Personal Selling Ppt
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Transcript of Personal Selling Ppt
Overview of Personal Selling
Learning Objectives
1. Definition of personal selling. 2.Describe the evolution of personal selling from
ancient times to the modern era. 3.Stages of personal selling. 4.Explain the contributions of personal selling to
society, business firms, and customers.
Learning Objectives
4. Discuss five alternative approaches to selling.
5. Describe the three primary roles fulfilled by consultative salespeople
6. Understand the sales process as a series of interrelated steps.
Personal Selling – Defined
Personal selling refers to personalcommunication with a an audiencethrough paid personnel of anorganization or its agents insuch a way that the audienceperceives the communicator’sorganization as being the sourceof the message.
Personal selling –
1) two-way flow of communication
2) between a buyer and seller
3) a face-to-face or real time encounter
Advantages of Personal Selling
Provides a detailed explanation or demonstration of product
Message can be varied to fit the needs of each prospective customer
Can be directed to specific qualified prospects
Instant feedback
Personal persuasion can be used “A good salesman can get you to buy ice in winter”
IndustrialRevolution
Post-IndustrialRevolution
War andDepression
ModernEra
1800s1800s 1900s1900s 2000s2000s
Evolution of Personal Selling
Selling function became more structured
Selling function became more structured
Peddlers selling door to door . . . served as intermediariesPeddlers selling door to door . . . served as intermediaries
Business organizations employed salespeopleBusiness organizations employed salespeople
Selling function became more professional
Selling function became more professional
As we begin the 21st century, selling continues to develop,becoming more professional and more relational
As we begin the 21st century, selling continues to develop,becoming more professional and more relational
Six stages of Personal Selling
1) Prospecting
2) Pre-approach
3) Approach
4) Presentation
5) Close
6) Follow-Up
The Personal Selling ProcessThe Personal Selling Process
PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS
APPROACHING THE PROSPECT
FOLLOWING UP
CLOSING THE SALE
HANDLING OBJECTIONS
MAKING THE SALES PRESENTATION
Pre approach: QUALIFYING PROSPECTS
Prospecting and Qualifying Prospecting: identifying potential customers Qualifying: Screening leads
Pre approach Learning as much as possible about a prospective
customer prior to making a sales callApproach
Stage where the salesperson meets the customer for the first time
Presentation and Demonstration Benefits of the product are presented/demonstrated Understanding prospect needs is key
Handling Objections and Closing Asking for the order
Follow-up Helps ensure customer satisfaction
Personal Selling
Salespeople have many names Agents Sales consultants Sales Representatives Account
Executives Sales Engineers District Managers Marketing representatives Account Development Representatives
Examples of Personal Selling
Telemarketing
Inside selling
Retail selling
Field selling
• 12 million people are engaged in personal selling in the United States
• Represents about 10% of the work force
Contributions of Personal Selling: Salespeople and Society
Salespeople help stimulate the economy
Salespeople help with the diffusion of innovation
Contributions of Personal Selling: Salespeople and the Employing Firm
Salespeople generate revenue Salespeople provide market research
and customer feedback Salespeople become future leaders in
the organization
Contributions 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
Classification ofPersonal Selling Approaches
Stimulus Response Selling Mental States Selling Need Satisfaction Selling Problem Solving Selling
Stimulus Response Selling
Salesperson Provides Stimuli
BuyerResponses
Sought
Continue Process until
Purchase Decision
Mental States Selling
Attention Interest Conviction Desire Action
Need Satisfaction Selling
Uncover and Confirm
Buyer Needs
Present Offering to
Satisfy Buyer Needs
Continue Selling until
Purchase Decision
Problem Solving Selling
DefineProblem
GenerateAlternativeSolutions
ContinueSellinguntil
PurchaseDecision
EvaluateAlternativeSolutions
Long-term AllyLong-term Ally
Consultative Selling
The process of helping customers reach their
strategic goals by using the products, service, and
expertise of the selling organization.
Strategic OrchestratorStrategic Orchestrator
Business ConsultantBusiness Consultant
The Sales Process: An Overview
Developing Customer
Relationships
Initiating Customer
Relationships
Enhancing Customer
Relationships
Selling Foundations
Selling Strategy
The Sales Process: Selling Foundations
In order to be successful in today’s global business environment, salespeople must have a solid relationship building foundation. They must:
Possess Excellent Communication SkillsPossess Excellent Communication Skills
Understand Buyer BehaviorUnderstand Buyer Behavior
Behave EthicallyBehave Ethically
Be TrustworthyBe Trustworthy
The Sales Process: Selling Strategy
In order to be successful in today’s global business environment, salespeople must also think and act strategically. The must develop strategies for:
Their Sales Territories
Each Sales Call
Each Customer
Each strategy is related to the other
THEORIES OF SELLING
AIDAS Theory: ATTENTIONINTERESTDESIREACTIONSATISFACTION
A Key to Success
Stay Close to Your
Customerand
LISTEN!
THANK U ..!!!
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