This document discusses personal selling and how to be an effective salesperson. It defines personal selling as the personal communication of information to unselfishly persuade others. An effective salesperson takes care of customers' needs and interests above their own self-interests. When selling, it is important to understand customers' needs, wants, and demands as well as the six buyer benefits of safety, performance, appearance, comfort, economy, and durability. Building long-term relationships with customers by understanding and prioritizing their needs is key to success.

1. HOW TO BE A
BEACON
Selling base

2. “Every sale has five basic obstacles: no
need, no money, no hurry, no desire, no
trust.”
Zig Ziglar

3. What is Selling?
 Selling is just one of many marketing
components
 Personal selling includes
 Personal communication
of information
 Persuasion
 Helping others
 Products
 Services
 Ideas

4. Salesperson Differences
 Traditional Salesperson
Guided by self-interests
 Professional Salesperson
Takes care of customers
 Golden Rule Salesperson
Others interests most important

5. Customer value equation
Customer value =

6. The Six Buyer Benefits
S Safety.
P Performance.
A Appearance.
C Comfort.
E Economy.
D Durability.
The six benefits people want from anything they buy.

7. What are Consumers’ Needs,
Wants, and Demands?
Needs - state of felt deprivation
including physical, social, and
individual needs i.e hunger
Wants - form that a human need
takes as shaped by culture and
individual personality i.e. bread
Demands - human wants
backed by buying power i.e.
money

8. Advertising
Personal selling
Company Sales promotion Customer
Direct marketing
Public relations

9. A New Definition of Personal
Selling
 Personal Selling
 Refers to the personal communication of information to
unselfishly persuade someone

10. Think of Your Grandfather
 Would you treat him in a selfish manner?
 Would you sell him something just to make a sale?

11. Tasks of personal selling
1-Prospecting
- Searching for prospects
2-Targeting
- Deciding how to allocate time among prospects
3-Communicating
-Communicating information about the company’s
products or services

12. 4- Selling
-Approaching ,presenting ,handling objections ,and closing
sales
5-Servicing
-Providing various services to the customer
6-Information gathering
-Conducting market research

13. 7-Allocating
- Deciding which customers will get scarce
products during product shortages

14. Building Long-term Relationships
needs