Personal Selling for Branch Managers of Adansi Rural Bank Limited.

7/31/2019 Personal Selling for Branch Managers of Adansi Rural Bank Limited.

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A How To Course Delivered To Branch ManagersAnd Marketing Officers Of ADANSI RURAL BANK

LIMITED


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Personal Selling

THE SIX STEPS PROCESS1. PROSPECTING

2. PRE APPROACH

3. APPROACH4. PRESENTATION

5. CLOSE

6. FOLLOW - UP


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1. PROSPECTING Identifying likely new customers ( prospects ),

through

LeadsDeveloping lists of potential customers ( prospects)


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2. PRE - APPROACH Preparing for the sale to the identified prospect

Gathering and analyzing info about the prospect

Evaluating the prospects potentialDeciding on the best method of approach


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3. APPROACH The initial meeting between the salesperson (Adansi

Rural Bank rep) and the prospect.

Only one objective for this meeting

THE SALEBuilds the foundation for the sales presentation itself

and the basis for a working relationship


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4. PRESENTATION This is the core of the personal selling process

Only one objective:

Convert a prospect into a customer by creating a desirefor our services and products.


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4. PRESENTATION (contd)Three (3) major presentation formats exist

1. Stimulus Response Format

2. Formula

Selling Format3. Need Satisfaction Format

The third format is what is best suited for our

marketing objectives. It is also the one most

consistent with the marketing concept.


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4.1 Need Satisfaction Format This emphasizesprobing and listening by the

salesperson to identifyneeds and interests ofprospective clients.

Salesperson tailors the presentation to the prospect byhighlighting product benefits that may be valued bythe prospect.


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4.1 Need Satisfaction Format

(contd) Two selling styles are associated with this format

1. Adaptive selling involves adjusting the

presentation to fit the selling situation such asknowing when to offer solutions and when to ask formore information.

2. Consultative selling focuses on problem

identification, where the salesperson serves as anexpert on problem recognition and resolution


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4.2 AIDA This is an acronym that was devised long time ago as a

reminder of the four stages of sales presentation (Strong, 1925 ).

A - ATTENTION

I - INTEREST

D - DESIRE

A - ACTION


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4.3 HANDLING OBJECTIOINSObjections are excuses for not making a purchasecommitment or decision.

Some objections are valid and are based on thecharacteristics of the product or service or price.

However many objections reflect prospect skepticismor indifference.

Valid or not, objections must not put an end to thesales presentation.

So how do we proceed in the face of objections?


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4.3.1 Balsley & Birsner (1987)In their book Selling: Marketing Personifiedpublishedin 1987 describe the following six techniques are themost commonly used:

a. Acknowledge and convert the objection

b. Postpone

c. Agree and neutralize

d. Accept the objectione. Denial

f. Ignore the objection


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4.3.2 L.A.P.A.C.TThis is an acronym that stands for six (6) steps processfor handling objections.

L - ListenA - Acknowledge

P - Probe

A - Answer

C - Confirm

T - Thank


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4.3.2(a) LISTEN To deal with an objection effectively you must

understand what the individual is objecting to. This isnot what someone usually objects to or what you thinkthey are objecting to. It means understanding theconcern from their viewpoint.


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4.3.2(b) ACKNOWLEDGE Tell them you have heard the objection and you think

it is important.


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4.3.2(C) Make sure you fully understand the issue. For example

if they say the new computer system seems toocomplicated, do they mean in comparison with the oldsystem, or because their fellow team members feel likethat, or because they are not aware they will be havingtraining? You might have to probe several times toclarify the objection.


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4.3.2(d) ANSWER Focus on what is bothering them. Give them the

information they need to understand. Explain how itcan help them. You might, once you have tested theirunderstanding, need to answer the objection again inanother way. You might also wish to summarise toensure clarification.


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4.3.2(e) CONFIRM Make sure they understand your answer and are

satisfied.

If not, you should acknowledge this, thus returning tothe LAPACT structure.


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4.3.2(f) THANK The individual has shared a concern that might help

you to understand others better in the future. Thankthem for bringing it to your attention.


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5 CLOSEThis involves obtaining a purchase commitment fromthe prospect. This stage is the most important and themost difficult.

Personal Selling for Branch Managers of Adansi Rural Bank Limited.

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