Personal Selling

Personal Selling

A Simple Exercise to start off…        

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At this point in time In the event of Due to the fact of At a later date in time On a daily basis Each and everyone In my opinion, I think In the majority of instances In an intelligent manner

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Irregardless Owing to the fact of Close scrutiny Terminated the scheduled engagements Refer back True facts When and if For a period of two weeks Specific example

Answers         

Now When Because Later Daily All I think Usually Intelligently

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Regardless Due to Scrutinize Cancelled the appointment Refer Facts If For two weeks example

Road Map 

Evolution of Personal Selling

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Preliminary steps in the selling process

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Advanced steps in the selling process

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“What not to do” in Personal selling

Evolution of Personal Selling

Early history of selling 

Marketing’s early development

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Personal Selling        

Town economy Agricultural Middlemen Bagman Yankee Peddler Wagon Peddler Greeters Drummers Credit Investigators

Selling in the 20th century “Things were different in the 1890’s, but people still bought from people (not from companies) and the salesmen’s ability to produce new business, develop new markets, introduce new products and find new customers was as necessary then as it is today.” Jack Falvey

Selling in the 20th century 

From production to sales  

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Great depression of 1930’s Creation and growth of corporate departments to support sales efforts

Traditional sales approaches   

Canned sales presentations Stimulus - Response theory Selling formulae - AIDR / AIDA

Selling in the 20th century 

Emergence of marketing concept  

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Increased sophistication of buyers Further professionalization of purchasing management Wider adoption of marketing concept Better training of sales people

Team work in selling 

Systems selling

Sales Activities & Tasks     

Selling Handling orders Product servicing Information handling Account servicing

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Training Entertaining Traveling Assisting distributors Conferences and meetings

Development / Missionary / Maintenance / Support

Classifying Sales People 

Creative Selling Vs Service Selling

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Thomas Wotruba’s classification     

Provider Persuader Prospector Problem solver Procreator

Selling in the 90’s 

Partnering / Relationship selling / Team selling / Value added selling / Consultative selling

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Emphasis on  

Marketing research Situational / Personal / Relationship factors

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Buyer – Seller dyad

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Communication as the essence of interaction B2B – Selling center Vs buying center

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Personal Selling “When you’re out there selling, face-toface with your customer, there is no place to hide. It’s the acid test.” James Koch

The Personal Selling Process 

Preliminary steps  

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Prospecting Preparing

Advanced steps    

Presenting Handling objections Closing Follow up

Personal Selling Preliminary steps

Prospecting Identification & qualification of potential buyers  Networking  Sales Lead 

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Prospecting Process   

Define Target Market Generate Sales leads Qualify Prospects

Identifying Prospects Present Customers  Former Customers  Cold Calling  Spotters  Directories and Mailing lists  Prospecting Services 

Identifying Prospects 

Referrals  

Center of influence Endless Chain prospecting

Personal Contacts  Trade shows and exhibits  Direct Marketing 

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Lead Management system

Qualifying Prospects 

MAN approach   

Money Authority Need

Preparing 

Pre-Approach 

Who is the customer? Gatekeeper  Economic Buyer  Users  Technical personnel 

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What are the customer’s needs? 

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Dominant Buying motive

What other information is required? Where does one obtain information?

Preparing 

Call Planning 

Specifying the objectives Why am I going on this interview?  What am I trying to make happen?  If the prospect says “yes, I want to buy,” what am I going to recommend? 

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Developing a strategy Making an appointment

Personal Selling Advanced Steps

“Salesmen fail not when they open their mouths, but before they open them. Their appearances convey they are not likable, not honest, not trustworthy, not even sincere” John T. Molloy

Presenting Approach  Probe for needs  Convince the prospect 

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Adaptive selling

Approach First impressions are essential  Preparation  Beginning the presentation 

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Ask questions Use a referral Offer a benefit Offer a service Compliment the prospect Give something of value

Probing for needs 

SPIN selling    

S – Situation questions P – Problem Questions I – Implication Questions N – Need payoff Questions

Empathy  Active listening skills 

Probing for needs 

Types of questions   

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Open-ended questions Reflective questions Directive questions

Benefits of questions     

Learn about the prospect Maintain control over the sale Involve the prospect Build relation Establish trust

Convincing the prospect 

Persuasion

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Features-Benefits selling

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Presentation techniques     

Visual aids Testimonials Examples Guarantees Demos

Handling objections 

Sales resistance Vs Objections

Objections as opportunities  Types of objections 

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Timing Price Source Competition

Responding to objections Prospect states the objection  Listen carefully  Ask questions  Respond to the objection 

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Yes…but method Boomerang method Comparison method Compensation method Case history method

Confirm your response

Closing 

When to close?    

Looking & Listening for buying signals Verbal Non-verbal buying signals Using a trial close

Closing 

How to close?       

Alternative proposal close Assumptive close Gift close Action close One more yes close Balance sheet close Direct close

Follow up

“I’ll be there after the sale because after I have sold something to someone, I can sell them more. I just don’t disappear” Xerox Corporation

Follow up 

Post sale action

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Customer relations    

Handling complaints promptly & pleasantly Maintain contact with customers Keep serving the customers Show appreciation

Self analysis 

Were the planned sales objectives achieved?

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What could I have done better?

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What did I learn from this call that will contribute to my future success?

What not to do? Failing to seat the prospect properly  Pointing finger / pencil at the prospect  Sitting awkwardly in chair  Having a calendar in the wall  Smoking  Slapping / Poking  Chewing gums  Mocking  Talking fast 

Thank you…