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  • Notes:
    Personal selling is direct communication between a sales representative and prospective buyers in an attempt to influence each other in a purchase situation.
    Personal selling offers several advantages over other forms of promotion, such as those listed here.
  • Notes:
    Exhibit 12.9 compares the effectivity of personal selling and advertising/sales promotion based on certain customer and product characteristics.
    Personal selling is more important as the number of potential customers decrease, as the complexity of the product increases, and as the value of the product grows.
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    2. 2. 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 Why are “ face to face” and “two-way” important?
    3. 3. 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”
    4. 4. When to Use Personal Selling Product has a high value Product has a high value Product is custom made Product is custom made Product is technically complex Product is technically complex There are few customers There are few customers Customers are concentrated Customers are concentrated Selling image, not product Selling image, not product
    5. 5. Creating Value Through Salespeople Relationship Selling building ties to the customer, based on a salesperson’s attention and commitment to customer needs over time.
    6. 6. Six stages of Personal Selling 1) Prospecting 2) Pre-approach 3) Approach 4) Presentation 5) Close 6) Follow-Up
    7. 7. Personal Selling: Prospecting  Prospect- possible customer Qualified Prospect-customer who has desire, means and power to decide Cold Canvassing- seller initiated contact of,potential customers without advance warning.
    8. 8. Personal Selling: Pre- Approach & Approach 2) Pre-approach-Gathering information (when to call, income level, risk tolerance) 3) Approach-First meeting (Physical impressions highly important-appearance, timeliness, confidence)
    9. 9. Personal Selling:Presentation A) Stimulus-Response Format – (suggestive selling) keep suggesting items until the buyer responds, like the McDonalds order taker B) Formula Selling Format – more formal and planned, like a telemarketer Canned Selling Presentation Memorized, standardized message conveyed to every prospect. Works when seller is a novice or does not know the buyer well
    10. 10. Personal Selling: Presentation  Need-Satisfaction FormatLet the customer do the talkingSalesman probes, listens then suggests, like a financial planner • Adaptive Selling- pro-active but selective presentation of offerings, based on pre-approach data • Consultative Selling – re-active presentation for problem solution
    11. 11. Personal Selling: Presentation  Handling Objections • Acknowledge and Convert the Objectionuse the objection as a reason to buy (expensive) nswer because next info will convince buyer ated) nd Neutralize how the objection’s insignificance (side effects) Denial refute objection with clear facts
    12. 12. Personal Selling: 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.
    13. 13. Personal Selling: Follow-Up Address concerns with delivery and installation, so today’s customer becomes tomorrow’s qualified prospect or referral source
    14. 14. Sales Force Motivation • Compensation • Straight Salary Compensation Plan • Straight Commission Compensation Plan • Combination Compensation Plan
    15. 15. 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
    16. 16. Personal Selling Personal selling involves the Personal selling involves the two-way flow of communication two-way flow of communication between a buyer and seller, often in a between a buyer and seller, often in a face-to-face encounter, designed to face-to-face encounter, designed to influence a person’s or group’s influence a person’s or group’s purchase decision. purchase decision.
    17. 17. Personal Selling Process The personal selling process consists The personal selling process consists of six stages: (1) prospecting, of six stages: (1) prospecting, (2) preapproach, (3) approach, (2) preapproach, (3) approach, (4) presentation, (5) close, and (4) presentation, (5) close, and (6) follow-up. (6) follow-up.
    18. 18. Adaptive Selling Adaptive selling involves adjusting Adaptive selling involves adjusting the presentation to fit the selling the presentation to fit the selling situation, such as knowing when to situation, such as knowing when to offer solutions and when to ask for offer solutions and when to ask for more information. more information.
    19. 19. Consultative Selling Consultative selling focuses on Consultative selling focuses on problem identification, where the problem identification, where the salesperson serves as an expert on salesperson serves as an expert on problem recognition and resolution. problem recognition and resolution.