Personal selling
Definition
• a person-to-person dialogue between the prospective
buyer(s) and the seller
=> interpersonal, direct communication
• very important in B2B markets
Forms of personal selling
Retail selling = to ultimate customers
Field selling = nonretail selling, outside the seller‘s place of
business
Inside selling = nonretail selling, at seller‘s place of business
Telemarketing = telephone as the primary means of
communicating with the customers
Advantages
• face-to-face communication
• interactive – mutual reaction, answering the questions,
explanation
• flexible – buyer can assess the impact of the message,
adaptable
• prompt feedback – verbal (question, comment),
nonverbal (e.g. gestures)
• important source of information about customer
Disadvantages
• limited control over the message (content
and delivery)
• limited reach
• expensive - training, salary...
Character of a salesperson
• positive attitude, self-confidence, personal
motivation, clear goals
• ability to empathize in customer
• knowledge – product and its features,
customer‘s problems and needs
The role of the sales people
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to solve the customers‘ problem
to keep and develop present sales
to look for new possibilites for sales
service to present and prospective
customers, consulting
• to represent the company
• to support the information flow between
the customer and management
Types of personal selling tasks
Order taking
= primarily writing up orders, checking invoices and
assuring prompt order processing
Order getting
= creative selling, to new customers and increase sales to
present customers, more time consuming
Missionary selling
= visit prospective customers, distribute information, and
handle questions and complaints (but do not routinely
take orders)
THE CREATIVE SELLING PROCESS
FOLLOWING UP
CLOSING THE SALE
HANDLING OBJECTIONS
MAKING THE SALES PRESENTATION
APPROACHING THE PROSPECT
IDENTIFYING & QUALIFYING PROSPECTS
Identifying and qualifying prospects
• Identify prospects who
have…
– the need to buy
– the financial ability to buy
– the authority to buy
Identifying and qualifying prospects
• Finding these prospects?
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Trade lists
Referrals
Inquiries
Internet visits
Government publications
Previous customers
The approach
• Initial contact
• Establish rapport
• Make a good
impression
• Problem solver for
prospective buyer
• Collect information
Sales presentation
• Tell the product story
• AIDA
• Use of appropriate sales aids
(computers, videos, brochures)
• Importance of verbal and non
verbal communications
Handling objections
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Listen and learn first
Yes…but
Additional information
Counter arguments
Change product or service
to overcome objection
Closing the sale
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Know when to close
Trial closing
Assumptive closing
Straightforward approach
Summative approach
When would you like
to take delivery?
Follow up
• Make sure all
promises have been
kept and the
customer is satisfied
with the purchase
• Resolve any
problems
encountered
It’s working perfectly!!!
Selling trends
• use of customer teams