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Chapter 11Personal Selling

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Personal Selling

“Personalized communications that involves a seller presenting benefits of a product to a buyer.”

Personal selling plays a key role in customer relationship management programs. It is the human component.

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Types of Personal Selling

RetailRetail

B2BB2B

DirectDirect

Single transactions, repeat transactions, and order taking.

Selling products used in the manufacture of other products.

Telemarketing and Internet-based selling techniques.

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Selling Has Evolved

ConsultativeSelling

ConsultativeSelling

StrategicSellingStrategicSelling

RelationshipSelling

RelationshipSelling

PartnershipSelling

PartnershipSelling

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Personal Selling Planning

IMCPlanIMCPlan

Sales PlanSales Plan

ObjectivesObjectives

StrategiesStrategies

ExecutionExecution EvaluationEvaluation

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Selling Strategies

Personal characteristics and preparation are crucial ingredients for success in selling.

Self-ImageVerbal skills

Body LanguageDress Code

Self-ImageVerbal skills

Body LanguageDress Code

ProductCompany

Competitor

ProductCompany

Competitor

Good salespeople know more than the product.

Strong personal characteristics are needed.

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Roles and Responsibilities of Salespeople

1. Gather market information

2. Solving customers problems

3. Locating (new) and maintaining (current) customers

4. Providing follow-up service

Making effective sales presentations is the core of the job, but much time is spent on related activities.

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Essential Steps in the Selling Process

Selling is a 7-step process. Good salespeople adhere to the steps.

1. Prospecting

2. Pre-approach

3. Approach

4. Presentation

5. Handling Objections

6. Closing

7. Follow-up

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Prospecting and Pre-Approach

ProspectingProspecting

Pre-ApproachPre-Approach

• Referrals

• Cold canvas

• Database management

• Collecting customer information

• Qualifying the customer

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Approach and Presentation

ApproachApproach

PresentationPresentation

• Customer contact

• Make positive impression

• Schedule appointment

• Relate benefits to needs

• Persuasive delivery

• A/V for impact

• Demonstration

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Objections and Closing

ObjectionsObjections

ClosingClosing

• Responding to buyer’s concerns

• Offering additional information.

• Trial close

• Close

• Confirmation

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Follow-Up

The quality of follow-up service activities play a key role in keeping a customer, a customer.

Follow-UpFollow-Up

• Post-sale contact

• Ongoing contact

• Relationship building programs

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Changing Nature of Selling

Personal selling will continue to change. Technology will lead the way.

1. The “team approach” to selling will continue to grow.

2. The formation of partnerships will be key to long-term growth potential.

3. Technology will change the way we sell and how we communicate.