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 personal communication with a an audience through paid personnel of an organization or its agents in such a way that the audience perceives the communicators organization as being the source of 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
Evolution of Personal Selling
Peddlers selling door to door . . . served as intermediaries
Selling function became more structured
1800s 1900s 2000s As we begin the 21st century, selling continues to develop, Industrial Post-Industrial War and Modern becoming Revolution Depression Revolution more professional and more relational Era
Business organizations employed salespeople
Selling function became more professional
Six stages of Personal Selling
1) 2) 3) 4) 5) 6) Prospecting Pre-approach Approach Presentation Close Follow-Up
The Personal Selling Process
FOLLOWING UP CLOSING THE SALE HANDLING OBJECTIONS MAKING THE SALES PRESENTATION APPROACHING THE PROSPECT Pre approach: QUALIFYING PROSPECTS PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS
Prospecting and Qualifying
Prospecting: identifying potential customers Qualifying: Screening leads Learning as much as possible about a prospective customer prior to making a sales call
Stage where the salesperson meets the customer for the first time
Pre approach
Approach
Presentation and Demonstration
Benefits of the product are presented/demonstrated Understanding prospect needs is key Asking for the order Helps ensure customer satisfaction
Handling Objections and Closing
Follow-up
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
Retail selling Field selling Telemarketing Inside 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 of Personal Selling Approaches
Stimulus Response Selling Mental States Selling Need Satisfaction Selling Problem Solving Selling
Stimulus Response Selling
Salesperson Provides Stimuli
Buyer Responses 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
Continue Selling until Purchase Decision
Define Problem
Generate Alternative Solutions
Evaluate Alternative Solutions
Consultative Selling
Business Consultant The process of helping customers reach their strategic goals by using the products, service, and expertise of the selling organization.
Strategic Orchestrator
Long-term Ally
The Sales Process: An Overview
Selling Foundations
Initiating Customer Relationships Developing Customer Relationships Enhancing Customer Relationships
Selling Strategy
The Sales Process: Selling Foundations
In order to be successful in todays global business environment, salespeople must have a solid relationship building foundation. They must: Be Trustworthy
Behave Ethically
Understand Buyer Behavior Possess Excellent Communication Skills
The Sales Process: Selling Strategy
In order to be successful in todays global business environment, salespeople must also think and act strategically. The must develop strategies for:
Each Sales Call
Each Customer Their Sales Territories
Each strategy is related to the other
THEORIES OF SELLING
AIDAS Theory:
ATTENTION INTEREST DESIRE ACTION SATISFACTION
A Key to Success
Stay Close to Your Customer and LISTEN!
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