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 personal communication with a an audience through paid personnel of an organization or its agents in such a way that the audience perceives the communicators organization as being the source of 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

Evolution of Personal Selling

Peddlers selling door to door . . . served as intermediaries

Selling function became more structured

1800s 1900s 2000s As we begin the 21st century, selling continues to develop, Industrial Post-Industrial War and Modern becoming Revolution Depression Revolution more professional and more relational Era

Business organizations employed salespeople

Selling function became more professional

Six stages of Personal Selling

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

The Personal Selling Process

FOLLOWING UP CLOSING THE SALE HANDLING OBJECTIONS MAKING THE SALES PRESENTATION APPROACHING THE PROSPECT Pre approach: QUALIFYING PROSPECTS PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS

 Prospecting and Qualifying

Prospecting: identifying potential customers Qualifying: Screening leads Learning as much as possible about a prospective customer prior to making a sales call
Stage where the salesperson meets the customer for the first time

Pre approach

Approach

 Presentation and Demonstration

Benefits of the product are presented/demonstrated Understanding prospect needs is key Asking for the order Helps ensure customer satisfaction

Handling Objections and Closing

Follow-up

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

Retail selling Field selling Telemarketing Inside 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 of Personal Selling Approaches

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

Stimulus Response Selling

Salesperson Provides Stimuli

Buyer Responses 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

Continue Selling until Purchase Decision

Define Problem

Generate Alternative Solutions

Evaluate Alternative Solutions

Consultative Selling
Business Consultant The process of helping customers reach their strategic goals by using the products, service, and expertise of the selling organization.

Strategic Orchestrator

Long-term Ally

The Sales Process: An Overview

Selling Foundations
Initiating Customer Relationships Developing Customer Relationships Enhancing Customer Relationships

Selling Strategy

The Sales Process: Selling Foundations

In order to be successful in todays global business environment, salespeople must have a solid relationship building foundation. They must: Be Trustworthy

Behave Ethically
Understand Buyer Behavior Possess Excellent Communication Skills

The Sales Process: Selling Strategy

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

Each Sales Call

Each Customer Their Sales Territories
Each strategy is related to the other

THEORIES OF SELLING
AIDAS Theory:
ATTENTION INTEREST DESIRE ACTION SATISFACTION

A Key to Success

Stay Close to Your Customer and LISTEN!

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