RETAIL MANAGEMENT ,

1. RETAIL MANAGEMENT
TOPIC – PERSONAL SELLING IN RETAILING
PRESENTED BY :-
SUSMITA MAITY ( BBA/ 40075/18 )
MUSKAN JAISWAL (BBA/40105/18)
KOMAL SINGH ( BBA / 40081 /18 )
MANISHA SAHAY ( BBA/40062/18 )
MANISHA KUMARI ( BBA/40077/18 )
UNDER THE GUIDANCE
OF
DR. ABHAYA RANJAN
SRIVASTAVA

2. RETAILING
 RETAILING IS A CONVENIENT, CONVINCING AND COMFORTABLE METHOD
OF SELLING GOODS AND SERVICES.
 RETAILING IS ONE AREA OF THE BROADER TERM, E-COMMERCE.
 RETAILING IS BUYING AND SELLING BOTH GOODS AND CONSUMER
SERVICES.
 RETAIL MARKETING IS UNDERGOING RADICAL RESTRUCTURING.
 RETAIL MARKETING IS NOT JUST BUYING AND SELLING BUT ALSO
RENDERING ALL OTHER PERSONALIZED CONSUMER SERVICES.
 RETAIL INDUSTRY, ONE OF THE FASTEST CHANGING AND VIBRANT
INDUSTRIES IN THE WORLD, HAS CONTRIBUTED TO THE ECONOMIC
GROWTH OF MANY COUNTRIES.

3. INTRODUCTION TO PERSONAL SELLING
 PERSONAL SELLING IS A PART OF PROMOTIONAL- MIX AND IT IS AN
ART OF PERSON-TO-PERSON COMMUNICATION FOR PERSUADING
PROSPECTS OR CONSUMERS IN THE SALES PROCESS.
 PERSONAL SELLING HELPS CONSUMERS TO REALIZE THE SUITABLE
BENEFITS OF THE PRODUCT AND SERVICES OFFERED TO SATISFY
THEIR NEEDS.
 PERSONAL SELLING IS ALSO KNOWN AS FACE-TO-FACE SELLING IN
WHICH ONE PERSON WHO IS THE SALESMAN TRIES TO CONVINCE
THE CUSTOMER IN BUYING A PRODUCT.
 IT IS A PROMOTIONAL METHOD BY WHICH THE SALESPERSON USES
HIS OR HER SKILLS AND ABILITIES IN AN ATTEMPT TO MAKE A SALE.

4. PERSONAL SELLING - OBJECTIVES
The major objectives of salesmanship are as follows
(i) Attracting the Prospective Customers
(ii) Educating the Prospective Customers
(iii) Creating Desire to Buy
(iv) Concluding Sales
(v) Getting Repeat Orders

5. PERSONAL SELLING - FEATURES
The main features of personal selling are :
• It is a face to face communication between
buyer and seller.
• It is an oral communication.
• It persuades the customers instead of
pressurizing him.
• It provides immediate feedback.
• It develops a deep personal relationship apart
from the selling relationship with the buyers
and customers.

6. PERSONAL SELLING - IMPORTANCE
1. Two-Way Communication
2. Personal Attention
3. Detail Demonstration
4. Complementary to other Promotional Tools
5. Immediate Feedback
6. Flexibility
7. Customer Confidence
8. Triple Rewards
9. Improving Image

7. METHODS OF PERSONAL SELLING
 Retail Selling - Selling to ultimate consumer.
 Field Selling - Business to business selling that take
place in the prospective customer's place of business.
 Telemarketing - Using the Telephone as the primary
means of communicating with prospective customers &
Telemarketers often used computers for order taking.
 Inside Selling - Business to business selling in the
Sales person's place of business.

8. PERSONAL SELLING - PROCESS
THE PROCESS IN RETAIL SELLING BEGINS FROM THE
MOMENT THE CUSTOMER ENTERS THE STORE
• Prospecting and qualifying
• Preparation/Pre-approach
• Approach
• Presentation
• Overcoming objections
• Closing the sale
• Follow-up

9. ADVANTAGES & DISADVANTAGES
 ADAPTABLE
 OPPORTUNITY TO CLOSE THE SALE
 HIGH CUSTOMER ATTENTION
 MESSAGE IS CUSTOMISED
 INTERACTIVITY
 PERSUASIVE IMPACT
 POTENTIAL FOR DEVELOPMENT OF RELATIONSHIP
 HIGH COST
 LABOR INTENSIVE
 EXPENSIVE
 CAN ONLY REACH A LIMITED NUMBER OF CUSTOMERS
ADVANTAGES DISADVANTAGES

10. PERSONAL SELLING – TOOLS & TECHNIQUES
 SALES PRESENTATIONS
 CONVERSATIONS
 DEMONSTRATIONS
 ADDRESSING OBJECTION
 FIELD SELLING
 RETAIL SELLING
 DOOR-TO-DOOR SELLING
 CONSULTATIVE SELLING
 REFERENCE SELLING

11. REFERENCE
 www.wikipedia.org
 www.slideshare.net
 www.link.springer.com
 www.lumapps.com

12. THANK YOU