By Prashant Birje

Personal Selling Defined

Personal selling refers to personal communication with a an audience through paid personnel of an organization or its agents. In case of agents, they communicate in such a way that the audience perceives the communicators organization as being the source of the message.

Evolution of Personal Selling

Peddlers selling door to door, served as intermediaries Selling function became more structured

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

Business organizations employed salespeople

Selling function became more professional

Contributions OR Importance of Personal Selling: Salespeople and Society

Salespeople help stimulate the economy Salespeople help with the diffusion of innovation

Contributions OR Importance of Personal Selling: Salespeople and the Employing Firm

Salespeople generate revenue Sales dept. is the only dept. that can generate revenue. Salespeople provide market research and customer feedback almost instantaneously. Salespeople become future leaders in the organization

Contributions OR Importance 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

Sales Management Transaction-Focused v/s Relationship Focused

Salesman who is Transaction-Focused
Short term thinking Making the sale has priority over most other considerations Interaction between buyer and seller is competitive Salesperson is selfinterest oriented

Salesman who is Relationship-Focused

Long term thinking Developing the relationship takes priority over getting the sale Interaction between buyer and seller is collaborative. Salesperson is customer-oriented

Stages in the selling process

Preapproach before the interview
Handling Customer Objections

Pre-sale preparation

Prospecting

Approach to the customer

Follow up action

Closing the Sale

Sales Presentation

STEP 1: Prospecting
Developing a list of potential buyers. Planning work which is essential in eliminating calls from non-buyers

Successful prospecting
50 potential prospects 15 Qualified prospects 6 Interviews 1 sale 50 potential prospects 25 Qualified prospects 17 Interviews 7 sales

No

Yes

Successful prospecting
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Steps in Prospecting:

Formulating Prospect definitions. Searching out Potential accounts. Qualifying prospects & determining probable requirements.

Relating company products to each prospects requirements.

STEP 1: Methods of Prospecting

Cold canvassing

Endless chain customer referral (Snow Ball) Prospect pool Centers of influence Non competing sales force Observation Friends and acquaintances Lists and directories Direct mail Telemarketing Trade shows and demonstrations
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Selling process
STEP 2: Pre-approach to selling

STEP 3: Approach to the customer STEP 4: Sales presentation - approach to sales presentation - attracting customer attention - creating interest - arousing desire and building conviction STEP 4: Methods of sales presentation - canned presentation - organized presentation - tailored presentation
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STEP 5: Handling customer objections

Start with your highest expectations

Avoid conceding first BE sure the customer understands the value of a

concession

Make concessions in small amounts Admit mistakes and make corrections willingly BE prepared to withdraw a concession

Avoid split the difference strategy

Do not advertise willingness to concede

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STEP 5: Methods of handling customer objections

Superior feature method YesBut method Reverse English method Indirect denial method Pass out method Comparison method Direct denial method Another angle method Narrative method Testimonial method Question or WHY method
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STEP 6: Closing the sale Methods of closing the sale STEP 7: Follow-up action

B2B selling

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