This document discusses personal selling. It defines personal selling as direct persuasion of consumers to buy a product through face-to-face interaction and relationship building. It describes the personal selling process as having steps like prospecting, research, approaching customers, presenting the product, overcoming objections, closing the sale, and follow up. It also outlines characteristics of personal selling like direct contact and interactivity. Qualities of good salespersons are discussed like appearance, communication skills, product knowledge, and qualities like initiative. The importance and objectives of personal selling are outlined as benefits to companies, consumers and society.

1. Prof. Savica Dimitrieska
PERSONAL SELLING

2. 1. DEFINITION OF PERSONAL SELLING

3. Definition of Personal Selling
Businesses use people (the “sale force”) to sell the product after meeting
face- to -face with the customer!

4. Definition of Personal Selling
Sellers use their skills and techniques in direct contact with consumers,
with the aim of establishing longterm relationships with them!

5. Definition of Personal Selling
Direct persuasion of consumers to buy the product!
(presentation and product demonstration, interaction, quick response)

6. Definition of Personal Selling
Interpersonal communication to persuade a prospective customer to purchase!

7. 2. CHARACTERISTICS, ADVANTAGES
AND DISADVANTAGES
OF PERSONAL SELLING

8. Characteristics of Personal Selling
Direct contact
Interactivity
Product demonstration
Feedback
Adaptable
Complementing other
promotions
Better company’s image

9. Advantages of Personal Selling
High customer attention
Two-way communication
Customized message
Adaptability
Opportunity to close the sale
Building long-term relationship

10. Disadvantages of Personal Selling
High costs
Labor intensive
Expensive
Reaches limited number of
consumers
Requires skilled and capable
sellers

11. 3. IMPORTANCE AND OBJECTIVES OF
PERSONAL SELLING

12. Importance of Personal Selling
Benefits to company Benefits to consumers Benefits to society

13. Importance of Personal Selling
Benefits to company Marketing reserach, demand stimulating, profit

14. Importance of Personal Selling
Benefits to consumers Solving problems, knowledge about products

15. Importance of Personal Selling
Benefits to society Innovation, production, employment

16. Objectives of Personal Selling
Awareness Interest
Purchase
PersuasionInformation
Long-term relations

17. Personal Selling is most effective for:
Complex products
New products
Concentrated market
Satisfying individual needs

18. Личната продажба е најефикасна
Продавачите први дознаваат за потребите и желбите на купувачите!

19. 4. THE PERSONAL SELLING PROCESS

20. Personal Selling Process
Order of procedures (steps)– pre-sale, sale, post-sale!

21. Personal Selling Process
1. Prospecting and Qualififying
Companies conduct research to identify the people/ companies that might be
interested in their products!

22. Personal Selling Process
2. Pre-Approach
Additional information about prospects – research customers’ needs,
requirements, buying habits, interests and all the relevant background!

23. Personal Selling Process
3. Approach
First contact with consumers– first impressions are crucial: appearance,
clothes, greetings, kindness, small talks, warm-up questions, introduction!

24. Personal Selling Process
4. Presentation and Demonstration
Using of AIDA model and presenting the FAB (features, advantages,
benefits) of the product

25. Personal Selling Process
5. Overcoming Objections
Facing and overcoming the psychological and logical resistance of
consumers due to the pressure for their action!

26. Personal Selling Process
6. Closing the Sale
Agreeing on the terms of the sale and finishing up the transaction!

27. Personal Selling Process
7. Follow up
After the conclusion of the sale- delivery, payment and assuring customer
satisfaction, reteining customers and prospecting for new customers!

28. 5. SALES PERSONS

29. Things that sellers do
Research Coomunication Serving
Gathering information

30. Qualities of Sales Persons

31. Qualities of Sales Persons
Appearance Personal characteristics Professional characteristics
Attractive look
Pleasent voice
Nice dress
Smiles
Good mood
Personal values and ethics
Good health condition
Initiative
Courtesy
Good memory
Desire to communicate
Calmness and patience
Knowledge about the product
Knowledge about the company
Knowledge about competitors
Creative presentation of
products
Humor (if applicable!)
Self-promotion
Real product demonstation
Loyalty to company
Knowledga about consumers
Ability to present

32. Rule 10: 3: 1

33. Questions
Definition
Personal Selling
Process
Sales persons
Importance/ objectives
Characteristics