The form of promotion
that uses PLANNED,
PERSONALIZED
communication in order
to influence purchase
decisions and to ensure
satisfaction
Types of Personal Selling
•
Retail Selling
–
•
Business to Business Selling
–
•
Customer comes into store and the
salesperson’s job is to help the customer and
answer questions about the product.
The salesperson goes to the customer and
selling takes place in
manufacturer’s/wholesaler’s showroom or in the
customer’s place of business.
Telemarketing
–
Process of selling over the telephone.
•Product knowledge
•Selling skills
•Ethical standards
•Belief in selling as a service
•Professional personal appearance
•Communication skills
•Creativity
•Self-confidence
“not”
•
Product knowledge
–
•
To better serve customers, the salesperson should
be knowledgeable of the product/service.
Selling skills
–
Each salesperson should be trained and
knowledgeable of the steps of selling.
•
Positive personal traits
–
•
To interact effectively with customer, the
salesperson should behave ethically and
responsibly and have a positive attitude and
awareness of professional appearance.
Communication skill
–
It is important that a salesperson be skilled at
verbal and nonverbal language to better serve the
customer.
•Immediate feedback
•Flexibility
•Most expensive form
of promotion
•High cost per contact
•Multiple contacts often
necessary
1. Prospecting
2. Opening the sale (pre-approach & approach)
3. Determining needs and wants
4. Presenting merchandise
5. Product demonstration
6. Handling questions/objections
7. Closing the sale
8. Suggestion selling
9. Reassuring and follow-up