2. PURPOSES OF SELLING
Introducing Innovation to Markets
Conveying Information
Solving Customer Problems
3. ATTITUDES ABOUT
SELLING
“Sales people are born and not made.”
“Sales people must be good Communicator.”
“Selling is a matter of knowing the right
techniques or tricks.”
“A good salesperson can sell ice to an
Eskimo.”
“People generally do not want to buy.”
4. Personal Selling as Promotion
Flexible
Costly
Difficult to
attract quality
people
Minimize
waste
Focused
Goal is
sale
5. When Personal Selling is Used
When MARKET is concentrated:
•geographically,
•in few industries,
•in several large customers
When PRODUCT
•value is not apparent,
•has high unit cost,
•is technical,
•requires demonstration,
•is fitted to customer’s need,
•is in introductory stage
of the Product Life Cycle
8. THE FIVE SALES CHANNELS
Field selling: sales presentations made at
prospective customers’ homes or
businesses on a face-to-face basis
Field
Selling
Over-the-
Counter
Tele-
marketing
Online
Selling
Inside
Selling
9. THE FIVE SALES CHANNELS
Telemarketing: promotional presentation
involving the use of the telephone on an
outbound basis by salespeople or on an
inbound basis by customers who initiate
calls to obtain information and place orders
Tele-
marketing
Over-the-
Counter
Field
Selling
Online
Selling
Inside
Selling
12. PERSONAL SELLING AND
THE MARKETING MIX
Price, Product, Place, and Promotion
– Advertising, Sales Promotion, Public
Relations, and Personal Selling
14. PERSONAL SELLING
PROCESS
PRETRANSACTIONAL PHASE
(Prospecting, Qualifying, Pre-call
Planning)
TRANSACTIONAL PHASE (Approach,
Needs Discovery, Presentation, Handling
Objections, Closing)
POSTTRANSACTIONAL PHASE
(Service and Follow-up)
15. The Personal Selling Process
PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS
APPROACHING THE PROSPECT
FOLLOWING UP
CLOSING THE SALE
HANDLING OBJECTIONS
MAKING THE SALES PRESENTATION
Pre approach: QUALIFYING PROSPECTS
16. Personal Selling Process
Prospecting
Sales
Approaching
Sales
Presentation &
Demonstration
Handling
Objections
Sales
Closing
Follow-up
Act
of
Closing
A
Sales
(Action)
Increasing
Desire
And
Lowering
Cognitive
Dissonance
Secure
General
Interest
& Arouse
Desire
Bring
Attention
Further
Lowering
And
Minimizing
Cognitive
Dissonance
Bringing
Satisfaction
AIDAS Framework & Personal Selling Process
19. PERSONAL SELLING
PROCESS
Pre-call Planning
– What do I want to accomplish?
– What do I know about the prospect?
– Where can I find information?
– What am I going to say?
20. PERSONAL SELLING
PROCESS
Precall Planning--”What do I want to
accomplish?”
– determine information on historical
inventory levels.
– determine who is involved in the purchasing
decision.
– arrange for a follow-up meeting
– agreement to a trial-run purchase
21. PERSONAL SELLING
PROCESS
Precall Planning--”What do I know about
the prospect?”
– Size of business/products sold/markets
served
– Key personnel
– Buying routines/purchasing process
– Present supplier(s)/volumes purchased
– Future plans
22. PERSONAL SELLING
PROCESS
Precall Planning--”Where can I find
information?”
– Ask prospect directly
– Observe business facilities
– Ask other company salespeople
– Ask current customers
– Ask competitors
23. PERSONAL SELLING
PROCESS
Precall Planning--”What am I going to
say?”
– The Sales Mix Model
» Presentation Pace
» Presentation Scope
» Depth of Inquiry
» Two-way Communication
» Visual Aids
24. PERSONAL SELLING
PROCESS
Precall Planning--”What am I going to
say?”
– Implications for managers
» how to structure the presentation
» product, competitive, industry information
» increase rep confidence
26. PERSONAL SELLING
PROCESS
“Why is the approach important?”
– It can help capture the buyer’s attention
– It can help to establish a harmonious
atmosphere
– It serves as a good transition to the
presentation
– It can help in need determination
27. PERSONAL SELLING
PROCESS
The Approach
– Types of Approaches
» Introductory Approach
» Assessment Approach
» Product Approach
» Consumer Benefit Approach
» Referral Approach
28. PERSONAL SELLING
PROCESS
Need Discovery
– Ascertain / establish buyer benefits
– Types of questions: permission, fact finding,
feeling finding, checking
30. PERSONAL SELLING
PROCESS
The Presentation
– Focus on Benefits, not just Features
– Keep it Simple
– Talk the Prospect’s Language
– Stress Application
– Get the Prospect Emotionally Involved
– Seek Credibility
31. PERSONAL SELLING
PROCESS
Overcoming Objections
LSCPA Approach to Overcoming Objections:
– Listen to the buyer’s feelings
– Share the concerns without judgment
– Clarify the real issue with questions
– Problem solve by presenting options/solutions
– Ask for action to determine commitment
35. PERSONAL SELLING
APPROACHES
STIMULUS RESPONSE SELLING
– Manipulate customer to elicit / Draw desired
responses
– Sales approach which emphasizes saying the
right thing at the right time (on the basis of a
carefully scripted presentation) by guiding the
prospect along a standard question-answer
(stimulus-response) sequence.
36. PERSONAL SELLING
APPROACHES
NEED SATISFACTION SELLING
– Presentation is tailored to fit needs of buyer
– Need satisfaction selling is a sales approach
where the sales person probes into the needs of
the consumer, both stated or
expresses needs and unstated or tacit needs and
then prepares his sales pitch or presentation in
accordance to these needs in order to satisfy the
consumer.
37. PERSONAL SELLING
APPROACHES
PROBLEM SOLVING (PROBLEM-
SOLUTION) SELLING
– The salesperson defines a customer problem that
may be solved by various alternatives.
– Selling approach in which the salesperson attempts
to identify the customer's problems and come up
with one or more alternatives that solve the problem
by using the product he or she is selling.
38. PERSONAL SELLING
POSITIONS
Sales Support Personnel (Missionaries)
New Business (Pioneers and Order Getters)
Existing Business (Order Takers)
Direct to Consumer Sales
Combination Sales Positions
