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Salesmanship personal selling v unit
1. Salesmanship
Personal Selling
PG & Research Department of Commerce
Mannar Thirumalai Naicker College(Autonomous),
Pasumalai, Madurai -625004.
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3. Today, goods are produced on such a large scale which
must be sold in the market amidst cut-thorat competition.
Hence, manufacturers are compelled to try various ways to
promote sale. One such method is personal selling.
4. The American Marketing Association has defined the
term Personal Selling as “ the personal process f assisting
and /or persuading a prospective customer to buy a
commodity or service and to act favourably upon and idea
that has commercial significance to the seller.
5. 3.Approaching2. Prospecting or Canvassing
6.Demonstrtion4.Exploring Needs 5.Sales Presentation
9.Follow –up7.Handling Objections 8.Closing the sale
1.pre-sale preparation
Steps in the Personal Selling Process
7. 1. Approaching
(opening the call)
2.Exploring Needs 3.Sales Presentation
5.Handling Objections
4.Demonstration
6.Follow up
6.1 Post –
sale Follow
up
8. Theories of Selling
The pioneering efforts of E.K.Strong, Jr. and his “buying formula” is well known and
then there is John A.Howards serious research work in behavioural science to
understand buying behaviour and his theory of buying and selling.
10. 1. AIDAS
Theory
A. I D
The salesman in order to effect a sale , must persuade the
customer to buy his product. This act of persuasion needs proper
planning of the strategy and tactics. The customer must be taken
through certain stages of the mind. These tags are very effectively
summarised by what is known as the AIDAS formula. The stages are
as follows:
Attention Interest
A S
ActionDesire
Satisfaction
11. Attention
It is the starting point in the sale process. The attention
of the customer must be drawn to the product , the want that
the product is bale t satisfy and the buying motive to which
the product appeals. Unless the customer attention is secured
by the salesman, sale process cannot be developed further.
12. Interest
The salesman must create an interest in the mind of the customer.
About the product
Merits
Sales talk
Sales demonstration
13. Desire
Salesman must be ignite the desire of the prospect after securing his attention and after
arousing his interest in the product.
Desire the buying the product
Want an appeal
Predominant buying motive
Selling points
14. Action
It means gaining an order. The culmination of the first three
stages should be in the actual purchase of the product.
Want to converted into demand
Inducing action refers to obtaining the consent of the buyer to
purchase the product.
15. Satisfaction
Follow –up or post –sale contact is necessary to ensure customer satisfaction an to
remove any post-sale problems that may arise
Good feedback
After sales service
16. 2.Right Set of
Circumstanc
es Approach
Approach stresses that prevalence of certain circumstances make the buyer
respond in a favourable way.
Presentation properly
Succeeds inn securing attention
Provides necessary inputs for motivating the buyer
This theory high view that higher skill of a salesperson.
17. Refers to the
Importance of the buyer -seller
Recognise the buyers internal factors - influencing the buying decision.
According to this theory the mental processes involved in the purchases are:
Buyer –seller relationship – one-time association –purely temporary nature.
It most of the long term association
Product or services to be terms are to be modified customer satisfaction.
18. This theory refers to sophisticated version of the right set of
circumstances approach.
Buying behaviour in terms of purchasing decision process
Learning process- stimulus response model are: drive, cue, response and
reinforcement.
Drives- internal buyers response – innate drives sets from psychological
needs and learned drives or social approval.
Cue- Weak –buyer will respond. Triggering cues influence the decision
process.
Response – what the buyer does.
Reinforcement - strengthens the buyers tendency to make a particular
response.
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