Personal Selling


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Personal Selling

  1. 1. Unit 7 - Personal Selling At the end of the session you will be able to: Understand the purpose of sales personnel
  2. 2. A Jack of all trades but a master of none!!!
  3. 3. Personal Selling Defined An interpersonal communication tool which involves face to face activities undertaken by individuals, often representing an organisation, in order to inform, persuade or remind an individual or group to take appropriate action, as required by the sponsor’s representative.
  4. 4. An alternative definition
  5. 5. The essence of personnel selling
  6. 6. What is the purpose of sales personnel?
  7. 7. Reason 1- increase business <ul><li>They generate additional revenue </li></ul><ul><li>They can cross sell – eg promoting related items </li></ul><ul><li>The sales personnel can be used to up-sell – eg sell a higher specification of a product/service </li></ul>
  8. 8. Reason 2- to help the business to remain competitive <ul><li>By providing an excellent service that is better than the rival competitors </li></ul><ul><li>(Q) Can you think of an organisation that you chose over another and why? </li></ul>
  9. 10. Reason 3 – providing information and services to the customers <ul><li>Helping a customer to find what they are looking for </li></ul><ul><li>Helping a customer to decide on the product/suitable for their needs and expectations </li></ul><ul><li>Giving advice regarding a product/service </li></ul>
  10. 11. A technology driven sales services
  11. 12. Reason 4 – providing customer care <ul><li>Sales staff are the first point of call and therefore will hopefully be providing excellent customer care for the customers in order to increase revenue for the organisation. </li></ul>
  12. 13. Reason 5 – Gathering feedback <ul><li>They gather customer feedback to enable the organisation to respond to the needs and wants of the products/services. </li></ul>
  13. 14. Types of sales people
  14. 15. What are the benefits of personal selling? <ul><li>To the organisation. </li></ul><ul><li>The employees. </li></ul><ul><li>The customers. </li></ul><ul><li>In pairs see I you can think of any benefits </li></ul><ul><li>(10 minutes) </li></ul>
  15. 16. The Organisation <ul><li>The organisation gains as it is more likely to meets its objectives as: </li></ul><ul><li>Both sales and the number of customers will increase </li></ul>
  16. 17. The employees <ul><li>They can be motivated to work hard and do well – both in terms of personal achievements and financial rewards for meeting sales targets. </li></ul>
  17. 18. The customers <ul><li>Gain because they can rely on professional assistance and advice which will help them to obtain the best goods or services that they require to meet their needs and expectations. </li></ul>
  19. 20. Group Work <ul><li>On the post it notes provided, write down the skills and knowledge that you think would make a good sales personnel. </li></ul><ul><li>FEEDBACK IN 10 MINUTES </li></ul>
  20. 21. Does this list match the ones your group has chosen?? <ul><li>To have sound product knowledge </li></ul><ul><li>To possess and be able to promote good selling techniques </li></ul><ul><li>To be inwardly motivated to sell </li></ul><ul><li>Possess good problem solving skills </li></ul><ul><li>To have good sales habits </li></ul><ul><li>To have excellent presentation skills </li></ul><ul><li>Have the ability to close sales </li></ul><ul><li>Be able to keep up to date with services and products </li></ul>
  21. 22. Sales Personnel - typical skills Figure 1
  22. 23. The apprentice <ul><li>Crisis of confidence – presentations </li></ul><ul><li> </li></ul><ul><li>Kevin saves the day </li></ul><ul><li> </li></ul>
  23. 24. Group work – 4s <ul><li>Match up the sales habits to the different stages of the sales process </li></ul><ul><li>FEEDBACK IN 20 MINUTES </li></ul>
  24. 25. The personal selling process Figure 2
  25. 26. Group Task <ul><li>As a group match up the sales habits to the different stages of the sales process </li></ul><ul><li>See page 281 and 282 for the list </li></ul>