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Personal Selling Chapter 1

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  • Page 3
  • Page 4, 5
  • Page 6
  • Page 7-10
  • Page 8
  • Page 11
  • Page 12
  • Page 12
  • Page 15
  • Page 21
  • Page 23
  • Page 23, 24
  • Transcript

    • 1. Selling and Salespeople Chapter 1
    • 2. Important Questions about Selling
      • What is selling?
      • Why should you learn about selling even if you do not plan to be a salesperson?
      • What is the role of personal selling in a firm?
      • What are the different types of sales people?
      • What are the rewards of a selling career?
    • 3.
      • “ Relationship building is definitely the key to business-to-business selling.”
      • ~Jeffrey P. Lynn
    • 4. Selling
      • The exchange of products for an agreed sum of money
      • Part of the process by which organisations persuade customers to purchase their goods and services
      • Selling is the process of helping someone discover something of value
    • 5. Sales people
      • Nowadays buying the cheapest is not important to many companies, they prefer to develop relationships to be able to do business on ethical grounds. Sales people play a pivotal role here.
      • Sales people identify opportunities to create value and organise resources of their company that the company can exploit.
    • 6. Why Learn About Personal Selling?
      • Time to knock at the door gone
      • The principles of selling are useful to everyone, not just people with the title of salesperson.
      • Sales means more to give potential solutions to the customers rather than beat the drum of what the company sells
      • Internet and other latest technologies involved in selling and all the possible resources of the company (support people etc)
    • 7. Why Learn About Personal Selling?
      • Selling is a team activity
      • Rules of Selling are to be followed by all
      • Very much similar to convincing as we do in our daily lives (with the parents, teachers, employers and friends)
      • The term Selling was not taken to be a good one, while now every one tries to engage directly/indirectly business development personnel to flourish.
      • Developing mutually beneficial, long-term relationships is vital to all of us.
      • People in business use selling principles all the time.
    • 8. Technologies used by Sales Force
    • 9. Personal Selling Personal selling is a person-to-person business activity in which a salesperson uncovers and satisfies the needs of a buyer to the mutual, long-term benefit of both parties.
      • Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale"
    • 10. PERSONAL SELLING Definition
      • Seeking out people who have a particular need.
      • Assisting them to recognize the existence of needs they have that could be met through your offering.
      • Demonstrating how your offering fills that need.
      • Persuading qualified prospects that your product will fill their needs.
    • 11. Objectives of Personal Selling
      • Building Product Awareness
      • Creating Interest
      • Providing Information
      • Stimulating Demand
      • Reinforcing the Brand
    • 12. Personal Selling Process
      • Prospecting
      • Making first contact
      • The sales call
      • Objection handling
      • Closing the sale to flourish
    • 13. Comparison to other marketing communications tools
      • Use fewer resources
      • Products tend to be fairly complex (e.g. financial services or new cars).
      • There is some contact between buyer and seller after the sale so that an ongoing relationship is built.
      • Client/prospects need specific information.
      • The purchase tends to involve large sums of money.
    • 14. Advantages of using personal selling
      • Personal selling is a face-to-face activity; customers therefore obtain a relatively high degree of personal attention
      • The sales message can be customised to meet the needs of the customer
      • The two-way nature of the sales process allows the sales team to respond directly and promptly to customer questions and concerns
      • P ersonal selling is a good way of getting across large amounts of technical or complex product information
      • The face-to-face sales meeting gives the sales force chance to demonstrate the product
      • Frequent meetings between sales force and customer provide an opportunity to build good long-term relationships
    • 15. Main disadvantages of using personal selling
      • The cost of employing a sales force. Sales people are expensive. In addition to the basic pay package, a business needs to provide incentives to achieve sales
      • A sales person can only call on one customer at a time. This is not a cost-effective way of reaching a large audience.
    • 16. Selling and Marketing
      • Marketing cycle is completed once the feedback is received and salespeople play an important role in bring the feedback
      • Efforts of the company to provide solutions to the people could be accomplished through sales people only
      • People are informed about the services and products of a company through the sales people only
    • 17. Communication Methods
    • 18. Strengths and Weaknesses of Communication Methods M = Moderate, H = High, L = Low Communication Method Control Flexibility Credibility Cost Personal selling M to H H L H Internet website H M to H L M to H Mass media advertising H L L M Publicity L L H L to M Word of Mouth L L H L
    • 19. Integrated Marketing Communications
      • Many companies use a combination of various communication techniques to be able to communicate better and balance out the pros and cons of each communication technique
    • 20. Sales people and Marketing Mix
      • Sales people are eyes and ears of a company in the marketplace
      • Learning organisations acquire information from the sales people about environment and make organisational decisions based on them
    • 21. Types of Organisational Learning
      • Adaptive Learning To develop knowledge to do present activities better
      • Generative Learning To go beyond the present products, markets, policies and procedures to develop new insights
      • Sales people contribute to both by providing in critical information to the firm’s strategic system
    • 22. Main Roles of the Sales Force
      • Prospecting
      • Communicating
      • Selling
      • Servicing
      • Information gathering
      • Allocating
    • 23. Contribution from Sales people
      • Strategy development
      • New product development
      • Pricing
      • Channel management
    • 24. Qualities of High Sales Performers
      • Sell to people
      • Know when to close
      • Exchange Information
      • Regularly establish trust
      • Engage in certain behaviors
      • Provide value added to the customer
      • Be perceived as a genuine advocates of prospects’ needs
    • 25. Salespeople are made not born
      • They are made with Concentrated attention
      • repeated practice goal oriented direction
      • The skills required to be a successful salesperson can be learned.
        • Become a student of your profession
        • Learn throughout your career
      • Innate characteristics such as personality traits, gender, and height are largely unrelated to sales performance.
      • Companies spend billions of dollars each year on training.
    • 26. THE SALES EDGE - EVERYBODY SELLS
      • Human relation skills are basic selling skills.
      • Skills are learned and practiced from birth.
      • Everyone has a base upon which to build their selling abilities.
    • 27. Activities of Salespeople
      • Selling
      • Servicing Customer
      • Reporting
    • 28. Selling
      • Prospecting for new customers
      • Increasing sales to existing customers
      • Making sales presentations
      • Demonstrating products
      • Negotiating prices and delivery terms
      • Writing orders and many more
    • 29. Servicing Customer
      • To work with employees of other departments to make sure that the customers get full benefit of what they have bought
      • Coordinate during meetings to resolve the problems of the customers
    • 30. Reporting
      • Time and money spent
      • Future schedules
      • Activities of competitors
      • Business conditions
      • Unsatisfied needs of the customers
    • 31. What do Salespeople do?
      • Client relationship manager
      • Account team manager
      • Vendor and channel manager
      • Information provider to their firm
    • 32. How Salespeople Spend Their Time Each Week
    • 33. Types of salespeople
      • Selling products to the customers over the counter
      • Selling products to the customers in the showrooms
      • Selling parts to producers to make the products
      • Selling material to the producers to make parts this chain could be very long…..
    • 34. Selling and Distribution Channels A distribution channel is a set of people and organizations responsible for the flow of products and services from the producer to the ultimate user.
      • Business to business
        • Direct sales
        • Sales through distributors
      • Business to customer
        • Direct sales
        • Sales through Retailers
        • Sales through Retailers and distributors
    • 35. Selling and Distribution Channels
        • Business-to-business channels
    • 36. Selling and Distribution Channels (continued)
        • Consumer channels
      1-
    • 37. CLASSIFICATION OF SALES JOBS
      • Trade selling
      • Missionary selling
      • Technical selling
    • 38. Trade selling
      • Taking orders and field service.
      • Largely involves delivering orders and replenishing inventory.
      • Expected to persuade customers to provide additional shelf space or more favorable placement of stock.
      • Opportunity to increase sales comes most often through assisting the customer to move a larger volume of inventory.
      • Often actually set up product displays in retail stores
    • 39. Missionary selling
      • Educate those who ultimately decide what product will be used by the consumer.
      • Often does not see immediate results from their efforts in the way of products sold.
      • Still accountable for sales.
    • 40. Technical selling
      • Salespeople must also be competent in some technical specialty related to the products being sold.
      • Usually called in by another salesperson who has already contacted the prospect and stimulated some interest.
      • Often conducted by a sales team.
      • Still need real sales skills because their role is more than just explaining the technical aspects of the product.
    • 41. The Sales Job Continuum
    • 42.  
    • 43. The Customer is at the Center of the Sales System
    • 44. Major Reasons For Choosing A Sales Career
    • 45. PERSONAL SELLING Definition
    • 46. A Sales Personnel Career Path
    • 47. Rewards in Selling
      • Independence and responsibility
      • Financial rewards
      • Management opportunities
      • Variety and Independence
      • No set routine
      • The variety of prospects and their needs.
      • Professional salespeople are never unemployed.
    • 48. Average Annual Compensation for Salespeople and Managers Source: 2004 Salary Survey, Sales & Marketing Management, May 2004, p. 29.
    • 49. Opportunity for Advancement
      • Advancement in Direct Selling
      • Entrepreneurship
      • Promotion to Sales Management
      • Involvement in Sales Training
      • Moving Into Top Management
    • 50. DISADVANTAGES OF A SALES CAREER
      • Variable income
      • Long hours
      • Travel
    • 51. Success of Selling S S U C C Ssuccess E S S
    • 52. Characteristics of Successful Salespeople
      • Motivation
      • Dependability and trustworthiness
      • Ethical sales behaviour
      • Customer and product knowledge
      • Communication skills
      • Flexibility
      • Administrative Ability
      • Emotional intelligence
      • Enthusiasm
      • Sincerity
      • Goal Direction
      • Resourcefulness
      • Pleasant Personality
      • Initiative
      • Ability to Ask Questions
    • 53. Other characteristics
      • Willing to do what it takes to attain goals.
      • Ability to find satisfaction in contributing to achievement of the goals set by their company.
      • Enjoy serving the needs of others.
      • Able to stay focused on daily activities.
      • Strong positive self image
      • High ethical standards
      • Sensitivity to the needs of others.
      • Able to win the trust of others
    • 54. Personal Characteristics Needed to Sell for Building Long-term Relationships
    • 55. The Building Partnerships Model
    • 56.
      • You should study personal selling because we all use selling techniques.
      • Salespeople play a vital role in business activities.
      • Salespeople engage in a wide range of activities.
      • The specific duties and responsibilities of salespeople depend on the type of selling position.
      • Research on the characteristics of effective salespeople indicates that many different personality types can be successful in sales.
      Summary
    • 57. End of Chapter 1
    • 58. Thank you