Personal Selling
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Transcript of Personal Selling
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Personal Selling
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A Simple Exercise to start off… At this point in time In the event of Due to the fact of At a later date in time On a daily basis Each and everyone In my opinion, I think In the majority of instances In an intelligent manner
Irregardless Owing to the fact of Close scrutiny Terminated the scheduled
engagements Refer back True facts When and if For a period of two weeks Specific example
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Answers Now When Because Later Daily All I think Usually Intelligently
Regardless Due to Scrutinize Cancelled the
appointment Refer Facts If For two weeks example
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Road Map Evolution of Personal Selling
Preliminary steps in the selling process
Advanced steps in the selling process
“What not to do” in Personal selling
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Evolution of Personal Selling
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Early history of selling Marketing’s early development
Personal Selling Town economy Agricultural Middlemen Bagman Yankee Peddler Wagon Peddler Greeters Drummers Credit Investigators
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Selling in the 20th century
“Things were different in the 1890’s, but people still bought from people (not from companies) and the salesmen’s ability to produce new business, develop new markets, introduce new products and find new customers was as necessary then as it is today.”
Jack Falvey
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Selling in the 20th century From production to sales
Great depression of 1930’s Creation and growth of corporate departments
to support sales efforts
Traditional sales approaches Canned sales presentations Stimulus - Response theory Selling formulae - AIDR / AIDA
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Selling in the 20th century Emergence of marketing concept
Increased sophistication of buyers Further professionalization of purchasing
management Wider adoption of marketing concept Better training of sales people
Team work in selling Systems selling
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Sales Activities & Tasks
Selling Handling orders Product servicing Information handling Account servicing
Training Entertaining Traveling Assisting distributors Conferences and
meetings
Development / Missionary / Maintenance / Support
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Classifying Sales People Creative Selling Vs Service Selling
Thomas Wotruba’s classification Provider Persuader Prospector Problem solver Procreator
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Selling in the 90’s Partnering / Relationship selling / Team selling /
Value added selling / Consultative selling
Emphasis on Marketing research Situational / Personal / Relationship factors
Buyer – Seller dyad
Communication as the essence of interaction B2B – Selling center Vs buying center
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Personal Selling
“When you’re out there selling, face-to-face with your customer, there is no place to hide. It’s the acid test.”
James Koch
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The Personal Selling Process Preliminary steps
Prospecting Preparing
Advanced steps Presenting Handling objections Closing Follow up
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Personal Selling
Preliminary steps
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Prospecting Identification & qualification of potential
buyers Networking Sales Lead
Prospecting Process Define Target Market Generate Sales leads Qualify Prospects
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Identifying Prospects
Present Customers Former Customers Cold Calling Spotters Directories and Mailing lists Prospecting Services
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Identifying Prospects
Referrals Center of influence Endless Chain prospecting
Personal Contacts Trade shows and exhibits Direct Marketing
Lead Management system
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Qualifying Prospects
MAN approach Money Authority Need
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Preparing Pre-Approach
Who is the customer? Gatekeeper Economic Buyer Users Technical personnel
What are the customer’s needs? Dominant Buying motive
What other information is required? Where does one obtain information?
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Preparing Call Planning
Specifying the objectives Why am I going on this interview? What am I trying to make happen? If the prospect says “yes, I want to buy,” what am I
going to recommend? Developing a strategy Making an appointment
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Personal Selling
Advanced Steps
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“Salesmen fail not when they open their mouths, but before they open them. Their appearances convey they are not likable, not honest, not trustworthy, not even sincere”
John T. Molloy
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Presenting
Approach Probe for needs Convince the prospect
Adaptive selling
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Approach First impressions are essential Preparation Beginning the presentation
Ask questions Use a referral Offer a benefit Offer a service Compliment the prospect Give something of value
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Probing for needs
SPIN selling S – Situation questions P – Problem Questions I – Implication Questions N – Need payoff Questions
Empathy Active listening skills
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Probing for needs Types of questions
Open-ended questions Reflective questions Directive questions
Benefits of questions Learn about the prospect Maintain control over the sale Involve the prospect Build relation Establish trust
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Convincing the prospect Persuasion
Features-Benefits selling
Presentation techniques Visual aids Testimonials Examples Guarantees Demos
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Handling objections Sales resistance Vs Objections
Objections as opportunities Types of objections
Timing Price Source Competition
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Responding to objections Prospect states the objection Listen carefully Ask questions Respond to the objection
Yes…but method Boomerang method Comparison method Compensation method Case history method
Confirm your response
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Closing
When to close? Looking & Listening for buying signals Verbal Non-verbal buying signals Using a trial close
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Closing
How to close? Alternative proposal close Assumptive close Gift close Action close One more yes close Balance sheet close Direct close
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Follow up
“I’ll be there after the sale because after I have sold something to someone, I can sell them more. I just don’t disappear”
Xerox Corporation
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Follow up Post sale action
Customer relations Handling complaints promptly & pleasantly Maintain contact with customers Keep serving the customers Show appreciation
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Self analysis Were the planned sales objectives
achieved?
What could I have done better?
What did I learn from this call that will contribute to my future success?
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What not to do? Failing to seat the prospect properly Pointing finger / pencil at the prospect Sitting awkwardly in chair Having a calendar in the wall Smoking Slapping / Poking Chewing gums Mocking Talking fast
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Thank you…