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    04 - Personal Selling

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    srikant
    Personal selling is an important but expensive form of marketing communication. It involves a multi-step process beginning with prospecting and qualifying leads, followed by information gathering, presenting benefits to the customer, handling objections, and closing the sale. A key advantage is that it allows customizing the message for each customer and building relationships, but it has high costs and can only reach a limited number of people. Managers play an important role in setting sales force objectives, organization, training, motivation and controlling performance.

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    04 - Personal Selling

    Uploaded by

    srikant
    20 views15 pages
    Personal selling is an important but expensive form of marketing communication. It involves a multi-step process beginning with prospecting and qualifying leads, followed by information gathering, presenting benefits to the customer, handling objections, and closing the sale. A key advantage is that it allows customizing the message for each customer and building relationships, but it has high costs and can only reach a limited number of people. Managers play an important role in setting sales force objectives, organization, training, motivation and controlling performance.

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    Personal selling is an important but expensive form of marketing communication. It involves a multi-step process beginning with prospecting and qualifying leads, followed by information gathering, presenting benefits to the customer, handling objections, and closing the sale. A key advantage is that it allows customizing the message for each customer and building relationships, but it has high costs and can only reach a limited number of people. Managers play an important role in setting sales force objectives, organization, training, motivation and controlling performance.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    20 views15 pages

    04 - Personal Selling

    Uploaded by

    srikant
    Personal selling is an important but expensive form of marketing communication. It involves a multi-step process beginning with prospecting and qualifying leads, followed by information gathering, presenting benefits to the customer, handling objections, and closing the sale. A key advantage is that it allows customizing the message for each customer and building relationships, but it has high costs and can only reach a limited number of people. Managers play an important role in setting sales force objectives, organization, training, motivation and controlling performance.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    Nimish D

    Personal Selling

    Personal Selling
    Personal selling is the most expensive form of advertising and to be
    effective one should use a step by step process to gain the most
    benefit.
    Personal selling can adjust the manner in which facts are
    communicated and can consider factors such as culture and behaviour
    in the approach.
    They can ask questions to discover the specific need of the customer
    and can get feedback and adjust the presentation as it progresses.

    Role of a Manager in Personal Selling


    Determining the sales force objectives
    Finalizing sales force organization, size, Territory & Quota
    Forecasting and Budgeting Sales
    Selecting, Recruiting & Training the sales force
    Motivating & Leading the sales force
    Designing the compensation plan and control systems
    Designing career growth plans and building relationship strategies
    with key customers

    Personal Selling Process


    Step 1
    Prospecting

    The process of looking for and checking leads is called prospecting or


    determining which firms or individuals could become customers. A steadily
    growing list of qualified prospects is important for reaching the sales targets.

    Qualifying a Prospect
    A lead is a name on a list. It only becomes a prospect if it is determined that
    the person or company can benefit from the service or product offered. A
    qualified prospect has a need, can benefit from the product and has the
    authority to make the decision.

    Personal Selling Process


    Step 2
    The Pre-approach

    Involves the collecting of as much relevant information as possible prior


    to the sales presentation.

    The pre-approach investigation is carried out on new customers but also


    on regular customers.

    Personal Selling Process


    Step 3
    The Approach

    The salesperson should always focus on the benefits for the customer.
    This is done by using the product's features and advantages. This is
    known as the FAB technique (Features, Advantages and Benefits).
    Features: Refers to the physical characteristics such as size, taste etc.
    Advantages: Refers to the performance provided by the physical
    characteristics
    Benefits: Refers to the benefits for the prospect

    Personal Selling Process


    Step 4
    The Sales Presentation

    Involves a "persuasive vocal and visual explanation of a business


    proposition".
    It should be done in a relaxed atmosphere to encourage the prospect to
    share information in order to establish requirements.
    Some small talk may be necessary to reduce tension but the purpose
    always remains business.

    Personal Selling Process

    Step 5
    The Trial Close

    The trial close is a part of the presentation and is an important step in


    the selling process.
    Known as a temperature question - technique to establish the attitude of
    the prospect towards the presentation and the product.

    Personal Selling Process


    Step 6
    Handling Objections

    Objections are often indications of interest by the prospect and should not be
    viewed with misgiving by salespeople.

    The prospect is in fact requesting additional information to help him to justify


    a decision to buy. The prospect may not be fully convinced and the issues
    raised are thus very important.

    It also assists the salesperson to establish exactly what is on the prospect's


    mind.

    Personal Selling Process


    Step 7
    Closing the Sale

    This is the last part of the presentation. Many salespeople fear the
    closing of a sale. Closing a sale is only the confirmation of an
    understanding.

    Fear will disappear if the salesperson truly believes that the prospect will
    enjoy benefits after the purchase of the product.

    Personal Selling Process


    Step 8
    The Follow-up

    The sale does not complete the selling process.

    Follow-up activities are very important and are


    establishment of long-term business relationships.

    useful

    for

    the

    It is important to check if the products have been received in good


    condition, to establish the customer is satisfied etc.

    Advantages & Disadvantages


    Advantages

    Disadvantages

    High customer attention

    High cost

    Message is customized

    Labor intensive

    Interactivity

    Expensive

    Persuasive impact

    Can only reach a limited number of


    customers

    Potential for development of


    relationship
    Adaptable
    Opportunity to close the sale

    Closing Techniques
    In order to increase the rate of successful closures, the sales person needs to
    establish the special circumstances of the prospect, understand the prospects
    attitude, and be suitable to employ the most suitable closing techniques.

    Alternative Choice: Ask which item they would like to buy. The sales person
    assumes that the buyer has a need and that the products on offer will meet
    his need
    Assumptive Close: Can be very effective if used correctly. The sales person
    continues as if the decision has been made
    Compliment Close: Effective when the buyer has a very high opinion of
    themselves and like to receive compliments.

    Key to Successful Closing


    ACT as a professional
    Think Success! Be ENTHUSIASTIC
    PLAN your sales call
    CONFIRM your prospects needs in your approach
    Use trial closes during and after your presentation
    Smoke out a prospects REAL OBJECTIVES
    SUMMARIZE BENEFITS as related to buyers needs
    ASK for the order and then be quiet

    References
    1.

    Personal Selling M. C. Cant & C. H. Van Heerden

    2.

    http://
    www.redscommunications.co.za/resources/marketing-tips-blog/145-the
    -8-step-personal-selling-process.html

    3.

    http://www.udel.edu/alex/chapt20.html

    4.

    http://
    www.tutor2u.net/business/marketing/promotion_personalselling.asp

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