Personal Selling

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Personal Selling Sales Management
Part 1 of 3
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Objectives

• Describe roles of selling and relationship
  management
• Identify when to use personal selling
• Understand contributions of a salesperson
• Outline the steps involved in making a sale
• Understand ongoing nature of selling marketing
• Describe major aspects of sales managers job
• Classify various forms of sales compensation
• Identify ethical issues facing sales personnel

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Examples of Personal Selling

• 12 million people are engaged in personal selling
  in the United States
• Represents about 10 of the work force

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Relative Importance of Advertising and Personal
Selling

• Pre-transaction
• Create recognition and info understanding

• Post-transaction
• Reminder and reassurance

• Transaction
• Persuasion

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Characteristics of Personal Selling
Pro
Con

• Flexibility
• Adapt to situations
• Engage in dialog

• Can not reach mass audience
• Expensive per contact
• Numerous calls needed to generate sale
• Labor intensive

• Builds Relationships
• Long term
• Assure buyers receive appropriate services
• Solves customers problems

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Types of Salespersons

• ORDER
• GETTERS
• Current
• customers
• New
• customers

ORDER TAKERS Inside Order Takers (via mail,
telephone, internet) Outside Field Sales
SUPPORT PERSONNEL Missionary Salespersons Trade
Salespersons Technical Salespersons
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Personal Selling Tasks

• Order getting
• Seeking out customers
• Creative selling
• Pioneering
• Account management

• Order taking
• Routine
• writing up orders
• checking invoices
• assuring prompt order processing
• Suggestive selling

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Personal Selling Tasks

• Missionary
• Detailer
• Goodwill
• Closers

• Cross-functional
• Account service rep

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You are part of the total product
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The Personal Selling Process
Pre approach QUALIFYING PROSPECTS
PROSPECTING IDENTIFYING POTENTIAL CUSTOMERS
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Creative Selling Process

• Prospecting Identifying likely new customers
• Leads
• Developing lists of Potential Customers

Pre-approach (Qualifying)

• Finding and analyzing information about prospects
• Evaluating a prospects potential

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Approaching The Prospect
HOW DO WE MAKE THE INITIAL CONTACT BUILD RAPPORT
There is only one time to make a first impression
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Creative Selling Process

• Making The Sales Presentation
• Using Persuasive communication
• Hold Attention
• Stimulate Interest
• Desire
• Tell the products story

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Creative Selling Process

• Handling Objections
• Questions
• Reservations
• Understand Concern
• Counterarguments
• Acknowledge concern
• Clues to process

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Iceberg Effect

• Simple (S R)
• Complex Interactions

10 is visible
Competition/deals
Consumer Preferences
90 is invisible
Personal emotions
Technology
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Overcoming Objections
IF HE HADNT TOLD ME WHAT HIS OBJECTION WAS, I
NEVER WOULD HAVE BEEN ABLE TO HELP!
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Creative Selling Process

• Closing the Sale
• Closing signals
• Trial close
• Asking the prospect to buy

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Creative Selling Process

• Following Up
• Commitments met
• Shipment
• Performance
• Reinforce L-R relationship
• Satisfied customers rebuy recommend

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After-sales Service Ratings

• Job quality do it right the first time
• Prompt warranty work

Service Quality 7.87
Speed .37
Reputation 3.38
Cost 4.39
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0 1 2 3 4 5 6 7 8
Low
High
(SCALE Degree of Importance)
(JMR/Vol. 78)
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A Key to Success

• Stay Close to Your Customer
• and
• LISTEN!