The document discusses the key aspects and processes involved in personal selling. It begins by outlining the purposes of personal selling such as introducing innovations, conveying information, and solving customer problems. It then discusses the personal selling process which involves pretransactional, transactional, and posttransactional phases including prospecting, qualifying prospects, precall planning, approaches, needs discovery, presentations, handling objections, closing, and follow-up. It also outlines different personal selling approaches such as stimulus-response selling, need satisfaction selling, and problem-solving selling.

1. Personal Selling

2. PURPOSES OF SELLING Introducing Innovation to Markets Conveying Information Acting as Intelligence Agent Solving Customer Problems

3. ATTITUDES ABOUT SELLING “ Sales people are born and not made.” “ Sales people must be good talkers.” “ Selling is a matter of knowing the right techniques or tricks.” “ A good salesperson can sell ice to an Eskimo.” “ People generally do not want to buy.”

4. TRAITS OF “WINNING SALES PEOPLE” Desire to succeed Continually seek self-improvement Accept responsibility Have mental toughness

5. PERSONAL SELLING AND THE MARKETING MIX Price, Product, Place, and Promotion Advertising, Sales Promotion, Public Relations, and Personal Selling

6. PERSONAL SELLING IS CUSTOMER ORIENTED SELLING “ Consultative Selling” “ Adaptive Selling”

7. PERSONAL SELLING PROCESS PRETRANSACTIONAL PHASE (Prospecting, Qualifying, Precall Planning) TRANSACTIONAL PHASE (Approach, Needs Discovery, Presentation, Handling Objections, Closing) POSTTRANSACTIONAL PHASE (Service and Follow-up)

8. PERSONAL SELLING PROCESS Prospecting External Sources Direct Inquiries Referrals Directories Cold Canvassing Internal Sources

9. PERSONAL SELLING PROCESS Qualifying Qualified candidates have a need , have the authority to buy, and can afford to buy

10. PERSONAL SELLING PROCESS Precall Planning What do I want to accomplish? What do I know about the prospect? Where can I find information? What am I going to say?

11. PERSONAL SELLING PROCESS Precall Planning--”What do I want to accomplish?” determine information on historical inventory levels. determine who is involved in the purchasing decision. arrange for a follow-up meeting agreement to a trial-run purchase

12. PERSONAL SELLING PROCESS Precall Planning--”What do I know about the prospect?” Size of business/products sold/markets served Key personnel Buying routines/purchasing process Present supplier(s)/volumes purchased Future plans

13. PERSONAL SELLING PROCESS Precall Planning--”Where can I find information?” Ask prospect directly Observe business facilities Ask other company salespeople Ask current customers Ask competitors

14. PERSONAL SELLING PROCESS Precall Planning--”What am I going to say?” The Sales Mix Model Presentation Pace Presentation Scope Depth of Inquiry Two-way Communication Visual Aids

15. PERSONAL SELLING PROCESS Precall Planning--”What am I going to say?” Implications for managers how to structure the presentation product, competitive, industry information increase rep confidence

16. PERSONAL SELLING PROCESS The Approach Securing Appointments Establishing Rapport

17. PERSONAL SELLING PROCESS “ Why is the approach important?” It can help capture the buyer’s attention It can help to establish a harmonious atmosphere It serves as a good transition to the presentation It can help in need determination

18. PERSONAL SELLING PROCESS The Approach Types of Approaches Introductory Approach Assessment Approach Product Approach Consumer Benefit Approach Referral Approach

19. PERSONAL SELLING PROCESS Need Discovery Ascertain buyer benefits Types of questions: permission, fact finding, feeling finding, checking

20. PERSONAL SELLING PROCESS Presentation Types Canned Organized Tailored

21. PERSONAL SELLING PROCESS The Presentation Focus on Benefits, not just Features Keep it Simple Talk the Prospect’s Language Stress Application Get the Prospect Emotionally Involved Seek Credibility

22. FROM THE INTERNET Psycho Selling Skills--Getting Inside Your Prospect’s Head <http://www.pentech.net/psycho.htm>

23. PERSONAL SELLING PROCESS Overcoming Objections LSCPA Approach to Overcoming Objections: L isten to the buyer’s feelings S hare the concerns without judgment C larify the real issue with questions P roblem solve by presenting options/solutions A sk for action to determine commitment

24. PERSONAL SELLING PROCESS Closing Alternative Choice Summary Close

25. PERSONAL SELLING PROCESS Service and Follow-up Entering Orders Installation of Product Training Handling Billing Problems

26. FROM THE INTERNET “ Basic Selling Skills Questionnaire” <http://www.sales.org/quizes/BSQ.html>

27. PERSONAL SELLING APPROACHES Stimulus-Response Selling Need Satisfaction Selling Problem Solving Selling

28. PERSONAL SELLING APPROACHES STIMULUS RESPONSE SELLING Manipulate customer to elicit desired responses

29. PERSONAL SELLING APPROACHES NEED SATISFACTION SELLING Presentation is tailored to fit needs of buyer

30. PERSONAL SELLING APPROACHES PROBLEM SOLVING (PROBLEM-SOLUTION) SELLING The salesperson defines a customer problem that may be solved by various alternatives.

31. PERSONAL SELLING POSITIONS Sales Support Personnel (Missionaries) New Business (Pioneers and Order Getters) Existing Business (Order Takers) Direct to Consumer Sales Combination Sales Positions