Personal selling involves direct interaction between salespeople and customers to sell products and services. The personal selling process includes prospecting, pre-approach, approach, presentation, handling objections, closing, and follow-up. Personal selling allows for building relationships and solving customer problems but is more expensive than advertising. Successful personal selling requires understanding customer needs, providing value, and ensuring quality service after the sale.

1. Personal Selling & Sales Management Part 1 of 3

2. Objectives Describe roles of selling and relationship management Identify when to use personal selling Understand contributions of a salesperson Outline the steps involved in making a sale Understand ongoing nature of selling & marketing Describe major aspects of sales manager’s job Classify various forms of sales compensation Identify ethical issues facing sales personnel

3. Examples of Personal Selling 12 million people are engaged in personal selling in the United States Represents about 10% of the work force Telemarketing Inside selling Retail selling Field selling

4. Post-transaction: Reminder and reassurance Transaction: Persuasion Pre-transaction : Create recognition and info understanding Relative Importance of Advertising and Personal Selling Advertising Personal selling Advertising Personal selling Advertising Personal selling

5. Characteristics of Personal Selling Flexibility Adapt to situations Engage in dialog Builds Relationships Long term Assure buyers receive appropriate services Solves customer’s problems Can not reach mass audience Expensive per contact Numerous calls needed to generate sale Labor intensive Con Pro

6. ORDER GETTERS Current customers New customers Types of Salespersons ORDER TAKERS Inside Order Takers (via mail, telephone, internet) Outside Field Sales SUPPORT PERSONNEL Missionary Salespersons Trade Salespersons Technical Salespersons

7. Personal Selling Tasks Order getting Seeking out customers Creative selling Pioneering Account management Order taking Routine writing up orders checking invoices assuring prompt order processing Suggestive selling

8. Personal Selling Tasks Missionary Detailer Goodwill “ Closers” Cross-functional Account service rep

9. You are part of the total product

10. The Personal Selling Process PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS Pre approach: QUALIFYING PROSPECTS APPROACHING THE PROSPECT FOLLOWING UP CLOSING THE SALE HANDLING OBJECTIONS MAKING THE SALES PRESENTATION

11. Prospecting: Identifying likely new customers Leads Developing lists of Potential Customers Pre-approach (Qualifying) Finding and analyzing information about prospects Evaluating a prospect’s potential Creative Selling Process

12. Approaching The Prospect HOW DO WE MAKE THE INITIAL CONTACT & BUILD RAPPORT There is only one time to make a first impression

13. Making The Sales Presentation Using Persuasive communication Hold Attention Stimulate Interest Desire “Tell the product’s story” Creative Selling Process

14. Handling Objections Questions Reservations Understand Concern Counterarguments Acknowledge concern Clues to process Creative Selling Process

15. Iceberg Effect Simple (S – R) Complex Interactions 10% is visible 90% is invisible Competition/deals Technology Consumer Preferences Personal emotions

16. Overcoming Objections IF HE HADN’T TOLD ME WHAT HIS OBJECTION WAS, I NEVER WOULD HAVE BEEN ABLE TO HELP!

17. Closing the Sale Closing signals Trial close Asking the prospect to buy Creative Selling Process

18. Following Up Commitments met Shipment Performance Reinforce L-R relationship Satisfied customers rebuy & recommend Creative Selling Process

20. After-sales Service Ratings Job quality: do it right the first time Prompt warranty work 0 1 2 3 4 5 6 7 8 Speed .37 Reputation 3.38 Cost 4.39 Service Quality 7.87 10 (SCALE: Degree of Importance) (JMR/Vol. 78) Low High Service Award

21. A Key to Success Stay Close to Your Customer and LISTEN!