Chapter 2The personal selling process
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Chapter 2The personal selling process

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Mktg 5 Sales Management

Mktg 5 Sales Management

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Chapter 2The personal selling process Chapter 2The personal selling process Presentation Transcript

  • THE PERSONALSELLING PROCESSCLAUDIOSALONGA
  • INTRODUCTION Personal selling is where businesses use people (the “sales force”) to sell the product after meeting face-to-face with the customer. The sellers promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy, or at least try the product.
  • 8 STEPS OF THE SALESPROCESS Prospecting Preapproach Approach Need assessment Presentation Meeting objections Gaining commitment Follow-up
  • PROSPECTING It is the method or system by which salespeople learn the names of people who need the product and can afford it. 2 STEPS IN PROSPECTING: 1. Generating leads 2. Qualifying leads
  • IDENTIFYING LEADS Referrals from customers Referrals from internal company sources Referrals from external referral agencies Published directories Networking by the salesperson Cold canvassing
  • QUALIFYING LEADS The customer has a need for the products which are being sold The customer can afford to buy the products The customer is receptive to being called upon by the salesperson
  • PREAPPROACH The preapproach step includes all the information-gathering activities which salespeople perform to learn relevant facts about the prospects and their needs and situation.
  • CUSTOMER RESEARCH The sales rep should learn everything possible about the business of the prospective client. A few examples would be:1. It’s size2. Purchasing practices.3. Name of executives4. Those who affects the buying decision
  • PLANNING THE SALESPRESENTATION Planning the sales presentation is the analysis and the interpretation of all the data gathered during the customer research. Sales reps usually take a few calls in order to close a sale, but planning it creates an effective strategy. This is also called adaptive selling.
  • THE APPROACH Once the sales rep has the name of a prospect and adequate preapproach information, the next step is the actual approach. It is important to make an appointment to see the buyer. This increases the chances that the salesperson will have the buyer’s attention during the meeting.
  • NEED ASSESSMENT Companies and consumers purchase products and services to satisfy needs or to solve problems. In a business situation, the company’s purchases are always related to the need to improve performance. The important points a salesperson must achieve would be to discover, clarify, and understand a buyer’s needs.
  • SITUATIONAL QUESTIONSGive an  These are questions which ask forexample of asituational factual information about thequestion and buyer’s current situation.win a prize!:) Salespeople ask these questions to get ideas about how the customers might be able to use their products.
  • PROBLEM DISCOVERYQUESTIONSGive an  These are questions used toexample of aproblem uncover potential problems,discovery difficulties, or dissatisfaction that thequestion andwin a prize! customer is experiencing that the:) salesperson’s products and services can solve.
  • PROBLEM IMPACTQUESTIONSGive an  These are questions about theexample of aproblem impact that the buyer’s problem willimpact have on various aspects of theirquestion andwin a prize! operations. Salespeople ask these:) questions to make the buyer think about the consequences of not solving the problem.
  • SOLUTION VALUEQUESTIONSGive an  These questions ask the value orexample of asolution the importance of a solution to avalue problem uncovered earlier in thequestion andwin a prize! conversation. Salespeople use:) these to reinforce the importance of the problem and to help the buyer assess the value of a solution.
  • CONFIRMATORYQUESTIONSGive an  These questions ask forexample of aconfirmatory confirmation from buyer that theyquestion and are interested in hearing about howwin a prize!:) your products will help them. Salespeople may use confirmatory questions to make the transition into their presentation of their products’ features and benefits.
  • THE PRESENTATION This is primarily the discussion of those product and/or service features, advantages, and benefits which the customers have indicated are important to them. Most presentations are done oral; however, they also include written and visual presentations to support the statements done orally.
  • PRODUCTDEMONSTRATIONS A good sales presentation is built around a forceful product demonstration. Reps should demonstrate everything possible during the presentation. Today there are numerous softwares which can be used with laptops to make product demonstrations easier.
  • PREPARED SALESPRESENTATION This is also called a canned sales talk, meaning that the presentation is not as spontaneous as it would be. As to its efficacy is still debatable, it has several advantages like:1. It gives salespeople confidence2. It can utilize tested & effective sales techniques3. It gives some assurance that everything will be discussed4. It greatly simplifies sales training
  • DEVELOPING EFFECTIVESALES PRESENTATIONS Keep the presentation simple Talk the prospect’s language Stress the application of the product or service to the prospect’s situation Seek credibility at every turn
  • MEETING OBJECTIONS Objections are encountered in practically every presentation. They should be welcomed because they indicate that the prospect has some interest in the proposition. There are several techniques that should be used in responding to a buyer objection.
  • LISTEN!"Effective  It is important that you listenquestioningbrings actively. Do not assume that youinsight, whic know what the buyer is going toh fuelscuriosity, whi say. Encourage the buyer to talk.ch cultivateswisdom." This helps to get the objection out in— Chip Bell the open.
  • CLARIFY!“Clarity is  Repeat and clarify the objection bythecounterbalan asking for more information. Thece of buyer may confirm that you areprofoundthoughts.” correct in your understanding or — Luc deClapiers, Ma provide additional information.rquis De Sometimes this step can uncover aVauvenargues misunderstanding that the buyer has about your product and/or services
  • RESPECT!“When  Acknowledge that you understandpeople donot respect and appreciate the concerns.us we are Remember that the buyer is notsharplyoffended; yet attacking you personally, so youin his privateheart no should not become defensive.man muchrespectshimself.” — MarkTwain
  • RESPOND!“Sometimes itsjust harder to  It is important that you respond toremind yourselfabout what the buyer’s concern. The specificyoure doingand why youre response to the objection dependsdoing it. Othertimes, you on the type of objection it is.have a greatdesire for it, butphysicallyyoure notresponding theway you want.That presentsotherchallenges.Thensometimes it allcomestogether.” — AndreAgassi
  • TYPES OF OBJECTIONS Price or value objections Product or service objections Procrastinating objections Hidden objections
  • GAINING COMMITMENT At some point after the salesperson has convinced they buyer that his or her products at least warrant further attention, the salesperson must ask the buyer to commit to some action which moves you further toward the sale.
  • FOLLOW-UP Reps must learn that the sale is not over when they get the order. Good sales reps follow up in various ways. They make certain that they have answered all the buyer’s questions and that the buyer understands the details of the contract.
  • THE END