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Personal Selling

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Close. Follow-Up ... in the television department of Circuit City. ... Close. Involves obtaining a purchase commitment from the prospect. Buying ... – PowerPoint PPT presentation

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Title: Personal Selling


1
Personal Selling
  • Chapter 20

2
Personal Selling and Sales Management
  • Personal Selling the two-way flow of
    communication between a buyer and a seller, often
    in a face-to-face encounter, designed to
    influence a purchase decision.
  • Sales Management planning the selling program
    and implementing and controlling the personal
    selling effort of the firm.

3
The Roles of Personal Selling
  • Salespeople serve as the link between the firm
    and its customers.
  • Salespeople ARE the company in the eyes of the
    customer.
  • Personal selling may play a vital role in a
    firms marketing program.

4
Relationship and Partnership Selling
  • Relationship Selling building ties to customers
    based on a salespersons attention and commitment
    to customer needs over timeThe Long-Term.
  • Partnership Selling (Enterprise Selling) buyers
    and sellers combine their experience and
    resources to create customized solutions.

5
Forms of Personal Selling
  • Order Taking
  • Order Getting
  • Sales Support

6
Order Taking
  • Outside Order Takers replenish inventory stocks
    of resellers
  • Inside Order Takers (order clerks) answer
    simple questions, take orders, and complete
    transactions
  • Inbound Telemarketing

7
Order Getting
  • Identifies prospective customers, provides
    customers with information, persuades customers
    to buy, closes sales, and follows up on
    customers use of a product or service.

8
Sales Support
  • Missionary Salesperson promote the firm and
    stimulate demand, but dont actually take orders.
  • Sales Engineer specializes in identifying,
    analyzing, and solving customer problems.
  • Team Selling a team may consist of a
    salesperson, a technical specialist, a sales
    engineer, or financial executive who would each
    deal with a counterpart in the customers firm.

9
The Sales Process
Prospecting and Qualifying
Preapproach
Approach
Sales Presentation
Handling Objections
Close
Follow-Up
10
Prospecting and Qualifying
  • The search for and qualification of potential
    customers.
  • Lead the name of a person who may be a possible
    customer.
  • Prospect a customer who wants or needs a
    product.
  • Qualified Prospect an individual who wants the
    product, can afford it, and is the decision
    maker.
  • Cold Canvassing calling or visiting people or
    businesses at random.

11
Preapproach
  • Obtaining further information on the prospect and
    deciding on the best method of approach.

12
Approach
  • The initial meeting between the salesperson and
    prospect.
  • Gain the prospects attention
  • Learn about the prospects needs (Needs Analysis)
  • Stimulate interest
  • Build foundation for the presentation

13
Presentation
  • The objective is to convert a prospect into a
    customer by creating desire for the product or
    service.
  • Stimulus-Response Presentation assumes that
    given a proper stimulus, a consumer will buy.
  • Formula Selling Format assumes that a
    presentation consists of information that must be
    provided in a step-by-step manner.
  • Need-Satisfaction Format emphasizes probing and
    listening by a salesperson to identify needs and
    interests of a buyer.

14
Handling Objections
  • Excuses for not making a purchase commitment or
    decision.
  • Acknowledge and convert the objection
  • Postpone
  • Agree and neutralize
  • Accept the objection
  • Denial
  • Ignore the objection

15
Close
  • Involves obtaining a purchase commitment from the
    prospect.
  • Buying Signals
  • Body language
  • Statements
  • Questions
  • Closing Techniques
  • Trial close
  • Assumptive close
  • Urgency close

16
Follow-Up
  • Making sure the customers purchase has been
    properly delivered and installed and difficulties
    experienced with the use of the product are
    addressed.
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