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Personal selling

The document discusses the concept of personal selling. It defines personal selling as situations where a human being tries to sell something to another face-to-face, as opposed to impersonal selling through advertising, sales promotion, and public relations. It describes the buying-selling situation as non-routine, difficult for the buyer with many choices, and often involving business-to-business purchases. It outlines the characteristics, levels, types, processes, trends and uses of personal selling.

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PERSONAL SELLING PREPARED BY: Margarita Unigovskaya Maria Kharitonenko Elizaveta Zhikhareva Group 5401
NOTION OF PERSONAL SELLING • "Personal selling" singles out those situations in which a real human being is trying to sell something to another face-to-face • "Impersonal selling" is carried out by advertising, sales promotion and public relations
THE BUYING-SELLING SITUATION •Not routine occurences •The decision is difficult for the buyer •Many choices are available •Business-to-business purchases
CHARACTERISTICS OF SALESMANSHIP Salesperson must: • Have deep product knowledge • Have good communications skills • Internalize the customer's point of view • Have a good sense for all kinds of people and a good sense of timing Balanced, well-rounded, outgoing, and knowledgeable person
LEVELS OF SALES POSITIONS the sales clerk chief executive officer taking an order and guiding customers to the product ability to present complex, often controversial and abstract cases persuasively Middle sales
TYPES OF PERSONAL SALES Inside: telephone sales, mainstream retail sales in stores where product knowledge and presentation skills are required, auto sales and similar equipment sales where customers visit the dealership; may be combined with other functions such as scheduling and early information gathering for an outside agent. Outside: real estate sales; may be combined with estimating tasks as in the case of bidding on construction work; product delivery; sales engineer highly skilled industrial operations - provide technical support. Both: financial, consulting, market research, engineering, construction, and equipment categories.
SALES PEOPLE Sales representatives/sales agents: Exclusive territory Commission Advantage: no in-house costs, seasonality Disadvantage: work for several different firms and do not devote all of their time to one client
RECENT TRENDS Replacement of personal selling in all areas: because personal selling is expensive. Packaging, promotion, lower-cost and lower-skill clerks Example: distribution of computers and software Standard packaged forms Sales function is reduced to clerking aimed to help customers find—not to understand—products. Servicing products (including their installation) is being transferred overseas to lower labor-cost markets; the service is provided by telephone
USAGE OF PRIVATE SELLING • Financial products, real estate, and major consumer durables (autos, appliances, boats, furniture, carpeting); construction and maintenance. • Up-scale retail - high prices require attention to customer needs. • In business-to-business or business-to-institution sales personal selling remains the principal mode of selling capital goods, raw materials, and parts, services.
PERSONAL SELLING PROCESS The personal selling process has eight steps
STEP 1 - PROSPECTING • Finding and identifying buyers who are most likely to buy the product or service. • Ways to qualify leads: cold calls by telephone, email, through social networking, or personal referrals. The word "cold" refers to fact that the person receiving the call is not expecting it or has not specifically asked to be contacted by a sales person.
STEP 2 – PRE-APPROACH • Prepare for the presentation. • It consists of customer research and goal planning.
STEP 3 – THE APPROACH • Initial meeting between the salesperson and the customer. • Assessment step - the customer’s need for the product is evaluated by the salesperson. • During this step, questions are asked to identify the current situation, the source and impact of any problems, the benefits of the product as part of the solution, and the buyer’s level of interest.
STEP 4 – PRESENTATION & DEMONSTRATION • To grab the buyer’s attention, ignite interest, create desire, and inspire action (AIDA) by showing the product’s advantages and benefits. • At this point, customer objections involving price, value, adequacy, the commitment to buy, or other issues are addressed. • Successful salespeople anticipate objections and respond to them respectfully before advancing to gaining commitment, which involves closing the deal or making the sale.
STEP 5 – CLOSING THE DEAL Different types of methods to close deals: the alternative close, the assumptive close, the summary close, or the special-offer close.
STEP 6 – FOLLOWING UP The last and most crucial step - follow up to ensure customer satisfaction and help establish a relationship.
OTHER TYPES OF SELLING STARTEGIES •guaranteed •needs-based •persuasive •hard •heart •relationship •target account •priced-based •solution selling
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•LG | consultants | •March 2011 to date
BOSCH | small and large household goods | February 2012 to date
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