibilityFlexibility Promotion of salesPromotion of sales Supply of InformationSupply of Information Mutual BenefitMutual Benefit
Classification ofClassification ofPersonal Selling ApproachesPersonal Selling Approaches
Stimulus Response SellingStimulus Response Selling Mental States SellingMental States Selling
(AIDA Approach)(AIDA Approach) Need Satisfaction SellingNeed Satisfaction Selling Problem Solving SellingProblem Solving Selling Consultative selling Consultative selling Relationship SellingRelationship Selling
Stimulus Response SellingStimulus Response Selling
Also called as Canned Approach, a Also called as Canned Approach, a memorized sales presentation, or a memorized sales presentation, or a prepared sales presentation. Assumes that prepared sales presentation. Assumes that if a sales person makes the right stimuli he if a sales person makes the right stimuli he can get a favorable response from the can get a favorable response from the prospect.prospect.
This method is used by Telemarketing This method is used by Telemarketing people , door-to-door salespersons and for people , door-to-door salespersons and for training new sales people. training new sales people.
Salesperson Provides
Stimuli
BuyerResponses
Sought
Continue Process until
Purchase Decision
Stimulus Response Stimulus Response SellingSelling
Mental States SellingMental States Selling(AIDA Approach)(AIDA Approach)
Attention Interest Desire Action
Advantage – the salesperson has to plan the sales presentation and understand the customers mental stages
Disadvantage – the customer’s needs are not understood so the method is less effective.
Need Satisfaction SellingNeed Satisfaction Selling
Uncover and confirm
Buyer needs
Present offerings to
satisfy buyer needs
Continue selling until purchase decision
Advantage:- The salesperson describes how the feature can help or give advantage to the prospect.
Problem Solving SellingProblem Solving Selling
DefineProblem
GenerateAlternativeSolutions
ContinueSelling
untilPurchaseDecision
EvaluateAlternativeSolutions
Consultative SellingConsultative Selling
Long-term AllyLong-term AllyLong-term AllyLong-term Ally
The process of helping customers reach their
strategic goals by using the products, service, and expertise of the selling organization.
Business ConsultantBusiness ConsultantBusiness ConsultantBusiness Consultant
Strategic OrchestraterStrategic OrchestraterStrategic OrchestraterStrategic Orchestrater
Relationship SellingRelationship Selling
Building and creating customer Building and creating customer loyaltyloyalty
Also Known as Transaction Oriented Also Known as Transaction Oriented SellingSelling
Process Of Personal SellingProcess Of Personal SellingProspecting & Qualifying
Pre Approach
Approach
Presenting & Demonstrations
Overcoming Objections
Closing
Follow Up
Prospecting & QualifyingProspecting & Qualifying
Hot ProspectsHot Prospects Warm ProspectsWarm Prospects Cool ProspectsCool Prospects
PreapproachPreapproach
Information GatheringInformation Gathering Planning the Sales CallPlanning the Sales Call
ApproachApproach
Meet the buyer for the first timeMeet the buyer for the first time AppearanceAppearance AttitudeAttitude Opening LineOpening Line
Presentation & DemonstrationPresentation & Demonstration
Use latest technologyUse latest technology Modify PresentationModify Presentation Don’t OverloadDon’t Overload Prospect’s LanguageProspect’s Language
Overcoming ObjectionsOvercoming Objections
Psychological ObjectionsPsychological Objections Logical ObjectionsLogical Objections
Closing the SaleClosing the Sale
Buying SignalsBuying Signals Examines the productExamines the product Ask another person’s opinionAsk another person’s opinion Ask question about the productAsk question about the product Prospect becomes friendlyProspect becomes friendly
Follow UpFollow Up
Check customer orderCheck customer order Visit at the time of deliveryVisit at the time of delivery
Forms of Personal SellingForms of Personal Selling
Delivery Sales PersonDelivery Sales Person Order TakerOrder Taker Missionary Selling/Sales Support Missionary Selling/Sales Support
PeoplePeople Technical Sales Support/Sales EngineerTechnical Sales Support/Sales Engineer Demand Creator/Order GetterDemand Creator/Order Getter Solution VendorSolution Vendor
Skills Required For Effective Skills Required For Effective Personal SellingPersonal Selling
Physical QualityPhysical Quality Mental QualityMental Quality Integrity of characterIntegrity of character Knowledge of the product and the Knowledge of the product and the
companycompany Good behaviorGood behavior Ability to persuadeAbility to persuade
Contributions of Personal Selling: Salespeople and Society
Salespeople help stimulate the Salespeople help stimulate the economyeconomy
Salespeople help with the diffusion of Salespeople help with the diffusion of innovationinnovation
Contributions of Personal Selling: Contributions of Personal Selling: Salespeople and the Employing Salespeople and the Employing
FirmFirm
Salespeople generate revenueSalespeople generate revenue Salespeople provide market Salespeople provide market
research and customer feedbackresearch and customer feedback Salespeople become future leaders Salespeople become future leaders
in the organizationin the organization
Contributions of Personal Selling: Contributions of Personal Selling: Salespeople and the CustomerSalespeople and the Customer
Salespeople provide solutions to problemsSalespeople provide solutions to problems Salespeople provide expertise and serve Salespeople provide expertise and serve
as information resourcesas information resources Salespeople serve as advocates for the Salespeople serve as advocates for the
customer when dealing with the selling customer when dealing with the selling organizationorganization
Bibliography:Bibliography:
Books: Books: 1) Sales and distribution 1) Sales and distribution managementmanagement
By : Krishna HavaldarBy : Krishna Havaldar
Vasant CavaleVasant Cavale
2) Sales Management 2) Sales Management
By : JogranBy : Jogran Reference Sites:Reference Sites:
www.knowthis.comwww.knowthis.com
Thank YouThank You