2. Personal Selling
1.Personal selling is oral communication with potential buyers of a
productwith the intentionof makingasale.
2.Personalselling is oneof theoldestformof promotion.
3. When Is it MoreUseful ?
1.Company is small or has insufficient funds to carry on an
advertising program.
2.Whenthemarketisconcentrated.
3.When the personality of the salesman is needed to establish
rapportorcreateconfidence.
4.Whentheproducthashigherunitvalue
4. When Is it MoreUseful ?
5. Requires demonstration.
6. Mustbefitted totheindividual customer’sneeds.
7. Ispurchased frequently.
5. Personal selling –
1) two-wayflowof communication
2) betweenabuyer andseller
3) a face-to-faceor realtimeencounter
Why are “ face to face” and “two-way”
important?
Definitions
10. IMPORTANCE OF PERSONAL
SELLING
Following points explain the importance or benefits of
personal selling:
1. Two-Way Communication
2. Personal Attention
3. Detailed Demonstration
4. Complementary to other Promotional Tools
5. Immediate Feedback
6. Individual Services
7. Flexibility
8. Customer Confidence
9. Triple Rewards
10. Improving Image
11.
12. Prospecting & Qualifying
Pre approach
Approach
Presentation &
Demonstration
Overcoming Objections
Follow up
Follow up & service
Trial Close/ Closing the sale
Overcoming Objections
Presentation & Demonstration
Approach
Pre-Approach
Prospecting & Qualifying
13. I. PROSPECTING & QUALIFYING
PROSPECTING
A prospect is an individual, a family or an organization who needs a product or service, the
salesperson is selling and also has the ability to buy.
Methods include referrals from existing customers, internal company sources, external sources
etc.
QUALIFYING
The necessary conditions for the probable prospect or the lead to get qualified to the prospect or
potential customer are as follows:
• The probable prospect has a need for the product/service being sold
• He/she has ability to buy
Prospects after qualifying are placed into 3 groups-
• HOT PROSPECTS- Good requirement of the product & financially sound
• WARM PROSPECTS- Medium requirements & financially sound
• COOL PROSPECTS- Low requirement of the product & their financially capacity may or may
not be good
14. II.PRE-APPROACH
It includes two tasks: information gathering in greater
depth about the prospect and planning the sales call on
the prospect.
Information gathering- Information about prospect’s
business, its products, purchasing practices, name &
background of people who make decisions
Planning the sales call- Setting call objectives and planning
the sales strategy
15. III. APPROACH
The appointment to see the prospect for the first time
is called the approach. It refers to the initial contact
between the salesperson and the prospective customer.
During this stage the sales person takes a few minutes
for “small talk” and get to know the potential customer.
The goal of the approach is to determine the specific
needs and wants of the individual customer, as well as
allowing the potential customer to relax and open up.
Different approaching techniques are as follows:
• Introductory Approach
• Referral Approach
• Product Approach
16. IV. PRESENTATION &
DEMONSTRATION
After the salesman has established his first contact with
the customer and has got his attention he must motivate
him to buy the product. The salesman tells about the
functions of the product, benefits to be received, its
unique features etc.
17. Following presentation approaches may be used:
(i) Canned approach – Memorized or scripted talk
covering the main points.
(ii) Formula approach – The sales person first
identifies the buyer’s needs, attitudes and buying style.
Then the sales person moves into a formula
presentation that how the product will satisfy that
buyer’s needs. It follows a general plan.
(iii) Need satisfaction approach – It starts with a search
for customers’ needs by getting the customer to do
some talking. This approach calls for good listening
and problem solving skills.
18. V. OVERCOMING OBJECTIONS
In some cases, after the sales presentation &
demonstration, the potential customer will have some
questions or concerns. In order to secure a sale, the
salesperson must address these questions or concerns;
this step is referred to as ‘handling objectives.’
Two types of objections-
• Psychological (hidden) objections
• Logical (practical) objections
Methods of overcoming objections are to ask questions,
third party certificate etc.
19. VI. TRIAL CLOSE/ CLOSING THE SALE
Statements used to trial close:
• To what extent this product meets with your needs?
• Which of these benefits are important to you?
20. Buying signals:
• Examining the product
• Asking another person’s opinion
• Asks questions
• Becomes friendly
Closing Techniques:
• Alternative choice close
• Assumptive close
• Summary of benefits close
• Special offer close
21. VII. FOLLOW-UP & SERVICE
The final step in the personal selling process is referred
to as the ‘follow up.’ The follow up involves the
salesperson contacting the customer after the sale to
ensure that the customer is satisfied. If the customer has
any existing issues with the product, the salesperson will
address them. A successful follow up stage of personal
selling can be very effective in ensuring repeat sales,
evaluating the effectiveness of the salesperson, and
obtaining additional referrals from the satisfied
customer.
22. Six Things Which Makes A
Salesman Successful
1.Knowtheproduct
2.Knowthecompany
3.Knowthecompetition
4.Knowthecustomer
5.Knowtheprocessof selling
6.Knowown self
