Personal Selling Theories & Process

Personal Selling
Stimulus
(Sales Presentation)

Buyers decision Making process

Response (Buy or Not Buy)

Psychological factors of Buyer

Attitude Perceptions Motivation personality

Personal Selling

It enhances customer confidence in Seller Promotes Long Term business relations Provides human touch to business transactions Understands customers need and preferences more clearly Powerful and effective tool to convince the customer

Personal Selling
Advantages:
Value Sharing Relation Building Consulting

Theories Of Selling

Selling & Buying Styles

Factors of Buying Styles
Buyers capacity to pay The Quantity of purchase The ability to take risk The bargaining power of Buyer Personality traits

Innovators & Laggards

Selling & Buying Styles

Effective Selling:

Matching of Buyer & Seller Characteristics

Matching the Sellers Style with The Buyers Style

Selling Situations:
Insurance/ Mobile phones Organizational Buying In a retail situation Pharmaceutical selling

Selling & Buying Styles Buyer Seller Dyad

C O N C E R N FOR THE C U S T O M E R

People Oriented

Problem Solving oriented

Sale Technique Oriented

Take it Or Leave it

Push-The-Product oriented

CONCERN FOR SALE

Theories Of Selling
AIDAS Theory
Right Set of Circumstances Theory Buying Formula Theory Theory of Diffusion

Sales Process

Personal Selling
Stimulus
(Sales Presentation)

Buyers decision Making process

Response (Buy or Not Buy)

Psychological factors of Buyer

Attitude Perceptions Motivation personality

Buying Decision Process

Problem/ Need recognition Information search/ Collection Evaluation of Alternatives

Purchase Decision

Post Purchase Behavior

Buying Situations
For Household & Individual Consumers
Routine decision-making Limited decision-making Extensive decision-making

For Business Buyers

New purchase Change in supplier (or modified rebuy) Repeat purchase (or straight rebuy)

Sales Process
Pre-sale preparation Prospecting Preapproach

Sales Process
Selling Activities Non Selling Activities

Approach Presentation & Demonstration

Objection handling Closing the sale Follow-up

Sales Process
Pre-Sale preparation
Knowledge about Company Knowledge about Products Knowledge about Competitors Knowledge about Sales Related Marketing Policies
Pricing policies Distribution policies Promotional policies

Sales Process
Prospecting
Customer Reference
Cold Calling Centre of Influence method Personal Observation method Direct mail/ Telephone method Company records News papers

Sales Process
Preapproach Information Gathering
Planning the Sales Call Setting Call objectives Planning the Sales Strategy

Sales Process
Approach Guidelines
Prior appointment Timing Command Relaxed atmosphere Open mindedness Cashing in on Brand name or Company Reputation Customer Benefit approach The premium Approach The shock approach Making the Prospect feel important Survey Approach Interactive Approach

Methods of Approach

Sales Process
Presentation & Demonstration
Understanding the Buyers needs Knowing Sales Presentation methods
Stimulus response method Formula method Need Satisfaction method Team selling method Consultative selling method

Developing an effective presentation

Sales Process
Objection Handling Methods
Ask Questions Superior feature method Turn an Objection into a Benefit Third-party certificate Feel, Felt, Found Head On Comparison method Another Angle method Question or Why method

Sales Process
Closing the Sale
A close is any question you ask, the answer to which confirms the fact that HE agrees to buy, or give commitment

Closing Techniques
The order pad Close The Summary of Benefits Close The Continued Affirmation Close Logical Close Special Inducement Close Sharp Angle Close The Alternative Close The Assumptive Close The Secondary Question Close The Ask for it Close

Sales Process
Follow-up and Service
Check customer Order Plan Follow-up visits Account penetration Relationship marketing

Sales Effectiveness

The Sales Process

What is Selling? To satisfy the Need/Want with the Product/Service for mutual benefit.

Any Buying involves giving up something! It is a Sales Persons Skill to identify that

Sales Person

Customer

The Sales Process

The Criteria for an Effective Sales Visit
Prepare well for each and every visit. Have a clearly defined objective for each visit. Work with decision makers Use questions rather than statements. Prove that your product or service is of benefit to the customer. Find out all objections and handle them. Agree on a Commitment If I have 8 hours to cut
a tree, I will take 6 hours to sharpen my axe

Understanding Customer Requirements

What do we Need to Know
ABOUT THE PROSPECT ABOUT HIS NEED AREAS

Understanding Customer Requirements

Why do we Need to Know NEED

BENEFIT

FEATURE

Whats in it for me?!

Why we should Ask Questions

Understanding Customer Requirements

The Art & Science of Asking Questions

Open Neutral Questions Open Leading Questions Closed Questions

Understanding Customer Requirements

Encouraging the Conversation The Funnel Technique

1. Motivate The Customer to Talk

1.

2. 3. 2. Open Neutral Questions to get unbiased information 3. Open Leading Questions to explore more deeply 4.Closed Questions to Pinpoint precise Requirements 5. 5. Summary to gain Customers Acceptance of Requirements

4.

Customer Needs

Understanding Customer Requirements

Motivating the Prospect/Customer The Key Existing Customer New Customer
Creating an Ambience

Greeting & Introduction

Purpose of The Meeting The First 60 Seconds Are Vital

Create a Feeling I am interested in You

Understanding Customer Requirements

The Art of Listening
THE NEED
The more we Listen, The better others will Listen to us

Obstacles in Listening
Something else in Mind Lack of Interest Impatience Making Assumptions Mentally criticizing delivery of Speech Over Stimulated/ Over Enthusiastic Too busy to Listen Too tired to Listen

The DAPA Method

Define customers requirements for your product/ service Acceptance by the customer of the requirements

Prove that your product/service fulfill the customers requirements

Acceptance of the proof by the customer

The DAPA Method

Who talks more
D A
SP: Asks questions C : Answers SP: Listens SP: Take notes

Customer

p
A

SP: Presents, proves C : Listens C : Asks questions SP: Answers

Sales Person

Presenting The Value

Features, Advantages, Benefits

Feature

The Customer Requirement this Feature Addresses

The Consequent benefit to the Customer

1
2 3

Presenting The Value

What you gain What you want

Benefit

Need

Feature/ Proof

What we offer

Presenting The Value

Presenting Benefits Creating the Impact
Voice Voice Modulation Clarity Conviction Gestures Enthusiasm

Dealing with Objections

Why do objections come How do sales person tend to feel How should sales person react

Dealing with Objections

The Three Kinds of Objections
Objections that dont hear Objections that hear & can answer Objections that hear & cant answer

Dealing with Objections

Handling Objections we can Answer
Pause Tell me more Empty the Customer Lock the Customer Give best possible Solution Are you satisfied with the Answer

Handling Objections we cannot Answer

Product Features Customer Needs

Selling Price Effectively

The right stage to present Price

Why

Price

Not until the customer has realized the benefits of the product/ service

Selling Price Effectively

Presenting the Price:
The Sandwich Method Split Method

Handling the price Objection

SELL THE DIFFERENCE

Difference

Benefit

Closing the sale

Gaining Commitment
A Close is any Question you ask, the answer to which confirms the fact that he agrees to buy, or gives commitment
Why we may not close closing well effectively What prevents from

When to close

Closing the sale

Different ways of Closing a Sale:
The Order Pad Close The Summary of Benefits Close The Continued Affirmation Close Logical Close Special Inducement Close The Alternative Close The Assumptive Close The Secondary Question Close Sharp Angle Close The Ask for it Close

The Sales Structure

Steps to Success
Gain Commitment Are U satisfied with my answer? Present Best possible Solution Lock the Customer If Empty the Customer Apart from This.. Tell me More Pause Objection Closed Question Presentation of Solution Summary of Customers needs & Requirements Open Leading and/or Closed questions Open Neutral Questions Motivate The Customer Own Introduction, Purpose of the Meeting

PA

DA

Summary
The Sales Process
Defining the Sale Criteria for an Effective Sales Visit

Understanding Customer Requirements

What do we need to Know Why do we need to Know Motivating the Customer/ Prospect The art of Listening

Presenting the Value

FAB Presenting the Benefit Creating the Impact

Objection Handling Selling Price Effectively

Right stage to present Price Handling Price objections

Closing the Sale

Gaining Commitment Different ways of Closing the Sale