Personal Sell Pt1 3dec03

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Personal Sell Pt1 3dec03

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  • Personal Sell Pt1 3dec03

    1. 1. Personal Selling & Sales Management Part 1 of 3
    2. 2. Objectives <ul><li>Describe roles of selling and relationship management </li></ul><ul><li>Identify when to use personal selling </li></ul><ul><li>Understand contributions of a salesperson </li></ul><ul><li>Outline the steps involved in making a sale </li></ul><ul><li>Understand ongoing nature of selling & marketing </li></ul><ul><li>Describe major aspects of sales manager’s job </li></ul><ul><li>Classify various forms of sales compensation </li></ul><ul><li>Identify ethical issues facing sales personnel </li></ul>
    3. 3. Examples of Personal Selling <ul><li>12 million people are engaged in personal selling in the United States </li></ul><ul><li>Represents about 10% of the work force </li></ul>Telemarketing Inside selling Retail selling Field selling
    4. 4. <ul><li>Post-transaction: </li></ul><ul><li>Reminder and reassurance </li></ul><ul><li>Transaction: </li></ul><ul><li>Persuasion </li></ul><ul><li>Pre-transaction : </li></ul><ul><li>Create recognition and info understanding </li></ul>Relative Importance of Advertising and Personal Selling Advertising Personal selling Advertising Personal selling Advertising Personal selling
    5. 5. Characteristics of Personal Selling <ul><li>Flexibility </li></ul><ul><li>Adapt to situations </li></ul><ul><li>Engage in dialog </li></ul><ul><li>Builds Relationships </li></ul><ul><li>Long term </li></ul><ul><li>Assure buyers receive appropriate services </li></ul><ul><li>Solves customer’s problems </li></ul><ul><li>Can not reach mass audience </li></ul><ul><li>Expensive per contact </li></ul><ul><li>Numerous calls needed to generate sale </li></ul><ul><li>Labor intensive </li></ul>Con Pro
    6. 6. <ul><ul><li>ORDER </li></ul></ul><ul><ul><li>GETTERS </li></ul></ul><ul><ul><li>Current </li></ul></ul><ul><ul><li>customers </li></ul></ul><ul><ul><li>New </li></ul></ul><ul><ul><li>customers </li></ul></ul>Types of Salespersons <ul><ul><li>ORDER </li></ul></ul><ul><ul><li>TAKERS </li></ul></ul><ul><ul><li>Inside Order Takers </li></ul></ul><ul><ul><li>(via mail, telephone, internet) </li></ul></ul><ul><ul><li>Outside Field Sales </li></ul></ul><ul><ul><li>SUPPORT </li></ul></ul><ul><ul><li>PERSONNEL </li></ul></ul><ul><ul><li>Missionary </li></ul></ul><ul><ul><li>Salespersons </li></ul></ul><ul><ul><li>Trade </li></ul></ul><ul><ul><li>Salespersons </li></ul></ul><ul><ul><li>Technical </li></ul></ul><ul><ul><li>Salespersons </li></ul></ul>
    7. 7. Personal Selling Tasks <ul><li>Order getting </li></ul><ul><li>Seeking out customers </li></ul><ul><li>Creative selling </li></ul><ul><li>Pioneering </li></ul><ul><li>Account management </li></ul><ul><li>Order taking </li></ul><ul><li>Routine </li></ul><ul><ul><li>writing up orders </li></ul></ul><ul><ul><li>checking invoices </li></ul></ul><ul><ul><li>assuring prompt order processing </li></ul></ul><ul><li>Suggestive selling </li></ul>
    8. 8. Personal Selling Tasks <ul><li>Missionary </li></ul><ul><ul><li>Detailer </li></ul></ul><ul><ul><li>Goodwill </li></ul></ul><ul><ul><li>“ Closers” </li></ul></ul><ul><li>Cross-functional </li></ul><ul><li>Account service rep </li></ul>
    9. 9. You are part of the total product
    10. 10. The Personal Selling Process PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS Pre approach: QUALIFYING PROSPECTS APPROACHING THE PROSPECT FOLLOWING UP CLOSING THE SALE HANDLING OBJECTIONS MAKING THE SALES PRESENTATION
    11. 11. <ul><li>Prospecting: Identifying likely new customers </li></ul><ul><ul><li>Leads </li></ul></ul><ul><ul><li>Developing lists of Potential Customers </li></ul></ul>Pre-approach (Qualifying) <ul><li>Finding and analyzing information about prospects </li></ul><ul><li>Evaluating a prospect’s potential </li></ul>Creative Selling Process
    12. 12. Approaching The Prospect HOW DO WE MAKE THE INITIAL CONTACT & BUILD RAPPORT There is only one time to make a first impression
    13. 13. <ul><li>Making The Sales Presentation </li></ul><ul><li>Using Persuasive communication </li></ul><ul><li>Hold Attention </li></ul><ul><li>Stimulate Interest </li></ul><ul><li>Desire </li></ul><ul><li>“Tell the product’s story” </li></ul>Creative Selling Process
    14. 14. <ul><li>Handling Objections </li></ul><ul><ul><li>Questions </li></ul></ul><ul><ul><li>Reservations </li></ul></ul><ul><li>Understand Concern </li></ul><ul><li>Counterarguments </li></ul><ul><li>Acknowledge concern </li></ul><ul><li>Clues to process </li></ul>Creative Selling Process
    15. 15. Iceberg Effect Simple (S – R) Complex Interactions 10% is visible 90% is invisible Competition/deals Technology Consumer Preferences Personal emotions
    16. 16. Overcoming Objections IF HE HADN’T TOLD ME WHAT HIS OBJECTION WAS, I NEVER WOULD HAVE BEEN ABLE TO HELP!
    17. 17. <ul><li>Closing the Sale </li></ul><ul><li>Closing signals </li></ul><ul><li>Trial close </li></ul><ul><li>Asking the prospect to buy </li></ul>Creative Selling Process
    18. 18. <ul><li>Following Up </li></ul><ul><li>Commitments met </li></ul><ul><ul><li>Shipment </li></ul></ul><ul><ul><li>Performance </li></ul></ul><ul><li>Reinforce L-R relationship </li></ul><ul><li>Satisfied customers rebuy & recommend </li></ul>Creative Selling Process
    19. 20. After-sales Service Ratings <ul><li>Job quality: do it right the first time </li></ul><ul><li>Prompt warranty work </li></ul>0 1 2 3 4 5 6 7 8 Speed .37 Reputation 3.38 Cost 4.39 Service Quality 7.87 10 (SCALE: Degree of Importance) (JMR/Vol. 78) Low High Service Award
    20. 21. A Key to Success <ul><li>Stay Close to Your Customer </li></ul><ul><li>and </li></ul><ul><li>LISTEN! </li></ul>

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