This document provides an overview of personal selling and the selling process. It begins with key terms like personal selling and relationship marketing. It then outlines the key characteristics of modern sales, including being customer-driven. The main steps in the selling process are prospecting, precall planning, approach, presentation, overcoming objections, and follow up. Specific prospecting and presentation methods are also detailed, such as networking and finding customers' needs gaps. The document provides guidance on closing the sale through different closing techniques and following up with customers.

1. Guide to
Personal
SellingDeveloped by Tori Etts, xSell360 Intern
January 2014

2. Key Terms
 Personal Selling – a person-to-person business
activity in which a salesperson uncovers and
satisfies the needs of a buyer to the mutual, long-
term benefit of both parties.
 Customer Centric – making the customer the
center of everything the salesperson does.
 Relationship Marketing – the focus of marketing
activities on establishing, developing, and
maintaining cooperative, long-term relationships.

3. Key Characteristics of
Modern Sales
 Sale is customer driven, not salesperson driven
 Presentation is customized, not canned
 Client talks, salesperson listens
 Focus is on long-term, win-win relationships
 Greater emphasis on customer retention vs. new
customer acquisition
 Salesperson is business focused, not product
focused

4. Steps in the Selling Process
 Prospecting
 Precall Planning
 Approach
 Presentation
 Trial Close/Close
 Overcome Objections
 Close
 Follow Up

5. Prospecting Methods
 Networking
 Promotional Activities
 Public Speaking
 Authoring Articles
 Use of Lists/Directories
 Telemarketing
 Letters

6. Prospecting Sources
 Satisfied Customers, Referrals
 Center of Influence
 Endless Chain
 Networking
 Competitors
 Internet
 Trade Shows
 Company Promotional Activities

7. Precall Planning
Research, Research, Research
 Prospect
 Prospect’s Business/Organization
 Prospect’s Industry
 Your Competition
 Prospect’s Competition
 Prospect’s Target Market
 Create a Personal Prospect Profile!

8. Finding the Need Gap
 Need Gap: the difference between a prospect’s
actual state and their ideal state.

9. Pre-Call Objectives
 S = Specific What am I trying to accomplish
on this particular sales call? A demo, a
facility audit, verify decision makers?
 M = Measurable You will be able to
determine success by the end of time
frame.
 A = Attainable Is it realistic to meet this
measurement in the time frame allotted?
 R = Relevant Is your goal something that will
lead to a long-term relationship with the
client?
 T = Time Bound Exactly when would you like
to meet your specifically stated goal?

10. Presentation
 1. Identify Needs
 2. Present Solutions to Needs
 3. Trial Close

11. Initial Benefit Statement
 Example: “If I can show you how our organized
payroll services will save you time and allow you
to spend more time focusing on your store and
employees, is that something you would be
interested in?”

12. Go Above and Beyond!
 Find out their needs first!
 Presentation Enhancers:
- Utilize Multiple Senses
- Offer Proof
- Demonstrate
- Charts/Graphs
- Models, Samples, Gifts
- Catalogs, Brochures
- Testimonials
- Visual Aids
- Handouts
- Quantify the Solution
- Profit margin
- ROI
- Payback Period
- B-E Analysis
- Cost-Benefit Analysis
- Opportunity Cost

13. Completing the
Presentation
 Summarize their needs (which they already should
have given you)
 Establish Success Criteria (how your
product/service satisfies their needs)
 Set Up Next Step – The Close

14. Overcoming Objections
 5 Steps to Handling Objections
1. Identify the true concern and clarify
2. Acknowledge the concern (empathize)
3. Handle the concern
4. Confirm that the objection was handled
5. Close for the Sale

15. Closing for the Sale
 Direct Close: Are you ready to order?
 Assumptive Close: Should I put you down for 20
units?
 Alternative Choice Close: Would you like to meet
Monday or Tuesday?
 Ben Franklin Close: List all pros and cons (for low risk
takers)
 Pilot Close: Close for less than what they really need
(should never be your first close… for very hesitant
buyers)
 Summation Close: Summarize key needs and
benefits

16. Closing for the Sale
cont’d.
 Agree on the details
 Get signatures
 Assure client of the benefits
 Arrange follow up plans
 Thank the Client

17. Resources
Seiler, Christine. "Professional Selling." Bowling Green
State University. Bowling Green, OH. Lecture.
Castleberry, Stephen B., and John F. Tanner, Jr.
Selling. Eighth ed. New York: McGraw Hill,
2011. Print.