Session 2 19/01/12

1. Personal selling in business
Unit 10
BTEC Level 2 First
Business
Session 2

2. Learning Outcomes
After completing this unit, you should:
1. Understand the role of sales staff
2. be able to demonstrate personal selling skills and
processes

3. Be able to demonstrate personal selling
skills and processes
The only way to develop your own selling skills is to
practice. There are two important aspects of
becoming an effective sales person.
• Personal selling skills
•Selling process

4. Personal Selling Skills
The personal skills of the sales person influence the
outcome of many sales situation. In a store where
sales staff are friendly, knowledgeable and efficient
the difference is startling!
Developing your own selling skills involves
concentrating on your communication skills, assessing
your own style and appearance and learning some
tricks of the trade.
Activity: Your hates on the sales floor..

5. Personal Selling Skills
• Communication
– Spoken
– Written
– Non-verbal
– Face-to-face
– Eye contact
– Remote

6. Personal Selling Skills
• Purpose of Communication
– The AIDA Principle
You need to By.....
achieve...
Attention Greeting the customer positively with a smile; inspiring
confidence; pointing out relevant products
Interest Talking in a friendly, approachable manner; identifying
the type of products or services in which the customer
is interested.
Desire Asking open questions to find out the customer’s
precise needs; suggesting solutions to meet
requirements; highlighting the benefits of options
Action Persuasively overcoming objections and closing the
sale

7. Personal Selling Skills
• Purpose of Communication
– Greeting the customer
– Introducing yourself
– Attracting the customer’s attention and interest
– Identifying and meeting customer needs
– Presenting product information
• Appearance
– Dress
– Personal Hygiene

8. Personal Selling Skills
• Attitude
– Positiveness
– Manners
– Language
– Courtesy and Consideration

9. Activity
Selling skills in different
situations?

10. Personal Selling Skills
Preparing the sales area
The physical sales environment is very important for all
retailers. An attractive welcoming entrance that leads to a
sales area with clearly displayed and accessible goods has many
advantages.
• Accessibility
• Furnishings and décor
– Self-service and convenience stores
– Clothes shops
– Other Shops
• Music

11. Personal Selling Skills
Preparing the sales area
• Health and Safety
– The building
– Delivery & storage of goods
– Store fixtures and fittings
– Displays of merchandise
– Equipment and appliances
– Cleanliness and tidiness
– Working practices

12. Personal Selling Skills
Preparing the sales area
• Competition – All stores want to make themselves
different from their competitors and can do this by:
– A distinctive image, shop front fascia & layout
– Offering special facilities e.g. coffee shop/parking/play area
– Extra services e.g. packing/free delivery/gift wrapping
– Longer opening hours
– Operating an integrated online/high street operation
– Regular promotions
– Excellent customer service
Who does which?? Suggest examples of retailers who focus on
each of the competitive activities listed to gain an edge over
there competitors

13. Personal Selling Skills
Preparing the sales area
Many things impact on buyer behaviour including their mood on
that day, lighting, temperature, time of day, the weather and
even the time of year.
Stores are designed using a planogram which shows where
every product should be including power isles and power
displays.
Why do you think some manufacturers are prepared to have
their products displayed at eye level?

14. Personal Selling Skills
Processes
• Sales – The sales process consists of three separate
steps:
– Initiate the sale
– Make the sale
– Close
• Objections
– Price
– Timing
– Competition
– The item itself
– The brand or manufacturer

15. Personal Selling Skills
Processes
• Closing Sales
– The direct close
– The indirect close
– The silent close
– The alternative close
• After-sales service
– Delivery
– Warrant
– Customer Care
– Satisfaction
– Follow-up
– Feedback

16. Personal Selling Skills
Processes
• Handling Complaints
• Repeat sales
• Up-selling
Activity: Identify three products that are frequently
upgraded or enhanced to encourage repeat business

17. Personal Selling Skills
Processes
• Recording information
– Sales Information
– Payment information
– Customer Information
• Liaison with other departments
– Customer collections
– Dispatch
– Accounts
– Customer service

18. Assignment
Personal Selling Skills