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Personal Selling: Chapter 1
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Personal Selling: Chapter 1

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  • Transcript

    • 1. Selling andSalespeople 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? 2
    • 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 4
    • 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. 5
    • 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 6 (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. 7
    • 8. Technologies used by Sales Force 8
    • 9. Personal Selling 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" 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.
    • 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. 10
    • 11. Objectives of Personal Selling Building Product Awareness Creating Interest Providing Information Stimulating Demand Reinforcing the Brand 11
    • 12. Personal Selling Process Prospecting Making first contact The sales call Objection handling Closing the sale to flourish 12
    • 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. 13
    • 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 o the customer The two-way nature of the sales process allows the sales team to respond directly and promptly to customer questions and concerns Personal 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 14
    • 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. 15
    • 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 16
    • 17. Communication Methods
    • 18. Strengths and Weaknesses of Communication MethodsCommunication Credibilit Control Flexibility Cost Method yPersonal selling M to H H L HInternet website H M to H L M to H Mass media H L L M advertising Publicity L L H L to MWord of Mouth L L H L M = Moderate, H = High, L = Low 18
    • 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 19
    • 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 20
    • 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 21
    • 22. Main Roles of the Sales Force Prospecting Communicating Selling Servicing Information gathering Allocating 22
    • 23. Contribution from Sales people Strategy development New product development Pricing Channel management 23
    • 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 24
    • 25. Salespeople are made not born They are made with Concentrated attention They are made with Concentrated attentionrepeated 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. 25
    • 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. 26
    • 27. Activities of Salespeople Selling Servicing Customer Reporting 27
    • 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 28
    • 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 29
    • 30. Reporting Time and money spent Future schedules Activities of competitors Business conditions Unsatisfied needs of the customers 30
    • 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….. 33
    • 34. Selling and Distribution Channels Business to business  Direct sales A distribution channel is a set of people  Sales through distributors and organizations responsible for the flow of Business to customer products  Direct sales and services from the  Sales through Retailers producer to the ultimate user.  Sales through Retailers and distributors
    • 35. Selling and Distribution Channels Business-to-business channels
    • 36. Selling and Distribution Channels (continued) Consumer channels 1-36
    • 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. The Customer is at the Center of the Sales System 43
    • 43. Major Reasons For Choosing A Sales Career 44
    • 44. PERSONAL SELLING Definition 45
    • 45. A Sales Personnel Career Path 46
    • 46. 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. 47
    • 47. Average Annual Compensation for Salespeople and Managers Source: 2004 Salary Survey, Sales & Marketing Management, May 2004, p. 29.
    • 48. Opportunity for Advancement Advancement in Direct Selling Entrepreneurship Promotion to Sales Management Involvement in Sales Training Moving Into Top Management 49
    • 49. DISADVANTAGES OF A SALES CAREER Variable income Long hours Travel
    • 50. Success of Selling SS U SsuccessS S C E C 51
    • 51. Characteristics of Successful Salespeople Motivation  Enthusiasm Dependability and trustworthiness  Sincerity Ethical sales behaviour  Goal Direction Customer and product knowledge  Resourcefulness Communication skills  Pleasant Personality Flexibility  Initiative Administrative Ability  Ability to Ask Emotional intelligence Questions 52
    • 52. 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
    • 53. Personal Characteristics Needed to Sell for Building Long-term Relationships 54
    • 54. The Building Partnerships Model
    • 55. Summary 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.
    • 56. End of Chapter 1
    • 57. Thank you