Personal sales by lokendra tomar ji


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Personal sales by lokendra tomar ji

  1. 1. Personal Selling
  2. 2. PURPOSES OF SELLING <ul><li>Introducing Innovation to Markets </li></ul><ul><li>Conveying Information </li></ul><ul><li>Acting as Intelligence Agent </li></ul><ul><li>Solving Customer Problems </li></ul>
  3. 3. ATTITUDES ABOUT SELLING <ul><li>“ Sales people are born and not made.” </li></ul><ul><li>“ Sales people must be good talkers.” </li></ul><ul><li>“ Selling is a matter of knowing the right techniques or tricks.” </li></ul><ul><li>“ A good salesperson can sell ice to an Eskimo.” </li></ul><ul><li>“ People generally do not want to buy.” </li></ul>
  4. 4. TRAITS OF “WINNING SALES PEOPLE” <ul><li>Desire to succeed </li></ul><ul><li>Continually seek self-improvement </li></ul><ul><li>Accept responsibility </li></ul><ul><li>Have mental toughness </li></ul>
  5. 5. PERSONAL SELLING AND THE MARKETING MIX <ul><li>Price, Product, Place, and Promotion </li></ul><ul><ul><li>Advertising, Sales Promotion, Public Relations, and Personal Selling </li></ul></ul>
  6. 6. PERSONAL SELLING IS CUSTOMER ORIENTED SELLING “ Consultative Selling” “ Adaptive Selling”
  7. 7. PERSONAL SELLING PROCESS <ul><li>PRETRANSACTIONAL PHASE (Prospecting, Qualifying, Precall Planning) </li></ul><ul><li>TRANSACTIONAL PHASE (Approach, Needs Discovery, Presentation, Handling Objections, Closing) </li></ul><ul><li>POSTTRANSACTIONAL PHASE (Service and Follow-up) </li></ul>
  8. 8. PERSONAL SELLING PROCESS <ul><li>Prospecting </li></ul><ul><ul><li>External Sources </li></ul></ul><ul><ul><ul><li>Direct Inquiries </li></ul></ul></ul><ul><ul><ul><li>Referrals </li></ul></ul></ul><ul><ul><ul><li>Directories </li></ul></ul></ul><ul><ul><ul><li>Cold Canvassing </li></ul></ul></ul><ul><ul><li>Internal Sources </li></ul></ul>
  9. 9. PERSONAL SELLING PROCESS <ul><li>Qualifying </li></ul><ul><ul><li>Qualified candidates have a need , have the authority to buy, and can afford to buy </li></ul></ul>
  10. 10. PERSONAL SELLING PROCESS <ul><li>Precall Planning </li></ul><ul><ul><li>What do I want to accomplish? </li></ul></ul><ul><ul><li>What do I know about the prospect? </li></ul></ul><ul><ul><li>Where can I find information? </li></ul></ul><ul><ul><li>What am I going to say? </li></ul></ul>
  11. 11. PERSONAL SELLING PROCESS <ul><li>Precall Planning--”What do I want to accomplish?” </li></ul><ul><ul><li>determine information on historical inventory levels. </li></ul></ul><ul><ul><li>determine who is involved in the purchasing decision. </li></ul></ul><ul><ul><li>arrange for a follow-up meeting </li></ul></ul><ul><ul><li>agreement to a trial-run purchase </li></ul></ul>
  12. 12. PERSONAL SELLING PROCESS <ul><li>Precall Planning--”What do I know about the prospect?” </li></ul><ul><ul><li>Size of business/products sold/markets served </li></ul></ul><ul><ul><li>Key personnel </li></ul></ul><ul><ul><li>Buying routines/purchasing process </li></ul></ul><ul><ul><li>Present supplier(s)/volumes purchased </li></ul></ul><ul><ul><li>Future plans </li></ul></ul>
  13. 13. PERSONAL SELLING PROCESS <ul><li>Precall Planning--”Where can I find information?” </li></ul><ul><ul><li>Ask prospect directly </li></ul></ul><ul><ul><li>Observe business facilities </li></ul></ul><ul><ul><li>Ask other company salespeople </li></ul></ul><ul><ul><li>Ask current customers </li></ul></ul><ul><ul><li>Ask competitors </li></ul></ul>
  14. 14. PERSONAL SELLING PROCESS <ul><li>Precall Planning--”What am I going to say?” </li></ul><ul><ul><li>The Sales Mix Model </li></ul></ul><ul><ul><ul><li>Presentation Pace </li></ul></ul></ul><ul><ul><ul><li>Presentation Scope </li></ul></ul></ul><ul><ul><ul><li>Depth of Inquiry </li></ul></ul></ul><ul><ul><ul><li>Two-way Communication </li></ul></ul></ul><ul><ul><ul><li>Visual Aids </li></ul></ul></ul>
  15. 15. PERSONAL SELLING PROCESS <ul><li>Precall Planning--”What am I going to say?” </li></ul><ul><ul><li>Implications for managers </li></ul></ul><ul><ul><ul><li>how to structure the presentation </li></ul></ul></ul><ul><ul><ul><li>product, competitive, industry information </li></ul></ul></ul><ul><ul><ul><li>increase rep confidence </li></ul></ul></ul>
  16. 16. PERSONAL SELLING PROCESS <ul><li>The Approach </li></ul><ul><ul><li>Securing Appointments </li></ul></ul><ul><ul><li>Establishing Rapport </li></ul></ul>
  17. 17. PERSONAL SELLING PROCESS <ul><li>“ Why is the approach important?” </li></ul><ul><ul><li>It can help capture the buyer’s attention </li></ul></ul><ul><ul><li>It can help to establish a harmonious atmosphere </li></ul></ul><ul><ul><li>It serves as a good transition to the presentation </li></ul></ul><ul><ul><li>It can help in need determination </li></ul></ul>
  18. 18. PERSONAL SELLING PROCESS <ul><li>The Approach </li></ul><ul><ul><li>Types of Approaches </li></ul></ul><ul><ul><ul><li>Introductory Approach </li></ul></ul></ul><ul><ul><ul><li>Assessment Approach </li></ul></ul></ul><ul><ul><ul><li>Product Approach </li></ul></ul></ul><ul><ul><ul><li>Consumer Benefit Approach </li></ul></ul></ul><ul><ul><ul><li>Referral Approach </li></ul></ul></ul>
  19. 19. PERSONAL SELLING PROCESS <ul><li>Need Discovery </li></ul><ul><ul><li>Ascertain buyer benefits </li></ul></ul><ul><ul><li>Types of questions: permission, fact finding, feeling finding, checking </li></ul></ul>
  20. 20. PERSONAL SELLING PROCESS <ul><li>Presentation Types </li></ul><ul><ul><li>Canned </li></ul></ul><ul><ul><li>Organized </li></ul></ul><ul><ul><li>Tailored </li></ul></ul>
  21. 21. PERSONAL SELLING PROCESS <ul><li>The Presentation </li></ul><ul><ul><li>Focus on Benefits, not just Features </li></ul></ul><ul><ul><li>Keep it Simple </li></ul></ul><ul><ul><li>Talk the Prospect’s Language </li></ul></ul><ul><ul><li>Stress Application </li></ul></ul><ul><ul><li>Get the Prospect Emotionally Involved </li></ul></ul><ul><ul><li>Seek Credibility </li></ul></ul>
  22. 22. FROM THE INTERNET <ul><li>Psycho Selling Skills--Getting Inside Your Prospect’s Head </li></ul><ul><li><> </li></ul>
  23. 23. PERSONAL SELLING PROCESS <ul><li>Overcoming Objections </li></ul><ul><li>LSCPA Approach to Overcoming Objections: </li></ul><ul><ul><li>L isten to the buyer’s feelings </li></ul></ul><ul><ul><li>S hare the concerns without judgment </li></ul></ul><ul><ul><li>C larify the real issue with questions </li></ul></ul><ul><ul><li>P roblem solve by presenting options/solutions </li></ul></ul><ul><ul><li>A sk for action to determine commitment </li></ul></ul>
  24. 24. PERSONAL SELLING PROCESS <ul><li>Closing </li></ul><ul><ul><li>Alternative Choice </li></ul></ul><ul><ul><li>Summary Close </li></ul></ul>
  25. 25. PERSONAL SELLING PROCESS <ul><li>Service and Follow-up </li></ul><ul><ul><li>Entering Orders </li></ul></ul><ul><ul><li>Installation of Product </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>Handling Billing Problems </li></ul></ul>
  26. 26. FROM THE INTERNET <ul><li>“ Basic Selling Skills Questionnaire” </li></ul><ul><li><> </li></ul>
  27. 27. PERSONAL SELLING APPROACHES <ul><li>Stimulus-Response Selling </li></ul><ul><li>Need Satisfaction Selling </li></ul><ul><li>Problem Solving Selling </li></ul>
  28. 28. PERSONAL SELLING APPROACHES <ul><li>STIMULUS RESPONSE SELLING </li></ul><ul><ul><li>Manipulate customer to elicit desired responses </li></ul></ul>
  29. 29. PERSONAL SELLING APPROACHES <ul><li>NEED SATISFACTION SELLING </li></ul><ul><ul><li>Presentation is tailored to fit needs of buyer </li></ul></ul>
  30. 30. PERSONAL SELLING APPROACHES <ul><li>PROBLEM SOLVING (PROBLEM-SOLUTION) SELLING </li></ul><ul><ul><li>The salesperson defines a customer problem that may be solved by various alternatives. </li></ul></ul>
  31. 31. PERSONAL SELLING POSITIONS <ul><li>Sales Support Personnel (Missionaries) </li></ul><ul><li>New Business (Pioneers and Order Getters) </li></ul><ul><li>Existing Business (Order Takers) </li></ul><ul><li>Direct to Consumer Sales </li></ul><ul><li>Combination Sales Positions </li></ul>