Post on 14-Apr-2018
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PERSONALSELLING
PROMOTIONALMIXAngel Perez
Austine Velasco
Franchesca TobiasKatrina Vinalay
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SELLING
o
Selling, the art of persuasion, is defined as aone-on-one interaction whereby a tangible or
intangible item of value is exchanged for a
different item, usually with money in an
amount of equal or greater value of the itembeing sold.
o
Selling is part of the promotional mix. It issystematic, repetitive, and measurable.
When properly analyzed, sales data will offer
objections to overcome and help to predict
sales patterns and projections.
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PERSONAL SELLING
In personal selling, people are used in businesses to
sell their products after meeting the customer
personally.
The sellers promote the product through their
attitude, appearance and specialist product
knowledge.
They aim to inform and encourage the customer to
buy, or at least try the product.
It is used usually when selling products with high
prices
A good example of personal selling is found in
department stores on the perfume and cosmetic
counters.
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COMPARISON TO OTHER PROMOTIONAL MIX:
resources are fewer
pricing is generally negotiated
client need specific information
contact between buyer and seller after the
sale so that an ongoing relationship is built.
to involve large sums of money.
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FORMS:
Telephone marketing, direct mail, online marketing, etc.;
FOUR DISTINCTIVE CHARACTERISTICS:
Nonpublic, Immediate, Customized, Interactive; Well-suited to
highly-targeted marketing efforts
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THE MECHANICS OF PERSONAL
SELLINGAt the core of personal selling is the human exchange
between buyer and seller. The interaction is based upon
fulfilling a need or desire with the product or service that is
offered and paid for. A systematic approach to successful
personal selling includes good prospecting, the salespersons
in-depth knowledge of the product, and the qualification of
potential buyers. Good prospects are predisposed and well-
suited to the product or service being offered, allowing the
salesperson to facilitate the exchange of value and to guide
them through the process with a minimum amount of
objections or resistance.
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PERSONAL SELLING PROCESS
1. Prospecting
Prospecting is all about finding prospects, or potential new
customers.
Prospects should be 'qualified,' which means that they
need to be assessed to see if there is business potential,
otherwise you could be wasting your time
2. Pre-approach
Collecting of as much relevant information as possibleprior to the sales presentation
It is carried out on the regular customers especially on the
new ones
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3. Making first contact
The salesperson must focus on the benefits for the
customers
FAB technique
Features - refers to the physical characteristics of the
product
Advantages - refers to the performance provided by the
physical characteristics
Benefits - refers to the benefits for the prospect
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4. Sales Presentation
The presentation of the product to thepotential customer.
Tips!! It is best to be enthusiastic about yourproduct or service. If you are not excited about
it, don't expect your prospect to be excited.
Focus on the real benefits of the product or
service to the specific needs of your client,
rather than listing endless lists of features. This
should be done in a relaxed atmosphere to
encourage the prospect to give information in
order to establish requirements
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5. Handling Objections
Objection handling is the way in which salespeople tackle obstacles
put in their way by clients. Some objections may prove too difficultto handle, and sometimes the client may just take a dislike to you
(aka the hidden objection).
6. Closing the Sale Last part of the presentation
Allows the salesperson to summarize everything that the client
need
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7. Follow Up
Follow up activities are very important to check if
the products have been received in a good condition
Useful to establish the long-term business
relationship
To know if the customer is satisfied
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THREE TYPES OF PERSONAL
SELLINGOrder-takers:
Inside order-taker
is the retail sales assistant. The customer has full
freedom to choose products without the presence of a
saleperson. The sales assistant's task is purely
transactional:receiving payment and passing over the
goods as another type of order taker is thetelemarketing sales team, which supports field sales by
taking customers' orders over the telephone.
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Delivery salespeople's
Task is primarily concerned with delivering
the product. In the UK , milk,newspapers and
magazines are delivered to the door.Howeverthere is little attempt to persuade the
household to increase the milk order or number
of newspapers taken- changes in order size are
customer driven.
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Outside order-takers
unlike inside order -takers, these salespeople visitthe customer but also primarily respond to customer
requests rather than actively seek to persuade. Unlike
delivery salespeople, outside order-takers do not
deliver. Outside order-takers are a dying breed, and
are being replaced by the more cost-effectivetelemarketing teams.
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II. Order-creators:
Missionary Salespeople
In some industries,notably pharmaceuticals, the sales
task is not to close the sale but to persuade the customer
to specify the seller's products.For example medicalrepresentatives calling on doctors cannot make a direct
sale since the doctor does not buy drugs but prescribes
them for patients.
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III. Order-getters:
are thoses in selling jobs where a major objective is to
persuade the custormer to make a direct purchase. These
are the front line Salespeople, who are supported by
technological support salespeople and merchandisers.
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New business salespeople
The selling tasks are to win new business byidentifying and selling to prospects.
Organizational salespeople
The salespeople have the job of maintaining
close long-term relationships withorganizational customers. The selling job
may involve team selling.Where mainstream
salespeolple are supported by product and
finacial specialists.
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Consumer salespeople
o This type of selling task involves selling to individuals
physical products and services such as double glasing,
encyclopaedias, cars, incurance and personal pension
plans.
Technical support salespeople
o Where a product is highly technical and negotiations
complex, a saleperson may supported by product and
financial specialist who can provide the detailed
technical information required by customers. This maybe ongoing as part of a key account team or on a
temporary basis, with the specilists being called in to
the selling situation when required.
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Merchandisers These provide sales support in retail and wholesale
selling. Orders may be negotiated nationally at headoffice but sales to individual outlets are supported by
merchandisers, who give advice on display, implement
sales promotions, check stock levels and maintain
contact with store managers.
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PRODUCT LIFE CYCLEPre-Introduction:
Light advertising, pre-introduction publicity
Introduction:
Heavy use of advertising, public relations for awareness, sales promotion for trial
Growth:
Advertising, public relations, branding and brand marketing, personal selling for
distribution
Maturity:
Advertising decreases, sales promotion, personal selling, reminder & persuasion
Decline:
Advertising and public relations decrease, limited sales promotion, personal selling
for distribution
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