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Personal selling process


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  • 1. Personal Selling Process
  • 2. Prospecting Salesperson identifies qualified potential customers Preapproach Salesperson learns as much as possible about a prospective customer before making a sales call Qualifying Process of identifying good prospects and screening out poor ones Steps in the Selling Process Approach Salesperson meets the buyer and gets the relationship off to a good start
  • 3. Presentation Salesperson tells the product “story” to the buyer using the need-satisfaction approach Closing Salesperson asks the customer for an order Handling Objections Salesperson seeks out, clarifies, and overcomes customer objections to buying Steps in the Selling Process Follow-Up Occurs after the sale and ensures customer satisfaction and repeat business
  • 4. The Sales Process
    • Prospecting: personal-selling function of identifying potential customers
    • Qualifying: determining that a prospect has the needs, income, and purchase authority necessary for being a potential customer
    Prospecting and Qualifying
  • 5. Prospecting
    • Formulating Prospect’s definition :
      • Willingness, Financial Capacity,Authority to buy and Availability to sales person
    • Searching out Potential Accounts:
      • Directories, Trade Conventions, Referrals, History, Credit Reports, Business Magazines
  • 6. Qualifying
    • Qualifying criteria as defined in Prospect’s definition
    • Adequate requirement for the Product
  • 7. The Sales Process
    • Approach: salesperson’s initial contact with a prospective customer
    • Pre call Planning: use of information collected during the prospecting and qualifying stages of the sales process and during previous contacts with the prospect to tailor the approach and presentation to match the customer’s needs
  • 8. Planning
    • The sales presentation must be organized
    • With organization most people will increase their sales
    • The purpose of an organized sales presentation is to present ideas so systematically that they lead to action on the buyer’s part—a purchase
    • Most prospects are not organized to buy, they must be shown reasons for buying
  • 9. Planning
    • Why Salespeople Should Plan Their Calls
    • 1) Builds self-confidence
    • 2) Develops an atmosphere of goodwill and trust will buyer
    • 3) Professionalism
    • 4) Increases sales due to preparedness
  • 10. Planning
    • Developing the Presentation
    • Features vs. Benefits
    • How to promote Benefits?
    • Use of visual aids
  • 11. Pre-call Planning
    • What do I want to accomplish?
    • What do I know about the prospect?
      • Their size, markets, current suppliers, buying routines
    • Where can I find information
      • company records
      • other salespeople
      • customer employees
      • published information/web
      • observation
    • What am I going to say?
  • 12. The Approach/Relating
    • Gaining access
      • Direct personal contact
      • Phoning ahead
      • Personal letters
    • Establishing rapport
      • Know your product/know your customer
      • Listen to your customer
  • 13. The Sales Process
    • Presentation: describing a product’s major features and relating them to a customer’s problems or needs
  • 14. The Sales Process
    • A demonstration allows the customer to experience a good or service
    • Even ads as well done as the one on the following slide can not substitute for an effective demonstration ride in a new automobile
  • 15. The Presentation: basic selling process models
    • Stimulus-Response presentations
    • Need Satisfaction presentations
    • Problem-Solutions presentations
  • 16. Stimulus-Response Presentations
    • Translate features into benefits
    • Useful when..
      • A product is is standardized
      • or when the benefits are the same for all customers
      • inexperienced salespeople/ high turnover
    • Ensures a uniform, high-quality presentation
  • 17. Need-Satisfaction Presentations
    • Discovering & meeting customer needs
    • Discovery occurs early in selling process
    • Useful when..
      • value of the sale is high enough to justify the time spent
      • Different benefits need to be emphasized for different customers
    • Requires training the sales force to ask the right questions.
    • Most commonly used.
  • 18. Problem-Solutions Presentations
    • More formal than the need-satisfaction approach
    • More team oriented/ technical sales people are usually involved
    • Useful when..
      • value is high enough to justify the expense (or you get the customer to pay for it)
      • Long selling cycles
    • Typical for computer systems, advertising campaigns, telecommunications systems
  • 19. The Sales Process
    • Objections: expressions of sales resistance by the prospect
    • Example: A customer’s “I don't like the color” is probably their way of asking what other colors are available
    • Objections are reasonable and professional salespeople are prepared to handle them appropriately
    Handling Objections
  • 20. Handling Objections
    • Real objections
    • Pseudo-objections
  • 21. The Sales Process
    • Closing: stages of personal selling where the salesperson asks the customer to make a purchase decision
    • Nearly 80% of salespeople fail to close when the buyer is ready
  • 22. Closing
    • When to close
    • Closing techniques
      • alternative choice
      • summary close
  • 23. The Sales Process
    • Follow-up: post-sales activities that often determine whether an individual who has made a recent purchase will become a repeat customer
    • Follow-up helps build mutually beneficial long-term relationships
  • 24. Follow-up
    • Supporting the buying decision
    • Managing implementation
    • Dealing with dissatisfaction
    • Enhancing the relationship