11.2 Marketing a Small Business Personal Selling Presentation 3

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Small Business
Module 11

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11.2 Marketing a Small Business Personal Selling Presentation 3

  1. 1. Personal Selling The form of promotion that uses PLANNED, PERSONALIZED communication in order to influence purchase decisions and to ensure satisfaction
  2. 2. Types of Personal Selling <ul><li>Retail Selling </li></ul><ul><ul><li>Customer comes into store and the salesperson’s job is to help the customer and answer questions about the product. </li></ul></ul><ul><li>Business to Business Selling </li></ul><ul><ul><li>The salesperson goes to the customer and selling takes place in manufacturer’s/wholesaler’s showroom or in the customer’s place of business. </li></ul></ul><ul><li>Telemarketing </li></ul><ul><ul><li>Process of selling over the telephone. </li></ul></ul>
  3. 3. Characteristics of an Effective Salesperson <ul><li>Product knowledge </li></ul><ul><li>Selling skills </li></ul><ul><li>Ethical standards </li></ul><ul><li>Belief in selling as a service </li></ul><ul><li>Professional personal appearance </li></ul><ul><li>Communication skills </li></ul><ul><li>Creativity </li></ul><ul><li>Self-confidence </li></ul>“ not”
  4. 4. <ul><li>Product knowledge </li></ul><ul><ul><li>To better serve customers, the salesperson should be knowledgeable of the product/service. </li></ul></ul><ul><li>Selling skills </li></ul><ul><ul><li>Each salesperson should be trained and knowledgeable of the steps of selling. </li></ul></ul>Characteristics of an Effective Salesperson
  5. 5. <ul><li>Positive personal traits </li></ul><ul><ul><li>To interact effectively with customer, the salesperson should behave ethically and responsibly and have a positive attitude and awareness of professional appearance. </li></ul></ul><ul><li>Communication skill </li></ul><ul><ul><li>It is important that a salesperson be skilled at verbal and nonverbal language to better serve the customer. </li></ul></ul>Characteristics of an Effective Salesperson
  6. 6. Advantages of Personal Selling <ul><li>Immediate feedback </li></ul><ul><li>Flexibility </li></ul>
  7. 7. Disadvantages of Personal Selling <ul><li>Most expensive form of promotion </li></ul><ul><li>High cost per contact </li></ul><ul><li>Multiple contacts often necessary </li></ul>
  8. 8. Steps in the Selling Process <ul><li>Prospecting </li></ul><ul><li>Opening the sale (pre-approach & approach) </li></ul><ul><li>Determining needs and wants </li></ul><ul><li>Presenting merchandise </li></ul><ul><li>Product demonstration </li></ul><ul><li>Handling questions/objections </li></ul><ul><li>Closing the sale </li></ul><ul><li>Suggestion selling </li></ul><ul><li>Reassuring and follow-up </li></ul>

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