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Lecture

Personal selling involves two-way communication between a buyer and seller during a face-to-face encounter. It has advantages like providing detailed explanations, customizing messages to buyers, and using personal persuasion. Personal selling is best for high value, custom, or technically complex products where there are few concentrated customers or selling an image. The six stages are prospecting, pre-approach, approach, presentation, close, and follow-up. Personal selling involves identifying qualified prospects, gathering information before meetings, handling objections during presentations, using trial and urgency closes, and following up after sales. Sales force motivation can come from compensation plans like straight salary, straight commission, or a combination, while evaluations assess quotas and behavioral qualities.

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Sumair Zaman
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47 views13 pages

Lecture

Personal selling involves two-way communication between a buyer and seller during a face-to-face encounter. It has advantages like providing detailed explanations, customizing messages to buyers, and using personal persuasion. Personal selling is best for high value, custom, or technically complex products where there are few concentrated customers or selling an image. The six stages are prospecting, pre-approach, approach, presentation, close, and follow-up. Personal selling involves identifying qualified prospects, gathering information before meetings, handling objections during presentations, using trial and urgency closes, and following up after sales. Sales force motivation can come from compensation plans like straight salary, straight commission, or a combination, while evaluations assess quotas and behavioral qualities.

Uploaded by

Sumair Zaman
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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PERSONAL SELLING

Definition of Personal Selling 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

When to Use Personal Selling


Product has a high value Product is custom made Product is technically complex

There are few customers


Customers are concentrated

Selling image, not product

Six stages of Personal Selling

1) Prospecting 2) Preapproach 3) Approach 4) Presentation 5) Close 6) Follow-Up

Personal Selling: Prospecting


Prospect- possible customer Qualified Prospect-customer who has desire, means and power to decide

Personal Selling: Pre- Approach & Approach 2) Pre-approach-Gathering information (when to call, income level, risk tolerance) 3) Approach-First meeting (Physical impressions highly importantappearance, timeliness, confidence)

Personal Selling:Presentation 4) Presentation and Demonstration Benefits of the product are presented/demonstrated

Understanding prospect needs is key

Personal Selling: Presentation


Handling Objections
Acknowledge and Convert the Objectionuse the objection as a reason to buy (expensive) Postpone hold off answer because next info will convince buyer (complicated) Agree and Neutralize show the objections insignificance (side effects) Denial refute objection with clear facts

Personal Selling: 5) Close


Trial Close-Can I put you down for blue or green? Assumptive Close-ask about delivery or warranty choices.

Urgency Close-Offer valid for today only.


Final Close-Buyer initiated acceptance of the sale.

Personal Selling: Follow-Up


Address concerns with delivery and installation, so todays customer becomes tomorrows qualified prospect or referral source

Sales Force Motivation Compensation


Straight Salary Compensation Plan Straight Commission Compensation Plan Combination Compensation Plan

Sales Force Evaluation


Quantitative Assessments sales quotas
easy but ignores selling environment

Qualitative Assessments behavioral evaluations


attitude attention product knowledge selling skills appearance and professionalism

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