presentation on personal selling

1. The Park HotelsVersion 14.04
TRAIN THE TRAINER WORKSHOP
PRESENTATION ON “STEPS OF PERSONAL SELLING”
Presented by:
SHIVAM GAUR

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3. The Park Hotels
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INTRODUCTION:-
WHAT IS PERSONAL SELLING?
 Personal selling is the crucial element of promotion mix.
 It involves the use of a Sales Force to support a PUSH
strategy(encouraging clients to buy the product).
 Personal selling is also known as face-to-face selling technique and it is
an integral part of interactive marketing.
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Shivam Gaur
1) PROSPECTING:- it includes identification of qualified potential
customers and picking the best prospects out of crowd.
2) PRE-APPROACH:- it is the process of learning as much as possible
about a prospect such as needs, individual and company profile,
characteristics and styles of the prospect.
3) APPROACH:- it is done by using product/service features and
advantages and maintaining relationship between needs of prospect
and offerings. It is mostly done through phone calls, personal visits
and e-mails.
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4) SALES PRESENTATION:- it includes product story and focus on
customer benefits. The presentation is prepared well in advance with
problem solving approach. The presentation is based on-
A- ATTENTION OF CUSTOMER
I-INTEREST GENERATING
D-DESIRE CREATION
A-ACTIONS (SELLING BY INDUCING CUSTOMER TO BUY A
PRODUCT)
S-SATISFACTION
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5)HANDLING OBJECTIONS:-it includes answering the questions asked by
customer and clarifying the misunderstandings regarding the product or
service. Good objection handling gains agreement of satisfaction.
6)CLOSING THE SALES:- it includes closing with summarising the benefits
of product, Direct appeal close and special concession close. Sales closing
must have a essence of WIN-WIN situation.
7)FOLLOW-UP:- it is the last step which ensures the long term relationships
with the existing customers. It includes providing after sales services, getting
references, cross selling and updating the customer regarding current and
new products.
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CONCLUSION
Personal selling is an key element of direct marketing in hospitality industry, it
helps in generating revenue, understanding the needs, characteristics and
nature of customers and maintaining the long term business linked
relationship with customers.

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GROUP EXERCISE(FILL IN THE BLANKS)
1. PERSONAL SELLING INVOLVES________________FORCE.
2. PERSONAL SELLING IS A PART OF______________MIX.
3. PERSONAL SELLING IS__________TO___________INTERACTION
BETWEEN SALESMAN AND PROSPECT.
4. PERSONAL SELLING USES________STRATEGY ENCOURAGING
CLIENTS TO BUY THE PRODUCT/SERVICE.
5. FIRST AND LAST STEPS OF PERSONAL SELLING PROCESS
ARE____________AND__________.
6. A.I.D.A.S IN SALES PRESENTATION MEANS
ATTENTION___________DESIRE____________AND SATISFACTION.

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